Last week Apple went back to its old future, with a 4” iPhone that looks like a 5s but with 6s insides. Confused? So is Apple, writes ARTHUR GOLDSTUCK.
When marketing hype for a new product emphasises adjectives over facts and benefits, it’s usually a sign that its creators may be running out of ideas.
Last week’s unveiling of the new iPhone SE with 4-inch screen coincided with World Poetry Day, which seemed to be the cue to wax lyrical. The official announcement made less of the phone’s features than of the “beloved compact aluminium design that has been updated with matte-chamfered edges, a colour-matched stainless steel Apple logo, and four gorgeous metallic finishes, including rose gold”.
The facts are that the phone looks similar to the iPhone 5c released in 2013 with a 4” screen, but with iPhone 6s insides. From a 12MP camera (compared to 8MP on the 5s) and 2GB RAM (vs 1GB) to Apple A9 processor (vs A7) and 14 hours talk-time (vs 10 hours), it is clearly a far more powerful device. But then, it should be, given a 30-month period since the 5c release, in which time smartphone performance has been dramatically ramped up by most manufacturers.
Philip Schiller, Apple’s senior vice president of Worldwide Marketing, called the iPhone SE “an exciting new idea”, justifying this puzzling statement by saying Apple “started with a beloved, iconic design and reinvented it from the inside out”.
“The result,” he said, “is the most beautiful and powerful phone with a four-inch display in the world.” By now, the official Apple line trotted out with each new iPhone release – “the most powerful iPhone ever”, “the best iPhone ever” – is wearing thin. If each new release were NOT the best or fastest yet, THAT would be news.
There is one claim made by Schiller that we can swallow more easily: “Everyone who wants a smaller phone is going to love iPhone SE.”
But therein lies the real problem for Apple. It held off global demand for bigger screens for several years after Samsung began leading the market into larger displays with the Galaxy S3 in 2012. It only gave in with the iPhone 6 in late 2014, by which time it had lost massive market share to the South Korean manufacturer.
It also produced a large-format version, the 5.5” iPhone 6 Plus, which was positioned precisely to compete with Samsung’s 5.7” Note “phablet” format. There it jostles for attention with numerous players in the phablet space, from the LG G4 to the Huawei Ascend Mate S to the Sony Xperia Z5 Premium. Low-cost players like Xiaomi, Alcatel also compete vigorously in this format, and we even have a homegrown manufacturer, Mint, that is beginning to pick up significant market share with larger displays.
It is ironic, then, that Apple is not trying to differentiate itself by going in the opossite direction, producing a phone that is smaller than almost anything in the mid-market. For some time, Samsung and Sony have appeared to be giving users an equivalent to the 4” iPhone, with their Mini and Compact ranges, but with slightly bigger screens at 4.5” and 4.6”.
Even more ironic, the entry-level smartphone market is beginning a transition from 3.5” to 4.5” phones. There are three reasons for this: as volume of production rises, the cost of the larger display is coming down in price rapidly, to the extent that it will soon be more conomical to produce larger screens; an increasing use of video and images on phones and in apps makes larger screens more comofrtable and appropriate; and larger phones ha e higher perceived value.
The most unlikely reason for the new device is the argument by some that, because a large proportion of iPhone users still have 4” devices and have not yet upgraded, they are clearly waiting for new, more powerful 4” model. That is no doubt Apple’s fondest hope, but it appears unlikely. Again, given the rise of video as a primary content platform on phones, users are not only upgrading for the sake of hardware, but also for a better software and content experience.
That said, the new device has given fans of the 4” format a significant boost in power and quality. It shoots HD video with support for 4K, with a resolution of 3840 x 2160. Video capture goes up to 60fps for 1080p video and 240fps for slo-mo, and includes time-lapse with video stabilisation.
A Retina Flash is claimed to make the display three times brighter with True Tone lighting technology, and the phone includes the iPhone 6s camera features, like panorama photos up to 63MP in size.
All of which supports the argument that this is the most powerful 4” phone in the world. The competition is hardly formidable, though: low-end devices from Sony, Samsung, LG, Huawei, Lenovo and ZTE, and entry-level phones from numerous no-name brands.
However, in its price range – it retails at $399 in the USA, meaning It will cost somewhere between R7 000 and R10 000 in South Africa – it may well be the only 4” premium phone in the world.
