Ruby from Yota Devices dazzles at CTIA 2013

RUSSIA: Yota Devices, creator of YotaPhone, the first dual screen smartphone, is now shaking up the portable router market with the introduction of Ruby, a new multiband WiFi hotspot that works in many countries around the world.

Ruby was unveiled last week in Las Vegas at CTIA 2013, the pre-eminent trade show for the wireless industry.

“A router does not need to be unattractive or clunky to be effective, and we have proven that with Ruby,” said Yota Devices CEO Vlad Martynov. “Our industrial design team spent as much time thinking about how Ruby looks, as our development team did on how it works. With its sleek design you aren’t embarrassed to put Ruby on the table, alongside your smartphone or laptop.”

Ruby supports most of the mobile connections in the world, including EDGE, HSPA+ and several LTE bands, and has a hidden slot for users to insert local SIM cards to stay connected more affordably while traveling.

Ruby substantially improves the battery life of smartphones. Smartphones connected to Ruby via WiFI use 3 - 5 times less energy for data transmission compared to 3G HSPA+. Ruby’s 2100mAh battery powers the unit for up to 16 hours of use and up to 60 hours on standby, which is more than two times longer than competitors.

It charges using any USB or micro USB to 70 percent capacity in less than an hour. Ruby’s display, which shows battery and signal status, is the first router to use energy-saving E Ink technology, which Yota Devices also features on its YotaPhone.

The power button on top has three user modes. Slide it one way to create a private password-protected network; slide it the other way for an additional public network that supports up to 10 connections; and turn it off when in the central position. The LED backlit logo informs users of the type of network it is connected to — blue if connected to 4G, orange if the device has downshifted to 3G or 2G.

“This is our latest device that demonstrates our business philosophy of putting user experience first and applying the very best emerging technologies to enhance this experience,” said Martynov. “For example, with Ruby’s driverless installation and with no wires to attach, you are ready to use it immediately whether at home or on the go.  Ruby takes only a few seconds to connect to its driverless installation and its self-contained software is updated automatically without disrupting the user experience.”

Ruby also has a number of features that appeal to operators as well.  Yota Devices’ specially-designed software allows operators to monitor the usage of the device and optimize network performance.  Ruby’s driverless installation and automatic software updates reduce calls to operators’ customer help desks. Ruby supports operators’ efforts to sign up new subscribers by allowing them to brand the device with their logo and to invite those who use the router’s WiFi sharing mode to become trial users.

Ruby is available for order by mobile carriers in European markets, Russia and some Asia Pacific markets immediately. Rollout to other markets, including North America, will follow at the end of 2013.