I’m scrolling through my Twitter feed, I read “the Nokia 3310 is being resurrected” and my first thought is a negative one: “there’s no way they will recreate the original Nokia 3310 in all it’s shit brick glory!” Well, I was right! The first, and most obvious change is that the 2017 ‘version’ has a colour screen, as it runs on Series 30. It also has a 2MP camera phone and a web browser. WTF.
I’m being precious, I’m being judgmental. I can’t help it – 2000 was the beginning of advanced phone technology, and my generation was a part of it. I was given my first phone at the tender age of 11, and spent a lot of my hard earned money on polyphonic ringtones and custom phone cases (Winnie the Pooh and Playboy Bunny being two of my favourites). After I had enough money I soon upgraded to a Motorola flip phone (still on pay-as-you-go, obviously) but secretly still enjoyed playing Snake on my mum’s 3310. Talking of Snake (one of the most iconic games in history) the new 3310 actually features the game, but visually it just doesn’t feel nostalgic for me – as mentioned above, firstly, the screen is in colour so that’s pretty heartbreaking, and secondly it has been replaced by a multi-directional navigation version, rather than the classic up down left and right. We don’t need any more directions!
The new 3310 was revealed at the Mobile World Congress in Barcelona on Sunday and was created by new mobile firm HMD Global, which licensed the Nokia brand last year. There are some improvements that might increase its appeal – apart from the new features mentioned above, it has almost halved in weight (so can no longer be referred to as ‘The Brick’ RIP), has a month (standby) battery life, is a third of the price (£42 rather than £129.99), uses a microUSB charge and has a micro SD card slot.
Here’s my problem with the new version of my beloved Brick: the aesthetics (and I presume the actual feel of the phone) are similar like the QWERTY keyboard and removable back, but who will be buying this if it isn’t identical to the original? Upon first hearing about the remake, I assumed the target market would be collectors and nineties kids. People going away on holiday usually don’t have to worry about charges abroad or phone damage because most people have contracts that allow for calls abroad and phone insurance. There’s no WiFi and no range of apps like the essentials Facebook and WhatsApp, so the only people I can imagine this would be suitable for is OAPs who struggle to adapt to technology and want simple call functions.
Penned as the the “detox phone”, I think Nokia’s aim for the the resurrection of the Nokia 3310 is to appeal as a cheap indestructible backup phone, riding on the back of a classic. Honestly, I don’t think people should be saying “The Nokia 3310 is back”, because it simply is not the same. It will be interesting to see how HMD Global market this phone – will they use nostalgia or endurance as their POS?
So, who is it for? You can buy basic phones for under £20 (we bought one for my grandparents) so drug dealers and festival goers won’t care, and it can’t be aimed at hipster techies because it isn’t the same phone…
Check out the demonstration by the Telegraph below: