Cherry Mobile Alpha Luxe – Windows Rebrander Alpha

Cherry Mobile Alpha Luxe – Windows Rebrander Alpha

 Cherry Mobile. Probably the most famous, well-received, hated brand out there in the Philippine Market. They have released TONS of smartphones including Cherry Mobile Titan, Omega line up, Cosmos line-up, and probably the one that started their domination the Flare line-up. What do they have that other rebranders don’t? Great Marketing, cheap price for a ‘great’ phone, at least on paper.

Every time Cherry Mobile will release a new device, most, if not all fans, gets excited that even haters line-up to purchase their product. I have been part of two major events, Fusion Bolt and Flare. As unorganized as it is, it catered to the hundreds who waited. A major ehem to ZTE.

With tons of releases of Cherry Mobile to the point of almost monthly basis, CM may have had saturated the Philippine market the same way Samsung has saturated itself to decline [1]. I’m not sure what is happening there at CM but they, again, took a giant leap where no other rebranders had ever taken. Release a Windows Phone. I don’t know if this is the first rebranded windows phone, but I can say it’s the most famous one. This is what propels Cherry to the top, their great publicity. Personally, I have never had a Windows Phone due to its relatively high price for a flagship. I may have stayed away from Rebranders but this one is not one to pass up.

Packing so-so specs, HD Display and a new OS, at least for me, at a very affordable price, does Cherry Mobile Alpha Luxe solidify Cherry Mobile’s Rebrander King Status, or is it just a Jump the Shark move from Cherry Mobile? Read on and find out!

DISCLAIMER: This is the first Windows Phone I have had. I have always been an Android Enthusiast. I will try to be as neutral as possible even if I come from another OS.

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  1. Design and Build

 Looks

Alpha Luxe is 5 Inch phone protected by Dragontrail Glass enclosed in Plastic. The device painstakingly looks similar to most, if not all, Cherry Mobile phone out there on the market. It looks like Cosmos Z, last year’s flagship. The front houses the front cam, and Windows’ usual Back-Windows-Search button. The sides offer the volume rocker and the power button, the back has the protruding camera which makes it wobbly when you put it on a flat surface. It is also covered in glossy plastic which attracts fingerprints like Daniel Matsunaga attracts girls.

looks2

Alpha Luxe is a phone you have seen hundreds of times, it is also quite bulky for a 5 Inch phone. The generic looks is something Alpha Luxe left a lot to be desired. Cherry Mobile has released quite a few phones that look much better than this at the same price. Definitely something to think about for those concerned about looks.

  1. Display

display

Alpha Luxe sports a 5 Inch HD 720p Display. The display feels just about right for the Luxe as its deep black technology makes the colors much more vibrant. Icons look sharp and texts look crisp. Another thing to give point to is the viewing angles. Viewing angles are quite good as tilting the device shows little to no annoying changes and it is still pretty visible even in sunlight. It may only have 3 modes of brightness but it’s highest is just right. Not too bright, not to dim.

 

  1. Entertainment

Functioning as your daily multimedia driver, Alpha Luxe is average at best.

music

Loudspeaker is fine. Plug in your headsets, Alpha Luxe is definitely one of the LOUDEST performers out there. I’m not kidding you. It’s DEAFENINGLY LOUD. It has ok sound quality, but distortions come up the louder you play your music. Avoid playing at max volumes as it has extremely high headset volume with noticeable distortion. Alpha Luxe’s loudness is something to check out for those who want their music extremely loud. I do have to point out that the stock music player has bad codec as it can’t play FLAC files. Also, when you plug in your earphone/bud you will hear some crackling and buzzing sound.

videogames

Sporting a 720p Display, Alpha Luxe might net you the conclusion that it can smoothly play all your videos. While it can play HD to Full HD videos, you have to know that the codec out of the box is extremely disappointing as it cannot detect AVI files. It can play mp4 files, though it had trouble playing Full HD 1080p of higher file sizes. I have not tried using a 3rd party app as I am yet to find a Reliable and Free video player.

As for Gaming, let’s just say at the price point, its ok. Angry Birds Epic plays fine but Metal Slug’s control is sluggish, pun intended and Asphalt 8: Airborne is playable at best albeit the long loading times and lags.

Everyone who is not a company hates Internet Explorer. Alpha Luxe, being a windows phone, carries IE, so that maybe an indication of what is in store for you out of the box. For those looking for Chrome or Mozilla, look elsewhere. There is also no YouTube app so IE, again, is your haven OUT-OF-THE-BOX. As far as YouTube and Streaming on IE, it can get your tasks done but it can be a lot better with installation of another browser.

  1. Camera

 camera

Camera and compromise are partners in crime to Cherry Mobile. Fortunately, for the Alpha Luxe, images are decent on good lighting conditions. It saturates images, but not too much. Low-light is not that good but still ok. Camera Settings are not gimmicky and is just basic. The front has a 2MP Camera and the back has an 8MP Shooter. Check out the pics below.

