The Shadow Brand is T-Mobile's latest initiative to straighten the company on the market. The first Shadow device will be released this Wednesday.
Presented as a phone targeted at “people who have lives beyond work”, the T-Mobile Shadow is designed with a new interface, aimed at reducing the complexity associated with many feature-rich devices.
“We’re calling the new line of devices ‘Shadow’ because they’re designed to help people stay effortlessly connected with those who are closest to them – the people you would choose to have with you all the time if possible – the people you love checking in with during a hectic day or to share special news,” said Robert Dotson, president and CEO, T-Mobile USA. “Shadow finally makes staying connected to people simple, fun and easy – and all without the hassle of using a complicated device.”
The star feature is the enhanced "MyFaves" tool that allows users to call, send an e-mail, text or instant message, and share a picture, video or voice note, with only a push of the button right from the myFaves home screen.
The new phone is the result of the collaboration between T-Mobile and HTC. It comes with Windows Mobile 6, Wi-Fi and EDGE-enabled high-speed Internet access, a 2.0-megapixel digital camera, all-in-one address book for storing multiple forms of contact info, and standard applications like memos and date reminders.
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