I help a lot of middle aged and elderly people who are not all that tech literate, and get asked a lot for recommendations, and I definitely think there is a niche for something between feature phones and smart phones. A lot of people are not interested in putting in the investment of time and money to get up to pace using Android or an iPhone. There's quite a big step to using those devices, for instance in managing data use, or in the way that phone functions recede amongst new smartphone features. With Android as a new user you can even for all intents and purposes lose your dialler, by pressing and holding the icon incorrectly.<p>iOS isn't interested in meeting that market, because of low cost, and if they did attempt it both Android and iOS might well suffer in trying to alter and dilute their brands and the unity of their interfaces.<p>It also works quite well as an target market, because a lot of the apps that would be expected are quite simple, and shouldn't be too difficult to create using web technologies - maybe news or magazine apps, cinema or TV listings, weather and so on.<p>Combine the right interface with a price of £50-£100, a good battery life, and a credible promise over security and privacy, and it definitely seems like an option which could get into the retail stores, and a place in the market of perhaps 2-3%, which is a good place to start.