It’s a remote control unit for a conference room phone. Slide the cover down and you’ve got 34 “macro” buttons. Why, why why? There maybe a functional requirement for user defined programmes (most likely one-touch dial), but did no one consider the context of usage? How people use conference phones?
A little insight would most probably have revealed that 34 macro buttons is overkill. Unless I am missing something “macro”, In the space allowed, far better to have a vertical column of 7 buttons with label space by each for users to write down the numbers they will call.