Heineken enters the mobile phone business with the Boring Phone. You can’t buy the model, it’s given to you as a gift. The brewery wants to save nightlife.
Heineken wants to save nightlife with the Boring Phone. (Source: Heineken x Bodega)
Samsung, Apple and Xiaomi have a new competitor: Heineken. The well-known brewery from the Netherlands enters the cell phone business and announces the Boring Phone. The model was designed together with Bodega and produced by HMD. This is not a smartphone.
With the Boring Phone, Heineken consciously avoids anything that could distract you. The Boring Phone does not offer a touchscreen; it is controlled via buttons. Internet, apps or social media are also not on board. “It’s designed to provide the essentials for a great evening: making and receiving calls and sending text messages,” the brewery’s press release states.
The impetus for the development was a study commissioned by Heineken. This showed that over 90 percent are distracted by their cell phones when they meet other people. When going out, people check their smartphone an average of seven times in one night and, for example, scroll through social media. The study surveyed 4,000 Gen Z and Millennials smartphone users of legal drinking age in the USA and Great Britain.
The Boring Phone aims to reverse this trend and encourage people to “enjoy better real-life connections in nightlife by disconnecting from their smartphones,” the brewery continues.
Boring Phone is being given away
You cannot buy the Boring Phone. It will first be presented at Milan Design Week on Thursday, April 18th, and after that a certain number of devices will be given away to revelers around the world. The brewery does not reveal when or where. You can sign up for a newsletter on the Boring Phone website. If you don’t get your hands on one, you can download an app from June that turns your regular smartphone into a boring phone.
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If you’re wondering whether it’s worth going out again for the chance to get a Boring Phone, here’s an overview of the most important details: The Boring Phone is a flip phone with dual SIM. It has a 2.8-inch QVGA display inside and a 1.77-inch outside display. The battery has a capacity of 1,450 milliamperes hours and can be changed by yourself. In standby mode it should last up to a week. In terms of design, the Boring Phone is based on cell phones from the early 2000s.
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