Although the Mobile World Congress doesn't officially get underway until March 2, Sony has decided to unveil its first new smartphone of 2015, the affordable Xperia E4, several weeks early.
It's all very well dazzling potential customers with specs relating to processor speeds, RAM and internal storage, but for the majority of consumers, the most important criteria when choosing a smartphone are battery life, screen size and camera quality.
And when all of that is considered, Sony's latest mid-range handset, the Xperia E4 could well be the perfect device for most people as long as they root for Android rather than Apple, that is.
The handset's 5-inch qHD display, while not top of the line in terms of resolution on offer, is more than good enough for browsing the web, gaming and watching video content. And its 960x540 pixel display is also a bit kinder on battery life, which is the E4's biggest feature.
This phone, Sony claims, is capable of going two whole days on a single charge. If reserves are low, it can switch to a stamina mode that will limit the power background apps draw and alter screen brightness to keep things going a little longer.
There's even an ‘extreme stamina mode' that can keep the phone alive for a whole week by shutting down everything other than the handset's critical functions. That might sound like overkill but it could prove to be a great feature for those heading off into the wilderness on holiday and worried about being able to get in touch with someone miles away from a power outlet.
Away from clever battery-saving technology, the E4 has some great integrated camera features such as automatic scene recognition and image enhancing for the main rear-facing 4-megapixel unit. And Sony has also given the handset a 2-megapixel front facing camera with dedicated selfie app.
Sony is yet to confirm exactly how much the Xperia E4 will cost but the company's Tony McNulty says that it will be offered "at a highly competitive price point."