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HomeNEWSNokia joins the android game

Nokia joins the android game

If the classic Nokia is anything to go by, the new range of Nokia smartphones will be the most indestructible on the market. But will the new product suffer from its late to market launch?

If the classic Nokia is anything to go by, the new range of Nokia smartphones will be the most indestructible on the market. But will the new product suffer from its late to market launch?

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Hopping on the android band wagon, HMD Global, the home of Nokia phones, announced today that its first Nokia smartphone range on Android – comprising of the Nokia 8, Nokia 3, Nokia 5 and Nokia 6 – will be available to buy in New Zealand exclusively from Spark and Spark’s retail channel partners.

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The phones increase in price as the numbers increase, the Nokia 8 will be available 3 October from Spark and will retail at $999. While the Nokia 3 will be available 6 October from Spark and will retail at $249.

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But whatever happened to Nokia, the manufacturer was a household name back before androids became the norm.

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What happened to Nokia is no secret: Apple and Android crushed it. But the reasons for that failure are a bit more mysterious. Historically, after all, Nokia had been a surprisingly adaptive company, moving in and out of many different businesses—paper, electricity, rubber galoshes.

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It wasn’t just that Nokia failed to recognize the increasing importance of software, though. It also underestimated how important the transition to smartphones would be. And this was, in retrospect, a classic case of a company being enthralled (and, in a way, imprisoned) by its past success.

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Nokia was earning more than fifty per cent of all the profits in the mobile-phone industry in 2007, and most of those profits were not coming from smartphones. 

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Nokia overestimated the strength of its brand, and believed that even if it was late to the smartphone game it would be able to catch up quickly. But is coming into the android game in 2017 a step too late? Even so launching the Nokia alongside the largely anticipated iPhone X could cause difficulties in itself.

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Mark Trundle, Country Manager, New Zealand at HMD Global, says the first Nokia smartphone range is a unique addition to the New Zealand market.

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“Nokia boasts an extensive history and sterling reputation as a brand that delivers quality, superior craftsmanship and relentless focus on the consumer experience. We have designed the new smartphones with these promises in mind. For the first time, consumers can purchase a premium smartphone at an affordable price.”

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Although Nokia refers to itself as a trusted New Zealand brand, is that trust enough to sway dedicated users from the pull of Apple and Samsung. 

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