Mobile phones just seem to get smaller and smaller every year, but a new Israeli company is trying out a concept that takes mobile phone “compactness” to a whole new level: tiny phone modules that snap into any number of interchangeable “skins” or “jackets” to become bigger smartphones, or even into other gadgets to allow them to connect to the Internet.
The Israeli company, Modu, will launch the new phone “modules” in October of this year in association with Telecom Italia, Vimpel Communications, and Cellcom Israel, to provide network service in Italy, Russia and Israel respectively.
The new cell phone module, or Modu, weighs only 1.5 ounces (even smaller than an iPod Nano), and will have a small color screen and keypad to allow it to work as a very basic mobile phone on its own. But things only start to get interesting when the Modu is snapped into a “jacket” to, in effect, transform the mini-cell into a fully featured smartphone, complete with camera, additional memory and other advanced features.
The Modu is expected to turn mobile phones into fashion accessories, as new skins can be purchased to update your look for every season. Modu president Dov Moran says, “This allows you to make a summer collection and a winter collection.”
The jackets themselves are inexpensive to produce and have very little electronics, making them accessible to many consumers. With the new Modu module, you can change the look — and even functionality — of your cell phone at any time. For example, you can have a “day phone,” which is more utilitarian and functional, and a “night phone,” which is more elegant and streamlined.
Additionally, you can also collect the phone jackets in order to complement any color you may be wearing on a particular day. Motive is particularly marketing to teenagers, who have shown a clear preference toward changing their cell phone look to match their mood, the occasion, or just for the fun of it.
Even younger kids are being targeted as potential consumers for the new modular phones. In Russia, Modu will be producing phone jackets featuring cartoon characters.
On the other hand, in Israel the company will be producing phone jackets specifically for Israeli soldiers, featuring a rugged green design and built-in flashlight. Other jacket designs will focus on music, and come preinstalled with a variety of songs. Universal Music Group, for example, is considering a phone jacket that is music themed and comes preloaded with tracks by many of the company’s recording artists.
Worldwide, there has been a great deal of interest in the new modular phone concept. But the United States is lagging far behind on the trend. Moran expects his company won’t debut the Modu phones in the United States until sometime in 2009 — practically a lifetime from now in the fast-paced world of cell phone technology.
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