In 2007, Nokia was a giant mobile phone company. Forward 5 years later, it sold its handset business to Microsoft for $7.2bn and basically signaled the end of a glorious journey that no one predicted it could happen.
Nokia’s name is barely mentioned in the smart phone business, especially with the likes of Apple, Samsung and other smartphone companies dominating the market, but watch out, the company is planning a resurrection.
It has been working behind the scenes and collaborating with big players in the market to generate new 5G, Edge Cloud strategies, broadband and communication tools that we all use on our smart phones and connected devices.
It’s as if Nokia’s behind-the-scenes activities were trying to send one clear message: “We are here to stay.”
Make no mistake about it. They are aiming for a comeback and this time they are not using sophisticated maneuvers to gain market share, but rather good old strategies in common every day use: price wars.
It is hoping that price/quality competitiveness will give it an edge when launching new products, and provide it with great opportunities to regain the same audiences that it had lost to the same industry players today: iPhone and Samsung.
Nokia 2 sends a message
Nokia has just released a very cheap smartphone, the Nokia 2. Priced at 100 Euros (roughly $120), the new smartphone has a giant 4,100mAh battery that puts it ahead of a lot of flagship smartphones.
According to Engadget, a platform for technology news and reviews, the specifications of Nokia 2 are very similar to those of Samsung’s Galaxy S2.
Engadget quotes Juho Sarvikas, Chief Product Officer at HMD Global, as saying that “every component of the Nokia 2 – from the display to battery, chipset to system design — has been engineered to draw as little power as possible from the huge battery. That’s the main draw here, alongside that cheerfully cheap price tag.”
Read: Here is how BlackBerry took a great leap in the global market
Nokia released many other smartphones in 2017. The Nokia 3 was launched on July 12 for 120 British Pounds ($157), followed by Nokia 5 on August 2 for 180 Pounds ($235), the Nokia 6 on August 16 for 220 Pounds ($288) and the Nokia 8 launched in September for 550 Pounds ($720).
Remember, this is an open market with a shared technology that is no secret to anyone, hoping to make a killing on the demand for smartphones, especially cheap ones.
As such, Nokia is not the only company trying to make a comeback in the market by playing with the pricing factor.
Blackberry has recently launched Blackberry Motion, which may also be able to compete with its affordable pricing ($460), compared to other smartphones offering similar features.
For instance, both BlackBerry Motion and Samsung Note 8 operate on Android 7.1. They both have a 12MP camera and an 8 MP front camera. Samsung Note 8’s processor is Octa Core 2350 MHz, compared to Octa Core 2000 MHz for BlackBerry, while BlackBerry has a bigger battery of 4000mAh compared to 3300mAh for Samsung Note 8.
While Samsung Note 8 offers some better features at a much higher price, BlackBerry Motion has some good features and, in some cases, has specifications that are similar to those of Note 8, for a remarkably lower price.
What’s next is not a comeback story. It’s a price war story for a new brand trying to make carve its own space in the market.
Honor, a smartphone e-brand under the Huawei Group, launched on October 11 its 7X, a new smartphone at a very competitive price of $270.
According to a statement released by the company, Honor 7X is an uncompromising, packed with an edge-to-edge new phone with a 5.93-inch screen, dual rear cameras and a speedy eight-core processor. With multiple color options: Gold, Aurora Blue and Black at an unbeatable price.
Chris Sun Baigong, Vice President Huawei Honor Middle East and Africa CBG, said: “Honor 7x has already received immense demand globally, and we are proud to honor our commitment to the Middle East and Africa by offering cutting-edge technology and superior user experiences that inspire creativity and empower the youth.”
Honor has already launched budget phone 6X at $250 and received Ten Medias Awards at International CES 2017, recognized for its “Double or Nothing” excellence.