Nokia re-enters the global phone marketplace

Nokia Phones

In what has been a long time coming, Nokia phones are set to return to the global market. With new Finnish tech start-up HMD Global purchasing the rights to the Nokia brand in December 2016 for the next 8 years they are looking to successfully launch a new range of Nokia products, as well as an updated modern take on the iconic Nokia 3310.

Nokia, the Finnish tech giant has had to deal with a dramatically reduced market share from their mid 2007 heyday of 50.8% to just 3.5% in 2012(1), a massive drop that led to the brand announcing a business partnership with Microsoft in 2011, and later Microsoft’s acquisition of Nokia’s mobile phone business in 2013.

Nokia Stock Price

Unfortunately, despite a variety of different approaches, Nokia and Microsoft were still unable to break into the global telecoms market and were forced to look for newer companies to pass the torch too (Nokia has been a involved in the communications industry since 1922-manufacturing telephone cables throughout Finland), eventually landing on HMD Global.  

HMD Global showcased their new Nokia product range in Barcelona, Spain at the Mobile World Conference. From the high end Nokia 6 to midrange Nokia 5 and 3 models, as well as a modern take on the Nokia 3310, they expect Nokia’s still strong reputation and name recognition, as well as its fun retro feel to enable a smooth re-entry to the global marketplace.

Return of the Brick

Nokia Meme

With what may be the most iconic Nokia device of all time, the 3310 first launched in 2000 gained rapid popularity with its long battery life, ease of use and extremely tough and durable body. HMD has updated this classic phone with a 49 price tag, 2 megapixel rear camera, four brightly coloured models, month long battery life and pre-installed vintage mobile game snake-also available as a Facebook messenger game.

Despite its limited internet connectivity (the 3310 runs on Nokia’s Series 30+ software, not android, and has only slower 2.5G internet), HMD Global believes this new model will appeal to both those who need a second burner phone for easy phone and text communications as well as a basic communication tool for parents who wish to education their children about technology from an early age without exposing them too dramatically to the World Wide Web.

Other models shown by HMD at the Mobile World Conference in Barcelona, Spain include the high end Nokia 6 smartphone, set to retail at €229 with a 16 megapixel rear camera, 1080p high definition screen and Google Assistant helper (Google’s answer to Apple’s Siri). Mid-range models like the Nokia 5 and Nokia 3 were also announced, with scaling price points. All of this new Nokia smart phone range will run on the newest Android Platform- Android 7.0 Nougat.

While success cannot be guaranteed in such a fast changing environment, Nokia’s new range shows a real desire to move forwards with exciting new models, while still paying homage to past iconic products. This approach is one to be greatly admired, and here at NutKase Accessories we will be paying careful attention Nokia’s reintegration into the new telecoms marketplace.

Key Takeaways:

  1. The new Nokia 3310 is a classic phone reimagined for present day, and we expect it will see great success.
  2. There is still much innovation to come in the phone industry, and consumers should pay close attention to new releases.
  3. Consumers are aware of the importance of device protection, and while the Nokia 3310 may be as strong as a rock, other products aren’t – so consider a BumpKase to ensure your device is sufficiently protected at all times.
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