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Nokia joins the android game

  • Technology
  • October 3, 2017
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?

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.

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.

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

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.

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.

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. 

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.

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

“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.”

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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The Retail Hotlist: Blackbird Goods is 'Best provincial retailer'

  • News
  • August 15, 2018
  • Sarah Dunn
The Retail Hotlist: Blackbird Goods is 'Best provincial retailer'

Back in June, we celebrated retail's best and brightest with NZ Retail and The Register's first-ever awards: The Retail Hotlist. We've been sharing the stories behind the winners for a couple of months now. Read on for the last installment in the series: Blackbirds Goods of Napier, who won 'Best provincial retailer.'

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Cocavo expands 4,000 stores further into the US

  • News
  • August 14, 2018
  • Courtney Devereux
Cocavo expands 4,000 stores further into the US

Whangarei founded company Cocavo has recently extended into over 4,000 Walmart stores in the US. We spoke to CEO of Cocavo, Chris Nathan, about what it takes to roll out the humble New Zealand product further into international markets.

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  • News
  • August 14, 2018
  • Sarah Dunn
The Retail Hotlist: 'Retail visionary' goes to GoodFor's James Denton

We've been sharing the stories behind each winner of our awards programme, The Retail Hotlist. We're nearly at the end of the list - but first, read how James Denton from packageless grocery start-up GoodFor was named 'Retail visionary'.

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Menulog introduces people's choice to online restaurant awards

  • News
  • August 13, 2018
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The Retail Hotlist: Cecilia Robinson is 'Most influential in retail'

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Vote and win: Vote for our cover in the People’s Choice awards

  • News
  • August 10, 2018
  • The Register team
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The NZ Retail and The Register team is excited to announce that we’re one of 12 finalists to win the Magshop People’s Choice Awards for the best magazine cover of 2018. We need your help to get to the finish line, but your support won’t go unrewarded: there’s a prize pool for voters totalling more than $3,300.

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