Alcatel is one of those names that's trying pretty hard right now, tossing high end features and gimmicky claims at its Android range in equal measure to gain a share of the spotlight.
Its latest attempt is the One Touch Idol X, which has emerged at Mobile World Congress 2013 boasting decent looks, a full HD display, a skinny waistline and Android 4.2.
It also has a frankly daft name – either someone at Alcatel is a serious reality TV fan, or is blissfully oblivious of same. Put it this way: there's some serious brand tie-in potential for a special edition One Touch Pop Idol X Factor, isn't there? No? Just me... oh well.
Moving swiftly on, this is indeed one of the new 5in 1080p Android armada that have been popping up recently, though in this case real-world appearances will only kick off in July. Are companies still seriously announcing phones five whole months ahead of their actual launch? Crazy.
What that inevitably means is any decent-sounding specs will be less so when the One Touch Idol X actually appears, so we won't get too excited by things like a 1.2GHz processor, a 13-megapixel camera (which might only be 8MP depending on the market), while 16GB of internal memory is pretty much standard anyway.
Our most recent exposure to Alcatel's ways came at CES 2013 when it unveiled the One Touch Idol Ultra, which took the crown for mobile anorexia by measuring just 6.45mm in profile. The One Touch Idol X is a bit better-fed, but is still rather skinny at 7.1mm, especially considering it has a bigger screen than the Ultra.
Sadly there's no room for LTE support, it seems, something we're hoping will become a rarity from mid-range releases going forward now that the UK and Europe is stepping into the 4G age at long last.
With still so long to go before the One Touch Idol X actually goes on sale, there's nothing specific on where that'll actually be happening, or for how much, but we'll keep an ear out in the months to come for more info.