TechFaith, a handset maker based in China, said its sixth-generation ruggedised Android smartphone – the ‘A6’ – will be targeted at the mass market when it becomes available in Q4.

A6 specifications include a 5-inch high-resolution LCD screen based on second-generation Gorilla Glass, as well as a 13 mega pixel rear camera.

The device runs on a quadcore CPU, is 12mm thick, and is certified with IP68 and MIL-810G standards.

“By leveraging TechFaith’s history of design expertise, we were able to significantly reduce both the weight and thickness of our base model ruggedised offering, while maintaining the quality and durability the phones are known for,” said Deyou Dong, TechFaith’s president and COO. “The result is what we hope will become a ruggedised phone for the mass market, as the sleeker form factor will make it an ideal option for consumers.”

TechFaith is putting its marketing money where its mouth is. Given what it believes is the differentiated position and potential for the new A6, the company is to embark on an aggressive marketing campaign.

“This will include advertising in mainland China on broadcast TV, in printed magazines, and on various airlines and high speed trains,” said Dong.