![]() ![]() You can still visit Nokia when you travel abroad.īut if you're anything like us, you could also just go out to your garage, find a box of stuff from the late 90s or early aughts that you never threw away, and visit your old pal right now. But don't cry, Nokia is just spending its golden years closer to family and familiar languages. Microsoft has sent Nokia back across the pond, closer to its birth place, to lend its stature to international phones, probably of the lower-end variety. "It's less about doing something that already existed.This week, Nokia quietly packed up its cubicle in Redmond, bid its American coworkers at Microsoft farewell, and left America. "We're more relying on attributes and a similar philosophical approach," Nummela said. "When you take that legacy and move it forward, that's where we have a lot of the passion ingrained." "I don't use the word 'nostalgia' as I use the word 'legacy'," Steve Cistulli, head of TCL's North American business, said in an interview on Saturday. TCL, which is similarly trying to revive the once-beloved BlackBerry brand, believes it's important to move forward with that name. The company doesn't think it's just tapping into a brand's former sway over consumers. The thinking is that in a sea of me-too budget phones, you're more likely to choose the one with a brand you recognize. HMD is starting with midrange to low-end pricing (the phones range from 139 euros, or $147, to 299 euros, or $316) because it sees that segment as the biggest opportunity to make waves. ![]() Nummela said that 74 percent of the people who signed up were 30 or younger - people who potentially never owned a Nokia phone before. ![]() Surprisingly, most of them weren't old Nokia diehards. Everything Nokia announced at its MWC press conference.A cheeky rebadging means you can soon buy a Nokia smartwatch."We thought, what the heck, let's do it," HMD CEO Arto Nummela said during an interview in a small hotel room off the main Las Ramblas drag in Barcelona on Saturday. It's clear HMD put some thought into the new 3310, which has more rounded curves and new bright colors but retains much of the DNA of the original candy bar phone. Juho Sarvikas, chief product officer of HMD, isn't concerned that the Nokia brand might get relegated to a novelty item and believes the new 3310 will give the startup a chance to do "some fun things on social media." Why not? "How does HMD leverage the old brand and at the same time do brand-new things?" "They have a juggling act," said IHS analyst Ian Fogg. "The frenzy of nostalgia around the updated 3310 will deliver some much-needed consumer awareness that Nokia-branded devices are back on the shelves," said Ben Wood, an analyst at CCS Insight.īut here's the rub: Relying too much on that storied name and the novelty factor of a phone that's nearly two decades old (even if the company did update its look) bring their own issues: They threaten to overshadow what you're doing today. And for HMD, which was founded and staffed by many former Nokia executives, attention is a valuable commodity. ![]() It's an effective way to get people talking about your products at a crowded trade show like Mobile World Congress, which this year featured attention-grabbers like LG's newest flagship phone and a supposed "Gigabit Phone" from ZTE. ![]()
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