Much in the same way the new subnotebook category offers users an inexpensive and straightforward laptop, ultra basic handsets targeting the aged or technophobic are popping up in all directions and one of the first companies in there is onto its second try...
Following on from last year's successful 'Life' handset which sold 250,000 units, is the 'Emporia Life Plus' AHD's simple-as-you-like successor for the over 50s which comes a number of enhancements.
Naturally enough however these enhancements aren't on the features side = that would rather destroy the point after all - but what you do get is a soild 138g mobile with mammoth 250 hour standby time, a "super loud" handsfree speaker, an oversized display and buttons, a built in flash light, a Hearing Aid compatible ear piece and a single press ICE ('In Case of Emergency') number dial/emergency SMS.
"The fifty plus market is huge in the UK," said AHD director Toby Robinson. "The Emporia Life Plus handset has been thoroughly researched and designed to appeal to the over 50s market. Through that research, this group of consumer's product requirements has been defined and standardised. Those requirements are as simple as ‘uncomplicated' and ‘easy-to-use' with a ‘long battery life', the Emporia Life Plus delivers on these needs within a price bracket that is in reach of most people."
What is that price bracket? A not altogether cheap as chips £144.67 on PAYG. Still with an imminent debut in May this could be just the thing to cheer up aunties, uncles, grandmothers and grandfathers (then you can trade for those newfangled iPhones those nasty young salesmen oversold them).