Great camera on a mid-range phone. Cracking the smartphone market is no easy task. Samsung, Huawei and Apple dominate the arena, selling well over 40 per cent of all smartphones, and the premium end is even more skewed towards the big trio.

But that doesn't mean others cannot succeed. Gaming specialist Razer introduced its unique handset last year, One Plus continues to offer a fine balance between features and cost, while Asus, better known in the peripherals space, has carved out a name with the ZenFone line.

That line now extends to the ZenFone 4. Not to be confused with the cheaper Max version, ZenFone 4 (ZE554K), available in black and white, costs