Dear Iphone 3g, You're Dead - Nokia 5800 Xpress Music: 12 Marketing Insights

Marketing Insights on what Nokia did correct with their "Tube" 5800 XpressMusic Phone vs What Apple Did On Their IPHONE 3G.

1. It's designed to sell cheaper (400 EUR/26,000 Philippine Pesos PREPAID). Unlike the Apple Iphone 3G with it's deceptive marketing of "low price" with a high priced plan- when the world is dominated by PREPAID - nobody pays attention to a price that's quoted with a plan-that maybe true for the USA - but not the rest of us. In the Philippines alone, 80% or more of people do not have plans.

2. It's designed for how phones are really used by most people - with one hand only. Yes you can argue that people do use the phone when they drive, but please - not 70% of phone users DRIVE. Most of them are commuters - hence - it's smart to expect a single hand operated keypad on a phone - specially since it's been how people are using it anyway. Personally, I text using TWO HANDS -but not on a QWERTY Keyboard. I think Qwerty keyboards are designed to win over the Blackberry *US crowd as well as the corporate market.

3. In a brilliant example of "listening to what consumers say" - they have licked the "I can't feel what I type" problem of touchscreens by making the screen slightly vibrate to confirm that you typed something.

4. Qwerty lovers will still love the phone because it does have a Virtual QWERTY keyboard.

5. Another "Listening to consumers" move: Integrating Flash in the web browser!  How can Apple ignore Flash when it's been there from the start? Of course we'd forgive Microsoft if their soon to be announced Zune Phone uses Silverlight instead of Flash-but Apple doesn't have an alternative.  Well, from a commonsense point of view here it is: Nokia's sites DO HAVE FLASH, so it makes sense that their phones can render it. Apple's sites are plain HTML.

6. Nokia has been doing Video since the beginning of their Megapixel Camera phones (come to think of it, since their VGA camera days) so the inclusion of a DVD Quality Video Recording plus editing is already standard for their older phones (even the N70 has video editing care of MUVEE). However, inclusion of WMV video is a nice touch - but I do wonder - where can I get videos of that format these days? Not in torrents!

7. Instead of imitating the IPHONE main screen like what LG and Samsung has done, Nokia decided to INNOVATE some more and added a Social Network kind of thing -by displaying the 4 top/favorite contacts and their messages - on the main screen. This alone is good since it saves digging into the menus to review messages.

8. Not deviating from what it has done before, the 8GB is c/o a MicroSD card w/c can be upgraded to a 16GB card. Nokia isn't asking you for another 100 USD for more memory, it's up to you! Apple has been asking people to pay top dollar for cheap memory on identical machines.  Wake up apple, people know that memory cards are cheap now. They buy them for their digital cameras.

9. This is still a TOUCHSCREEN -not a multi touch but Nokia has nicely included TWO styluses PLUS another innovative but simple thing - a PICK-LIKE Plectrum -that's connected to the included WRIST STRAP. But of course you can still use your fingers.  What it does have that the Iphone doesn't have but the Newton tried to have-FULL SCREEN Handwriting recognition! This opens it up quickly to the immense chinese/character alphabet market.

10. Speaking of what's included - I've not seen a more complete line up of extras included in mobile phones of this price:  There's also a CARRYING CASE, two Cables (video out, connectivity) plus a STAND w/c you can use when you're watching the 5800's videos. Funny the IPHONE doesn't come with one but Apple expects you to FIND A WAY to prop it up somewhere so it won't fall. Just a piece of plastic can go a long way to usability.  Adding all these little things do add up to the experience, specially once the now popular UNBOXING photos start showing up.

11. The 5800 has loud stereo speakers. This was begun before by Motorola but Nokia doesn't stop there. Starting with this model, buyers from some 10 countries as of the moment (Singapore is in, Philippines not yet) --will get UNLIMITED MUSIC for ONE YEAR as part of the "COMES WITH MUSIC" platform. This alone will DRIVE people away from "design" offerings like the Iphone and get the Xpress Music.  Of course the Zune has something like this but try to remember -the ZUNE music player is USA only - even now it's in it's 2nd generation. What is Microsoft thinking? We don't know.

