LAVA IRIS 504q: A cut above the rest

Written by Sudhir Chowdhary | Updated: Jun 27 2013, 06:27am hrs
LAVA IRIS 504q: All businesses face competition, but knowing who your competitors are, and what they are offering, can help you to make your products stand out. Homegrown mobile phone maker

Lava International knows this market reality pretty well. Its top management is abreast of the fact that marketing in the highly competitive Indian mobile phone space can be difficult as pressure mounts to stand out amongst fierce competitors in a space that is dominated by multinationals with deep pockets. It also feels that

innovating by adding new features that the competition doesnt offer is often an excellent way to compete.

Remember Siri, the intelligent personal assistant available on iPhone 5, iPhone 4S, iPad with Retina display, iPad mini, and iPod touch (5th generation), that helps you get things done just by asking Well, it was a fantastic application introduced by Apple in order to stand out from competitors Thats the kind of marketing buzz we are talking about.

To some extent, Lava International has exactly managed to do that with its new Lava Iris 504q, a smartphone that is truly hands-free as it understands human gestures. Yes, its a phone you can even communicate with signs. The device can sense your hands from a distance. Which means you can switch it on or off, without even touching it. In other words, this phone is quite smart that it understands you. It has been recently launched with a price tag of R13,499.

The phone boasts of technologically advanced gesture motion

control that reinvents the mobile

experience and sets a new standard for smartphones in its category. In my test-run, I used the gesture control feature for changing tracks on the music player and video player and I was pretty much impressed with it. Other than that, this feature can be used for clicking photos, tuning FM channels and browsing entertainment gallery on the Lava Iris504q.

The phone is designed to address a large and important segment of the smartphone market where customers are looking to upgrade to an affordable, easy-to-use, full-featured and technologically competitive smartphone. It is packed with features that inhabit high-end phones but without the hefty price tag. Amazing sensors like the Proximity sensor knows when you are on a call to lock the phone so that you dont mute or disconnect the phone. While its light sensor senses optimised visibility, to dim the phone when not in use to conserve battery life. And its G-sensor understands the slightest change in direction for enhanced performance like a gaming-console remote.

The first thing that strikes us in the face is its huge 5-inch IPS screen with OGS display technology and a resolution of 1280 x 720 pixels. The LCD screen offers great viewing angles and high quality colour production. The phone comes with 8.4 mm thickness that makes it one of the slimmest in its category. It is powered by a Quad Core 1.2 GHz processor and runs on Android 4.2 (Jelly Bean), simplified for better user experience and faster to get the best from the smartphone. In my opinion, the 1.2 GHz processor has been rightly selected for the smart multitaskers of today. This processor is highly capable to process multiple tasks giving high performance while being energy efficient. So be it your rich graphic game or a high process intensive application, run it parallel without any delay.

The Iris 504q comes with an intelligent flip cover, offering comfort and convenience to the consumer. This device sports an 8 megapixel camera (rear auto-focus with in-built flash and BSI sensor) that provides multiple camera options to capture stunning photographs and a 2 megapixel front camera for 3G video calling. It also packs in 1 GB RAM and an

internal memory of 4 GB, which is expandable up to 32 GB, giving users enough space to store their multimedia content. A large 2,000-mAh battery provides ample back up for multimedia, stand by and talk time. Its 3G, Wi-Fi, GPS and Bluetooth capabilities put fun and connectivity firmly in your hands.

Lava has also partnered with Hungama to provide a good entertainment experience and various other initiatives latest being integration of Hungamas Music app and LavaZone, the storefront (powered by Hungama.com) on Iris 504Q. With this, the user gets access to over two million pieces of content across genres and languages, in the form of music tracks, music videos, trailers & dialogues; mobile content such as ringtones & wallpapers. Other than that, Iris504q comes with some preloaded apps such as Opera Web browser, Hungama Music app and Modern Combat HD from gameloft.

My takeaways: Lava Iris 504q is a neat-looking, fast and easy-to-use device that delivers effortless multitasking. Its gesture control feature is unique enough to stand out in the already over-crowded mobile phone market.

Estimated street price: Rs 13,499