Nothing is going well for the Finnish brand Nokia. With only 2.8 million smartphones sold worldwide in the fourth quarter of 2020, Nokia is no more than the shadow of the telecom giant it was ten years ago. In 2008, one in two cell phones was of the Nokia brand. Three years later, its market share was halved. The fall was very rapid since in 2013, the Nokia brand only represented… 3% of the market. She first relied on Windows Phone to relaunch herself, before adopting Android years later. Google’s late adoption of the OS won’t make any difference, however. At the end of 2020, Nokia hit rock bottom and fell below the 1% market share mark.
Faced with the failure of its strategy, Nokia seems to have decided to completely review its mobile strategy by focusing more than ever on entry-level models. Its Nokia C, G and X are positioned as low cost devices, with prices ranging from 139 euros to 379 euros.
On the design side, the formula ultimately changes very little. Do not expect particularly innovative features on these three ranges either. To stand out, Nokia relies on the autonomy of its smartphones (which will range from 2 to 3 days depending on the model), on a 3-year warranty instead of 2 and on the promise of regular updates for a period of 3 years. The proposal is interesting, however it remains to be seen whether the consumer will take an interest in it. Because we are not going to lie to you, Nokia smartphones do not make you dream for a long time and if the new models have a look a little younger than their ancestors, their technical sheets do not (at all) make you dream.
Will Nokia be able to convince with its new models?
The G10, the most affordable smartphone in the range, for example only embeds a 13-megapixel photo sensor as the main camera, which is supported by a 2-megapixel macro sensor and a 2-megapixel depth sensor. We are very far from the 48 megapixels of the Poco M3. Even if everything is not based solely on the sensor, Nokia will inevitably be at a disadvantage against its Chinese competitors. The rest of the G10 data sheet is however rather attractive since the device is equipped with a 6.5 ″ HD + screen, embeds a MediaTek G25 processor, 3 GB of RAM and 32 GB of storage.
Higher in the range, we find the G20, then the X10 and X20. The latter is presented as the most upscale since it will be sold 379 euros in stores. However, the technical sheet is far from selling a dream. With its Snapdragon 480 processor, the X20 will undoubtedly have a hard time competing with other midranges, which perform significantly better for the most part. Note, however, that Nokia seems to have made efforts in the photo, this time focusing on a 64-megapixel main sensor and a 32-megapixel front sensor for selfies.
Nokia, however, seems to have understood this well: it does not have the means to compete with Chinese players in terms of price. He therefore relies on a very different argument. The promise of better autonomy and better security could therefore engage it in a niche that would suit it perfectly.
– Nokia G10: 139 euros / from June
– Nokia G20: 169 euros / from June
– Nokia X10: 299 euros / from June
– Nokia X20: 379 euros / from June