Phone for voice and text with no frills and a big, clear screen

The Vodafone Simply is an enigma among mobile phones.

It's big, whereas phones are typically getting smaller and smaller. It has few features, while most are adding them at dizzying speeds. And it's somewhat pricey given what it offers.

The Simply is essentially a stripped-down mobile that really offers only two features - voice calls and text messaging. It's devoid of all the fancy features found in many phones today, such as cameras, web browsers and mp3 players.

Most mobiles are aimed at the under-25 crowd, and the Simply is very clearly positioned at an older demographic.

According to the phone's website, its "shape and user interface have been deconstructed and redesigned to put customers' needs, not technology, first." Translation: mobile users over 25 don't want all that fancy stuff. As someone who fits that demographic, I would tend to agree.

It's a nifty phone, available in two models - black rectangular or curvy silver - and has a good feel to it. It's somewhat bigger than many phones on the market, and it has a nice big colour screen and large buttons, which makes reading contact information and sending text messages easy on the eyes and fingers.

Bigger may seem backward these days, but it's a refreshing change for those tired of ever-smaller screens and buttons.

Everything about the phone is true to its name, starting with the simple button layout. Call volume is on the left side, while ringer volume and a key lock button are on the right side. An up-and-down menu button sits in the center of the phone, with select buttons on either side of it. Below those are the call and end-call buttons. Below that are the numbers.

Above the screen are three useful buttons - home, contacts and log. The home button brings up the home screen, which displays the time, ringer volume, battery and signal strength. This information is in text form, which is handy - "Battery Good" is much better than trying to figure out exactly how much power one or two little black bars will give you.

The contacts button brings up the alphabetical address book. Each contact entry allows you to store home, mobile and work numbers separately.

The log button, which flashes blue whenever a call or text message is received, takes you to voicemail and text options.

Menus are nicely organised, with big text and icons depicting each option, such as Time & Date or Top3 Contacts. Virtually every menu selection has a "Tips" option, which when selected provides a guide to using that selection.

Simply's texting option is somewhat confusing. The manual says "You might think text messaging is strictly for the kids, but why should they have all the fun?"

Well, if it's for kids and the phone is aimed at older users, why include it at all? To make the Simply even more simple, The Simply also allows users to manage their contacts by connecting it to their PC via a supplied USB cable. It's a nifty way to back up your contact list in case you lose your phone.

In the end, the Vodafone Simply accomplishes its purpose - it's an easy-to-use phone that will probably please those of us who don't want  - or need - all the extras.

The only problem is, you'd think that simplicity should come cheaper, but at $299 Vodafone is putting a premium on it.

Vodafone Simply

Price: $299
Herald Rating: 7/10
Pros: Lives up to its name and is easy to use.
Cons: Price tag is hefty considering the lack of features.