The Nokia Lumia 520/525 has been the best-selling Windows Phone so far, but the new Lumia 530 could well eclipse that after Microsoft announced today it will sell for just £60 locally.
That's an impressively cheap entry point for Windows Phone 8.1 and Cortana, Microsoft's answer to Siri and Google Now, and may tempt smartphone bargain-hunters away from rival Android handsets like the Motorola Moto E.
The Lumia 530 is the cheapest Windows Phone to date, and with Microsoft now owning Nokia whatever market share it gains will fall directly under the Redmond umbrella.
It still bears the Nokia name, which will presumably evolve to “Nokia by Microsoft” at some point, and visually it's very much familiar Lumia fare: bright colours, rounded plastic edges and of course the modular layout of Windows Phone on screen.
That screen is a 4in LCD running at 854 x 480, and there's a quad-core Snapdragon 200 chip on the inside running at 1.2GHz, with 512MB of RAM and 4GB of expandable storage.
Around the back is a 5MP camera, and the 1430mAh battery shouldn't have too much trouble keeping all that ticking over. Microsoft claims 22 days of standby and 13 hours of talktime.
The key point, however, remains that £60 price tag. It suggests Microsoft is well aware that price is what matters most at this end of the market – the Lumia 520 only really took off after being heavily discounted from its initial £150 RRP.
You'll be able to pick up the Microsoft Lumia 530 directly from all the networks and Carphone Warehouse from 4 September.