Twas nigh on a year ago now that Panasonic announced its big plans for a global smartphone assault – I remember because it involved me coming clean over having owned a Panasonic X300.
Well, a year down the line and the European smartphone market remains decidedly unconquered, and the latest rumours suggest the Japanese firm's international phone division is about to be axed altogether.
And not for the first time either. The first withdrawal came back in 2005, an age ago really when you consider the kind of devices that were doing the rounds back then (such as the X300).
This time around and Panasonic's hopes were centred around an Android-powered device called Eluga (which may just have been the problem in the first place, but that's just me).
In truth, the Eluga and the Eluga Power made a perfectly decent impression when they showed up at Mobile World Congress. But when the strugglers in the smartphone world of 2012 include the likes of Nokia, HTC and BlackBerry, that isn't really enough.
We still haven't seen the Eluga officially launched in the UK, and it seems we never will.
Speaking to Reuters, a couple of unnamed sources have intimated that new boss Kazuhiro Tsuga plans to cut Panasonic's money-losing or barely profitable businesses to finance a restructuring plan, and that the international mobile business is ripe for the cull.
Panasonic's ambitious plan was to sell 1.5 million smartphones in Europe this business year, with a longer-term target of 9 million non-Japanese sales by March 2016 having been mentioned.
Both targets, the sources said, were now seen as unachievable.