Fitbit Force - yet another activity monitor that you wear on your wrist and you track what you are doing - has been announced.
The new gadget ,which of course hopes to become the new must-have tool for sporty types, will cost $130 (£80) in the US when it comes on sale in the US at the end of October.
Following on the success of Fitbit Flex, Fitbit Force has a visible, OLED display that provides instant access to all your activity stats right on your wrist.
Like the flex, the Force shows you: steps taken, distance travelled, calories burned, active minutes and floors climbed.
Where it's different is that the Force also monitors your sleep, can wake you with a silent alarm, serves as a sleek watch and can even provide incoming call notifications.
The Force can share all the information through an accompanying app all via Bluetooth. Android users simply tap the NFC-enabled Force to a phone to launch the Fitbit app
Trying to outdo smart watches like the Pebble, Galaxy Gear and Sony SmartWatch 2, the Force can also receive smart call notifications from your iPhone as long as it runs Apple iOS 7. Users will be able to choose to receive incoming call notifications right on your Force when your phone is nearby
The Fitbit Force is available in two colours (Black and Slate).