Pulsestacks reported on April 17th that following the earlier announcement of collaborating with toy manufacturer Mattel to release a Barbie flip phone, HMD has now partnered with beer brand Heineken and creative agency Bodega to launch another nostalgia-driven phone - The Boring Phone.
More detailed information about the phone can be found on the Xili website, but you need to be at least 21 years old to browse. In essence, the Boring Phone is a transparent flip phone without the various applications of a smartphone, designed to encourage people to put down their phones and enjoy quality time drinking with friends.
Pulsestacks noticed that according to the Beck's website, this phone will only be available as a gift, with a total production limit of 5000 units. The phone features a 2.8-inch QVGA internal display, a 1.77-inch external display, a 300,000-pixel camera, and a 3.5mm headphone jack. It supports 2G, 3G, and 4G calling and texting.
The core of the Boring Phone isn't its specs but rather a marketing gimmick, representing a fun retro trend. If you need navigation, Beck's promotional website suggests texting friends for directions. As a nod to HMD holding the Nokia brand license, the phone also includes the Snake game, and its transparent design has many feeling nostalgic.
The Boring Phone will first be given away through social media campaigns in the UK, later expanding to other markets. Missing out on the Boring Phone isn't a problem, though, as Beck's will launch a software called "Boring App" in June, making smartphones "boring" and helping users reduce dependency on their phones.
