T-Mobile on Wednesday officially launched its second Google Android phone, the MyTouch 3G, and company executives said they'll use a high-touch retail experience and custom cases to give the new phone a unique personalizable spin.
"You can take the entire range of the rainbow and you can create for yourself the most powerful device that is 100% you, inside and out," T-Mobile chief marketing officer Denny Marie Post said at a press conference in New York.
Actually covered the MyTouch 3G plenty of times before, under several different names. It started life in February as the HTC Magic and then became the Google Ion by May. On June 22, it was finally announced by T-Mobile as the MyTouch 3G.
The MyTouch 3G is very similar to a T-Mobile G1, but somewhat slimmer and without a physical keyboard. The software on board will be almost the same as the G1's, though: the Google Android 1.5 operating system, though in this case with built-in Microsoft Exchange support, which the G1 lacks.
Since the MyTouch 3G's hardware isn't radically new, T-Mobile is surrounding it with a halo of personalizable experiences. The phone will have a range of custom cases available, with designs ranging from skulls to flowers; you'll also be able to design your own case, much like owners of the Sidekick 2008 were able to do. There will be lots of accessories, too: gel cases, wall chargers, and a dock, for instance.
A high-touch retail experience will help users customize their phones. While there are more than 5,000 Android apps currently available, phone owners may not know how to find the ones that are right for them or customize their home screens to their tastes, T-Mobile CTO Cole Brodman said. T-Mobile retail staffers will help users set up their phones and download their first few apps.
T-Mobile will also package applications into "App Packs" for different lifestyles, reps at the event said. The prices and compositions of the app packs will become clear closer to the phone's launch in late July.
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