Tesco is about to make its first foray into the tablet market with the oddly named Hudl, which is expected to provide some seriously low-priced competition to the 7in tablet brigade in the run-up to Christmas.
The mega-retailer will unveil the device at a special launch event on September 23, though Tesco hasn't revealed anything more than that at this stage.
Based on rumours that emerged last month, however, it appears the Hudl will be priced to undercut the Amazon Kindle Fire, and will be a vehicle to support Tesco's grocery apps and the Tesco-owned Blinkbox streaming service, while some sort of tie-in to the ClubCard loyalty scheme is a given.
“Obviously it'll be Android, probably [a storage capacity of] 16GB and attempting to hit the £99 price point -- in my mind that will have to be the price,” CCS Insight analyst Ben Wood told the Guardian.
“The tablet market is unbelievably competitive with extremely narrow margins, but that's something Tesco is used to.”
In terms of the classic “pile 'em high, sell 'em cheap” philosophy, consumer tech products are a big problem for Tesco and co. After all, those narrow margins come on devices that compared to most items you find in a typical supermarket take up a lot of floor space for very little return.
Giving pride of place to own-brand devices such as the Hudl is seen as one way for the likes of Tesco bleed that little bit more profit from its technology section. Which is of course what it's all about.