Will.i.am of Black Eyed Peas unveiled a gigantic wearable cuff at Dreamforce 2014, Salesforce.com’s annual conference. The release marks the musician turned tech entrepreneur’s foray into the world of wearable wristband.

It’s unusual to see a musician band launching wearable however, Black Eyed Peas frontman has managed to push aside that notion. The app-infused wrist wearable named, PULS can do everything a phone can. For instance, it can run a dozen apps, handle social network accounts from Twitter, Facebook to fitness and maps.

PULS has a curved screen and fits around the wrist like a cuff. It doesn’t need to be tethered to a phone to send texts, emails or make and take phone calls. The wearable has 1GB of memory, supports 16GB of storage, Wi-Fi and Bluetooth connectivity, a pedometer, and accelerometer. Under the cover, it runs a proprietary OS. The singer claims PULS will arrive in market after three years of research and development.

“This is not a watch,” Will.i.am stressed during the event. “It’s a new type of communication on your wrist,” he said.

The device will go out for sale this holiday season through a variety of channels, including physical AT&T stores, fashion stores and online sites like Amazon.

It’s a bit risky to test the waters of Wearable market since Google has already emerged as a big player in the space, seen joining hands with a number of bigwigs like Motorola and LG to get the Android Wear OS on their timepieces. Apple, too, is no new player in this field and is slated to launch its Apple Watch early next year.

The Puls is the second product to debut through will.i.am’s company.

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