Pop star and creative consultant for Intel Will.i.am has launched a new company that aims to enter the wearables market with a smart cuff.

The Puls, which Will.i.am insists is not a smartwatch due to its size and the presence of a SIM card, features a curved touchscreen display, 16GB of onboard storage, integrated speakers, pedometer and accelerometer.

The Puls is powered by an Android-based OS, and will be able to connect to the internet using wi-fi and 3G. It has already established carrier partners for 3G connectivity, pairing with AT&T in the US and O2 in the UK. The cuff will not require a smartphone to operate.

It will comes with a preloaded music streaming service and fitness app, as well as a voice assistant similar to Siri and Cortana. The Puls will form the centre of a wearables ecosystem, with accessories designed to complement its functions. Will.i.am and his team have designed a jacket equipped with battery packs that can charge the Puls while it is in contact with the sleeve, providing over two days worth of power, as well as a backpack with speakers, and shoes that provide biometric and fitness data.