What is the best yard stick to judge a smartphone’s success? If it’s the number of pre-order it gets within in few hours of its launch, Nokia’s new Android smartphone the hit the market with storm may not become a hit with consumers, say Analysts.
Nokia 6 announced at a price of 1,699 CNY (roughly Rs 17,000) was put on pre-sale registrations on JD.com. Within a few hours, it clocked close to 2.5 lakh registrations. That amount of pre-orders should mean something. There are people who haven’t seen the phone being used or haven’t got any concrete reviews to deduced upon the phone were interested to buy it. The Nokia branding is working for HMD Global (or Foxconn?).
It would be too ambitious to compare the pre-order numbers of Nokia 6 with an iPhone’s and in fact the iPhone 7 broke all records this time with the first day number running in millions in China alone.
But according to analysts 2.5 million pre-orders is not a big deal for a company like Nokia selling its popular flagship even for Chinese makers like Meizu, Xiaomi or Le Eco. Di Jin, research manager of IDC China, told South China Morning Post that ‘the number is not impressive even compared with China’s home grown brands, which means Nokia 6 does not pass the bar to enter the mainstream market’, while Xiang Ligang, an independent analyst, says Nokia needs something novel to ‘come back and stand out’
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Though it would be too early to say that, a low number might point towards another thing — that Nokia 6 is all about nostalgia. And people rather care buying more specs, nicer design and something different with their money.
The phone has a 5.5-inch 1080p display, a Qualcomm Snapdragon 430 processor with 4 GB RAM, and 64GB expandable storage. Xiaomi sells its Redmi 3s Prime with same chipset at less than half the price in China, while at a similar price comes the Mi 5 (17,999 CNY) that has a Snapdragon 820 chipset and the Meizu MX6 that has a Deca core X20 Helio chipset and slightly better camera on paper.
To spice the deal, Nokia has put dual amplifiers on board with Dolby ATMOS. But looks like it didn’t entice the Chinese people enough to break records, or even reach close to them.
Nokia 6 comes with a 16-megapixel camera on the rear with f/2.0 aperture, Phase Detection Autofocus and dualLED flash. On the front, it comes with an 8-megapixel camera. The phone is further backed by a 3,000mAh battery. It will go on sale on January 19 and till then is open for pre-order registrations.
That said, Nokia may be hiding its bigger weapon in the shadows for use in the right time. It recently teased the launch of a new smartphone in February and actually, maybe everyone is waiting for Nokia to launch something more heavy and flagship-like in terms of specs and features. It could be just the cries of the start of a bigger battle.