Brand loyalty is big in Ireland. We find something we like and we stick to it. It would seem, however, that if you want to get the best value from a smartphone, you may need to move away from the bigger brands we've come to know and love over the years. 

Vodafone launched their Smart Platinum 7 earlier this summer and placed it as their flagship device. This is the company's tenth year of manufacturing their own phones, a landmark they are celebrating with an excellent smartphone for any type of user. 

Out of the box, the Smart Platinum 7 looks like a mid-to-highend smartphone. It reminded me of Samsung's S6, but slightly chunkier. Some may look upon that chunkiness as an issue but it actually helps the device sit solidly in the hand. There's a sense of sturdiness to it.  

The phone has a 5.5-inch 2K AMOLED screen. Internally there's an Octa-core processor and an impressive 3GB of RAM. This is great power for a phone that costs less than €400. 

There's an impressive 3,000mAh battery, which can be fast-charged via Quick Charge 3.0. This will give users more than 50% battery life in just 30 minutes.

While the phone does have a 16MP camera, I had hoped for better performance in low light. There are features within the camera, such as phase-dectection auto focus and a super zoom, but it's nothing really to write home about. 

Thankfully there's an SD slot on board, allowing users to expand upon the 32GB built in storage, up to 128GB. 

Verdict:

If you want a mid-range smartphone that packs enough punch to multi-task, this is for you. Forget the fact that it doesn't have an Apple on the back or a pretty Samsung logo. This device ticks so many boxes. While I was slightly disappointed in the camera's performance, I would not be put off in buying this phone. 

The Vodafone Smart Platinum 7 is available now in store and online for €399.99 on prepay and from free on bill pay.