“Cute PHS” Appears. Transform from a Heart-Shape to a Stick Form

The technologies of a PHS may be out of date, but will its attempt to revive with a new design succeed?

Hiroshi Fukami
Hiroshi Fukami

Writer / Editor

He works as a freelance writer and editor. His diverse body of work is covered in From the Cradle to the Grave (Yurikago kara Hakaba Made). He enjoys watching J League soccer, baseball, mixed martial arts, and professional wrestling. He also enjoys video games, especially first person shooters, open-world role playing games, and fighting games. His current favorite is Ingress.

At one time, PHS (Personal Handy-phone System) was a boom in the Asian nations, such as Japan, China, Taiwan and Thai land, because of its costing less for capital investment and the phone itself was cheap. However, PHS users continue to decrease due to the recent popularity of smartphones.  Since its functions has hit its limits, PHS has started a new challenge in its design and concept.


by Weekly Ascii via YouTube


Y!Mobile, a Japanese cell phone carrier will be selling a hear-shaped PHS “HEART 401AB” late March, 2015.  When you’re not using it, it will be in the shape of a heart. You twist the body to make a straight form to use it as a phone. The size is 68mm x 68mm x 26mm (in the shape of a heart), just the right size to fit a woman’s hand.


The concept is “a smile for every woman”. Its not a smart phone equipped with  Android or iOS, but the simple features of a PHS makes the tiny heart shape design possible.


Collaboration with the popular anime “Sailor Moon”, together with Bandai Co., Ltd. is also planned. (http://p-bandai.jp/kiwamonoweb/kiwamono-chara/sailormoon/heart/ *in Japanese only)





Translated by Elena


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