It's 3 coils, each at a different orientation. For something like a smartphone, constrained in thickness, it might be difficult to do more than 2 orientations (L x W).
You should still be able to do all three. Consider a block around the height of the device and around half the width. You could have one set of coils going around the small edge, one around the middle width-wise, and one around the middle length-wise.
Unless I'm mistaken, that should give you 3 orthogonal coils.
Notes:
- pacemaker warning sign on the edge of the doorframe
- Frequency smack in the middle of the AM band (1.32 MHz)
- demo'ing very low power consumers
- very directionally sensitive (just like any other radio transmitter)
- room is set up like a Faraday cage