talby is a cell phone created for au by well-known product designer Marc Newson. 'CLUB talby' is a mobile site developed exclusively for talby users and available on talby phones only.

The objective of the site was to maintain the loyalty of existing talby users in Japan's competitive cell phone market, where people change their cell phones regularly. The site provides various benefits and services to make the talby experience more fun, such as original ringtone and wallpaper downloads.To maintain talby's beauty and sense of humour, this site was developed with Flash Lite 1.1, providing a seamless animation-based user interface.