While plenty of smaller manufacturers try to take on the industry leaders, only a select few are actually in with a chance of succeeding and carving out a niche alongside the likes of Samsung and Apple.
Now an Android-based device from relative unknown Oppo has touched down, offering users an affordable price tag and range-topping specifications.
The Oppo N1 has a full HD screen measuring 5.9 inches across the diagonal, which means it is a direct competitor to the Galaxy Note 3 from Samsung. It also has a quad core processor and a waterproof design.
The top of the phone features a swivelling 13 megapixel camera, so it can shoot video and take high quality still images, whether you point it forwards or backwards, dramatically boosting the quality of selfies in the process.
The N1 has received praise for its battery life and the implementation of Android is subtle enough without being too basic. There is even a secondary touch panel on the rear of the phone, although at the moment, not enough is done to exploit this potential.
It will be interesting to see how the Oppo N1 fares in terms of sales, with its £370 price tag making it a sight more affordable than comparable rivals.