Redefining Mobile Design and Engineering from India
Our Solution
How we developed a mobile phone for Dell out of India
The Result
A premium product whose design would be the first designed out of India effort approved by Michael Dell.
The Story
In 2010, Dell Technologies set out to design and develop a mobile phone entirely from India for the first time. Codenamed Eclair, the project brought together Dell, Bang Design and a young technology startup founded by a former Flextronics veteran. The goal was to create a device that could compete with the strongest players in the global smartphone market while being executed through a lean, India-based development model.
Competing at Flagship Standards
Dell wanted a credible entry into the mobile category. Competitors were pushing boundaries on camera performance, screen size and build quality. To be taken seriously, the product needed to match or exceed flagship benchmarks. At the time, large displays, high performance sensors and robust engineering were difficult to achieve within a lean development program. Dell also needed a visual identity that felt premium and business focussed to reflect its brand values.
THE SOLUTION
Premium Performance, Lean Execution
We partnered with Dell to develop a detailed product brief that aligned with top-tier specifications. The phone featured a 10 MP camera with a Xenon flash capable of illuminating subjects at 20 feet. It carried a 5 inch display, which was a leading feature in 2010. USB 3 and mHDMI ports were incorporated for high speed charging and expansion.
Mobile TV was emerging, and the viewing experience became central to the design direction. We centred the display perfectly in the front view to mimic a television layout. The top and bottom margins were equal, and the left and right margins matched. This symmetry was familiar in Apple’s lineup but had not been attempted in an Android device.
We shaped the bezel into a shallow bell curve that improved the in-hand feel. This geometry moved the split lines for the screen and removable back cover away from the palms. Beyond this we studied the Iphones corners for their transitions as well as surface reflections. We built a similar effect into our design to achieve curvature continuity across the corners. This not only created a premium look and feel, but also added to the robustness of the product.
Android phones commonly had removable batteries, and this configuration made the device more comfortable to hold while retaining functional access.
Dell’s brand positioning demanded a professional and premium expression. We developed a CMF direction that felt rich, business focussed and differentiated from consumer-first competitors.
THE PROCESS
Design and Engineering in Sync
Our role spanned industrial design and mechanical engineering. We created an internal architecture that supported efficient hardware integration and benchmarked its performance and manufacturability against the best ODM devices of the time. This ensured competitive performance and reliable long term usability.
We collaborated with leading prototyping vendors to build high fidelity models that represented the final production intent. These prototypes were crafted to help Dell leadership make an informed decision on advancing the product.
The effort paid off. When Michael Dell reviewed the prototype, he approved the device immediately, allowing the project to move forward.
THE OUTCOME
Flagship Capability Proven from India
Eclair validated Dell’s ambition to develop a globally competitive mobile device from India. It demonstrated that a tightly coordinated design and engineering effort could meet flagship standards using a lean program model. The project strengthened Dell’s confidence in the region and showcased Bang Design’s capability in guiding complex, first-of-its-kind development programs.