Sony may have left the Ericsson part of Sony Ericsson behind, but what hasn't yet changed – despite the initial promise of the latest Xperia handsets – is the brand's place just behind the leading Android contenders.
But Sony's working hard at changing that, and has just announced two new LTE-enabled faces over in Japan, the Xperia GX and Xperia SX, that look mighty fine indeed from where we're standing.
Both will have Android 4.0 Ice Cream Sandwich on board when they touch down over the summer, with the main difference between them being size: the Xperia GX is a 4.6in screened effort, while the Xperia SX refreshes Sony's commitment to the sub-4in smartphone category with its display measuring 3.7in across.
It's the larger of the two that really catches our eye, however, and not just because of the Xperia GX's size. That 4.6in display is a Sony Bravia-infused Reality Display running at 720p, and comes packing a dual-core 1.5GHz processor (still no quad-core action yet from Sony).
The camera looks to be a bit of a corker too, with its 13-megapixel Exmor R sensor also capable of capturing full HD video, and the Xperia GX able to spread the love to the rest of your home cinema kit via either HDMI or DLNA.
The only real let-down that strikes us at first glance is the fact that you have just 16GB of internal storage on board, which may seem harsh but in truth it will fill up quickly and is less than the very best smartphones around typically offer.
For the record, the Xperia SX has the same processor and screen tech on board, but just an 8-megapixel camera and only 8GB of on-board storage.
Overall, the Sony Xperia GX manages to make the current Xperia S look ordinary, and we mean that to some extent quite literally – compare images of the two and that transparent strip on the Xperia S suddenly looks a little juvenile.
It's certainly a harder-hitting rival to take on the likes of the Samsung Galaxy S III. The bad news, though, is that with a Japanese roll-out only pencilled in for the summer, it'll likely be well into Q3 before we see these (or similar) handsets reaching us in the UK, by which time we'll no doubt have the iPhone 5 and a few other new high-end handsets to talk about.