This paper presents a novel approach to designing millimeter-wave (mmWave) cellular communication systems, based on joint phase time array (JPTA) radio frequency (RF) frontend architecture. JPTA architecture comprises time-delay components appended to conventional phase shifters, which offer extra degrees of freedom to be exploited for designing frequency-selective analog beams. Hence, a mmWave device equipped with JPTA can receive and transmit signals in multiple directions in a single time slot per RF chain, one direction per frequency subband, which alleviates the traditional constraint of one analog beam per transceiver chain per time slot. The utilization of subband-specific analog beams offers a new opportunity in designing mmWave systems, allowing for enhanced cell capacity and reduced pilot overhead. To understand the practical feasibility of JPTA, a few challenges and system design considerations are discussed in relation to the performance and complexity of the JPTA systems. For example, frequency-selective beam gain losses are present for the subband analog beams, e.g., up to 1 dB losses for 2 subband cases, even with the state-of-the-art JPTA delay and phase optimization methods. Despite these side effects, system-level analysis reveals that the JPTA system is capable of improving cell capacity: 5-percentile cell throughput by up to 65 per cent. To the best of the author's knowledge, this paper is the first paper explaining the system-level benefits and system-design challenges of JPTA, with an analysis of the performance tradeoff based on an intuitive metric of beam gain losses.