The Chocolate product name is evocative of the product design itself: a dark, sleek, rectangular thin bar (which, in fact, resembles a black iPod Nano) with an internal antenna that slides out to reveal a hidden phone dial pad. Weighing in at just 3.5 ounces the device is small and slim enough to easily slide into a shirt pocket. Given the universal appeal of the dark, sweet candy, the name also lends itself to Verizon’s ad slogan, "Everyone loves Chocolate."

There is no doubt Verizon Chocolate has the potential to make money well beyond the standard revenue from products and phone plans. On top of the plan rates, there are additional service options (meaning added monthly fees) for V CAST subscriptions to acquire high-quality video and 3D games, song downloads (over 1 million to choose from), a voice-navigational software service called VG Navigator, multimedia messaging, and Mobile Web 2.0 service for Internet and email access.

Aware that cell phone customers have downloaded over 7.5 million songs and iPod users over 1 billion in the last three years, Verizon is hoping that its optional services—and song downloads priced lower than its mobile competitors—will help capture more market share. It’s been reported that over 32% of cell phones shipped this year are enabled for music and that by 2010 the number will grow to 898 million, or 75% of phones in use. According to USA Today, competitor Sprint has sold over 4.5 million song downloads from October 2005 through July 2006.

Verizon targets Chocolate and its services toward the 18- to 34-year-old demographic, and according to a Verizon Wireless retail store sales associate in Tempe, Arizona, that's exactly the kind of person coming in to ask about the product—though some customers are as young as 16. (According to the associate, most people interested in the product show little interest in features beyond standard phone functions. Notably, Chocolate does not have a speakerphone function.)

A few criticisms have emerged. Some claim that the navigation pad is a bit too sensitive, especially for those accustomed to aggressively text messaging on a regular cell phone dial pad. (Verizon counters that the device's touch-sensitivity level can be adjusted by the user.) Currently, protective cases that offer phone access (rather than acting as just storage) are not available, leaving a lingering question as to how well the touch-sensitive control pad will hold up over time. Also, while its lithium-ion battery is rated to last up to 3.5 hours, battery life is reportedly notoriously short due to the multiple applications usually in use—and using Bluetooth wireless headphones drains the battery even further.

Considering the phone's list price is US$ 499.99 (although several rebates, lowering the net cost to $124.99-$149.99, are offered) plus the cost of services per month and options including Verizon's Music Essentials Kit (stereo headset, USB cable, and cable drivers), phone accessories (Bluetooth headphone for phone, car charger, and protective case), and a memory card with up to two gigabtytes of storage (the standard memory on a phone holds a paltry playlist of about three songs), the total walkout price is quite high, particularly for the younger customer.

Still, with the number of portable, handheld products available to the digital entertainment and communications consumer, having a slick all-in-one device may be the sweetest deal of all.

Alycia de Mesa is a brand identity consultant and writer with over 10 years experience from Fortune 100 to start-up companies. She is author of Before The Brand, the definitive brand identity handbook, published by McGraw-Hill (under the name Alycia Perry).