Kickstand easel leg extended allows

For setting the cell phone device in two (2) selected positions on a flat surface for easy hands free operation and viewing:   Horizontal or Vertical
 

Retractable Top Loop design allows:

The ability to securely maintain the possession of the cell phone device with a finger inserted into the retractable loop and thus prevent the device from easily slipping from the hand. 

The ease of retrieving the cell phone device from various locations i.e. pants pocket, jacket breast pocket, shirt breast pocket, purse or pocketbook and valise, by merely engaging the loop with your fingers.

Retractable Top Loop design along with the associated hanging retaining device allows:

For easy mounting of the cell phone device on a vertical surface in an automobile for hands free operation.

Gadgets - WSJ.com: wEASEL Smartphone Hanger Device And Stand (video)