The phone above is by Wilcom and is shaped like a battery and uses a AAA battery to get its power. The AAA battery can power the phone for 250 hours on standby with about 5 hours of talk time. On the feature side this phone is about as basic as you can get these days. It has no screen, no MP3 player built in, no 3G access and not much else.
I am not sure how a phone like this will fair in the industry. It isnt the type I would go for as I like to have quite a few features packed in to a mobile phone. I am sure it might catch some peoples attention though.