You can keep all your neon signs and dry ice pouring out from your million-dollar stand. Drive those articulated lorries with their multi-megawatt sound systems back your US Head Office. What we want at a Technology show is an Englishman who looks slightly off his rocker, wearing a comfy cardigan and offering you a nice hot cup of tea when you sit down at a solitary table beside his trailer. In short, you want to bump into Gordon Ross when you’re at 3GSM.

Gordon is the man behind Infocube, a concept so mind bogglingly simple, it’s almost impossible to describe in text. So I asked Gordon to give it a go. "Infocube is a three dimensional mobile user interface for phones and mobile devices," he replies, rather proudly. "It’s probably just as easy for the All About Symbian readers to pop over to http://www.infocube.net/ and see for themselves." There’s a [Flash powered] demo showing Infocube running on Series 60 and UIQ at http://www.mymobilecube.com/, with content such as ringtones and themes to illustrate the concept.

"The principal behind Infocube is that the interface is built around human perception. We’ve taken on board many studies on human psychology, studies watching the eye and brain co-ordination, and how people’s perceptions change with what they are doing. When I started many years ago, you needed a £150,000 Silicon Graphics to do what we can do now on a £120 ARM powered device."

Now all this may sound like a load of marketing spiel, but once you’ve actually tried out the spinning, rotating 2x2x2 Rubik’s cube on your phone, you’ll come to the conclusion that Infocube might actually have something here. "Most people at the show take around 30 seconds to understand how to use the system, it’s got a really shallow learning curve." Given that Gordon has demoed the system to over 450 people, that’s quite an achievement.

Those of you with long memories may remember that Infocube first made an appearance at the Symbian Expo 2005. There, Gordon was chasing the Holy Grail of "the networks will buy it" approach, and I’ll be honest, I wasn’t sure that this would be the best strategy. Now it turns out that, while others may have fell by the wayside, Infocube have made the cut, and continue to grow. "There’s been an amazing response from the Network Operators." Gordon leans in just like you’d expect Carractacus Potts would do. "They’ve realised that they need to give a good all-round experience to the user to be successful. It’s not good enough to have good phones and handsets on offer. If the content is difficult to use, then you might as well have no content."

"Nokia learned this years ago. Now they have good market share, and a lot of that is simply through having a simple and easy to use phone." Which is exactly what Infocube is offering. They’re not a company that’s already made it big. Not yet. But they’re definitly one to watch.