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Samsung's Galaxy S4 New York unveiling is only a week away and as a result rumours about the device are circulating across the web.
There's been talk of an eight-core processor, custom Eye Scroll facial recognition feature and a massive 5in screen. If even a fraction of the rumours are true then the Galaxy S4 will be a great handset.
However, there are already existing and future threats taking aim at the S4, offering their own custom, never before seen features, that may entice users away.
We've put together a round-up of some of the key devices that Samsung's S4 will face stiff competition from, to see what the rest of the market has on offer to tempt buyers.
Huawei unveiled the Ascend P2 at Mobile World Congress (MWC) claiming the handset is the fastest 4G LTE handset in the world boasting 150Mbit/s data speeds.
The P2 also has some pretty nice tech supporting its speedy connectivity, coming loaded with a powerful 1.5GHz quad-core processor, 13MP rear camera, beefy 2,420mAh battery and 4.7in 1280x720 315ppi HD.
Yet despite this the P2 is set to retail for a mid-tier €399.
Come its Q2 2013 release the P2's top end specs, fast data speeds and affordable price tag could make the device a surprise hit in the UK market.
Threat level - LOW: While the Ascend P2 is a good device the Huawei brand is nowhere near as popular as Samsung, so the firm should have no trouble seeing off its Chinese rival for sales.
The Sony Xperia Z
Announced at the Consumer Electronics Show (CES) in Las Vegas at the start of the year, the Xperia Z is Sony's current flagship smartphone.
Designed to reverse the Japanese firm's declining smartphone sales, Sony's loaded the Xperia Z with every innovation it could think of.
These include custom Bravia Engine 2 screen technology and a massive 13.1MP rear camera Sony claims is the best its ever made for a smartphone.
Having tested the Z we found there was some truth to Sony's claims and there is plenty to like about the device.
Add to this its rugged IP57 certification, that means its scratch, dust and even water resistant and we're thinking the Z may have already snapped up some of Samsung's potential customers.
Threat level - MEDIUM: The Xperia Z is a solid offering and its rugged features could tempt those fed up with breaking their £500 device with one drop, but Samsung's innovations and brand cache should help fend off this threat. If it adds rugged features too, it will definitely see off Sony.