Argos has announced its own entry into the increasingly competitive small tablet market with the MyTablet - a 7-inch Android device with a pre-installed, branded software loadout.
Branded with the Bush name - Argos' exclusive in-house technology label under parent compay Home Retail Group - Argos says the product features a 1.6GHz, dual-core processor, a 1024x600 LCD glass touchscreen, and 8GB of on-board storage space by default, upgradeable to 32GB of space via Micro SD cards.
Shipping with Android 4.2.2 "Jelly Bean" and already pre-installed with an Argos shopping app, the device sounds very much like a direct response to Tesco's Hudl, which sold 35,000 units in its first two days alone.
While Computing is yet to go hands-on with a MyTablet, the device's specs seem slightly less impressive than Tesco's for the price, the Hudl's quad-core ARMv7, 1440x828 screen and 3.1 mega pixel camera trumping the Argos product's innards and 2 megapixel camera.
Still, Argos believes it is filling a gap in the market for a low cost mass-market device.
"Millions of people have bought tablets during the last year but there is still around 75 per cent of the UK population without one," said Argos managing director John Walden.
"Customers have never had such a good quality tablet at such an affordable price. At just £99.99 the Argos MyTablet is highly competitive with a great specification, and fits neatly in the range of tablets we have on offer."
The Argos MyTablet will be available online and in-store from 16 October 2013.