Nokia 3310 (2017) Relaunch: A Classic Case of Rebranding

Nokia 3310 (2017) Relaunch: A Classic Case of Rebranding

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The iconic mobile phone is back but it’s more than just a blast from the past. Seems like Nokia is planning a rebranding in order to re-enter the smartphone market.

What the heck is Nokia 3310 and why should I care?

If you’re asking yourself these questions, chances are you’ve never heard of Nokia 3310 (and that you were born after 2000). Don’t worry, though, it’s not your fault – this article will fill you in on all the important facts you may have missed.

In a nutshell, Nokia 3310 is a GSM mobile phone launched by the Finnish manufacturer back in late 2000. At the time of its release, the phone had some cutting-edge features (mind you, this was the year two thousand): calculator, stopwatch, reminder, and a bunch of games (most notably, Snake II).

The phone had become extremely popular with over 126 million units sold worldwide (iPhone 7, for example, has sold in the excess of 78.3 million units so far). It has achieved a cult status due to its extremely long-lasting battery and overall sturdiness and reliability.

Recently, Nokia has announced the plans to rebranding the phone for 2017 model year with minor visual and performance upgrades – news that made the Internet go haywire.

If this all doesn’t convince you that the original Nokia 3310 was a remarkable phone, let’s take a look at some of the Nokia 3310 facts.

Nokia 3310 (True) Facts

Ask any of your elder friends or colleagues – they easily confirm each and every one of these facts.

  • Nokia 3310 battery could last for a week – in the talk mode, that is. In the standby mode, it lasted for at least a month
  • Nokia 3310 weighed exactly 3.3 lb. but it felt like 3.3 oz when you held it in your hand (people were much stronger and muscular back in the day)

Nokia 3310 (True) Facts

  • Nokia 3310 had a 1.5-inch 84×48 pixel monochrome display, which was enough FOR EVERYTHING
  • Nokia 3310 did not have a camera because it was not a camera – it was a MOBILE PHONE
  • Nokia 3310 was predicted by Nostradamus in 1555. Leonardo Da Vinci created the original design, later updated by Thomas Edison and Nikola Tesla. Coincidentally, Nostradamus predicted the world end in the year of 3310 (hence, the phone name)

Coincidentally, Nostradamus predicted the world end in the year of 3310 (hence, the phone name)

  • Nokia 3310 could survive a 900-feet drop, a 30-feet dive, and a direct 120-megaton nuclear blast. In fact, if you drop it from a height, it will more likely to break the ground than itself.

  • Nokia 3310 featured Snake II – the game that has led to 50 million nervous breakdowns, mental disorders, and traumas (remember, you couldn’t damage the phone)
  • Among the users of Nokia 3310 are Arnold Schwarzenegger, Chuck Norris, and your neighbor. In fact, they’re all still using the phone only appearing with iPhones in public for PR needs
  • There were plans for Nokia 3310 Plus. However, they were stolen by an American company Apple and presented to the public as iPhone – a fact that contributed greatly to Nokia’s demise as a brand

Yep, that’s all true facts. And you know what? Nokia 3310 still boots faster than iPhone.

Nokia 3310 vs iPhone

Ten years from the launch of the original iPhone and 17 years from the launch of the original Nokia 3310 – let’s see how they stack up against each other.

Battery life

  • NOKIA 3310: 1 week
  • iPhone (any): 1 day

Body

  • NOKIA 3310: Easily changeable multi-colored body plates
  • iPhone (any): Only outer cases

Phone loss or theft

  • NOKIA 3310: $30 = a new phone in a nearest store the same day
  • iPhone (any): $600 = wait for a week

Phone drop (onto the ground)

  • NOKIA 3310: Bounces right back with zero damage
  • iPhone (any): Breaks into pieces – the screen, the battery and the case fall apart

Phone drop (into the water)

  • NOKIA 3310: Take it out, dry it with a towel – it’s back on!
  • iPhone (any): Immediate replacement

Boot time

  • NOKIA 3310: 8 seconds
  • iPhone (any): 22 seconds

Switching networks

  • NOKIA 3310: Enter a line of code in text message = done!
  • iPhone (any): Contact Apple and wait…

Alright, that was fun 🙂 I hope you got the idea of how seminal Nokia 3310 was at the time. Now, when the company wants to reboot the successful model – what does it tell us from a Internet marketing standpoint?

Recent Events in the History of Nokia

The company achieved its pinnacle of success in the mid-2000s after which it slowly phased out into the oblivion resulting in the deal with Microsoft under which Nokia became a subsidiary of Microsoft Mobile division in 2014.

This move prompted to rename the then-current model line from Nokia Lumia to Microsoft Lumia. Some thought that this was it for Nokia.

