For the first time in a long, long time, I'm pretty excited about this company. What I see emerging is a new brand best captured by the word we keep seeing in the PRs: "rugged." Not low-cost, or developing world, but rugged. Clearly, that meets a need for customers in underdeveloped societies. But it's a brand that could also appeal to middle class rural customers and regular adventure seekers. I see powerful processors, big screens, and a relatively recent Android OS. It's value indeed. I hope it sells. I think its chances of succeeding are far greater when marketed as the "rugged" option rather than the "value" option. Well done IFON marketing team.