Fortec Star Previews New Products
Dubai 07-Mar-2003
Fortec Star provided a glimpse into the future by demonstrating their new line of
satellite receivers at this year's Gemex show in Dubai. The company's representatives, however, did stress that it was a "sneak preview" since the new models are not yet available.
"We are taking a completely new approach this year with the development our satellite receivers," said David McGrath, the company's Director of Business Development. "End-users in particular will immediately notice that the new receivers are different from products they have seen in the past, even before they take it out of the box." Case in point, none of the new receivers have model numbers. Instead, Fortec has opted to use consumer-friendly names that will be easier for dealers and end-users to remember. For example, the new Free-to-air model is called Life Time, while the CI model goes under the name of
Platinum. They also have a series of embedded products that will appeal to consumers with names like One World, Magic World and Super World.
Mr. Khalifa Rashid, the architect behind the product development at Fortec Communications explains the need for the new direction. "One only has to look at the software business to recognize that the "look and feel" of a product is as important as the "bits and bytes" behind it," says Mr. Rashid. "We have been able to give our new receivers their own identity, both in name, and in the structure of the GUI."
The GUI, as presented to visitors at Gemex is clearly a departure from what is traditionally seen in receivers. As you navigate through the menus, you will immediately be impressed by the contributions of the graphic designers. "Our emphasis is on the end-user," said Mr. Rashid. "Our engineers and programmers have taken great care to ensure that the structure the of software reflects the way users would like it. Then, we focused on how best to display it to them. The result is a new series of receivers that consumers will want to tell their friendabout."
Fortec has not provided the release date for their new "Life-style" receivers, but has estimated that delivery to customers will begin within the next 2 months.
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