The FIC Neo1973 Smartphone uses open source software, which Shane Flint has pointed out, should make it very versatile. However, that will be of little use if no one likes to the physical design of the phone. Perhaps there could be work on an open source design for different case designs, to match the open source software.
Engineering students learn how to drop test a simulated mobile phone. Perhaps they could be set the task of designing a ruggedised case, similar to those produced by the Australian company OpenTec for military and outdoor applications.
This could be useful for builders and other outdoor workers and might be a popular fashion statement, in the way SUVs are.