The First Else was born and bred in Israel, and is growing up there, as well. Most of the operating system (based on a derivative of Linux) and the user interface were developed in-house by Else/Emblaze engineers, but many of the applications - such as the music player, video technology, etc. - were developed by 30 different companies Else has partnered with, many of them Israeli startups.
"We prefer working with Israeli companies wherever possible"
Israeli startups in the cell phone business are known for their major contributions to products made by multinational companies. For example, key components of Motorola's cell phone technology were developed in the company's Israel-based research labs. But Else is not developing its device for anyone else - instead, it intends to see the product through, proudly proclaiming it an Israeli product.
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