Sagem has launched the my150x, a 10mm thick budget handset from that boasts a "new modern design with a retro feel".
The 1.8-inch screen has NeoN technology, an innovation which lights up its display in a way that Sagem says has a classic Casio watch feel to it.
The screen is illuminated by a blue-tinted light while information is displayed in blue on a black background for a "guaranteed design effect".
Its interface has been given a "fun" twist - users can scroll through its menu using original stylised icons made up of a number of dots which move from one function to another.
Phone features include SMS, dual-band, vibrator mode and hands free capability, with polyphonic 16-tone ring tones installed.
The my150x will be available in Asda from September 2007 on Orange pay as you go - price to be confirmed.