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Nokia Betting On Smartphone Nostalgia |
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About the organization Nokia:
Type: Business
Sub-Types: Telecommunication, Telecommunication Hardware, Telecommunication Software, Computer, Computer Software |
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Notable Organizations: Nokia, Techcrunch
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| Memories are short in the world of consumer electronics. Probably for the best when it comes to certain brands. This week at Mobile World Congress, two companies are attempting to reignite those good feelings after a decade of disappointment.
Ten years ago, Nokia and BlackBerry were flying high. Both were among the most trusted and purchased names in mobile, only to have those numbers drop off a cliff, when a single handset came along and changed the game forever.
The brands share similar trajectories over the past decade, filled with foot dragging and belated attempts at reinvention, and this week at the world’s largest smartphone show, both will be reborn at the hands of third-parties. HMD, in Nokia’s case, a newly formed Finish company born at the hands of former employees, looking to bring the one-time mobile leader’s name back to the smartphone space.
BlackBerry has the decidedly more enviable position of a licensing partnership with TCL, a billion dollar Chinese corporation best known for its TVs, that has managed to make some headway in the States with its Alcatel sub-brand. For BlackBerry, the partnership is a well-timed lifeline — the company has struggled to keep its head above water in recent years. For TCL, it’s simply a chance to capitalize on good memories and expand its smartphone portfolio into the enterprise.
It’s an interesting bet for TCL and HMD, and a broader test of brand loyalties. Can good feelings from a decade ago trump recent disappointments? And do names and logos mean more to consumers than the actual companies and people calling shots behind the scenes? |
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