Name: Softbank Mobile 830SH s
Category: mobile phone
Price: Open
Release date in Japan: October 25, 2008

The 3G 830SH s from Sharp and Softbank is another entry in the category of "easy to use" mobile phones aimed at "adult users" - industry terminology for seniors. The third in the GENT series, the phone has "Arc Ridge Keys" with large symbols and easy-to-push curved shape, plus a 2.4-inch, 260,000-color QVGA (240x320) LCD screen with Sharp's ASV technology. That's Advanced Super View, which Sharp says creates a wider viewing angle from all directions, as well as greater contrast and brightness. That plus anti-glare "Reflect Barrier Coating" make for easy visibility even in bright sunlight.

Included is a trial version of Professor Kawashima's "brain training" software, one of the puzzle and memory drill programs especially popular among the older set. Softbank is also playing up a dedicated button for the built-in Japanese and EJ dictionaries. Even the main font used in screens is designed for easier reading, says Softbank.

The phone has a 2-million megapixel camera and comes in Natural Brown, Warm Pink, Deep Green, and Matte Silver.

According to a government study at the end of 2007, 60% of Japanese in their late 60s use a mobile phone; over 30% of those in their 70s do so. (By comparison, in late 2003 only 22% of Docomo customers were over 50.) As the mobile-equipped senior market grows, phone manufacturers are striving to mix senior-friendly features with colorful "young" designs.

More info (Japanese): http://tinyurl.com/67zdfq

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