The man who invented the ubiquitous USB flash drive has now come up with a concept that he says would “change the cellular market”: A tiny cell phone that pops into interchangeable “jackets” so that consumers can cheaply transform them into bigger, smarter phones as a messaging device, a music player or a gaming device – or even into other gadgets to connect them to the Internet.
Dav Moran, founder of the Israeli company Modu, announced Thursday that it will launch the phone, also called Modu, in October in three countries – Italy, Russia and Israel.
“It’s not like the major companies where everybody makes devices similar to the others,” said Moran, referring to Modu. “We’re going to change the cellular market.”
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| Modu founder Dov Moran displays the Modu, a tiny cell phone that will retail for around $280 (Rs 11,000 approx). The device can be popped into interchangeable ‘jackets’ (right) to become a bigger smartphone or gaming device, and even connected to other gadgets such as stereo systems so as to give them Internet access |
The Modu is slightly smaller than the current iPod Nano and weighs 42 gms. It has a small colour screen and a limited keypad, which allows it to work as a rudimentary cell phone on its own.
The jackets that will come with the Modu look like cell phones, with standard numeric keypads and other features like cameras. But they lack the antenna and chips that communicate with a wireless network.
This is where Modu comes in – it pops into a slot, turning the jacket into a fully functional phone.
Moran said the Italian carrier is excited about the concept because it can make cell phones more like fashion; tempting consumer to update their looks every few months.
“This allows you to make a summer collection and a winter collection,” Moran said.
The jacket is cheap to make, has almost no electronics, and doesn’t need to be tested to see that it conforms to its network standards.
Moran estimates that carriers will be able to sell a Modu and two jackets as a bundle for about $280 (Rs 11,000 approx) – a price that they can then subsidise down to free or almost free with a two-year contract.
The jackets that will be available at launch in the other countries reflect the differences between them. The Russian carrier wants an emphasis on kids, who are the big growth market for cell phones there, so Modu is making jackets with cartoon themes for them. The Israeli carrier, on the other hand, wanted a cell phone for soldiers, so they will get a rugged, green jacket with a built-in flashlight.
Other jackets could focus on music, coming with pre-loaded tunes, or have full keyboards for texting.
Although Modu supports only GPRS now, Moran said the company is working on upgrading it to full 3G compatibility. And yes, he added that an upgraded Modu would work with jackets and mates designed for the first-generation unit.
Modu is also talking to consumer electronics companies such as German car-stereo maker Blaupunkt, and even GPS manufacturers.
The idea is to have such companies build Modu slots into their devices to give them network connectivity. That could allow a GPS device to receive updates on traffic or map changes. A picture frame with a Modu slot and loud speakers could act as a music-playing, picture-showing charging station.
Other cell-phone makers like Sony Ericsson have been sniffing at the modular concepts, but Modu appears to be furthest along in its plan.
Eventually, Modu expects its jackets to go on sale everywhere from bookstores to airport shops, where travellers could pick up a jacket designed with in-built features such as restaurant guides for their destinations.
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