New innovations are about to unveil in mobile phone design, production and distribution. New small firms are emerging in mobile phone industry with modular, multi-compatible and customizable product designs, and their value chain organized in school of fish or shoaling form to reach the markets far and wide, and produce wider variety of phones at much less costs.  

These firms are targetting customers wanting customized quality products and those seeking more variety, styling, and features. 

Puzzle phone is one such company emerging as new competitor to Google, Apple, Samsung, and Nokia. Puzzle phone's strategy might encourage all competitors to produce modular smart phones in near future.