I see Devizes has just what it has been waiting for - a new mobile phone shop.

How the people of the town must be celebrating, having had to cope with just two other shops (besides Woolworths)selling phones up until now.

The arrival of phones4U in the Brittox instead of that frivolous camping shop Millets will be a great lift. After all who wants to waste time out in the open air under canvas when they can be at home trying to look at the internet on a screen slightly smaller than a Walnut Whip?

It will certainly leave Devizes on a healthy footing in the population-to-mobile-phone-shop-ratio stakes compared old stick-in-the-mud Chippenham.

The luddites down the road have just four shops for a population of 30,000 compared to Devizes with three to 15,000.

That's one shop for every 5,000 people while Chippenham's neanderthals will have to queue even longer outside Carphone Warehouse along with the other 7,499 uncool cats allotted to each store in the town.

(I'm pretty sure the maths is right on that equation but I can't quite make out the figures on my phone's calculator).

One shop with branches in Chippenham and Devizes, Jag, has a notice outside reading "Bored with your phone? We can get you out of your contract".

How can anyone be bored with a mobile phone? Frustrated at its lack of coverage maybe. But what is there to be bored about?

It is a just communications device and the fact anyone may be bored with it is probably more to do with the witless drivel they text to each other than the means by which it arrives.

The manufacturers may make them shinier, thinner and louder but when it rings it is still just a phone and the person at the other end will still only be reminding you to buy carrots on your way home. No end of gadgets can change that.

Mind you, if anyone has a spare iPhone they don't want...