The smartphone battle is fiercer than ever and device-makers have been launching products to win over the hearts of consumers at Mobile World Congress in Barcelona.
Here are the products HTC, Huawei and ZTE are betting on this year.
HTC One M9
The HTC One M9 is the Taiwanese company's latest flagship smartphone.
As with previous HTC smartphones the focus is on cameras. The One M9 has a high-spec 20 megapixel rear camera and 4 ultrapixel front camera which allows more light in for selfies in a dark environment.
HTC's big marketing push on this metal framed device is the personalization features. The home screen's apps can change depending on whether you're at work or home. The thought is that if you're at work you might want professional apps whereas at home you may want more entertainment and gaming apps. It can detect this depending on your location that you pre-set.
"You will obviously look at the phone and look at the craftsmanship. Then you will see what we have done with the personalization," Peter Froland, head of Nordics, U.K., and Ireland at HTC, told CNBC in an interview.
ZTE Grand S3
Forget unlocking your phone with a fingerprint. The ZTE Grand S3 lets you scan your eye to access your device.
The technology works by scanning the unique vein patterns in a user's eye using the front-facing camera.
ZTE said this makes its smartphone "unbeatable" for privacy, something the Chinese device maker is betting on as consumers become increasingly concerned about how their data is used and how secure their information is.
The company said the technology will eventually be integrated with mobile payments so customers can use the eye scanning technology as a verification tool.
The ZTE Grand S3 is available in China for 2,999 renminbi ($478) and the company is now unveiling it for European release.
Chinese electronics maker Huawei is betting big on wearables.
The company has unveiled two wearable devices: the TalkBand B2 and TalkBand N1.
Huawei has tried to make the TalkBand B2 a trendy device, with a leather strap and rose gold finish, marketing it as a wearable for "on-the-run business executives who are athletically active". It also comes in black and silver.
The main face of the smartband pops out and doubles up a bluetooth headset so users can take calls and listen to music. The TalkBand B2 is compatible with both Android and iOS phones, which Huawei is hoping will broaden the device's appeal.
Huawei's other wearable bet is on the TalkBand N1, essentially a Bluetooth-connected set of headphones. But the difference to other devices is that this headset has 4 gigabytes of internal storage so users can put songs on the headphones and listen without needing another device.
It also has an accelerometer built in for fitness tracking and works with both Android and iOS.
As well as the wearables, Huawei launched two mid-end smartphones. The Y360 is its entry-level 3G phone, while the Y365 is aimed at first-time 4G users.