Harare — Name, durability, reliability and the amount of mileage you can get out of it with the minimum service requirements are some of the things that you look for.

After all, this will be a constant companion, closer than a spouse, as personal as a heartbeat and the purchase will set you back quite a few bucks.

No we are not talking cars yet again, but cellphones. As the technology has evolved from the brick era of 1G, so have the tastes of the users. The choice of a handset is now defined by a customer's needs rather than the wish to be seen.

"Gone are the days when a handset was a status symbol. Now even the older generation is looking for a mobile phone that does a lot of extra stuff like video calling, conference calling and internet," says Marlon Makumbe the MD of Cell City, a mobile handset retailer.

In the developed world, Nokia has lost a lot of ground to other brands that are more hip, but not in Zimbabwe, at least not with the conservative lot. "We get clients from sixteen to sixty-five wanting a premium phone. Up to the mid-thirties they will most probably go for a fancy Samsung, Ericsson, Blackberry or i-phone. But the older guys will stick to Nokia. Nokia is user-friendly and you know that when you get tired of it, you will pass it on to someone," states Stanley Machona of Jaywork Cellular, another popular retailer for the upper end of the market.

True, some of the earliest Nokia dinosaurs like the 5110 are still around while the more contemporary but basic 1200 series is a trusted buy for those without a lot of cash to spare.

Even within the brand, switching makes is not very popular.

"If a guy buys an n-series, when he wants to upgrade, he will stay within the same series," observed Makumbe.

Another factor in buying phones seems to its ability to deliver on the latest services while remaining user friendly.

"The 'qwerty' key pad seems to be preferred by the older guys who do not use the T9 (predictive) format and are not very adept at navigating around the various function," asserted a city retailer who preferred anonymity.

Yet it is the social network facebook which may currently be the biggest driver in the choice of handsets on the market. Facebook has convinced the generation that used to find it a challenge to even send a text message to get hip.

All the retailers that were interviewed agreed that almost all their clients ask for a phone that is facebook (internet) compliant.

They also emphasised that the purchase of a phone is often accompanied by a lesson on how the user can get full value.

Some clients reportedly come back for refresher courses after realising that there are still many functions on their mobile that they could be accessing.

It is after you have taken the phone home and you are now living with it, that you realise that your marriage to it is a bed of roses; there are a few thorns to deal with. Though mostly sweet, there is a down side to your marriage with this little beauty that you chose so painstakingly.

You start off by logging onto facebook and you chat to your daughter who is studying abroad. You don't miss her so much as you thought you would, in fact you actually talk to her more now more than you did when she was around.

At the office, when you have a ten-minute break between meetings, you catch the latest news and keep tabs on the unfolding UK political drama firsthand.

Then a reminder goes off and reminds you that you need to buy a birthday present for the person you share a bed with or there will be a cold war at home for the next few weeks.

While you are networking, which is what you call sneaking off to have an early drink at the club, your PA calls to tell you about an invitation that has cropped up that you definitely want to take up that evening.

You attend the function and make great strides towards clinching a good deal.

Just as you fall asleep at eleven, euphoric and slightly sloshed, you reflect that there is surely no greater invention than the mobile phone. Just then, the message tone on your mobile rudely jerks you awake.

It is a "call me back". You are now wide-awake; obviously someone close to you is in big trouble.

You dial the number and it comes out that it belongs to your cousin several times removed. You are not quite sure of the genealogical connection but you saved his number because he happens to live close to your ailing grandmother. You are convinced that the old lady has been taken ill or is dead.

Cousin John picks the phone on the second ring and you ask what has happened. "Nothing," he replies jovially.

Now you are convinced that granny is dead, and Cousin John is not sure how to let you down gently. You insist that he tell you the reason for getting in touch at that hour.

"I just wanted to find out how you are doing. And your kids; are they doing well at school? You should bring them for a visit more often," he goes on, blissfully unaware of the rage that has gripped you.

Somehow you manage to end the conversation on a civil note after informing Cousin John that he nearly gave you a coronary. He offers no apology and he says that he will tell granny that you called and that you were asking after her!

You look at your mobile and you seriously consider flushing the expensive gadget down the toilet bowl.

Fortunately, you fall asleep before you can execute that foolhardy intention.

Twenty minutes before your alarm is set to ring the next morning, you get a beep. You blearily look at the number and fail to recognise it. Another beep, and you call back. It is some person who wants to speak to Sheila. You tell them that no such woman has been in your orbit since you were born.

The person then demands to know where you are and what number they can use to get hold of Sheila.

You finally lose your cool and you tell them a few choice words before you cut off.

Fortunately, the wife finds your irritation hilarious and does not decide to think that you have a side bit called Sheila.

No point in trying to sleep for the precious few minutes left so you get up and try to find the function that places Cousin John and Sheila's pal on the barred list.

Those who lack the correct etiquette may be a nuisance, but a cell phone is definitely the one thing that no single person in the thick of things can truly survive with in this IT age.