OnePlus may well be a relatively unknown name when it comes to the smartphone market in the UK, but the company is not letting this hold it back, as it goes toe-to-toe with some of the biggest competitors in one of the busiest sectors around.
The Chinese company has revealed a new smartphone that is not simply there to make up the numbers, coming in at a price point that puts it among the elite, but with a cunningly more attractive price point that really might make the likes of Samsung, Sony and Apple sit up and take note.
OnePlus has revealed that its OnePlus One phone will be available on a limited run in the US first and foremost, but it may then cast its net a little wider and try to grab a portion of the captive audience in the UK.
While phone leaks these days are rather commonplace and hardly a surprise, the OnePlus One was actually kept under wraps well until the company decided that it at last wanted to reveal the details of the new device.
According to OnePlus, the OnePlus One will be coming in a 16GB version, coloured 'solk white' at what will be a very competitive price point of £229. The 64GB 'sandstone' coloured device will be more expensive, naturally, pitching to the market at a price of £269.
While these prices elevate the handsets up the phone heierarchy, though, they are still far cheaper than some of their competitors when we start looking at the specifications on offer from OnePlus.
The phone boasts a 5.5-inch 1080p display with a 2.5GHz quad-core Qualcomm Snapdragon processor and 3GB of RAM, as well as packing in a 13MP camera and a 5MP front facing lens.
In the US, the first 100 handsets became available this week under the company's 'Smash' promotion, wherein users were asked to smash their old phone to get a discount on their new device, although when it comes to these shores, UK buyers may want to look at the more traditional option of trading their phone in.