In today's instalment of the “insert-name-here wants to be the third No 3 in smartphones” series we focus on Sony, one half of the former Sony Ericsson but now flying solo and seemingly feeling quite good about life.
Well obviously it needs to sell more smartphones, but as for how it sees that happening, once again it's those developing markets that hold the key.
Suzuki revealed Sony is looking at diversifying its smartphone lineup by producing cheaper handsets specifically for emerging nations, effectively tailoring its lineup to suit each individual market.
It's a strategy that's already proving highly successful for the likes of Huawei and ZTE, though they have the advantage that the biggest emerging smartphone market of them all – China – is also their home market.
Sony doesn't actually have that far to achieve Best of the Rest status behind Samsung and Apple. IDC's latest quarterly stats put Sony fourth in the global smartphone pecking order with a heady 4.5% market share, only just ahead of ZTE (4.3%) but only just behind Huawei (4.9%).
However, both Chinese brands have been building momentum steadily over the past year or so, while Sony... well, hasn't.
Still, if it raises the prospect of seeing cheap Sony smartphones hitting the market, we're all for it. It would certainly make a change.