Just5 Focus: Emergencies, Simplicity

By Joseph Palenchar On Aug 2 2010 - 4:01am

LAS VEGAS - Cellular handset vendor Just5 is breaking into the U.S. market with phones that target consumers interested in reliable, simple-to-use voice-centric phones and cellphones intended only for use in emergencies.

The phone is especially suitable for seniors citizens, people with poor eyesight or hearing problems, people with medical conditions that require constant care, and children who need a starter phone, the company said.

Just5 is bringing its unlocked 850/1,900MHz GSM phones to the U.S. from Europe, currently selling through distributor Ingram Micro. Other distributors are in the works. Just5’s products are already available to consumers through online retailers, and the company is in discussions with brick-and-mortar retailers.

Just5 offers a single model available in five colors at a suggested $119. In addition, Just5 will offer a new J510 model in black and white in the coming months.

The current model features large buttons, a “speaking keypad” that confirms button presses, amplified speaker volume (up to 100db), a flashlight and an emergency- response feature. When a large SOS button is pressed, the phone activates a siren to attract the attention of people nearby. The phone then texts an urgent message (such as “I’m having an emergency, please answer”) to five preset numbers, then dials the numbers in preprogrammed order. When the call is answered, the phone switches to loud speakerphone mode in case the phone was dropped.