The 3310’s rebirth was previously rumoured earlier this month. Envisioned as a 21st-century take on the definitive feature phone, Nokia described the new 3310 as a “head turning modern twist” on its nearly two-decade old namesake.
The new design is more curved than the original, making it easier and more comfortable to hold in the hand. It’s also available in four different colour options, Warm Red, Yellow, Dark Blue and Grey. The former two come with a gloss coating while the latter finishes are matte.
Nokia has retained the 3310’s famous characteristics, ensuring the new phone is still one of the most reliable and torture-resistant handhelds available. The 3310’s other defining feature, its exceptional battery life, has also been implemented again. The 2017 version can last an entire month on standby or be used for calls for over 22 hours.
Relaunching a classic feature phone may seem like a strange decision for Nokia, a company only just reappearing on the global smartphone stage. However, “dumb phones” are immensely popular in many developing regions around the world. In areas where the terrain is tough, network connections sporadic and power dropouts frequent, features like a month-long battery life matter more than touchscreens and wireless capabilities.
It’s this kind of buyer that the 3310 primarily targets. With its quirky plastic coating and nostalgic heritage, Nokia is also clearly aiming to attract its most committed fans though, offering up a reinterpretation of the phone that’s likely to be a hit with owners of the original. The company has even built a new version of classic mobile game Snake that’s preloaded on the device, conjuring up memories of hours of beating high-scores.
“For the Nokia 3310 we just couldn’t resist,” said Juho Sarvikas, Chief Product Officer of new Nokia brand owner HMD Global. “We wanted to reward loyal Nokia phone fans and make a statement that rich heritage, innovation and modern design can go hand-in-hand. Fundamentally, it is about making sure that right across our portfolio we are delivering this pure Nokia experience.”
The Nokia 3310 will go on sale globally within the next couple of months. It will be priced at €49. Nokia also launched a trio of new Android-powered smartphones at Mobile World Congress this week, the Nokia 3, 5 and 6. The design-focused devices pick up where Nokia left off in smartphone development, bringing back the Scandinavia refinement that defined its mobile products.
