As China’s population ages, the country’s market for older folks expands as well. As a result, many companies are releasing cellphones that target older customers.

Today, HiSense held a launch event in Beijing for a smartphone that is targeted at the middle aged and older, the Xinyi Smartphone (model number: HiSense E360M). There is a heart-shaped Home button at the front that not only adds to the phone’s attractiveness but also makes it easy. The rear case is made of imitation leather. The holes, from top to bottom, are a noise-cancelling microphone, main camera, and SOS button.

Related: Rumor: Xiaomi to release a phone for the elderly with access to medical services

Compared to many phones that are targeted at the elderly, the Xinyi Smartphone’s specs are high enough to put it in the high-end level. It uses the 1.3GHz MT6582 quad-core chipset, has 1G RAM and 8G ROM, and sports a 4.5-inch display screen with FWVGA resolution and 2mp/8mp dual-camera. It supports TD-SCDMA networks. It is powered by a 2800mAh battery which is rare among phones with a screen this size. Its OS is based on the Android 4.2.

The post HiSense Xinyi Smartphone launched for older users; has 4.5-inch screen, MT6582 chipset, and 1G RAM appeared first on Gizmochina.