If you're struggling to compete at the top tier, cut the price. That's exactly what Nokia has done with its Lumia 830, which it calls its first "affordable flagship" phone.
The new five-inch Windows handset costs around half the price of an iPhone 5S or Samsung Galaxy S5, despite having a quadcore processor and 16GB of storage space.
However, the phone does cut some corners compared to its pricier rivals. Although Nokia is claiming little difference in quality, its 10 mega-pixel camera does not have the fire power of its main rivals or, indeed, of its companion device, the Lumia 930.
It also sticks with a modest 1GB of Ram muscle-power, compared to 3GB for most high-end rivals. Nevertheless, Nokia handsets are always well built and if you can live with something of an app gap, you'll get Windows 8.1 which includes access to Office, OneDrive and Cortana. There's also Nokia's 'wireless charging' system, which requires a charging 'plate'.
Finally, the phone will also come in a range of colours.
Nokia Lumia 830 Price: €330 Rating: ***