The Moto G has been a hands-down success, and Motorola could well have another winner in the even-cheaper Moto E.
That being the case, you'd expect Samsung – the world's leading smartphone seller, let's not forget – to have some kind of response, and it could well be coming in the form of the SM-G350E.
That won't be its final name of course (it'll be called the Galaxy something or other, naturally), but it may well be the same beast on the inside.
So what is the SM-G350E? We're not entirely sure, but thanks to import/export tracking site Zauba, we can tell you well over 100 of the things have entered India over the past couple of weeks in a number of batches.
The listing tells us only that the display size is 4.3in, while the stated per-item value is mainly in the £60-£70 range (though bizarrely a couple of the entries have it closer to £250).
Here's where it gets interesting, though: a listing appeared on Samsung's Swedish support page recently (shared by SammyToday) for a Samsung SM-G357F, and a link was made between that phone and another pair of devices called the SM-G357M and, yes, the SM-G350E.
Now we head to GFXBench, where the SM-G357F popped up for some benchmarking action. From that we can add some spec details, which include a 800 x 480-pixel resolution (though the screen is listed as 4.4in not 4.3in), while there's also reportedly a Renesas MP523X SoC comprising a dual-core 1.2GHz ARM Cortex A9 CPU and PowerVR SGX 544MP graphics.
It also comes with 1GB of RAM, 8GB of internal storage, as well as 5MP/0.3MP cameras, and the operating system is Android 4.4.2 KitKat.
That's certainly in the Moto E's ballpark, and with the mystery Galaxy player having now been spotted both in India and Sweden, it hints that Samsung could be thinking globally in its efforts to counter rivals at the low end of the smartphone game.
It'll certainly be interesting to see where this leads. Where Motorola has succeeded so well with particularly the Moto G is in pitching it as having very much its own identity. It's not seen as a higher-spec device stripped of its top features, or a “mini” variant of something else. It's simply the Moto G.
Which is about as far away a strategy to Samsung's “gadget spam” approach as it's possible to get, and if the SM-G350E is released as the Galaxy SX Value or something like that, we can't see it getting the job done against more carefully marketed rivals like the Moto E.