Thai technology manufacturer Somsang announced the launch today of their new iBōd mobile phone, the first mobile phone with the ability to inform users that they are bored even before they realize it for themselves.
Speaking at ComConf, the region’s largest mobile communications trade show, Somsang CEO Phipak Phitakolot said the new phones will hit the shelves before the start of the school year. “We’re expecting big things from the iBōd,” he said. “The market for this product has been ripe for years.” Investors agreed, sending Somsang’s stock to record highs on the news.
“This is one of those products that anticipates an opportunity and actually creates its own niche in the market,” said Ken Wellington, mobile phone industry analyst.
Key to the iBōd is a special component that uses “lack of magnetic resonance (LMR)” technology. When the component detects an absence of cognitive functioning in its user, the phone sends its signature “bualert™”, which functions like a special ringtone. Customized bualerts will be available for purchase, Somsang representatives said.
Thousands of mobile phone enthusiasts were on hand at today’s trade show, a few of whom had the chance to try the new phone for themselves.
“Before, when I was out at a club or whatever and was, like, by myself for a couple of seconds, I had to remember to look at my mobile on my own,” said 19 year-old international school student Srirat Hisomboon. “But now if I forget that I’m bored the iBōd will remind me.”
Srirat added that she tested the phone for five minutes and it beeped 3 times, evidence that it was highly effective. “Because I am, like, always bored,” she said.
Some industry experts question whether or not Somsang, in its rush to get the iBōd to market, has managed to remove all of the phone’s kinks. They point out, for instance, that CEO Phipak’s iBōd could be heard beeping during his own announcement presentation.
In addition, many Thai consumers develop advanced levels of boredom that could prove daunting for this new technology. In Bangkok alone, there are millions of females between the ages of 15–35 who become bored so frequently that they are actually bored of being bored, said Samart Pongsana, professor of sociology at Mahidol University. Whether or not the iBōd can handle that level of sophistication is anyone’s guess.
“I mean, this thing’s not beeping in my hand right now,” said Wellington, the industry analyst. “But look at me. I analyze the mobile phone industry. How boring is that?”
For its part, Somsang is not resting on its laurels. Insiders say the company is deep into development of two other new devices, tentatively called the iMao and iHiw, which will be able to tell users when they are drunk and hungry, respectively.
The so-called “holy grail”, a phone which could alert users when they are tired, drunk and hungry all at the same time, remains a long way off, however.
“We aren’t anywhere close to being able to put that much computing power in one device,” said one member of the Somsang research team who requested anonymity.
And yet, Somsang may be overestimating the expectations of individual consumers.
“I don’t think these devices even have to be able to make and receive calls,” Wellington said. “As long as they beep, have buttons and a bright screen.”
Most experts agreed, though several cautioned that there would still be high demand for the camera function on the iMao.
