If there is one word to sum up some new smartphones debuting at this week's IFA 2014 event, it's the word 'selfie' as major players are pushing such handsets big time.

Microsoft is debuting two Lumia smartphones, Lumia 730 and Lumia 830, borne from its acquisition of Nokia earlier this year. Both run Windows Phone 8 and boast the voice assistant Cortana that relies heavily on Microsoft's Bing search engine.

But the big boast is about how one of the devices can make taking that needed 'selfie' photo easier than ever.

While the 730 has impressive camera features, including a 6.7-megapixel rear camera, it's the 830 that will likely lure the selfie crowd given its 10-megapixel camera. Yet it isn't up to par with the Lumia Icon (the 930) that offers 20 megapixels.

What makes the 730 the selfie choice, however, is the front camera boasting 5 megapixels, more than double than what the 830 and many other phones offer, and the fact users can takes selfies with both the front and rear camera options thanks to an app called Lumia Selfie. Lumia Selfie is a face detection technology that guides users on where to hold the camera for the best shot. But such selfie self help doesn't come cheap as the handset is likely to go on sale for $435.

But Microsoft isn't the only smartphone maker focusing on the selfie snapper. HTC is debuting its new Desire 820 at the show in Berlin, and word is that it will be at a much lesser price, though HTC is not releasing specific pricing as yet.

The Android handset offers a 13-megapixel rear camera and a front shooter with an 8-megapixel camera and a feature that HTC claims users can tap to "merge your features with a friend's or celebrity's for a modern mashup." There is also a new preview feature that even lets snappers adjust skin smoothing before taking a snapshot.