Not many have heard about the Chinese company UMI, but it is actually claiming to have built the “strongest phone,” which is going to make many raise some eyebrows. The company has silently launched its new Umi Hammer smartphone for Indian customers through third-party online retailer Flipkart.


The smartphone is available to buy for a price of Rs. 10,999 but it is currently marked as being out of stock. Up until this moment, there has been no formal announcement from the company regarding its smartphone (we were tipped about it from someone who claims to be their PR, but is using a Gmail ID), and this is somewhat surprising, since it claims to be the ‘world’s strongest phone ever built.’ The video from below goes through some of the features that show why this is a very resistant device.

We see the smartphone being ran over by a car, splashed with water and being used to drive a nail, among others. The phone is built from an aviation alloy frame with a thickness of 4.3mm and its rear panel comes with a soft-textured polycarbonate material.  umi-hammer-india

The Umi Hammer is a dual-SIM device and it runs Android 4.4 KitKat out-of-the-box, upgradable to Android 5.0 Lollipop. There’s a 5-inch HD 720×1280 pixels IPS display with dual glass reinforced by Corning Gorilla Glass. A 1.5GHz quad-core MediaTek (MT6732) processor coupled with 2GB of RAM and Mali-T760 GPU is powering the whole shebang.

The Umi Hammer gets 16GB of inbuilt storage, that you can further expand up to 64GB with a microSD card. The device also gets a 13-megapixel rear camera with LED flash and 3.2-megapixel front-facing camera. Connectivity-wise, the device comes with 3G, GPRS/ EDGE, Wi-Fi 802.11 b/g/n, Micro-USB, and Bluetooth. There’s a a 2250mAh battery powering the Umi Hammer, which has a 7.9mm thinnes and weighs 168 grams.

The 4G LTE smartphone is currently listed in Black and White colors and comes with an accelerometer, ambient light sensor, magnetometer, and proximity sensor.

All this looks great and the device might make a good impression once it becomes available for purchase, but what’s not quite professional is how the company handles this launch. A basic research on the ‘our company’ page on their official UmiDigi delivers a ‘Oops! That page can’t be found‘ result. So this is a big no-no when it comes to inspiring confidence to potential customers.

Furthermore, the description page of the product itself contains grammatical errors (just like the above video, of course) and we’ve seen such expressions as ‘smooth as a baby’s bottom.’ There’s an obvious lack of professionalism coming from UMI, so much as it makes me change my mind regarding their product, at least until they are able to understand the full meaning of marketing.

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was the Managing Editor of Technology Personalized. He now writes about Windows 10 apps and reviews them on WindowsReport. Believes that technology is the main engine of civilization. Send him a tweet or make him your Facebook friend