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Windows Phone is going on four years old now – and it's still never had the standout phone that shows it's a platform that can compete with the iPhone and the best Android has to offer.
The Nokia Lumia 930 looks to be just that phone, with a next-generation screen, a much-improved processor and a new version of the OS to give users more customisation than ever before.
This is still a Nokia phone, despite the buyout by Microsoft, and the heritage is plain to see with the choice of coloured plastic backs combined with the metallic trim.
But here's the key question: does the Nokia Lumia 930 have the ability to mix it with the big boys? It's got a higher spec sheet than ever before, the still-great camera and all of the Finnish / American toys it can pack on board, and it's coming out of the gate for cheaper than the competition too.
On top of that you've got a decent accessory ecosystem around it, a strong identity and an ever-growing user base for Windows Phone.
But there's also the other side of it: the Lumia 930 is using last year's components and still has to battle against the fact Windows Phone is still running behind iOS and Android in both the popularity and app stakes.
It's a tricky one – read on to see if the new Lumia could possibly be your next phone.
ClearBlack display
The first thing that you'll notice about the Windows Phone 8.1-powered device is the fact it's got a much improved screen over its predecessors.
Yes, the Lumia 1520 had a large 1080p screen, but it was much bigger than the 5-inch version on show here and as such the sharpness suffered as a result.
But the AMOLED ClearBlack display used on the Lumia 930 is just brilliant. I've had too many tedious arguments with others about the benefits of LCD over OLED technology (yes, such is the effervescent life of a technology journalist) but you can't argue that OLED just looks better.
Whether it's the deep blacks, rich contrast or generally decent colour reproduction (which Nokia has nailed with its ClearBlack technology) the screen quality on the Lumia 930 is a really lovely experience.
It makes the live tiles really stand out on the home screen, and combined with Nokia's love of colour, the whole effect is really rather nice.
One of the key benefits of OLED technology is the fact that when a portion of the screen is black, it's completely switched off. This means that the disparity between bright white sections and the darker portions is more apparent, and from the moment you switch on the Lumia 930 you get the sense that this is a good quality phone.
There's also the battery saving element (if a pixel is off, it's drawing a lot less power... actually, pretty much none) so that's a benefit too.
Metallic rim
I'm going to come onto the design of the Lumia 930 in the next section of this review, but it's worth talking about here as it's something Nokia is using as a real selling point for its new handset.
The combination of a metallic rim and polycarbonate back is nothing new, but Nokia's bolstered the strength of the phone with this year's design, and it works pretty well.
The lighter grey exterior has a very Scandinavian feel to it, and combines well with the brighter colours - although you can get black and white versions if you prefer your smartphone a bit more low key.
It feels solid in the hand, but the weight and thickness is pretty hefty for a 2014 flagship smartphone... it's hard to work out why Nokia has increased things here, but it's definitely a design that stands out from the crowd and offers a very well-built phone.
Pureview 20MP camera
Nokia's camera heritage has been a mainstay of the mobile phone for nearly a decade now, since the decision to stick a snapper on the back of a handset.
With Pureview Nokia's really owning this space, with the Lumia 1020 still arguably the best camera-on-a-phone out there (not the best cameraphone, as what's running underneath is sub par).
The Pureview sensor on the Lumia 930 is similar to that seen on the Lumia 1520, which is a shame, as I was really hoping for something really advanced and could allow me to stop carrying the 1020 around with me.
It's not in the same league as the 41MP sensor on that device, but it's still very much one of the best on the market, as you'll see with the later camera samples.
Wireless charging
Nokia needs to work out what it really wants when it comes to wireless charging. Enabled in the Lumia 920, it's been stripped out of subsequent light-named smartphones.
It's back in the Lumia 930, and as such adds a huge amount of heft to the design, apparently. I get that Nokia decided to let it be an option extra in recent models, in the shape of a snap-on case, as that gave consumers choice.
Sadly, it seemed that they chose to not use it, so Nokia has made it mandatory once again. It's great to see, and even better that there's a wireless charging pad in the box - THAT'S what consumers need to make wireless charging happen.
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