The Zumba phone is being billed as the world’s first truly hands-free mobile phone, and it’s already had it’s moment of glory on the BBC even without a working prototype. There are two parts to this story. First the design sounds very revolutionary (or should that be evolutionary) in that the phone is designed to be kept tucked away in your pocket of bag, while you use the over the ear headpiece to make and accept all your calls.

The voice recognition is apparently the key, as it is supposed to cope with every requirement. Just say the name and you’re connected. The second part of the story is the fact that it’s being made by a small company in the middle of nowhere in the UK, which is planning to provide the product ‘at low cost, [and] provide low cost calls.’

Now the cynics amongst us might well ask how this company is going to suddenly develop a network, economies of scale and techno smarts to take on the giants of this multi-billion dollar industry from what looks to be a small warehouse in the country, but we’re not cynics. We’ll just let it go and say we like their chutzpah, wherever they got it from.