Motorola's just announced Fashion handset, the Motoluxe, has been put on preorder by Mobilefun and Theorder for as little as £244.95, with an expected delivery date for the end of the month.
The 9.8mm thick smartphone runs on Gingerbread and boasts an "elegant and slim design with smart edges".
We're slightly disappointed that it comes with a 800MHz processor although there's an eight megapixel camera and a VGA front facing one.
At 124g, it is reassuringly heavy and its 4-inch 854x480 pixel capacitive touchscreen is covered with Gorilla glass.
Unlike some of its rivals, the Motoluxe carries a two year warranty and comes bundled with a 2GB microSD card.
How good value is the Motorola Motoluxe? Well given that Asda has been selling the HTC Evo 3D for £5 more, we'd be hard pressed to choose Motorola's latest fashion phone over HTC's 3D marvel.
The latter has a faster, dual core chipset, 3D capabilities, a bigger battery, a bigger screen, more onboard storage, an official Ice Cream Sandwich upgrade path and a bigger battery.
Motorola will have to make a big effort to bring down the price of the Motoluxe or risk losing out to clearance sales or new, aggressive vendors.