Colourful little chappy, isn't it? You're looking at the Nokia Asha 501, the Finns' latest stab at reinventing the feature phone which delivers a full-touch interface for a princely $99 (£64).
It also introduces the new Asha mobile OS, which sees Nokia finally start to move beyond Series 40 into semi-smartphone territory, partly by paying tribute to the MeeGo one-hit wonder that was the Nokia N9.
The Asha platform uses the Swipe UI interface that was introduced to broad praise on the N9, an interface that left a fair few observers wondering afresh why Nokia ever ditched MeeGo in the first place.
But that's an argument for another time. The point is, the Asha 501's newly polished OS is the result of putting what creative OS development Nokia could still make use of after the deal to adopt Windows Phone to good use, freshly reimagining its low-rent feature phone platform.
Appearance-wise, the Asha 501 looks vaguely similar to the Lumia smartphone line, though its sub-10cm height suggests it would be best utilised as the Lumia team mascot or something.
Still, at just 98g it's nice and lightweight, and the 3in QVGA display is par for the course on feature phones (admittedly, that's usually because of a number pad or QWERTY keyboard.
Other key specs include a 3.2MP rear camera, a 4GB microSD card, a 1,200mAh battery plus b/g strains of Wi-Fi.
Only 2G is supported (inevitably, given the price and developing world target markets), while typical Nokia feature phone goodies include some free EA Games, Nokia's Xpress Browser, interchangeable back case and a choice between single-SIM and dual-SIM variants.
One interesting feature of the Asha OS is the ability to choose between two basic screens – Home, a classic icon-based view – or Fastlane, which pushes recent contacts, commonly used apps and social networking tools straight to the homescreen.
As for apps, the platform launches with many of the usual suspects (including Facebook, Twitter, LinkedIn, Foursquare, CNN...) while Nokia is releasing the Asha 1.0 SDK for Java apps and a set of web apps tools. Significantly, the Asha platform supports in-app payments, which was available to Symbian developers while Symbian was still around, but had yet to trickle down to Series 40.
The Nokia Asha 501 comes in a choice of six colours – red, yellow, blue, green, white and black – and it'll be hitting markets globally from next month. That $99 price, by the way, is pre-taxes and subsidies.