10.or (Pronounced Tenor) is a new Chinese entrant to the Indian soil in the smartphone market and they have some pretty high aspirations and hopes to pierce through the market here. We got an opportunity to review one of their 1st launched device 10.or ‘E’ and after the usage of 2 weeks, here are our thoughts and review on the same. Design and Build: As we written already pretty much detail about the design and build quality of the device in our first impressions post itself, nothing much changes with our impressions and it still stays the same, so we are not going to repeat the same content here. Just to add the build quality is sturdy even with the rough usage and the device could handle the pressure comfortably. Another thing to add here is the placement of the power / unlock button which is located above the volume rocker makes its uncomfortable to reach every-time, many times we ended up pressing lower button of volume rocker assuming its a power button. For the device of this big size, definitely the placement of power button is bit odd. Apart from that, we don’t see any major issues except that its a device with plastic body and looks dull which may not be very inviting to many youngsters who would be willing to shell out couple more thousands and look for other options which offers metallic build and same kind of hardware under the hood. Display: The 10.or ‘E’ comes with a Full HD IPS display with 2.5D curved glass and also its protected with a Gorilla glass 3 which offers great protection against the day to day scratches which might happen due to the usage. The viewing angles are great and the display is impressive even under the sun light which is commendable. The 5.5″ size is a added advantage for watching entertainment content on the phone and for playing games as well. The colors look bright and vivid on the display and the 2.5D glass gives a premium look as well. Overall, 10.or excels in the display department and we are pretty much happy with it. Hardware and Performance: The device is powered by a Qualcomm Snapdragon 430 processor and available in two variants one with 16 GB / 2 GB priced at Rs. 7,999/- and another with 32 GB / 3 GB prices at Rs. 8,999/- . The device which we got for review is the 3 GB model. The performance is pretty smooth and lag free even while doing multi-tasking and gaming. Thanks to the pure Android loaded onto the device, there switching between the screens, applications are snappy and we didn’t find much issues while browsing internet, watching videos directly from browser as well as on YouTube and other streaming channels. The device handled the processes comfortably. The finger print sensor works just OK, no so fast or not so slow. At any point of time, on an average, there is around 1.2 GB RAM is free for the device to handle new load. Gaming is decent and games like Asphalt 8 could be played comfortably with the display quality settings set to ‘medium’ there. There are no heating issues observed during prolonged game play or continuous usage of the device. The device scored 45183 points in the Antutu benchmark test which is good enough for this range of device. Camera: The 10.or ‘E’ brings in a 13 MP rear camera and a 5MP front camera for selfies with LED flash on back as well as front camera. while its not one of the best camera out there, but it does click some decent pictures and thanks the front flash, the selfies comes out decently if not greatly. The focusing is great and the device worked great for close up shots, and captured even minute details accurately which is good. There is a HDR mode to click HDR pictures, again focusing is good, but we observe little lag while its capturing the HDR picture. Camera application offers different modes such as, Portrait, landscape, Sports, flowers, backlight, candlelight, sunset, night, beach and snow. Another low point in the camera we observe is the video resolution which it offers, we can shoot only upto HD (720p) videos using rear camera, surprisingly the same is offered in front camera also. There is a panorama mode also available on the camera app and some basic filters like Mono, Sepia, Aqua and Sketch. There is a beautification mode to enhance the face, and also there are few settings using which one can change ISO, exposure, white balance and there is a redeye reduction also. Overall, the camera and its functionalities are decent enough in this range if not great. Software and Features: The company has rolled out this device with stock android version 7.1.2 out of the box and without any modification to the core operation system. It just comes with few pre-loaded applications such as Amazon Shopping App, Prime video, Amazon Kindle and a dedicated 10.or Care app using which one can contact the Customer support directly. That service is provided by Servify which is one of the favorite and provides services to many other manufacturers too. While setting up the device itself, one can add their Amazon account also and link directly with the device and also the Amazon widget gives some deals and offers for the users on regular basis. There are no gimmicky features involved on the device and company has promises to bring Android Oreo update very soon to these devices which is pretty good. Battery: One of the main attraction on this device is the battery which it comes with. The device is powered by a 4000 mAH battery which serves the best and the device could stay on for more than 36 hours with all the network settings on, social media accounts, gmail in sync and with moderate calls usage. The device could stay on for almost 10 hours when ran the video playback continuously in loop. The only con which we think is the charging time, its not quick charge and one should at least charge it upto 3 to 4 hours to get a full cycle. Apart from that, we are not disappointed with the battery performance on this device. Conclusion: The 10.or ‘E’ is a mixed bag of pro’s and con’s, however as pro’s outweigh the con’s here, we can safely assume that this device could be a effective competitor for the likes of Redmi Note 4, Lenovo K6 power etc., in this price range. Being a new brand to India, there could be intial challenge to pierce the already overcrowded market with the other Chinese OEM’s, however 10.or has all the right things at right place and their approach by making Amazon as their exclusive partner and giving the priority to the service by involving companies like Servify, they are on the right path. Only time would tell if they could survive this fierce competition in Indian Smartphone market. For now, all we can say is that this is a Value for Money Smartphone in this range. Along with that, there are some pretty useful offers like data offers from Ideal Cellular, free Kindle eBooks, exchange offer and 1 year additional warranty for Amazon Prime users etc., on Amazon.