The “Soul” within Samsung
March 7, 2008 by Jayvee Fernandez
Filed under Samsung
Samsung sent out a press release last month talking about its new “Soul” line. The “Soul” basically captures the new user interface and philosophy behind contextual buttons for specific functions in the “Ultra” line of Samsung phones. So if the MP3 player application is active, only the music player buttons will be highlighted. Same goes for camera and phone and other multimedia functions. I guess it is something similar to the Motorola ROKR E8 design philosophy.
“We believe that is the answer for today’s style-conscious consumers, excited by outstanding quality design and performance,” said Geesung Choi, President of Samsung’s Telecommunication Business. “Soul is set to continue the success of past Ultra Edition handsets, such as D900 and U600, and will further enhance Samsung’s leadership in the premium phone category.” [PRESS RELEASE]
Samsung is reinventing their user experience, and a lot has to do with their rollout of S60 on some of their higher end phone models. Honestly, I feel that the new rollout is mainly an answer to Nokia’s recent redefining of all their phones’ user interface to that thing we already see in Ovi.
