From the Inquirer: Our UI is Absolut TAT. Whilst hanging around waiting for the Symbian Foundation to say something here at the Smartphone show, the INQ ran into TAT. Who hail from Sweden... just like Absolut Vodka does.
Writing UIs for phones is nothing new but TAT (which stands for The Astounding Tribe) has found a new angle. "Squeezing the maximum power out of the processor," is how CEO, Charlotta Falvin, describes it.
So while the impetus behind UIs to date has been 'keeping up with the Jobses', Falvin reckons the trick lies in taking UIs downmarket. "The knack is to make the UI look like it's doing something clever - even if it isn't really. "
This has two advantages. Firstly using the same UI across a range provides a consistent 'look and feel'. Secondly, it enables handset vendors to create low cost ARM7-based handsets which look good.
And will therefore sell in the one sector of the handset market still expanding rapidly - emerging markets. ARM obviously appreciates this ploy since it was running TAT's demo on its show booth.
