The product is a cycle safety device to be used at night. It is a versatile rear light that can be worn on the person or back-pack.
The target market is the city commuter and of course it appeals to all other cyclists, but it's mainly a commuters product. It looks slick and cool and there is nothing else like it out there at the moment. This light can only improve cycle safety.
I can't reveal much more than this as it is still undergoing patenting and designer rights at the moment. However, I am willing to work off an NDA having met face to face in London or near London.
Sorry for the lack of info but I can't give much more without establishing a relationship.