The Nokia 2021 new direction is to stop using the 1, 2, 3, 4, 5, 6, 7, 8, 9 and .1, .2, .3, .4 yearly numbering and go to the more confusing, less meaningful C, G and X-series.
At least with numbers, you knew where you stood – 1 for entry-level, and it got better as you went up. Though we are not critical of the letter move – that is Nokia’s call – and I am sure that the best brains in Espoo, Finland dreamed that up during the long arctic winter.
Nokia 2021 New range
X-series: Nokia X20 and Nokia X10 – durable, refined quality and experiences
G-series: Nokia G20 and Nokia G10 – secure package, with long battery life
C-series: Nokia C10 and Nokia C20 – durable smartphone essentials
48 (bins to 12MP)+5+2+2 (main/wide/macro/depth) Same
5050mAh 5V/2A charger
A$199 (29 April)
TBA but expect at least $100 more
These appear to be reasonably featured $199 devices but competition from Motorola’s e-series is quite fierce.
C-series (3G – being phased out in Australia I doubt we will see them here)
Purple and Grey
Sand and Dark Blue
1/16GB options for more
Wi-Fi N BT 4.2 AGPS USB-C 2.0
Same plus NFC
The Nokia 2021 problem is complex. Will the new direction fix these?
First, some history. After Microsoft stuffed the brand entirely, a company called HMD (former Nokia execs) bought the bones and, with a prominent contract manufacturer, bought the brand back to life in 2017. To its credit, it tried to cover all bases, from cute retro feature phones to flagships with Zeiss camera tech.
First, some phones were brilliant, but mostly they were average. In the 2021 review of the Nokia 5.4, we stated that “It was as if it sat in stasis for the past 12 months – old hardware!”
Second, there are few, if any, unique Nokia features or design cues that scream “I am Nokia, hear me roar”. Sorry but almost without fail, we get glass slabs with big chins and bezels and teardrop selfie screens. And Motorola and Google offer Pure Android as well.
Third, because it does not control its supply and production lines, building a phone is higher than the established companies. And Nokia does not have the deep marketing pockets to rise above the big guys.
And that is what happens when any phone company goes head-to-head with Samsung, OPPO, vivo, realme, Xiaomi, OnePlus and Motorola. Look what happened recently to LG – gone in 60 seconds after being a stalwart co-founder of the smartphone industry. They join Sony (withdrawn from Australia and many smaller markets), Ericsson, BenQ, HTC, Palm, Microsoft (Nokia), Blackberry, Sanyo, Siemens and more that could not compete in the red ocean (where the sharks feed).
Having said all of the above, I don’t think you will find a more Nokia friendly Aussie IT Journo that really wants to see this brand succeed. You can read other GadgetGuy Nokia news and review here