Acer has seriously gatecrashed the cheap Android tablet party with the Iconia Tab A1, a 7.9in tablet with an LED IPS display and a quad-core processor.
In Wi-Fi-only guise it comes in at just £145 - £14 less than the cheapest Google Nexus 7, though that's with only 8GB of storage, half what its Nexus rival gives you.
You get a bigger screen too, but on resolution you lose out, as Acer's 4:3 panel only dishes up good old 1,024 x 768 as opposed to the Nexus 7's 1,280 x800.
In other areas, though, Acer offers something entirely different to its Asus-made rival. First of all, there's microSD card support, which offsets that lower internal storage.
You also get a 5MP rear camera capable of 1080p video recording and a microHDMI port, both entirely lacking on the Nexus 7 and the Amazon Kindle Fire HD.
It's slightly beefier than both, however, at 410g and 11.1mm thick.
On top of the basic Android Jelly Bean experience, Acer is also highlighting the presence of its Touch WakeApp feature, which allows you to go straight into specific apps when you swipe to wake up in a specific way. Exciting stuff.
The Acer Iconia Tab A1 will go on sale at the end of the month for £145, while a 3G version should touch down in July for around £200.