Concept Pen-Phone with Roll-on-Touchscreen Display

Imagine a PenPhone, not too difficult to visualize? Then consider a Pen Phone with a touchscreen, Still easy? Then imagine a Pen phone with a rollable touch screen! If this concept phone that we are looking at is to be believed, it would even feature a camera and off course it works as a normal pen as well. Also on offer is a mini bluetooth headset to make the phone part of the 'concept' easier.
So do you mind speaking on a 'ball pen'?
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