If smartphones have become mass-market, then is there now a gap in the market for a niche phone - perhaps one made from bamboo? This excellent video examines the innovative idea of Kieron-Scott Woodhouse, a final year Product & Design student at the Middlesex University in London. He’s just turned 24 and is already running his own company. This is his debut design - the world’s first smartphone made from wood….

Kieron-Scott explains that:

“We’re trying to find a new market so we’re not going to be in your mainstream, we’re looking to be in boutiques where we may be the only phone there.”

The video features a brief interview with Jerry Lao (one of Kieron-Scott’s investors) who explains:

“Now everything looks kind of homogenous. So what we want to do is stand out, be very very very bold and if you have a bamboo phone in the middle of a meeting you know everyone will know where that brand is coming from.”