South Korean mobile maker Samsung is now taking aim at its Japanese rivals with an Android-powered digital camera that allows users to easily upload pictures to Facebook.
The Galaxy camera, which is available in the UK for 349 pounds, features a 4.8-inch LCD touchscreen and a 21x optical zoom lens.
According to the Daily Mail, users can send photos instantly to other mobile devices via a 4G network, access the Internet, email and social network sites, edit photos and even play games.
The easy-to-use camera, and the quality of the pictures, is aimed at mid-market 'pro-sumers', not quite professional photographers.
According to the paper, analysts say Samsung's financial and marketing clout suggest it could be the biggest threat yet to Japanese domination of the digital camera industry.