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F(x)tec is a London based smartphone manufacturer which initiated in 2018. Its mission is to bring back technologies and features that we love into modern smartphones. F(x)tec released the Pro 1, designed to allow the user to choose between a virtual keyboard or a physical keyboard, among many other features. Telecom Review had the chance of meeting Adrian Li Mow Ching, CEO and co-founder of F(x)tec, at GITEX technology week in Dubai.

What challenges do start-up companies face at the moment in such a saturated market?

It’s very important that start-ups find their niche. In a saturated market like smartphones, this is paramount. You need to have a very clear picture of what you are good at, what you want to achieve and who you want to target. There are many brands who make the mistake of packing every feature they can into a phone and try to sell it for the cheapest possible price. The problem is that you will never succeed against big global manufacturers like Apple or Samsung. For us, we have a niche that we are really passionate about. We know our target market, we understand our customers and we know what they like. With this understanding, we can create the best product.

Tell us about Pro 1, what is different about your product?

We formed last year and we brought our first product to the market. It’s called the Pro1. It provides the total android experience for our customer base. It is purposely designed for everyday use where true multi-tasking comes to life. The Pro 1 packs a slim design that conceals a full slide out keyboard. This allows users to choose between a virtual keyboard or a physical keyboard, providing the best of both worlds. The main purpose of this has been is to enhance productivity for the end user, whilst remaining functional. The landscape QWERTY keyboard combined with the large 5.99 inch dual-curve AMOLED display allows for optimum efficiency, so users can complete everyday tasks such as answering emails and browsing the internet without compromising screen size. The split screen experience also helps users multitask by allowing two apps to be displayed on screen at the same time. With an optimum viewing angle when opened, the device is perfect for watching YouTube videos or films on the go. The device is perfect for everyday use, working on the go and travelling. Our main mission is to bring technologies and features that we love back into modern smartphones.

Aside from the keyboard, what are other preloved features that you think might be of interest to your customers?

As well as the keyboard, the Pro 1 has a 3.55mm headphone jack which is universally simplistic and we also love the nature of using plug in headphones. There is also a physical camera shutter button along the right side of the device for taking photos. Both of which are simple yet effective to operate. We believe that incorporating such preloved features into the device allows us to put our own spin on the modern smartphone, a nostalgic nod to the past. 
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