"Talby" is the nickname of a cellular phone designed by a world famous designer, Marc Newson. The most notable characteristic of this cellular phone is its thin and flat body design. The website, "talby.jp" was launched in order to take a main role for the promotion of this newly released cellular phone. To impress people "talby" is portrayed as a bit foolish, but a lovable thing, so that people can't ignore it. This is what "talby.jp" is aiming for. So, in the website, "talby" is treated as "a creature" with a personality of its own.