It's the week before a major technology show which means it's time for Archos to preview a gaggle of new mobile devices you've probably never heard of and almost certainly won't buy.
Well, that's how recent history has turned out anyway. Question is – can the French firm's pre-IFA 2014 vintage change that tune and make a lasting impact?
Maybe, maybe not, but with a bunch of budget Android smartphones, a £79 Windows Phone (pictured above) plus a few tablets on the way, it's worth taking a look.
Heading the smartphone challenge is the Archos 50b Platinum, which will be arriving in September for £119, and is powered by a 1.3GHz quad-core Mediatek processor, has 512MB of RAM, a 540 x 960-pixel resolution, 8MP/2MP cameras, a 1900mAh battery and Android 4.4 KitKat.
Then there's the Archos 45c Platinum, which scales things back to a 4.5in 480 x 854 display and a 5MP main camera, and a reduced 1700mAh battery but otherwise shares the same headline specs. It'll also be available in September for £99.
The most interesting of the new arrivals is the Archos 40 Cesium, which finally sees Archos jumping into Windows Phone waters after years of hints and rumours.
With a price tag of just £79 it's right at the bottom of the food chain, where it'll be up against the Microsoft / Nokia Lumia 530 for entry-level Windows Phone 8.1 kudos.
You get just a 4in display, but Archos has shoehorned in a quad-core Snapdragon 200 processor. The rest of the details are a bit vague, but it too will be on the shelves in September.
There's also a Windows tablet on the way – the Windows 8.1-based Archos 80 Cesium, which will be landing in October for £129 with an 8in 1280 x 800 IPS display and a quad-core Intel processor.
On the Android side, the Archos 101 Oxygen pushes up into the tablet mid-range with its quad-core Cortex-A17 processor, 1.5GB of RAM, 16GB of storage and 10.1in full HD display, all for £199. It too will be on the shelves in October.