Motorola on Tuesday launched its new Moto E in an attempt recreate the success with its strategy of mid-range specs at low-end price tag.

The new 4.3-inch Moto E, cheaper than Moto G, encased in tough Gorilla Glass, is the company’s new entry level device aimed at the first-time smartphone buyers, is priced at a lower rate of £89.

“We are on a mission to end the feature phone. We believe at this point there is enough capability in what we can create in terms of smartphone level that it’s time to say goodbye to feature phones,” said Charlie Tritschler, senior vice-president of products at Motorola, in an interview with the Guardian.

“We really want to drive down the cost of an exceptional phone, something our engineers have been working on for a while resulting in the Moto G and now the new Moto E, with which we can drop the price down even further.”

The new smartphone runs Android 4.4 KitKat and packs a 1.2GHz dual-core Qualcomm Snapdragon 200 processor coupled with 1GB of RAM, and an Adreno 302 400MHz single-core graphics chip. The device also features a 5-megapixel camera on board, a 1,980mAh battery, 4GB of internal storage along with a microSD card slot for up to 32GB expandable storage.

The company promises “all-day battery life” with the Moto E, and claims to feature P2i’s waterproof nano coating (phone splash-proof) which is generally found only on smartphones costing twice as much as the Moto E. Motorola also guarantees an upgrade to the next version of Android with the Moto E which arrives only in a 3G variant.