By Lord Gyan Guru
One didn’t need to watch Dangal to have heard/read Amir Khan’s famous line, “mishalei di jaati hai, bhuli nahi jaati.”
One of the best examples of this would be the Nokia 3300 – a legendary phone at the forefront of cellular technology of its time. Resilient in every sense – unbreakable body, undying (literally) battery life, unstoppable hours of mobile-gaming fun (ask any 90s kid who played “snake”) – it represented the core qualities that went on to define Nokia, a brand that makes everyone over the age of 25 years nostalgic, and is a lesson in history to their touch-screen generation kids.
Once again, you don’t need to watch Dangal to know that before an old champion wins the defining match in a movie, there is a period where he/she suffers failure. The brand that used to dominate the mobile phone industry in the late 90s and early 2000s, the brand characterised by its knack to be always on point in aesthetics and performance that it was unimagineable it would make a wrong move to jeopardize its stronghold in the industry, until of course, it did.
Assuming that lull period in Nokia’s story is over, Nokia fans are brimming with excitement for what’s in store for them!
Amid a whirl of unconfirmed whispers and rumors, the Finnish company is set to make a comeback on 27th Febuary, 2017 at the MWC in Barcelona.
Here is everything you need to know about the reincarnation of the erstwhile mobile giant, with just a little bit of flashback to set the mood!
Nokia was losing massive market share to Samsung and Apple in the late 2000’s & refused to get into the smart phone game early. When it finally did, it took a gamble and decided to use Microsoft OS instead of Android. This meant that even though Nokia’s features such as the camera and hardware were flawless, its users would have one major complaint – there were too few apps to explore. This obviously didn’t bode well for Nokia whose device and services division was eventually taken over by Microsoft. Right after this they ran it straight into the ground.
A part of the contract between Microsoft and Nokia was that no device branded by Nokia could be released in the following 30 months after the deal was struck.
Now that the 30 month period has expired, Nokia can once again create its own lines of devices and wear its brand name with pride.
According to the website, there are going to be two models – a mid-range phone and a flagship handset. The flagship phone is said to go head-to-head with the Apple iPhone 8 and the Samsung Galaxy S8.
For those interested in the technical details, the flagship phone is going to have the unreleased Snapdragon 835 CPU with 6 GB of RAM, take that with a grain of salt. The interesting thing is Nokia itself isn’t going to make these devices as it did earlier, since it no longer has the manufacturing facilities to do so. It will collaborate with a brand-new Finnish company called HMD global, as well as the Taiwanese manufacturer Foxconn.
Interestingly, HMD global was actually founded by veteran Nokia executives in May 2016 after purchasing a part of Microsoft’s mobile division. In a press release HMD said that it was going to develop the market and sell the Nokia branded phones and accessories while Foxconn would deal with R&D and manufacturing.
Nokia is also going on an all-out marketing campaign blitz, the highlight of which is getting the largest independent advertising firm in the UK, Mother, on board. More often than not companies miss out on big breaks simply because they don’t get the marketing and advertising right, which in such occasions should be exceptional and by that virtue, resonate with potential customers. Getting that sales leverage point across clearly is imperative. With previous clients like Google, Microsoft, Coca-Cola, IKEA, CK Mother advertising agency seems a promising fit for Nokia.
(Remember the iconic – “Will you marry me?” – Nokia Ad)
Looking from a broader perspective, it is the ‘Steve Jobs returns’ equivalent, where a group of ex-Nokia staff have assembled to take Nokia out from its grave for one helluva glamorous resurrection!
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