Nokia turns to Android for its smartphone rebirth

Nokia turns to Android for its smartphone rebirth

Back when the first Android smartphones rolled off the assembly line in 2009, they weren’t just competing against Apple. Feature-phone pioneer Nokia commanded a large chunk of the market, and it was hard at work on its own open-source touchscreen platform. We all know how that story ended. Android and Apple took over the market and Nokia floundered for years with half-baked handsets until Microsoft mercifully put Nokia’s smartphone segment out of its misery after acquiring the business last year.

But like a classic B movie, Nokia is back from the dead. Well, kind of. Earlier this year Microsoft sold the Nokia branding rights to Finland-based HMD Global, and the first fruits of that labor are due to appear in the first half of 2017. And like the Nokia N1—an iPad mini clone with handwriting-based search—they will run Android. It remains to be seen just how much Nokia is in these phones beyond the name on the rear, but it’s a good comeback story nonetheless.

You can sign up on the Nokia website for information as it’s released, but for now, the company is only speaking about its new phones in very broad terms, promising “Elegant simplicity, trusted reliability, and lasting quality,” attributes often promised and rarely delivered. But Nokia does have one thing going for it: instant brand recognition.

Why this matters: Nokia’s new tagline is “Inspired by ambition,” and it’s hard to argue with its tenaciousness. A Nokia smartphone is sure to garner a fair amount of attention within the Android community, but it’s entering an extremely crowded and competitive market. However, if the price is right it could build itself a nice little niche.

IDG Insider

PREVIOUS ARTICLE

«A year after terrorist attacks, phone privacy laws unchanged – but watch out for Trump

NEXT ARTICLE

Notebooks could learn something from HP's ridiculously rugged school laptops»
author_image
IDG Connect

IDG Connect tackles the tech stories that matter to you

Add Your Comment

Most Recent Comments

Our Case Studies

IDG Connect delivers full creative solutions to meet all your demand generatlon needs. These cover the full scope of options, from customized content and lead delivery through to fully integrated campaigns.

images

Our Marketing Research

Our in-house analyst and editorial team create a range of insights for the global marketing community. These look at IT buying preferences, the latest soclal media trends and other zeitgeist topics.

images

Poll

Should companies have Bitcoins on hand in preparation for a Ransomware attack?