Considering the impact the Motorola Moto G had on the UK smartphone market when it was introduced nine months ago, it's surprising how few genuine rivals have touched down since then.
The Kogan Agora 4G is the latest low-end pretender, and arrives in the UK and US offering what its maker claims is a Moto G-beating spec for a price tag of just £149.
Australian firm Kogan doesn't pull any punches when talking up the Agora 4G, which is produced in partnership with BenQ. It labels the 4G-capable handset “a quality device that smashes the competition on the price, yet packs all the features consumers expect from a high end smartphone”.
In terms of specifics, we're talking a 5in 720p display, which is half an inch bigger than the Moto G but gives up a little on pixel density since the resolution is the same.
The engine room features the same 1.2GHz quad-core CPU/Adreno 305 graphics/1GB of RAM component combo as the Moto G, along with a matching 8GB storage quota and a superior 8MP/1.3MP camera pair.
You also get more battery capacity thanks to the 2500mAh power unit, and the Kogan Agora 4G also ships with Android 4.4 KitKat as you'd expect.
So a bigger screen and battery and a higher spec camera for the same price as the Moto G LTE, and in a slimmer 8.5mm chassis too.
Sounds good, but a lot will come down to how Kogan has tweaked the base Android 4.4 KitKat software and interface – something Motorola has been impressively restrained with on the Moto G.
Still, the Agora 4G doesn't need to be better than the Moto G to succeed in a part of the smartphone market with plenty of room for more contenders.
The Kogan Agora 4G is available direct from its maker from today.