TAIPEI, Nov. 20, 2012 /PRNewswire/ -- Just Mobile is perhaps the only consumer technology firm in Taiwan whose products (with a few exceptions) don't use electricity. The creation of Nils Gustafsson from Germany and Erich Huang from Taiwan, the company focuses almost exclusively on high-quality, ergonomically designed accessories for Apple products such as the iPhone and iPad.
Gustafsson and Huang, who met at a museum in Germany, founded the company in 2005 as a PDA accessory OEM. The brand was barely known on the market until the arrival of the iPhone. The company then put all of its old projects to the side and began working on creating the most beautiful possible stand for the device. They created the multiple award-winning Xtand™, the success of which led to a whole range of accessories designed exclusively for -- and aiming to match the design quality of -- the Apple product line.
In order to distinguish itself in a market saturated with Just Mobile accessories, Just Mobile sought the cooperation of Tools, a Denmark-based design house that specializes in elegant kitchen accessories by Eva Solo. The firm's collection now includes over 30 product lines, including the AluPen - the iconic tablet stylus - to the Gum family of stylish backup batteries for iPhones and iPads. The company sells its premium accessories in every major market in the world in retailers including The Apple Store and even the MoMA design store.
According to Gustafsson, a former banker who professes to having no technology background whatsoever, part of what makes the company so successful in its field is that it seeks designers who aren't from the consumer electronics arena. The company's portable Gum battery products represent the one exception to their policy of steering away from electronics-based solutions.
"We focus on pure products and try to stay out of electronics as long as we can," says Gustafsson.
Another thing that distinguishes Just Mobile is its insistence on keeping production in Taiwan, specifically Taichung, where the company is based, rather than farming production out to China. This allows it to ensure quality of the product from the production to the boxes to even the display on shelves.
Gustafsson says that another reason to keep production local was Taichung's expertise and experience at handling and producing aluminum. Factories in Taichung also supply to Apple, which is why the aluminum finish of Just Mobile products always totally matches that of Apple, a quality that Gustafsson describes as "…a crazy advantage for us." Gustafsson says the focus of aluminum also represents a move away from "…all that's plastic, all that's thrown away with each phone generation. We want to create products that are beautiful and long-lasting."
The Just Mobile founder also emphasizes how a passion for Apple's design informs their business model.
"We knew when we started that people wouldn't love us because it's Just Mobile," says Gustafsson. "But people love their Apple products. And we try to support the Apple products in any way we can think of."
Among Just Mobile's recently launched products are the AluBase™ and AluRack™, which were both conceived by award-winning Danish designer Jakob Wagner.
The AluBase is a vertical stand for Apple MacBook Pro and MacBook Air. Crafted from a single piece of high-grade aluminum, the stand features iconic design, high-quality soft plastic inserts for MacBook Pro, Retina and Air.
The Just Mobile AluRack™, meanwhile, is an innovative rear storage solution for the Apple iMac or Thunderbolt Display. The device allows users to mount a laptop or external drive to the rear of your display. The two-piece AluRack™ screws together through the hole in the stand of an iMac or Apple Display, creating a solid shelf without causing any damage to the computer.
Mostly, Gustafsson emphasizes the advantages afforded by Just Mobile's international background.
"European design and the capabilities of Taiwan production make a big difference for us," he points out.
| Just Mobile |
About Taiwan External Trade Development Council (TAITRA)
The Taiwan External Trade Development Council (TAITRA) was founded in 1970 to promote Taiwan's foreign trade and competitiveness in world markets. Over the past 40 years, TAITRA has played a key role in the development of the Taiwan economy. TAITRA is jointly sponsored by the government and commercial associations and is viewed by all as the business gateway to Taiwan for the international business community. Please visit www.brandingtaiwan.org or www.taiwantrade.com.tw for more information.
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