Interest in the phone has been exceptionally high since news first leaked of Nokia brand licensee HMD’s intention to relaunch the 3310. For many, it was the highlight of MWC, something truly noteworthy that stood out from the crowd of similarly-specced smartphones unveiled by other companies.
The new 3310 is meant to bring the best of the original 17-year-old phone into the 21st century. Including a modern take on the infamous design, a month-long battery life and exceptional durability, HMD has said it’s confident 2017’s 3310 makes a “statement” about Nokia’s heritage. Unlike the classic version of the device, it comes in four different colour options and matte and gloss finishes.
The phone is yet to go on sale but can be pre-ordered at many retailers worldwide. Anticipation for the device is at its highest since feature phones gave way to smartphones almost a decade ago, according to UK smartphone store Carphone Warehouse. Andrew Wilson, director of buying at the chain, told The Telegraph that the demand from buyers is “unprecedented.”
“There has been an astonishing groundswell of interest in the Nokia 3310 following the launch announcement of this reimagined classic,” Wilson said to the newspaper. “Levels of pre-registrations at Carphone Warehouse are incredibly strong, proving that it’s not all hype and that consumers really want to get their hands on one.”
The news is significant because the UK isn’t even a core target audience for the phone. HMD is primarily concentrating on emerging phone markets where a long battery life and rock-solid build quality are important selling points.
The reception in the UK signals the lasting appeal of Nokia’s iconic products, implying HMD has managed to gain the interest of people who owned the original device. It’s likely many of the 3310s sold in more developed regions will end up being used as backup devices, the ideal companion to a smartphone when the power goes out.
“We wanted to reward loyal Nokia phone fans and make a statement that rich heritage, innovation and modern design can go hand-in-hand,” Juho Sarvikas, HMD Global Chief Product Officer, said at the 3310’s launch last month. “Fundamentally, it is about making sure that right across our portfolio we are delivering this pure Nokia experience.”
The 3310 may not be so well received in America as it has been in the UK. The phone doesn’t support the cellular bands used by most U.S. networks, making it effectively useless as a mobile device.
Analysts have also suggested that HMD’s success could end up detracting from its more important and most profitable products, the firm’s new range of Android handsets. With excitement around the 3310 on par with ground-breaking smartphone launches, the company risks being perceived as a nostalgia brand rather than the forward-thinking mobile innovative it’s pitching itself as.
