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The Sony Ericsson "premini" – the smallest i-mode mobile phone. In the multi-functioned mobile phone industry we purposely focused on telephony, messaging, i-mode through styling design mobile phone that is fun and joyful to possess. By targeting people who are aware of their style and of the things they own, we broke new grounds to create a new market. Despite creating the mobile phone in an ultimate compact size, we saw no compromise in the usability by incorporating slope keys, in which the keys are utilizing all surface below the display. Taking a balance between design and usability, the aim of the design of "premini" was wearable accessory. The "premini" concept is not just only product design, but all aspects related to the product such as user interface, packaging, documents and carrying cases to create a total "premini" world.