The world of e-readers is a passionate one, filled with enthusiasts who crave innovation beyond the familiar Kindle. For Bigme, a Chinese tech company catering to this niche, listening to its customers is paramount – a lesson learned the hard way this week.
Bigme recently teased a revolutionary device: the “world’s first” dual-screen color e-ink and LCD smartphone. Expectations soared. Fans envisioned a phone with a vibrant LCD screen complementing a full-sized e-ink display, offering the best of both worlds.
The reality, unveiled as the Hibreak Dual, landed with a resounding thud. Instead of a seamless dual-screen experience, users were presented with a peculiar design. The LCD screen wasn’t a substantial addition, but a tiny, circular display that resembled a sticker.
Online forums erupted. The response was overwhelmingly negative, a chorus of disappointment echoing across the r/Bigme subreddit. Comments ranged from scathing critiques – “Look like garbage” – to humorous comparisons to awards for the worst technology of the year.
Users questioned the purpose of the diminutive screen, dismissing its touted utility for notifications, selfies, or even an AI-powered pet as a mere gimmick. The core issue wasn’t the concept of a dual-screen phone, but the execution – a brilliant idea seemingly squandered.
Faced with this intense backlash, Bigme issued a surprisingly candid apology. The company acknowledged the criticism, expressing sincere regret for missing the mark and promising to do better.
The statement highlighted the strengths of the e-ink side of the device – improved refresh rates, 5G connectivity, and stylus support – features that weren’t the source of the discontent. The defense of the circular LCD screen, however, felt strained and defensive.
Bigme argued that the small screen offered unique benefits, assisting and entertaining while preserving the eye-friendly e-ink experience. But the explanation failed to resonate with a community that had envisioned something far more substantial.
While an apology wasn’t strictly necessary – customers could simply choose not to purchase the device – it demonstrated a willingness to listen to its most dedicated fans. Bigme acknowledged its shortcomings and vowed to prioritize thorough market research and user feedback in future product development.
The Hibreak Dual, as initially conceived, has been relegated to the research and development roadmap. Bigme has heard its audience, and is now committed to delivering the dual-screen smartphone its community truly desires – a testament to the power of listening in a niche market.
