While Google and Apple will grab all the column inches this week, that hasn't stopped E-TEN announcing a very creditable addition to its fast improving line of smartphones.
The 'X600' has been rumoured for some time but now the candybar WM6 based handset is all official.
Despite not pushing the very boundaries of modern technology, the X600 makes a compelling case for the midrange with a large 2.8in QVGA LCD, 2MP camera, WiFi, Bluetooth 2.0 and GPS - a technology E-TEN has been instrumental in bringing to the mainstream. Against this the X600 lacks 3G (conversely, something it has been reticent to include until recently) instead relying on quad band GSM.
At 107 x 58 x 14.7mm and 136g however the X600 is certainly portable, while E-TEN has customised the WM6 interface to include features such as photo speed dial, weather forecasts and world time.
No word on pricing yet for the X600 - an important factor since it is still trying to woo UK networks into subsidising its range on monthly contracts - but don't expect it to cost the earth.
In related news, the company's exciting Qwerty keyboard, GPS, HSDPA, VGA screen waving flagship - the X800 - is now shipping. iPhone aside, this is a handset worth getting psyched about.