Why is HMD Global rebooting Nokia's older generation mobile phones?

First the Nokia 3310 then the 8810, it seems to have become a trend for HMD Global to relaunch one of Nokia's most iconic mobile phones at each Mobile World Congress held in Barcelona.

Nokia has been revived from the dead after being sold to Microsoft and then further being sold to HMD Global. Though this sale has brought about various changes like using the Android operating system instead of Windows, much has stayed the same, like the solid build quality and the high prices of the devices. One new thing that HMD Global has done alongside reviving the Nokia brand is the introduction of classic old phones at every MWC held till now.

While many people have dismissed the 3310 and the 8810 as mere toys, we do think that these play a much bigger role in the revival of the Nokia brand and might also take part in helping it regain the crown back from the competition.

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The reason why people have dismissed these phones as mere toys is because at around the same cost they can get a smartphone like the Nokia 1. But take to notice that any revived brand that over the years had lost its value needs to garner a lot of attention, and that is what these phones are doing they are reminding people what Nokia was and are making a statement that the company is back. Getting these phones to the market HMD Global got a lot of free press which mostly expensive smartphones do. Now consider that HMD could have spent billions and billions to promote new smartphones. However, it still wouldn’t have got them this much attention as they just did. So if you think clearly these aren’t meant to be sold to the masses instead they are the advertisements that most people got to see for a low cost.

Now that the company has gotten all the eyes on them with these living advertisements doing most of the work for them. They should start making good smartphones as compared to their competitors.

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Just for context this new strategy of advertising by harnessing the nostalgia factor is working as by the end of Q1 2018 the company has sold over 10.5 million smartphones which is better than a lot of its competitors. I also do think that the company also needs to distance itself from the recent past, to gain the prominence that it once had.

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After reading this article please share your thoughts in the comments section below if Nokia will be able to make a comeback and become a mainstream brand again and if this is a good strategy that they are following.