WP_20141102_003 WP_20141101_008 WP_20141102_001 WP_20141102_002 wp1 (3) WP_20141101_004

  1. Software

os1

Alpha Luxe is packed with 1.2GHz quad-core Qualcomm Snapdragon 200 (MSM8212) processor and Adreno 302 GPU and 1GB Ram. It has 8GB Internal Storage expandable up to 32GB. For the Operating System, it runs Windows 8.1 OS. This is probably the biggest factor to consider when buying the Luxe. I will make a more detailed review for the OS, but for now here are my thoughts of the OS on Luxe.

This is my first Windows phone and I can say I am very impressed with its responsiveness and simplicity. It has a no-gimmick, no shit approach. After unlocking the screen you get your Tile Screen which is customizable to your heart’s content. You can remove, add, replace, and resize tiles however you please. Swiping down from the top gets you to the notification and quick settings. Holding back gives you recent app list. And swiping to the right from the home screen takes you to an alphabetical list of all your apps. It’s very simple and easy to use.

cortana

One of the best features of Windows Phone is Cortana. Cortana is an assistant which you can use offline swatting Siri and Google Now out of the competition. Cortana may not be as extensive as Siri but at least it’s far better than Google Now offline or online. The only advantage Google Now has would be the hot word detection. Voice assistants are horrendous for Filipino-accented people like me but Cortana does way better than Google Now does.

os2

One of worst things about Windows Phone would probably be the Store. With the problems I had earlier, I thought hey, this will be solved easily by third party apps, let me go to the Store. To my surprise, it terribly lags behind Android and iOS and its search function is beyond crap. I searched for YouTube and there were a lot of apps which are questionable. I searched the net for reliable audio players and video players but all of them COSTS MONEY. Contradictory to what Alpha Luxe, hopefully, aims to do. Provide quality Windows experience on a budget.

os3

Using it as a phone is fine as call quality is ok both as a receiver and transmitter, though as a receiver, I did notice that when the one on the other line is speaking louder, there are some noticeable buzzes. Not much of a big deal, it’s just something I noticed (Maybe caused by the other phone). The keyboard is ok as it learns your words provided you register it 1 by 1. I would also like to point out that Microsoft 8.1 has easier integration to Microsoft Office like Lync and Outlook.

As far as actual performance go, despite carrying a relatively old hardware, Alpha Luxe is buttery smooth, seamless, responsive and fluid.

 

  1. Battery

 battery

Android and Cherry is probably the worst possible combination for battery life. Period. As for Windows, Alpha Luxe sports a 2000mah battery and it can pretty much last you through the day. As for me, it was able to last me one and a half day before reaching 10%. This may be due to my relatively low usage. Quite, good honestly.

 

Executive Summary

scores

CONS:

  • Bad build Quality, looks cheap
  • Bad Audio and Video Codec
  • Limited Apps (OS Problem)
  • Good Apps costs MONEY $$$
  • No Free Solution to codec problems
  • Distortions at Max Volume
  • Lags and stutter on HD Games and Videos

PROS:

  • Great for those who want to check out Windows Phone
  • CORTANA IS LOVE
  • Simplistic and Minimalistic UI
  • Extremely Loud
  • Expandable Storage
  • Good Camera
  • Good Viewing Angles
  • 720p HD Display
  • Windows is Fast and Responsive
  • Dragontrail Glass
  • Good Battery Life
  • CHEAP

At an SRP of almost P5, 000. Alpha Luxe kinds of feel like a mixed bag. On one hand, this is probably the best Windows Phone out there in the market at this price, on the other, there may be better options for you out there. For those who have been with the same OS for too long, a leap into Windows Phone maybe one of the most frustrating thing to do, especially if what you do on the other OS on a daily basis is missing in the phone. In contrast, it breathes a new life and opens your door to a new ecosystem with tons of other choices.

When is Alpha Luxe a good choice? Hmmm. I would say Alpha Luxe is a good buy for those who:

  • Want to try Windows Phone at a cheap price
  • Wants fast no-gimmick approach OS at a cheap price
  • Deafeningly loud music
  • Is ok with getting the basics done without much else.
  • Need Microsoft Office Integration (Outlook, Lync)

When is it a bad choice? For those who:

  • Needs various FREE third-party apps to get shit done
  • Are Heavy iOS/Android users (As the change maybe drastic)
  • Are YouTube streamers
  • Web Browsers
  • Heavy Gamers

Straight up, Alpha Luxe is not something to buy impulsively unless you have tons of cash to spend. I actually did not enjoy it on my first two days but I began to do some reading and found out that I may not be one of those who Microsoft targets as their audience. Cherry Mobile has done a great job in leaping into the Windows Market, I’m not sure if this is the first rebranded one but it is the only one I know. Alpha Luxe breathes a new leash of life to Cherry as continuous release of android smartphone indubitably saturates the market. It may also nab Cherry the Innovators of the year award in the first ever Norman3000 2014 Awards.

If you are looking for a good start for Windows Phone, be sure to check out Luxe’s faults before jumping the wagon, if the bad passes, it is one of the fastest, loudest phone out there!

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[1] http://www.androidauthority.com/whats-happening-samsung-545108/

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