Rollphone, a Tiny Handset Relying on AA Batteries

Chinese designer Tao Ma has created a very interesting cellphone concept, called Rollphone. This device runs on AA batteries and we have to mention that this is quite a compact phone we’re dealing with. As shown by its name, the handset is “rollable” with the aid of a flexible display.

Once you roll the phone into its tiny main shell, you’ll slip it into any pocket and carry it around with ease. Apparently this is “the shortest cellphone ever”, but it has the ability to increase screen space from 45mm to 75mm, in order to allow the user to watch videos more clearly.
Am I the only one who thinks that this phone looks just like a camera film roll?
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