For good or for bad, Nokia is back and this time around it’s trying to be on the winning side by hopping on the Android bandwagon. The company has partnered with HMD Global to manufacture phones and we’ve already seen the results of that partnership in a slew of releases in recent months including the Nokia 3, the Nokia 5, the Nokia 6 and the flagship Nokia 8. The company is riding on the nostalgia factor to woo back buyers. Question is would that be enough?
So Nokia is back. Great. It has promised to offer almost pure Android experience on its phones with timely updates. All of the new line up will be getting updated to Android 8.0. That does sound like a good comeback plan, but there’s an issue. Nokia is trying to win back the buyers based on its good name it had earned in yesteryear. The only problem is that most of us are aware that the Nokia phones are now manufactured in China much like everyone else and the competition is at par if not better.
Nokia phones right now are much like HTC’s were an year or so back. HTC was trying to sell smartphones to the public based on its brand and quality, but it didn’t quite realize that the brand had eroded. Its phones felt overpriced and never really sold well because or other compelling alternatives. Nokia is pretty much doing the same. The smartphone market in the lower-mid range has commoditized a lot more in the last few years ago. The offerings are pretty much standard and so is the software. Companies are fighting tooth and nail for some market share while Samsung and Apple are raking in all the profits.
But Nokia isn’t bringing anything new to the table and their phones seem to be overpriced for the asking price. Be it the Nokia 3, the Nokia 5 or the Nokia 6, Chinese players such as Xiaomi, Lenovo and even Motorola have much more compelling offerings at similar or lower prices.
The phones might sell well in the short term, but that strategy might not help Nokia in the long run when the nostalgia factor would seemingly start withering. Let’s be honest, Nokia is no Samsung. So more likely than not, this strategy might not work as well for them.
Remember Motorola? They made a comeback in the market based on just one device, the Moto G. Why? Because it was a great phone for the asking price. They then built that trust to build there brand and start charging a premium for it. Nokia phones aren’t great for the asking price. They are mediocre at best. And that’s why we don’t find them good value for money.