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.
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