Sometimes PR people make up words they think are clever—they usually aren't. Kyocera's new "fragiphoniphobia" line is an example of this. The "fear of fragile phones" will allegedly be mitigated by the new ruggedized Kyocera Hydro Life. Whether or not you want a rugged phone, I think we can all agree that fragiphoniphobia should never appear in print again.

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The Hydro Life has a 4.5-inch impact resistant IPS LCD at qHD (960x540) resolution. The casing is reinforced (Military Standard 810G drop and shock protection) and there's a 5MP camera on the back. Inside is a 2,000mAh battery, which should be fine to keep this modestly specced phone running. It's also IP57 certified to survive up to 30 minutes in 1 meter of water. It's basically a less expensive version of the Brigadier on Verizon.

The device will be sold through Walmart stores starting August 8th on T-Mobile. A MetroPCS version will be out on August 29th. Pricing is listed by Kyocera as $124.99. Seeing as T-Mobile doesn't do contracts, that would seem to be the full cost of the device. That's rather impressive if true, but Kyocera might just be confused too. Check out the full PR below.

SAN DIEGO – August 4, 2014 – Many of us are suffering from "fragiphoniphobia" without even realizing it. The fear of fragile phones – and worries about drops and spills ruining our smartphones and disrupting our lives – prevents us from using them to their full potential. Enter Kyocera Hydro Life, a waterproof 4G Android™ smartphone that’s also Military Standard 810G drop- and shock-proof.

The ideal smartphone for both active consumers and workers on the job, Hydro Life is available for T-Mobile customers at Wal-Mart starting August 8 for just $124.99 (+taxes & fees) with qualifying service. MetroPCS will also launch the Hydro Life on August 29.

“The Hydro Life is a perfect option for someone who leads an active lifestyle, wants access to the latest technology and apps, but needs a smartphone that can withstand the elements,” said Jason Young, senior vice president of marketing at T-Mobile. “At T-Mobile, we partnered with Kyocera to match a rugged smartphone with the only nationwide network built data strong.”

Hydro Life is IP57 certified for protection against dust and full immersion in water up to a meter (3.28 feet) deep for up to 30 minutes.  It is also certified to meet Military Standard 810G for protection against drops and shock.  Tested to withstand drops, dunks, and spills, Hydro Life can handle the everyday unexpected.

A recent survey from comScore revealed that 73 percent of consumers surveyed rated drop protection or scratch-proof/shatter-proof screens as the most desirable durability feature, while 62 percent said they expect waterproofing to be a standard feature on their next phones.*

"Many of us have let the fear of fragile phones constrain our lives while many other solutions are either budget busters, too bulky or lack the best Android smartphone experience,” said Eric Anderson, senior vice president and general manager of global sales and marketing at Kyocera Communications Inc. "Hydro Life delivers everyday durability with the right design and feature set; while remaining very economical for cost-conscious households.  Combined with fast, affordable 4G from the un-carrier, it’s a big win for on-the-go consumers.”
Hydro Life has an inherently durable design, with a 4.5-inch impact-resistant IPS qHD touchscreen, reinforced housing and non-slip finish, which eliminates the need for bulky and expensive cases. A powerful 2,000 mAh lithium ion battery is assisted by Kyocera's proprietary Eco Mode and MaxiMZR apps to manage and conserve every last bit of power. Wi-Fi calling support helps manage mobile-network usage. Hydro Life can act as a Wi-Fi Hotspot (additional fee may be required), giving high-speed connectivity to multiple other devices. The phone also features 5.0-megapixel rear-facing and
2-megapixel front-facing cameras.

[Kyocera (page not live as of posting)]