UIU Android launcher targets non-techie users with easy cloud management (video)

[ ](http://www.engadget.com/2013/03/05/uiu-android-launcher/)

Emblaze Mobile's [First Else](http://www.engadget.com/tag/firstelse/) may be no more, but its legacy lives on. During [MWC](http://engadget.com/tag/mwc2013) we caught up with the company's ex-CEO, Amir Kupervas, who started a company called UIU in June 2011 -- only a month after his departure and almost a year after the tantalizing First Else got canned. Over at UIU, Kupervas and UX strategist Itay Levin (who also took part in the First Else project) have a more humble ambition: to offer an Android launcher and an accompanying cloud management platform that are simple enough for non-techie users. "In the US, smartphones generate twice as much the amount of calls to the customer centers than the featurephones," said Kupervas. "There's a lot of hustle and a lot of confusion on how to work these guys. People are struggling with them, even existing users."

**Gallery: [UIU Android launcher targets non-techie users with easy cloud management](http://www.engadget.com/photos/emblaze-mobiles-ex-ceo-demos-uiu-a-simple-android-launcher-with-cloud-management-video/)**

[](http://www.engadget.com/photos/emblaze-mobiles-ex-ceo-demos-uiu-a-simple-android-launcher-with-cloud-management-video/5686655)[](http://www.engadget.com/photos/emblaze-mobiles-ex-ceo-demos-uiu-a-simple-android-launcher-with-cloud-management-video/5686669)[](http://www.engadget.com/photos/emblaze-mobiles-ex-ceo-demos-uiu-a-simple-android-launcher-with-cloud-management-video/5686656)[](http://www.engadget.com/photos/emblaze-mobiles-ex-ceo-demos-uiu-a-simple-android-launcher-with-cloud-management-video/5686657)[](http://www.engadget.com/photos/emblaze-mobiles-ex-ceo-demos-uiu-a-simple-android-launcher-with-cloud-management-video/5686658)

Filed under: [Cellphones](http://www.engadget.com/category/cellphones/), [Mobile](http://www.engadget.com/category/mobile/)

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URL: http://www.engadget.com/2013/03/05/uiu-android-launcher/