Ricoh's new Caplio model hits the budget entry-level division squarely with 6 megapixels of resolution for £129.99.
The RR660 takes over from the RR630, with a 2.4-inch LCD and a 3x optical zoom with a 35mm equivalent reach of 34-105mm.
The compact camera weighs just 130g, and features six still modes: Auto, Program, Portrait, Landscape, Sports and Night Scene, as well as Video mode.
The camera also comes with 16MB of internal memory, and accepts SD cards.
Because it runs on AA batteries, it can be refueled anywhere, anytime, without the need to bring chargers along on your travels.
The Ricoh Caplio RR660 is available now.