There are a number of brands currently jostling for the top spot in the mobile phone market.
Choosing the right mobile phone is one of the biggest decisions a young person has to make in this day and age.
Trendy guys and gals need the latest and best handsets to keep them abreast of their peers - and the pace at which the mobile phone industry is accelerating makes it all the more important a style-conscience fashionista gets the decision right.
And while a few years ago the devices were only used for ringing up mates or sending the odd text, ever-improving technology means the gadgets now offer a whole lot more - be it for surfing the web and checking social network sites or recording and watching videos.
So with the choice so vast, just where do consumers start looking?
Well, luckily, it appears the mobile phone market is awash with decent brands to help a phone owner select a model to help them stand out from the crowd.
This was evidenced at the Mobile Choice Awards 2010, which named Nokia as the Manufacturer of the Decade, yet HTC scooped the gong for Manufacturer of the Year.
The Chinese company was honoured in recognition of a number of handsets that have proven popular with switched-on shoppers in 2010.
It has released the HTC Legend and Hero, as well as the massive summer success story - the HTC Desire.
Moreover, the firm was marked out for special praise for its recent line up of Windows 7 phones and the improvements it has made to its HTC Sense interface.
Samsung and Rim - which make Blackberry - came runners-up in the category, having enjoyed considerable success with their Galaxy S and Blackberry Curve models.
But in addition to getting their hands on the coolest handsets, today's youngsters want to be with the best networks that offer them the most value for money and can meet their specific requirements.
O2 came away with the Best Network prize at the ceremony - and the brand remains the most popular among mobile phone aficionados in Britain , even following the merger of Orange and T-Mobile.
The company was recognised for its popular devices the Dell Streak and Galaxy S, despite losing its exclusive rights to the Apple iPhone.
Speaking of the iPhone, it seems the device is even proving popular among children.
According to the latest Duracell Toy Report, the iPhone 4, the iPod Touch and the iPad are the three most desired Christmas presents among kids between the ages of five and 16.
Out of the 2,138 little ones quizzed, 39 per cent of them claimed they wanted to receive an Apple product this festive season.
So, taking the plunge into the world of mobile phone shopping looks like a complicated move.
There appears so many different manufacturers vying to provide the best product - but this can surely only be good news for the picky consumer.
Deciding upon one model is a difficult choice - be it an award-winning handset from HTC or the ever-popular iPhone from Apple - but buyers can rest easy knowing they have a wealth of talent to pick from and realising they are unlikely to be disappointed with the piece of kit they eventually decide to take home with them.


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