As one famous brand in the smartphone world has essentially died in the last week, no longer releasing new devices under its name, it seems that one of the UK's biggest companies is about to branch out into the technology market with its own new branded handset.
Just last week, Nokia announced that the takeover by Microsoft would mean that the firm would no longer release devices with the once dominant brand, but its place in the market could soon be filled by Tesco.
The supermarket giant is reportedly following the lead of fellow retailer Amazon by deciding to release a smartphone into the market by the end of this year.
Tesco has already launched its own mobile network in recent times, and while many see this as something of a budget or affordable option, it looks like the smartphone will not be pitched at the same point in the market.
Chief executive Philip Clarke told BBC Radio 5 that the phone will actually be comparable in terms of its specifications to the Samsung Galaxy S5, which would put it right into the middle of the most competitive market in the smartphone world, among the flagships from the Korean firm and the likes of Sony and Apple.
This is not the first time Tesco has tried to bring itself into the technology world either. It launched its first tablet, the Hudl, last year, and has reportedly sold half a million units of the device to date.
However, while the Hudl sold at £119, putting it firmly at the lower end of the market for those with a smaller budget, the smartphone will come in at an entirely different point in the market.
Experts believe that although it will be carrying specs that leave it among the bigger players in the market at the moment, it will be aggressively priced, allowing it to become very competitive and challenge the hierarchy somewhat.