JCB is moving away from diggers and into the mobile phone market, introducing the building site-friendly JCB Toughphone in conjunction with Dragons Den entrepreneur Peter Jones.
Tough means it's pretty much indestructible, unless you go out of your way to break it. That means splash, dust and shock resistant, with a glare and scratch resistant screen and a rugged exterior. There's also higher-than-normal volume (for noisy environments) and a belt clip for keeping secure. However, all of that hides a pretty basic specification headed up by a WAP browser and Bluetooth connectivity.
But that shouldn't matter if your priority is keeping a phone in one piece in tough conditions. It retails for just under £200 sim-free.
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Concept's great, but I can't help thinking it'd be better to buy a cheapo PAYG phone and stick a tough case on it, keep the SIM/memory backed up, and if the phone dies, just buy another one.