HMD commissioned Heineken to make a phone dialer with calls and SMS. It was called The Boring Phone

Heineken and retail marketplace Bodega have released The Boring Phone. It only offers basic features such as calling and SMS.

The manufacturer of this OEM masterpiece was Human Mobile Devices (HMD). The same one that exploits the Nokia brand.

The device is made in a clamshell form factor. It has an internal 2.8-inch QVGA display and an external 1.77-inch QQVGA screen. The 128 MB internal storage can be expanded with a memory card up to 32 GB. For entertainment, FM radio, 3.5mm headphone audio jack and 0.3-megapixel camera are available.

“Boring Phone” supports 2G, 3G, 4G networks and the ability to install two SIM cards. A removable battery with a capacity of 1450 mAh provides up to 6 hours of talk time on 3G/4G networks, up to 20 hours of talk time on a 2G network and more than a week in standby mode. The device measures 108x55x18.9mm and weighs 123g.

It all started with a study commissioned by Heineken. According to it, 90% of Zoomers and Millennials in the UK and US constantly scroll social media while communicating with friends and family, checking their devices an average of 7 times per evening. Two-thirds of those surveyed admitted to opening social media (62%) while communicating with others, while more than a third (36%) said they check work emails. 30% of respondents also noted that they play games on the sly instead of socializing with family and friends.

At the same time,32% of respondents would like to be able to switch off from their phones in the evenings and on weekends.To have less dependence on social networks,22% of respondents turn off or leave their phone at home before social networks events, and 38% say they are considering doing the same

The Boring Phone will be given away as giveaways on social media in the UK, with the device launching in other markets later this year. An app that can make smartphones “boring” will also be launched in June, giving the opportunity to experience the “Boring Phone” experience without a physical device.