HMD has introduced ‘The Boring Phone’ in collaboration with Heineken and street culture tastemakers, Bodega.
This phone, manufactured by Human Mobile Devices, aims to promote real-life connections by encouraging people to disconnect from their smartphones during nights out.
Heineken x Bodega Boring Phone
The Heineken x Bodega Boring Phone is a limited edition ‘dumb’ phone designed to strip away the distractions of modern smartphones. It focuses on basic functions like making calls and sending texts, aiming to combat the trend of excessive smartphone use, especially during social gatherings.
According to HMD, recent research commissioned by Heineken shows that 90% of Zillennials in the UK and US admit to doom scrolling while socializing, checking their devices an average of seven times per night out.
The design of the Boring Phone draws inspiration from Gen Z’s love for Newtro fashion, featuring a transparent casing and holographic stickers reminiscent of early 2000s mobile phones. It lacks social media and other distracting apps, except for the classic game Snake.
Specs of the phone include a weight of 123g, a 2.8-inch QVGA internal display, a 1.77-inch external display, a 0.3MP camera with LED flash, Bluetooth 4.2, and a 3.5mm headphone jack. In terms of storage, it comes with 128MB of internal memory, with microSD support up to 32GB.
For connectivity, it supports calling and texting via 2G, 3G, and 4G networks, with a removable 1450mAh battery providing up to a week of standby time and 20 hours of talk time, charged via micro USB. The handset also supports FM radio.
Quick specifications: Heineken x Bodega Boring Phone by HMD
- Design: Transparent casing and holographic stickers; Flip design
- Display: 2.8″ QVGA (Internal) | 1.77″ QQVGA (External)
- Camera: 0.3MP with LED flash
- Storage: 128MB Internal; Up to 32GB via microSD
- Connectivity: 2G, 3G, 4G; Bluetooth 4.2; 3.5mm Jack
- Battery: 1450mAh (removable); Up to 20hrs of talk time; Micro USB charging
- Other features: Snake game, FM radio
- Dimensions (mm): 108 x 55 x 18.9
- Weight: 123g
Availability
The Boring Phone will debut at Milan Design Week on April 18, with distribution through competitions and consumer events worldwide. Approximately 5,000 units will be produced as part of a limited edition run.
In addition, HMD says an app that “turns smartphones boring” will also be available for download starting in June.
Speaking about the launch, Lars Silberbauer, CMO of Human Mobile Devices (HMD), Europe’s foremost mobile innovator and manufacturer, said:
In early 2023, we noticed an intriguing trend among Gen Z in the US. They began reducing their screen time for improved mental well-being, opting for simpler phones over smartphones.
As advocates for disconnecting from the digital noise, we’re thrilled to collaborate with Heineken and Bodega to launch The Boring Phone. It’s bound to spark conversations wherever people go.
Commenting on the launch, Nabil Nasser, the Global Head of Heineken, said:
We could all benefit from a respite from the incessant distractions of smart technology; something our research has shown is even more crucial to our Gen Z and Millennial consumers.
When we conversed with them about their smartphone usage, we swiftly realized that many feel they are habitually distracted when socializing by their device but also acknowledge they didn’t want to go entirely phone-free.
At Heineken, we aspire to cultivate moments of authentic connection and facilitate people in experiencing the delight of genuine togetherness.
In crafting The Boring Phone, we have stripped away the complexities of technology to aid people in truly connecting over a beer, without any interruption from the constant buzzing and dings.