Nokia was the pioneer of the mobile phone industry in the 1990s. Most of us have owned one of those small, sturdy handsets at some point in time. If you ever hear about the brand, it sends you into a tailspin of nostalgia. Nevertheless, with the advent of big brands such as Samsung and Apple, Nokia phones have not been able to keep up with the competition in terms of features or performance.
At one point of time, Nokia phones were known for their durability and low price. They would survive without the need of a charger for days, which seems almost impossible for the contemporary handsets. Nokia did try rolling out smartphones with the help of Microsoft. They came up with interesting models like the Nokia 3 and Nokia Lumia. However, neither of them had anything novel, nor were they as reliable as their predecessors.
Nokia is trying to come back into the game with a slew of newer phones, and newer branding. However, they have not been able to make an impression so far. One of the key problems with Nokia phones is their availability. As someone who changes phones frequently and explores the features of new phones all the time, Gagan Anand says, “I wanted to buy the 3310 as it was the first phone to be launched. It looked nice and cheap for Rs. 3310. But it’s not available on Amazon and many other sites.”
What is the reason behind the downfall of this brand that was regarded as the ultimate producer of mobile phones in its glorious days? Let us have a look at some of the reasons why you will never want to buy a Nokia phone:
Lack of innovation: Much hype was created when the brand made a comeback with its smart phones. However, the insipid handsets did not get many takers. The innovation level seemed pretty low and the specifications did not offer anything new or interesting. Simple things such as final managers and emergency dialer options are missing in the Nokia 6. Like Anand says, “I would only be interested in a Nokia now if they introduce new features. Otherwise, not interested!”
Brand repositioning: Nokia has carefully used its established brand name for launching the products. But the problem is that repositioning has not really worked well for the company, with some saying that the company was unable to live up to the expectations. A lot of people I spoke to felt that there is no clarity about the new Nokia models and they have not heard a lot about them. Research and development: Vying for space in a market filled with competitors like Samsung and Apple requires Nokia to invest considerably in the right R&D. Despite the re-launch, they have not been able to develop smartphones that are revolutionary and redefine the ongoing trend. Competition and cutting-edge technology has created barriers in the industry for newcomers as well as traditional brands deciding to make a comeback. Lack of groundwork and review of the current scenario has led to the degradation of Nokia’s quality standards.
Below expectations: Loyal Nokia customers were waiting for new smartphones with high expectations, given its popularity and celebrated history. The brand that aimed at cutting the market share of the likes of Samsung and Apple is now somewhere lost in the junk of smartphones. Another problem is that with no extraordinary features, Nokia’s products are characterized by monotony and tedium.
Dearth of specifications: With big brands indulging in a full-fledged war of ‘specifications’, Nokia has stayed away from the overwhelming list of attributes. If the design of the handsets is simple and mainstream, the performance is no less mediocre. The Nokia 3 is marked by overheating issues, slower RAM performance and excessive disturbance on call. Little wonder that their flagship phones have given in to smaller brands such as Lenovo and Xiaomi. Although Nokia promised to provide a ‘Pure Android’ experience through its smartphones, it has failed to satisfy customers.
Price: The price of a Nokia mobile phone is no longer affordable as against its initial offerings. The brand has priced the phones on the level of other big brands which has been a major reason for its downfall. Most customers feel that the interface of a Nokia mobile phone is peculiarly different, the price tag comes in the premium category and specifications are not that great, which makes it the least preferred choice.
Market segmentation: Another problem is that Nokia has not been able to successfully cater to the needs of different customers in the market. It has also not been able to decide whether it will take up the online mode for some of its exclusive products. Today, when every individual prefers to sit back in the comfort of his home and make purchases, by sticking to offline selling, the brand is definitely losing a major chunk of potential customers.
Upgradation: Many users have criticized Nokia phones for their inability to be upgraded to the latest version of the operating system as opposed to other phones which have in-built reminder systems for new updates. Also, production of Nokia smartphones has fallen down considerably due to decreased demand. This means that you might not get an easy and cheap replacement of your damaged phone.
Nokia launched the 3310 handset in September 2017 and called it the top pick for those who want great battery backup. However, that’s only so long as you don’t use the phone extensively. The major problems using this phone will be encountered by customers who are dependent on social media and high speed internet. Tech savvy individuals may also face withdrawal symptoms.
A brand that introduced customers to the world of mobile phones is now struggling to find its lost identity. The company did not have a great return; but, it can still pull up its socks and take the lead if they are able to bring back some really exciting features. Let’s hope that Nokia realizes this pretty soon and re-launches itself with a bang!