12. The camera again has that Carl Zeiss optics and has autofocus plus dual LED Flash.  Most consumers have NOO IDEA what a CZ optic is. But it sounds cool. And that's enough. Old Nokia Camphone users will welcome DUAL LEDS because they know that single led flashes are terrible when you need a flash - it's still dark. Autofocus is much welcome too.

13. I don't have to mention that yes, you can copy and paste and forward messages using a NOKIA. With the IPHONE ? You retype it!
14. And of course MMS has long been a staple in the GSM world, of course Nokia has it. The Iphone doesn't.

All in all, the Nokia 5800 Xpress Music is a very strong phone, priced correctly and loaded with so many goodies and extras that the majority of people looking for a phone replacement (who isn't?) will consider it strongly. Right now, those who can purchase the Iphone have done so - but they're a small group. The majority of the people will be getting this new Nokia offering -specially once they open a NOKIA MUSIC STORE in the PHILIPPINES! (Hello, the land of 3 phones per person??).

You're a GEEK so here's the FULL TECH SPECS for your BROWSING from NOKIA's Website.
Size

    * Form: Classic with full touch user interface
    * Dimensions: 111 x 51.7 x 15.5 mm
    * Weight: 109 g
    * Volume: 83 cc
    * Touch user interface optimised for one-hand use with tactile feedback


Display and 3D

    * Main display
      - Size: 3.2"
      - Resolution: 640 x 360 pixels (nHD)
      - Up to 16 million colours
      - aspect ratio 16:9
      - automatic orientation sensor (Accelerometer) for display rotation
    * 3D image engine

Keys and input method

    * Stylus, plectrum and finger touch support for text input and user interface control (alphanumeric keypad, full and mini qwerty keyboard, handwriting recognition, full screen handwriting for Chinese language)
    * Dedicated Media Bar touch key for access to music, gallery, share on-line, Video Centre and web browser
    * Voice commands
    * Physical keys for application launch key (menu key), send & end, power, camera, lock, volume up & down

Colors and covers

    * Available in-box colours:
      - Red
      - Blue
      - Black
      Available colours may vary per region.

Connectors

    * Micro-USB connector, USB 2.0 High Speed
    * 3.5 mm Nokia AV connector
    * MicroSD card slot, small DC jack, Micro USB cable interface to PC (CA-101), TV out interface (CA-75U)

Power

    * BL-5J 1320 mAh Li-Ion battery
    * Talk time (maximum):
      - GSM 8.8 h
      - WCDMA 5 h
    * Standby time (maximum):
      - GSM 406.2 h
      - WCDMA 400 h
    * Browsing time with packet data (maximum): 3.4 h
    * Video playback time (maximum): 5.2 h, Video playback time (maximum, nHD/Mpeg4) 3.4 h, VGA video playback using TV-Out with Stereo BT Headset 3.8 h
    * Video recording time (maximum): 3.6 h
    * Video call time (maximum): 3 h
    * Music playback time (maximum): Up to 35 h
    * Gaming time (maximum): 5.6 h

Memory

    * MicroSD memory card slot, hot swappable, max. 16 GB
    * 81 MB internal memory
    * 8GB microSD memory card in-box, expandable up to 16GB

Communication and navigation
Operating frequency

    * WCDMA 900/2100
    * GSM/EDGE 850/900/1800/1900
    * WCDMA 850/1900 (Latin America and Brazil variant only)
    * Automatic switching between GSM bands
    * Flight mode

Data network

    * CSD
    * HSCSD
    * GPRS/EDGE class B, multislot class 32, maximum speed 296/177 kbps (DL/UL)
    * WCDMA 2100/900 with simultanous voice and packet data, maximum speed PS 384/384 kbps (UL/DL), CS maximum speed 64 kbps
    * HSDPA cat 6, maximum speed 3.6 Mbps (DL)
    * WLAN IEEE 802.11 b/g (3G version only)
    * TCP/IP support


