4 company values (to be constantly evolved)

STRIVING FOR A SIMPLISTIC SOLUTION.

A mobile phone is not just a phone, it's a camera, games console, torch, fax machine (and more) all in one. But does it do anything well? Our solution will be one of a single function, one purpose performed perfectly. A simple solution is not a simplified version of any other object or function. It was only ever intended to one task and that is exactly what it does.


MAKING TECHNOLOGY INSTINCTIVE.

A object that does not require a manual. That's' aesthetic, texture, sound and design tell the user what to do. It does not do the unexpected, for it is incapable of doing so. The user is instantly an expert and comfortable using it. When this is achieved, the object is successful and anything less is unacceptable. Core Value


LINKING GENERATIONS

If a child explained how to use his Christmas present to his grandparent, would they understand? If not, whose fault is that? The child's? The grandparent's? A product should be aimed at it's intended age group. Our intended age group is 1-100, and why not? An object that both young and old understand. Just because you have lost touch doesn't mean you are unable to keep up.


YOU CAN DO WHAT WE CAN

The elderly often share the view that things are beyond them because they ain't what they used to be. For a start 50 years more experience in learning should be a hefty head-start. Enough motivation to learn and enough interest to try.