Modu unveil modular cellphone jackets, promise big MWC launch news

Modu have unveiled their first production handset range, each jacket using the company's compact modular mobile phone.  The central unit – which has 2GB of storage, a custom OS and GUI, and can be used on its own via a seven-key interface – can be slotted into a number of different housings; Modu's initial production jackets all resemble traditional cellphones, but the company is also promising more unusual designs such as the core device slotting into a car stereo or UMPC-style handheld.


Rather than just being decorative sleeves or casings, the jackets themselves add new functionality to the Modu core unit.  This can include anything from stereo speakers and more advanced music functionality, to gaming, night imaging and altered GUIs.  They're expected to be priced at between $25 and $100, while the target price for the core Modu – including two jackets – is a very reasonable $200.

It all sounds pretty outlandish, but Modu have already got their core device into the Guinness Book of Records as the lightest cellphone in the world, and received $85m funding.  At Mobile World Congress next week they'll be revealing their freshly-inked global distribution deals, together with a "significant initial order", partnership agreements and new product news.

Press Release:

Kfar-Saba, Israel – February 11, 2009 – modu, inventor of the world's lightest mobile phone, today unveiled its first modu™ jackets portfolio for the modu™ phone. The much anticipated modu jackets complement the modu phone, and are the first of many jackets that modu will introduce in 2009. These modu jackets will be commercially available beginning in the second quarter of this year as modu rolls out its mobile phone and ecosystem for the first time.

At the heart of the modu ecosystem is a tiny, modular and sleek mobile phone. In addition to complete mobile functionality, the modu phone is a music player and a mass storage device containing 2 GB of internal memory. The innovative modu phone presents a bold graphical user interface and a unique seven-key keypad to perform basic functions even without a modu jacket. For added functionality and style, users can easily slip the modu phone into a range of modu jackets. This modu ecosystem offers boundless – and affordable – possibilities.

The new modu jacket lineup includes:

• modu™ night jacket: inspired by the nightlife scene, this jacket includes futuristic styling with an edgy keypad, flashing lights, night mode imaging and a unique graphical user interface

• modu™ street-art jacket: capturing the expressive and vibrant street art scene, this jacket fea-tures stereo speak¬ers and dedicated music keys for a powerful music experience

• modu™ classic jacket: designed to fit the everyday needs of a modern lifestyle, this jacket carries all essential mobile communication features with an air of elegance and fine taste

• modu™ express jacket: this jacket transforms the modu phone and user interface with a rain-bow of fun, playful flavors 


"modu is turning the notion of a 'one-size-fits-all' mobile phone experience on its ear," said Dov Moran, founder and chief executive officer of modu. "Consumers want a mobile phone that can keep up with their dynamic lifestyles. The combination of the eye-catching modu phone with the new modu jackets offers not only personalized style but affordable updates without the costly expense of buying a new phone."

More modu news on the horizon at Mobile World Congress

The unveiling of the new modu phone and the new jackets is the first of several major announcements planned by modu around the 2009 Mobile World Congress in Barcelona. These announcements cover global distribution of the modu phone and jackets, with a significant initial order; partnership agreements; new product news; and manufacturing and production capabilities. 


Along with announcements, modu is making other news at Mobile World Congress:

• CEO and Founder Dov Moran will deliver a presentation titled "A Device for All Seasons: A Mod¬ular Approach to Creating the Ideal Device" as part of the New Device Marketplace. The session takes place on Tuesday, February 17, and begins at 2:00 p.m.

• modu, a finalist in the GSM Association's (GSMA) prestigious 2009 Mobile Innovation Global Award competition, and winner of GSMA's Mobile Innovation Global Award – Americas Tour-nament, is awaiting announcement of the award on Tuesday, February 17. The Mobile Innovation Global award recognizes excellence and showcases innovation in the global mobile industry. 

A busy year for modu

The GSMA nomination is one of several highlights in a year that saw modu continue its march toward reshaping the mobile phone industry. In 2008, modu also:

• Secured a total of $85 million in funding in a challenging economic environment

• Opened offices in Western Europe, South Korea and, recently, Eastern Europe to handle growing needs around design, manufactur¬ing and sales

• Opened research and development facilities in Israel and Croatia

• Won recognition by the Guinness Book of World Records™ for the lightest mobile phone in the world

• Awarded "Global Finalist" recognition at the GSM Association's (GSMA) prestigious 2009 Mobile Innovation Global Award Competition

• Earned honors by AlwaysOn as the Top Mobile Company of the AO Global 250

About modu

modu manufactures the world's lightest mobile phone, with a vision of bringing a fundamental change to the dynamics of the personal communication world. modu has developed a tiny, modular and sleek  mobile phone, which enables users to personalize their mobile experience in a simple and affordable way. Users can customize the look and features of their phone by inserting the modu™ phone into other devices in its ecosystem, including a range of stylish phone enclosures, called modu™ jackets, as well as enhanced, modu-enabled consumer electronics devices, called modu™ mates. modu was founded in 2007 by Dov Moran, the inventor of the USB Flash Drive and other ground breaking personal storage solutions , and is headquartered in Kfar-Saba, Israel, with offices in Austria,  Croatia, South Korea and Russia. For more information, visit