Watch out, feature phones: Motorola is once again aiming low with its latest Android phone.

The company today announced the Moto E, a $129 Android phone targeted at consumers who would normally opt for a cheap cellphone rather than a smartphone.

The Moto E is more concerned with durability than specs: It sports a water-resistant coating atop a tough Gorilla Glass screen. With a 4.3-inch screen, a 5-megapixel camera, and only 4 gigabytes of storage, you can definitely tell that the Moto E is a budget device. Of course, that won’t really matter to the audience Motorola is targeting.

At just $50 less than the Moto G, a smartphone also praised for its low price, the Moto E heralds a new wave of Android devices. Expect other companies to follow suit with ultra-cheap Android phones. Motorola is also hammering home its war against dumb phones with a Tumblr-esque blog.

The phone runs Android 4.4 KitKat out of the box. Motorola has also developed some custom apps to help feature phone owners transition to the smartphone world.

The Moto E will be available this week in the U.S. and Europe.