A 'lotta' fun: mobile phone focuses on simplicity

Tokyo – Forgoing touchscreens and complicated applications, a new mobile is focusing on the traditional purpose of the phone: making calls.

The buttons on the iida lotta mobile phone, created by Japanese designer Iwasaki Ichiro, are positioned to make ringing a friend effortless. The handset is available in three colours, white, yellow, and green, and can be customised with the user’s initials.

Look out for our Leanomics trend report that will discuss this new readiness to swap the glossy for the more essential.