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Product name - Safe-T-Fone
Description
Safe-T-Fone is a mobile phone
accessory that:
Removes health risks associated with
mobile phone radiation provides an acoustic handsfree
function to the mobile phone.
Retro-fits all popular models
Safe-T-Fone is constructed entirely
of non-conducting materials, principally moulded thermoplastic
and extruded silicon. Components include a sound cup
or adaptor plate which is adhered to the external speaker
area of the mobile phone ( two versions available to
match with all popular models), a flexible sound tube
of extruded silicon and an ear piece. The sound tube
is detachable from the sound cup for storage.
Principal function(s)
Safe-T-Fone removes health risks
(real or perceived) associated with mobile phone radiation.
The product also delivers reliable handsfree functionality
to most popular mobile phones at an affordable price.
Brief as given by client to designer
The brief provided was verbal
and emphasized the need for the product to be functionally
superior (in terms of sound transmission, reliability
and wearer comfort) to existing electronic handsfree
products.
The product was required to be “sexy”
and “techno” in its visual appeal (not just
a simple rubber tube!)
Finally, the product had to be able
to retrofit all major models of mobile phones.
Why does the product represent
design excellence and why do you believe it deserves
an Australian Design Award™?
Safe-T-Fone is patented, has
social benefit, global commercial potential and is wholly
Australian owned.
Product / market strengths include:
Large, global market (1 billion
mobile phone handsets) Unique
– no competitors
Provides a superior handsfree function
Robust – fail proof, reliable
Simple – intuitive operation,
requires no instruction on use
Inexpensive – low barrier to
trial product
Versatile – retro-fits most
models
Does not negatively impact phone’s
performance – signal strength, battery power (limiting
talk-time)
No regulatory authorisation required.
Novel Design – eye-catching
and sophisticated
Controversial –Large media
interest. Strong candidate for Word-of-Mouth promotion.
Fashion target market– large
potential for future variations to attract younger markets,
increasing acceptance and therefore awareness to the
radiation danger.
In a market dominated by technology,
the issues associated with the design of Safe-T-Fone
posed a challenge on three fronts.
The first was breaking into the market
with a product that provided a simple solution (too
simple - a rubber tube), the second challenge was ensuring
the functionality of the phone was enhanced (providing
handsfree functionality superior in sound quality to
electronic handsfrees) and thirdly, developing a product
that could retrofit to all major mobile phones including
legacy product.
Sophisticated styling, tight
tolerances, careful material selection and extensive
modelling and market research resolved each of these
issues. The concept and design supports an “appropriate
technology” solution to a technology induced problem.
Proof of success / market potential
Initial market response in the
UK has been encouraging with an opening order of 20,000
units in October. Local distribution has just been assigned
with an opening order of 10,000 units.
Distribution agreements are currently
under negotiations for Asia and Nth America.
Do you have a patent or design
registration for the product?
Safe-T- Fone is fully patented
in Australia as of Oct ’01. 3 design registrations
have been applied to various components with further
patents pending
Is the product currently being
exported?
UK
Does the product replace goods
which are currently being imported?
Yes –competing with Nokia
radiation blocking handsfree devices
Product life cycle and environmental
considerations
The dissimilar components that
make up the unit are easily separated and sorted for
future recycling. Packaging has been maintained at minimum
requirements for retail display, protection and provision
of information. industrial
design considerations
Relevance of external form and
ergonomic considerations
Particular attention has been
placed on both external form and ergonomics. The form
has been developed to reflect the look and feel of mobile
phone handsets and associated products. Ergonomically
the comfort level of the earplug is aided with the provision
of two alternative sizes.
Aesthetics
The aesthetics were also influenced
by the mobile phone market and associated products and
were further driven by the desire for a ‘sexy’,
‘must have‘ object.
Safety
This is a product that addresses
the safety concerns of high level mobile phone use.
It does not create problems or concerns in the area
of safety.
Design problems encountered and
solved
Adapting the product to different
phones and to different users meant a long and intense
research and prototyping phase that culminated in a
versatile and highly usable product. Problems over assembly
issues that were raised during this phase were solved
through improvements in the design of each component.
Important and innovative features
It is an entirely innovative
concept new to the market. This solution would never
have come from the Telecommunications Industry as historically
their solutions have been entrenched within an electronic
paradigm. This acoustic solution represents innovation
utilising appropriate technology. Whilst electronic
solutions to radiation problems have been attempted,
none have achieved the level of radiation attenuation
attributed to Safe-T-Fone.
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