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Nokia 3310 Relaunch at MWC 2017: Pure Nostalgia or Astute Strategy?

I am not too big a fan of feature phones anymore and for the simple reason that in a digital age, they are well past they sell-by-date. However, HMD Global the Finnish organisation with the rights to the Nokia brand has relaunched the iconic Nokia 3310 at the Mobile World Congress 2017 in Barcelona. The phone was first launched in the year 2000 and it’s worthwhile to remember that it sold more than 126 million handsets before being phased out in 2005. That HMD Global is just testing waters is amply clear as we also see Nokia-branded Android smartphones, Nokia 3,5 and 6 being launched alongside.

Read more: New Nokia range of Android smartphones: Nokia 6, Nokia 5 & Nokia 3

I think this 3310 move is also being done as a unique or shall I say nostalgic way to bring back old memories, sense of loyalty, sturdiness, et al, associated with the old Nokia and actually get the people to have a more serious look at the Android versions. The press seems to be pretty enthused with daily big pictures related to the Nokia 3310 being splashed all across.

22 hrs of talk time

The new Nokia 3310 qualifies as a class feature phone as it has what people really appreciate feature phones for—22 hrs of talk time as compared to the 2.5 hrs the old Nokia 3310 provided. However, the Internet facilities are limited as it relies on 2.5G connectivity, something which we really hate in today’s age and also the fact it is powered by the retro S30+ operating system, which allows web browsing but has a much smaller range of apps than Android or iOS. Moreover, who now appreciated pictures taken from 2 MP single rear camera?

The things that have changed from the older version are the colourful, zany looks and also the 2.4 inch colour screen. The new Nokia is also claimed to have a month’s standby time. Another key attraction could be the new version of the classic game Snake that comes preinstalled. The launch price at 49 euros (approx Rs 3,500) is pretty decent, so those who feel compelled to go back in time have reason to do so once it is launched in India.

 

Adeesh Sharma: