Has ‘full’ disappeared?

Imagine yourself standing in front of Hawa Mahal in Jaipur. You are already on the other side of the road and you discover that your expensive smartphone captures only half of the iconic building that your eye sees as one complete picture. You cannot move back as there are shops there. You cannot possibly climb stairs, go to the terrace, and move back to take your shot. You are inconsolably distressed. This can happen even inside a room when you need to click and include all your relatives already huddled for a keep-sake shot. This is when your friend says, ‘These smartphones are useless. Come on now, just take two shots and stitch them in photoshop.’

Someone else pips in, ‘Wish you had brought your DSLR and that expensive wide angle lens for this shot.’

These are scenarios that will continue to haunt you in your dreams even years later. You know this and you mutter: ‘Why can’t these smartphones take wider pictures?’ This has happened to me many times and I have realized that a half picture is just half the fun a moment was supposed to give. This challenge of half a picture versus a complete one is all around us. Imagine reading a newspaper editorial or listening to a debate on the TV and getting only half the truth. The truth is that even airlines now charge you the full amount and give you half the leg space you deserve… or a trimmed down seat where even if squeeze yourself in you find you cannot move. A large size in apparels no longer fits you because companies are pushing ‘fitted’ ones. The word ‘full’ has indeed become elusive.

But let us come back to smartphone photography and understand that a full picture in most smartphones means taking a few more steps backwards and compromising with the sharpness and clarity of a shot. In fact, a few steps back also means that you are then possibly including the worn-out hawai that your mausa ji is wearing and bringing into the picture a lot of unclipped toe-nails or that spoil-sport of a tubelight that you never wanted.

Most of us will want ‘full’ right here and right now. No moving back and… well, must I spend more and invest thousands to buy an expensive DSLR wide-angle lens? The obvious question that most of us ask is:

Has ‘full’ disappeared?

Half is out. Has ‘full’ disappeared?

The full picture is what everyone wants

I was recently at the launch of itel S42, A44, and A44 Pro where they talked about the way Indians love ‘full value at best price’ and emphasized on their #FullHaiWonderful campaign. The S42 comes with an 18:9 full-view display and the campaign revolved around the powerful message of ‘full value’, ‘fuller experience’, and ‘fullest satisfaction’. Mr. Arijeet Talapatra, Senior Vice President – National Head, Sales, Distribution & Retail, TRANSSION India also added that ‘the promise behind the new portfolio of devices is exactly that, offering consumers the max-value-at-best-price in the most entertaining yet pertinent way’. This phone,  y the way, has connectivity options of 3G, 4G, Wifi, and Bluetooth capabilities. The phone comes with 16 GB of internal storage, a powerful 1.4 GHz Quad core Qualcomm Snapdragon 425 Processor, 3 GB of RAM, and 16 GB of internal storage that can be expanded to 128 GB via a microSD card. The Phone comes with a large 3000 mAh battery to support it’s 5.65 inch screen with IPS LCD display having a resolution of 720 X 1440 at 285 ppi. The screen is also protected by a durable Scratch Resistant glass. Itel S42 has a 13 megapixel rear Camera and 13 megapixel front Camera. It also supports Face Detection and high dynamic range (HDR) imaging. Usual fetaures like video recording, geo-tagging, digital zoom, auto-focus, touch focus, face detection, and panorama mode are additions that any user knows a smartphone today needs. An accelerometer, multitouch, light sensor, proximity sensor, and fingerprint sensor are all there. A 3.5 mm headphone port and dual sim capability add to its value.

What matters most is that all users will be able to click pictures without compromising on vital details being missed out. No, these phones do not match the audio quality of Bose, they do not have formidable names attached to their lenses, they are neither splash-proof nor fire-resistant, they do not have batteries that claim to recharge in fifteen minutes, and they haven’t forced in app-functions in their OS-code to make you feel you are in possession of some exclusively researched innovation. These are phones that have a functionality that doesn’t have hiccup bouts, include all vital aspects that a not-so-tech-savvy user may appreciate, and they help you take ‘full’ pictures whenever the need is there. The joy of clicking a shot that your memory loves comes at a cost that isn’t prohibitive and each of the newly launched version is in the sub-10k price-band. What more would a price-conscious, picture-hungry user want?

Those users who are worried about post-sales service or availability of offline dealers must know that Transsion has 1200 plus partners and 950 plus service centres spread all over the country. They already have 19 feature phones and 13 smartphones in their list of products and so I am not surprised that they boast about being the #2 brand in India.

Their thrust, to my mind, was more about democratizing technology and giving users and buyers an opportunity to save more and get more! All this is fine and enough to give jitters to some of the leading brands of smartphones. But what I liked most was finally knowing that ‘full’ hasn’t disappeared!

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A post shared by Arvind Passey (@arvindpassey) on Apr 6, 2018 at 12:00am PDT

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itel gives the powerful message of ‘full value’, ‘fuller experience’, and ‘fullest satisfaction’

Full Hai Wonderful_new launches from itel

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Arvind Passey
06 April 2018