This move prompted to rename the then-current model line from Nokia Lumia to Microsoft Lumia.

But, folks, let’s not forget what a brand is how strong its power may be. We may assume that all this time from 2014 until now the guys in Nokia (and Microsoft) have been plotting a comeback and it needed to be strong.

A comeback that would connect the old glory days with the modern technology, the hardcore fans with the new generation of mobile phone users.

How Far Can a Smartphone Go?

Seeing how saturated the smartphone market is now, the guys have decided not to go toe-to-toe with Apple, Samsung, Huawei, Sony, and others. They realized that there had to be a niche that was still underdeveloped and had the potential.

Think of it in this way: how far can modern smartphones go? Well, we’ve gone straight from 0.2 MP camera to 20 MP in less than 10 years. We’ve got the Internet now on our smartphones as well as apps, mail, social networks, and cloud storages.

But there’s one thing that’s still there – well, actually, two things: calls and messages. If your smartphone didn’t have an Internet connection that’s what you would probably use. In a nutshell, a mobile phone (not a smartphone) is a device for making/receiving calls and messages on the go. That’s all that’s to it.

Back in 2007, the great Steve Jobs offered us a new way of thinking at his now iconic iPhone presentation speech – at the beginning, he said that Apple were going to present three (!) new devices: a widescreen music player with touch controls, a mobile phone, and an Internet communicator.

It all turned out to be, of course, one device – the iPhone. Thus, Apple had merged three major factors – entertainment (music, apps, videos), routine (calls/messages), and the Internet connection – into a single device, which was breakthrough at the time, let’s give them that.

Now, 10 years later, maybe it’s time to challenge the obvious and split these factors back?

Nokia 3310 Original vs. Nokia 3310 (2017)

Let’s see what’s new and what’s left how it was in the 2017 edition of the classic Nokia phone.

Weight

  • NOKIA 3310 Original: 133 g
  • NOKIA 3310 (2017): n/a

Size

  • NOKIA 3310 Original: 113 x 48 x 22 mm
  • NOKIA 3310 (2017): 115.9 x 51 x 12.8 mm

Screen size and resolution

  • NOKIA 3310 Original: 1.5-inch 84×48 (monochrome)
  • NOKIA 3310 (2017): 2.4-inch 320×240 (color)

Headphone jack

  • NOKIA 3310 Original: No
  • NOKIA 3310 (2017): Yes, 3.5 mm AV connector

microUSB

  • NOKIA 3310 Original: No
  • NOKIA 3310 (2017): Yes

Camera

  • NOKIA 3310 Original: No
  • NOKIA 3310 (2017): Yes, 2MP

microSD

  • NOKIA 3310 Original: No
  • NOKIA 3310 (2017): Yes, up to 32 Gb

Battery

  • NOKIA 3310 Original: 900 mAh
  • NOKIA 3310 (2017): 1,200 mAh (removable)

Audio

  • NOKIA 3310 Original: No
  • NOKIA 3310 (2017): FM radio + MP3 player

Design

  • NOKIA 3310 Original:

NOKIA 3310 Original

  • NOKIA 3310 (2017)

NOKIA 3310 (2017)

SNAKE II

  • NOKIA 3310 Original: Yes
  • NOKIA 3310 (2017): F*CK YEAH!

If you’re interested, there’s more information on Nokia’s official 3310 product page.

As you can see, the changes are quite minimal – all that Nokia engineers and designers did was add some must-have modern features, upgrade the look a bit but that’s really it.

Oh, yeah, and the price is expected to be within $40 to $50.

So, Where’s the Rebranding?

One can suggest that the new 3310 model is just a tip of the iceberg. Obviously, Nokia (along with Microsoft) are up to something grand – they want to use the nostalgia mixed with great interest to win over the new generation of smartphone users.

These people grew up with the Internet and the very idea of having a phone that’s only for calls and messages (kind of like stripped down, «back-to-basics» approach) may appeal to them.

For all we know, this is got to be very interesting – to see if Nokia can make it on the modern market dominated by dinosaurs like Apple and Google and Samsung.

The sales are about to start in mid-2017 – meanwhile, here’s the appropriate slogan they’ve come up with.

Conclusion

Nokia 3310 rebranding is a landmark event in the world of smartphones – we’ll keep an eye on it to see if Nokia succeeds in reclaiming the title of

the most reliable phone ever made

and bringing back its audience.

The right thing to do would be share this article with your friends on the social networks – just click on one of the icons of social media, it’s that easy.

If you have further questions on the subject, please write them in comments – I’ll be glad to answer.

Meanwhile, there are a lot of other great articles on rebranding you’ve got to check out:

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