Bloody good idea.
It seems some fenland butcher has come up with a no brainer of an idea. Backed by Simon Weston (Wales's own Gunga Din) it seems to be ne of those ideas, that costs nothing and could help in a simple effective and practicle way.
"By entering the acronym ICE – for In Case of Emergency – into the mobile’s phone book, users can log the name and number of someone who should be contacted in an emergency."
Thus the poor blighters who have to shovel you up after an accident or a heavy night out can go into your phone, find ICE in your mobile and bingo they speak to somebody who might actually care.
That being said I will have to think of something to replace these people in my phone book.