Mobile World Congress is the place where you would expect to see "the new new things" and this year hasn't disappointed. From plans for 5G mobile networks to virtual reality, the mobile industry has money to spend and keeps pushing the boundaries.

But there was something in particular that caught Cantillon’s attention: Sony’s new digital assistant, Xperia Ear. You place the device in your ear and it connects to your phone for reminders about meetings, tells you when you’ve missed a call or message and will alert you about important emails.

That sounds suspiciously like a bluetooth headset – you know, the devices that no one could make look cool. Go back a few years and everyone was getting them, usually for talking while driving. But wearing them every day, in public? That never caught on. Yes, you may still see the odd holdout here and there, wearing their bluetooth headset, but unless they drive for a living, it’s unlikely they’re wearing them as a fashion choice.

Okay, so we’re being a bit unfair here. Xperia Ear is a little more high tech than your average bluetooth headset. But it’s going to take a lot of convincing to get people to adopt the accessories again.

The idea is that it takes your attention away from the smartphone, because as we all know, checking your phone in company may be a common thing, but that doesn’t mean it’s not incredibly rude at times.

Still, we’re not convinced that the in-ear device is the answer. Imagine having a conversation with a colleague when it starts telling you about the latest email that has arrived. Or warning that you’re late for an appointment. In this digital world, we’re all supposed to be multitaskers, but having two people talking at you at once might test even the most accomplished digital worker.

It’s usually Apple that is responsible for taking a product, cramming an extra couple of features into it and convincing consumers it’s a life-changing device. Can Sony do it too? We’ll wait and see.