Rugged Mobile Elbows its Way Into Market

AMREL APEX AH53

(image via amrel.com)

Rugged computer developer AMREL has announced the launch of a new mobile device. Called the APEX AH53, the mobile device runs on an Android 4.2.2 OS, and features a 5.3″ display.

The device also sports Bluetooth and NFC technology, a Quad-core Cortex A7 1.2 GHz processor, and a camera. Those specs are fairly standard these days, but where the device stands out is in its durability and ruggedness. The device can survive four-foot drops, it’s waterproof, it’s dust-proof, and it can function in very high and very low temperatures. AMREL calls it “tough as nails”, though it only weighs 14 ounces.

In the current smartphone market, many companies are straining to differentiate their products. With Samsung’s latest flagship smartphone, the more expensive premium devices have pretty much reached “feature parity”, while the devices at the low and middle ranges of the market spectrum feature increasingly advanced technology allowing them to successfully compete with the bigger players. The Galaxy S6 Edge, for its part, offers a screen that curves around three sides of the device, while HTC hopes to court customers with extensive customization options, and another company has been promoting a technology- and feature-rich “super-phone”. AMREL seems to have a very clear focus in its positioning, and with its rugged technology could prove successful in carving out its own space in the crowded market.