Samsung has a blast with Instinct

Last year I was playing with the most awaited gadget of 2007: the iPhone. I thought it was a bit over-hyped, and recommended potential buyers to have a look at some other options, which at the time included the Samsung Armani and the LG Prada.

Samsung has been having a bit of a sad week. They saw the resignation of Lee Kun-hee, Chairman and son of Samsung's founder who left with his son and closest advisor by his side.

But on the production side of things, they are having a blast. They are getting ready to launch the Samsung Instinct. This Apple iPhone killer has a 240x432 3.1" touch screen, and three hardware navigation buttons. The screen uses a technology called "haptic feedback," which means the touchscreen "buttons" seem to depress and release. Motorola displayed the same technology a while ago in the concept, and so did Nokia in November last year. It has a 2.0MP cam (which is fast becoming sub-standard) which supports video recording. Media playback support for video includes the new H.264 and MPEG4 formats, with streaming being supported over networks. A host of audio formats are also supported including popular MP3 and AAC.

All those look standard in a world where mobile phones come with Carl-Ziess lenses and WiFi. But where the Instinct will shine, is in terms of practicality, and usability.

I managed to experience the haptic feedback technology last year in a Motorola concept phone. And the user experience is in a totally different level. It manages to be as realistic as pressing a button, but it feels like a button made in the year 3000.

Samsung needs an emotional lift right now. And this might be just what they need. Watch out Apple, my instinct tells me that the Instinct will be a worthy opponent.