Veeam passes $1bn, prepares for cloud’s ‘Act II’
The leader in cloud data management reveals how it will harness the next growth phase of the data revolution, writes ARTHUR GOLDSTUCK
Veeam Software, the quiet leader in backup solutions for cloud data management,has announced that it has passed $1-billion in revenues, and is preparing for the next phase of sustained growth in the sector.
Now, it is unveiling what it calls Act II, following five years of rapid growth through modernisation of the data centre. At the VeeamON 2019conferencein Miami this week, company co-founder Ratmir Timashev declared that the opportunities in this new era, focused on managing data for the hybrid cloud, would drive the next phase of growth.
“Veeam created the VMware backup market and has dominated it as the leader for the last decade,” said Timashev, who is also executive vice president for sales and marketing at the organisation. “This was Veeam’s Act I and I am delighted that we have surpassed the $1 billion mark; in 2013 I predicted we’d achieve this in less than six years.
“However, the market is now changing. Backup is still critical, but customers are now building hybrid clouds with AWS, Azure, IBM and Google, and they need more than just backup. To succeed in this changing environment, Veeam has had to adapt. Veeam, with its 60,000-plus channel and service provider partners and the broadest ecosystem of technology partners, including Cisco, HPE, NetApp, Nutanix and Pure Storage, is best positioned to dominate the new cloud data management in our Act II.”
Veeam has been the leading provider of backup, recovery and replication solutions for more than a decade, and is growing rapidly at a time when other players in the backup market are struggling to innovate on demand.
“Backup is not sexy and they made a pretty successful company out of something that others seem to be screwing up,” said Roy Illsley, Distinguished Analyst at Ovum, speaking in Miami after the VeeamOn conference. “Others have not invested much in new products and they don’t solve key challenges that most organisations want solved. Theyre resting on their laurels and are stuck in the physical world of backup instead of embracing the cloud.”
Illsley readily buys into the Veeam tagline. “It just works”.
“They are very good at marketing but are also a good engineering comany that does produce the goods. Their big strength, that it just works, is a reliable feature they have built into their product portfolio.”
Veeam said in statement from the event that, while it had initially focused on server virtualisation for VMware environments, in recent years it had expanded this core offering. It was now delivering integration with multiple hypervisors, physical servers and endpoints, along with public and software-as-a-service workloads, while partnering with leading cloud, storage, server, hyperconverged (HCI) and application vendors.
This week, it announced a new “with Veeam”program, which brings in enterprise storage and hyperconverged (HCI) vendors to provide customers with comprehensive secondary storage solutions that combine Veeam software with industry-leading infrastructure systems. Companies like ExaGrid and Nutanix have already announced partnerships.
Timashev said: “From day one, we have focused on partnerships to deliver customer value. Working with our storage and cloud partners, we are delivering choice, flexibility and value to customers of all sizes.”
‘Energy scavenging’ gets funding
As the drive towards a 5G future gathers momentum, the University of Surrey’s research into technology that could power countless internet enabled devices – including those needed for autonomous cars – has won over £1M from the Engineering and Physical Sciences Research Council (EPSRC) and industry partners.
Surrey’s Advanced Technology Institute (ATI) has been working on triboelectric nanogenerators (TENG), an energy harvesting technology capable of ‘scavenging’ energy from movements such as human motion, machine vibration, wind and vehicle movements to power small electronic components.
TENG energy harvesting is based on a combination of electrostatic charging and electrostatic induction, providing high output, peak efficiency and low-cost solutions for small scale electronic devices. It’s thought such devices will be vital for the smart sensors needed to enable driverless cars to work safely, wearable electronics, health sensors in ‘smart hospitals’ and robotics in ‘smart factories.’
The ATI will be partnered on this development project with the Georgia Institute of Technology, QinetiQ, MAS Holdings, National Physical Laboratory, Soochow University and Jaguar Land Rover.
Professor Ravi Silva, Director of the ATI and the principal investigator of the TENG project, said: “TENG technology is ideal to power the next generation of electronic devices due to its small footprint and capacity to integrate into systems we use every day. Here at the ATI, we are constantly looking to develop such advanced technologies leading towards our quest to realise worldwide “free energy”.
“TENGs are an ideal candidate to power the autonomous electronic systems for Internet of Things applications and wearable electronic devices. We believe this research grant will allow us to further the design of optimized energy harvesters.”