[ ](http://www.engadget.com/2013/03/05/emblaze-mobile-ceo-amir-kupervas-mwc-2013/)
We were rather heartbroken when Emblaze Mobile announced the [abortion](http://www.engadget.com/2010/06/30/rip-emblaze-kills-first-else/) of its [First Else](http://www.engadget.com/tag/firstelse/) project back in June 2010, with the culprit being "critical delays in deliveries;" so when we caught up with ex-CEO Amir Kupervas -- who's now running a startup called [UIU](http://www.engadget.com/2013/03/05/uiu-android-launcher/) -- at [MWC](http://www.engadget.com/tag/mwc2013), we had to see if he had anything to add to the sad story. "It was ambitious for a small Israeli company to come into consumer electronics, build a brand and try to push it," Kupervas emphasized. "When we started this project it wasn't about ecosystem and apps and things like that. Eventually the iPhone came with its app store, and then Android came with its app store, and we were left behind."
Filed under: [Cellphones](http://www.engadget.com/category/cellphones/), [Mobile](http://www.engadget.com/category/mobile/)
**[Comments](http://www.engadget.com/2013/03/05/emblaze-mobile-ceo-amir-kupervas-mwc-2013/#comments)**
URL: http://www.engadget.com/2013/03/05/emblaze-mobile-ceo-amir-kupervas-mwc-2013/
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