Since the very beginning, our main purpose was to make a cellular phone suitable for children, capable not only to fill a gap in the mobile phone market, but most important to make of it a product that really cares about family’s needs, independently from their technology confidence. Our initial idea was to design a device able to foster responsibly the use of mobile communication, promoting a mutual trust between people and technology, obtained through the benefit attained from simple but well exploited tools, yet offering a service capable of satisfying parent’s needs. That is why bPhone U-10 was designed on the base of three principles, able to shape it as a product superior to its current few competitors.