While Apple’s iPhone was a hit everywhere in the world, except Japan. It turns out that even the smartest smartphones in the United States is just too, well, backward for the Japanese market, where phones act as keycards, personal I.Ds., transit passes, airline boarding tickets, credit cards and more. Japan might seem in a cell phone league of its own however, with the launch of Fujitsu’s new mobile phone, dubbed “Raku-Raku” or “easy-easy” it is evident that Japan is not ashamed to go back to basics. The new phone with a large, crisp display and one-touch Internet access is basically aimed at the elderly. Featuring the waterproof clamshell, the phone is designed in Japan for telecom giant NTT, with access to a special website featuring travel and gourmet information tailored to the needs of senior citizens, along with news, weather and transport details. While the name of the phone hint toward a basic phone, the “Raku-Raku” or “easy-easy” phone comes equipped with an 8.1-megapixel “smart camera” that clicks automatically on detecting smiles, and sounds an alarm when a finger obscures the lens. For all these seemingly different qualities, Japanese cell phones hardly goes beyond Japan, but a phone aimed at elderly is sure to excite all the grannies around the world.