Samsung Electronics raised the stakes in the battle for mobile phone customers on Tuesday, unveiling the world's thinnest handset.
The U100, which is part of the South Korean company's Ultra Edition II range, is a mere 5.9mm thick - or thin depending on how you look at it.
It is one millimetre thinner than its nearest rival - also made by Samsung - that was revealed last summer.
The phone, which was launched at the 3GSM World Congress mobile phone show in Barcelona, is an attempt by Samsung to claw back market share after a disappointing performance in last year when the company lost out to rivals including a resurgent SonyEricsson.
Geesung Choi, head of Samsung's networks business said the new phones will appeal to "business users, fashion-conscious consumers and multimedia enthusiasts" alike.
The U100, which will be available this spring, has a three mega-pixel camera - a higher spec than the one in Apple's iPhone - plus the ability to store music. Also announced at the show by Samsung were the U600 and U700, which come in at 10.9mm and 12.1mm - which also include cameras. Samsung also announced three multimedia phones, the F700, F520 and F510 - all out later this year - which have large colour displays and TV capabilities.
Inspired by the success of the iPod Nano, mobile phone makers have been battling to produce even thinner phones. Last week Sony Ericsson unveiled a new 3G Walkman handset - the W880 - which is just under 1cm thick.
The Walkman range capitalises on the fame of Sony's original personal music players, but other handset makers who do not have such well-known names in their stable, are looking to do deals with brands.
LG, for instance, used the 3GSM conference to showcase its Prada phone, which was announced last year.
The touchscreen phone looks remarkably similar to the iPhone. Something which LG's head of mobile development, Woo-Young Kwak, reckons is no coincidence.