These days, it’s fashionable to judge a gadget by its cover

Many gadgets today flaunt designer labels and precious gems. Is it a mere affinity to things that shine, or is there something more buyers look out for? R Krishna finds out

In late 2006, mobile manufacturer, Vertu, set the market buzzing by launching the Constellation collection. Starting from $5,000 (Rs2,00,000), it was the cheapest range from Vertu. Perhaps to make up for it, the company followed it up with the launch of the Signature Cobra collection — a cobra sporting a pair of diamonds, two emeralds and 439 rubies dominated the design. Only eight of these phones were made, each costing $3,10,000. 

Welcome to a world where the bling bling dominates the gadget itself. It can leave even the most seasoned tech-guru flummoxed. Calling the phone garish, Engadget.com, a gadget website, in its description of the Signature Cobra says, “We can only take solace in the fact that only eight of these Signature Cobra phones will be made.”

Why would someone buy a gadget that’s low on features, and yet blows a (big) hole in your pocket? “People want the bling factor to show off their gadget. Style is the key thing for such buyers,” says Deepak Dhingra, assistant editor, T3 magazine. And it’s not just about diamonds and shiny metals. Asus and Acer have laptops whose designs are ‘inspired’ from the Lamborghini and Ferrari. LG teamed up with fashion mega-brand Prada to launch their phone, the LG Prada. Samsung recently launched an LCD TV that has been designed by Giorgio Armani himself.

One user who fell in love with the Acer Ferrari “at first sight” comments, “I love how the laptop looks. It’s a guy magnet. Every time I power it up in a coffee shop, at least one guy comes rushing over to check it out.” Dhingra reiterates the point, “The pull factor will be the desire to be associated with a certain brand. You are paying not just for the configuration or performance, but also for Ferrai’s colour and logo... or the finish of Lamborghini.”

Yogesh Singh who works at Popley & Sons would agree. Most of the Vertu phones on the shelf have their backs on display. “It’s the leather and the design on the back that needs to be displayed,” says Singh.

Purav Shah, director, Vishal Electrosystems Pvt Limited, who is gearing up to buy a Vertu says, “I am passionate about phones, and keep changing them whenever a new model is launched in the market. I am planning to buy a Vertu for my wedding.” Shah who currently owns a Nokia E90 communicator knows that the Vertu doesn’t have half the number of features his current phone has. But he points out that he hardly uses the features on his phone anyway. “I am buying Vertu because of its brand name. I don’t even check the email account which I have.” It’s a different story when it comes to the Phillips Swarovski Active Crystal collection, though. “People are excited by the collection because it has a utility value attached to it,” informs a salesperson at the Swarovski store in Mumbai. The collection includes diamond encrusted USB drives and earphones. While a heart-shaped crystal is certainly a lovely accessory to have, today buyers appreciate the 1GB thumb-drive.

And then there are gadgets to satiate the user’s ego. The aptly named Tulip Ego laptop, which won Microsoft’s fashion PC award, does just that. It comes studded with diamonds, and the keyboard is customisable — you can have your name written across the space bar. After all, a gadget is an extension of your personality (and, of course, your wallet). “Why do teens prefer Levis or a Lee? Even the small iPod shuffle, which can be hung out on your t-shirt ultimately is a style statement,” says Dhingra.

Singh of Popley & Sons surprisingly said that he wouldn’t buy a Vertu even if someone offered to buy it for him: “It’s about the circle you move in. Even if I had the money a Vertu would be of little use to me.”       
                                                                             
r_krishna@dnaindia.net