Demand for the resurrected Nokia 3310 has been “astonishing”, according to the retailer stocking the phone.
Carphone Warehouse, the only company to have opened pre-registrations for the handset, said it has seen an “unprecedented level of demand for a feature phone” a week after HMD unveiled the new Nokia 3310.
The remake of the classic 3310 phone nearly two decades after it was first released has generated a lot of excitement. Ahead of its release this summer, though, it has been uncertain whether people will follow through on the interest and purchase the phone.
|Feature||Old Nokia 3310||New Nokia 3310|
|**Battery life**||Up to two weeks if you’re lucky||A month on standby|
|**Snake?**||Yes||Yes – but it’s not the same|
|**Released**||Q4 2000||Q2 2017|
“There has been an astonishing groundswell of interest in the Nokia 3310 following the launch announcement of this reimagined classic,” said Andrew Wilson, UK director of buying at Carphone Warehouse. “Levels of pre-registrations at Carphone Warehouse are incredibly strong, proving that it’s not all hype and that consumers really want to get their hands on one.”
The news comes alongside a spike in interest in the Nokia brand. Following the launch, searches for Nokia jumped 797 per cent, according to research from Captify, which analyses 30 billion searches a month. The company also said the most popular features of the new 3310 include Snake, the camera and the battery life.
In addition to a general interest in the phone’s features, Captify’s research also showed a spike in searches for carriers in relation to the device, which could indicate intent to buy.
“The genuine consumer interest in the Nokia 3310 is borne out from our data which shows a huge spike in the public searching for actual network carriers,” said Dom Joseph, chief executive of Captify. “It demonstrates that people really do want to buy the product well ahead of its release, and are already starting to make decisions about which network they’ll use too.”
However, analysts have warned that HMD, which has a ten-year licensing deal to manufacture devices with the Nokia brand, should not focus all its attention on the 3310. And in fact the device could hinder the Finnish startup’s ability to compete with the likes of Apple and Samsung.
“The launch of the re-imagined Nokia 3310 featurephone threatens to overshadow HMD’s modern smartphones,” said Ian Fogg, head of mobile analysis at IHS Markit. “HMD must avoid the Nokia brand being seen as purely a nostalgia brand.”
Fogg also warned that the Nokia 3310 could struggle to meet expectations in western markets as it runs on 2.5G connectivity, a network that is being switched off in many countries including the US and Australia.
“HMD needs to revive the Nokia brand in classically strong but now weak markets such as Western Europe,” said Fogg.
For this to happen, HMD should emphasise the brand’s “strong industrial design” and offer competitive prices on its smartphones, according to Fogg, rather than focusing attention on selling the €49 (£42) Nokia 3310. source