In an interview with Hughes Lau, Marketing Director at AGM Mobile, we delve into the world of rugged devices. We wanted to explore the exciting possibilities of emerging technologies, the company’s commitment to user needs, and its unique approach to defining and demonstrating uncompromised quality. And here’s how our interview went:
What emerging technologies excite you the most for future AGM devices, and how will they address evolving outdoor needs?
“New technologies coming from manufacturing will definitely make a big difference in future products. Indeed, right now, the main complaint of rugged devices is that they are too bulky and heavy. This issue is being fixed in two aspects. First, the electronic components are getting smaller and smaller. Second, the new machinery allows us to create thinner and lighter frames while still keeping a high level of sturdiness. Thus, future AGM devices will be much more portable and will be used daily, as opposed to being a tool for a special occasion.”
What methods do you use to stay ahead of emerging trends and user needs in the rugged mobile device market?
“We are innovators at the core. We were the first company to create a rugged smartphone, and since then, we have kept bringing new technologies to the market, like the Arctic battery or, more recently, the first long-range thermal detection in a smartphone. We stay ahead because we are willing to take risks. Like Apple did with the iPhone or the Apple Watch, we bring cool technologies to consumers in order to make their lives more exciting.”
How do you define “ruggedness” in the context of your products? Are there specific durability standards you aim to surpass?
“There are industry standards: IP68, IP69K, and MIL-STD-810H, which make your device waterproof, dustproof, and drop-proof. However, at AGM, we aim to go beyond that. For example, the military standard 810H (MIL-STD-810H) guarantees a 1.8m drop-proof. For our latest device, the H6, we increased it by 30%. Pushing the limits and non-stop improvement are core values at AGM Mobile.”
Many companies claim ‘uncompromised quality’. How does AGM define and demonstrate this, especially considering specific use cases?
“Making quality products is truly important to us. We are confident about what we make, and we are not afraid to put our devices to extreme tests. A few months ago, we made the H6 Community Challenge, where fans could make suggestions on how to test the AGM H6’s durability. We threw the phone from a bridge, put it on fire, used it to hammer nails on a tree, smashed some nuts with the screen, and much more fun videos you can see on Youtube. Apart from a few scratches here and there, the AGM H6 survived and was fully functional. This is how we demonstrate our quality.”
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AGM encourages embracing “personal and professional.” How do your products cater to this diverse user base, ensuring inclusivity?
“Our goal is to make all-in-one devices. We consider rugged smartphones superior to normal smartphones in the sense that they can be used in all situations at any time. Classy enough to be used at the office and be your main device but strong enough to be used in tough environments or at the beach. While a normal smartphone is limited, the rugged device is always ready for an adventure.”
In a niche market like yours, how do you balance catering to the core user base with attracting new segments without compromising your brand identity?
“After more than ten years of focusing on rugged devices, we made the decision last year to create a non-rugged line of smartphones and tablets. While not rugged, we still offer special features. For example, our PAD P1 looks like a normal tablet, but it is 100% waterproof. It is a kind of hybrid between rugged and regular devices. Our core activity remains; it is our identity, but why not bring AGM quality at a more affordable price if we can?”
Rugged smartphones face a delicate balance between features and durability. How do you prioritize these aspects during product development? How do you address your devices’ potential trade-offs between size, weight, and battery life, especially considering diverse user needs?
“While I said earlier that electronic components are getting smaller and smaller, a person who wants a smartphone with thermal vision and a huge battery will have to compromise on size and weight. There is no magic; we have to fit the components in a frame. However, I do believe that future rugged devices will be as thin as regular smartphones while offering more features, and we are certainly working on it at AGM Mobile.”
AGM was born from a desire to disrupt. What current industry trends or gaps do you see as potential future disruption opportunities?
“Flip smartphones are certainly getting more and more popular, and we have yet to see a rugged one. I would love AGM Mobile to be the first company to bring such a product to the market.
Another important shift in the industry is repairability. I believe it will be a key aspect of all future electronics in this decade. With environmental concerns, we are in need of products that are durable and easily fixed. The average lifespan of a smartphone today is around 2.5 years. At AGM Mobile, we want to double this number, and we are working hard to make that happen.”