Local connectivity and synchronization

    * Bluetooth version 2.0
      - Bluetooth profiles: A2DP & AVRCP
    * MTP (Mobile Transfer Protocol) support
    * TV out with Nokia Video Connectivity Cable (CA-75U, in-box)
    * Support for PC synchronisation with Nokia OVI Suite


Call features

    * Integrated hands-free speakerphone
    * Number screening for messaging and calls
    * Automatic answer with headset or car kit
    * Any key answer
    * Call waiting, call hold, call divert
    * Call timer
    * Logging of dialled, received and missed calls
    * Automatic redial
    * Speed dialling
    * Voice dialling: speaker independent dialling and voice commands (SIND)
    * Fixed dialling number support
    * Vibrating alert (internal), also with tactile feedback
    * Side volume keys
    * Mute/unmute
    * Contacts bar for 4 contacts with images and communication history (SMS, IM, email, web feeds)
    * Talking ring tones
    * Conference calling with up to 6 participants
    * Video calling: up to 3h, QCIF 176 x 144 pixels, low up to 5 fps, normal up to 10 fps, smooth up to 15 fps

Messaging

    * SMS
    * Multiple SMS deletion
    * MMS version 1.3, message size up to 600 kb
    * Automatic resizing of images for MMS
    * Nokia Xpress audio messaging
    * Common inbox for SMS and MMS messages
    * Number screening for messaging
    * Distribution lists for messaging
    * Instant messaging client
    * Cell broadcast

E-mail

    * Supported protocols: IMAP, POP, SMTP
    * Support for e-mail attachments
    * OMA e-mail notification support
    * Mail for Exchange 2008 in DL client, in 2009 embedded


Web browsing

    * Supported markup languages: HTML, XHTML, WML
    * Supported protocols: HTTP, WAP, JavaScript
    * TCP/IP support
    * OSS browser
    * Nokia Mobile Search


GPS and navigation

    * Integrated GPS for pedestrian and car navigation
    * Nokia Maps 2.0 Touch application

Image and sound
Photography

    * 3.2 megapixel camera (2048 x 1536 pixels)
    * Image formats: JPEG
    * Carl Zeiss optics
    * 3x digital zoom
    * Autofocus
    * Dual LED flash
    * Flash modes: On, off, automatic, red-eye reduction
    * White balance modes: automatic, sunny, cloudy, incandescent, fluorescent
    * Centre weighted auto exposure; exposure compensation: +2 ~ -2EV at 0.5 step
    * Normal, Sepia, Black&White, Vivid, Negative
    * Dedicated camera key
    * Landscape (horizontal) orientation
    * Photo editor on device
    * Direct printing to compatible picture printers


Video

    * Main camera
      Video recording at up to 640 x 480 pixels and up to 30 fps (TV high quality), up to 640 x 352 pixels and up to 30 fps (widescreen quality), up to 320 x 240 pixels and up to 30 fps/15 fps (email high/normal quality), up to 176 x 144 and up to 15 fps (sharing quality)
      - Up to 4x digital video zoom
    * Front camera for video calling
    * Video recording file formats: .mp4, .3gp
    * Audio recording formats: WAV (normal), AMR (MMS), AAC/MP4 (high quality)
    * Video white balance modes: automatic, sunny, cloudy, incandescent, fluorescent
    * Scene modes: automatic, night
    * Colour tone modes: normal, sepia, black & white, vivid, negative
    * Clip length (maximum): 1 h 30 min (high or normal quality). Dependable on available memory.
    * RealPlayer
    * Video playback file formats: MPEG4-SP playback 30fps VGA, MPEG4-AVC playback 30fps QVGA, WMV9 playback 30fps QVGA, MPEG4-SP playback 30 fps nHD
    * Video streaming: 3GPP and CIF
    * Landscape mode video playback
    * Video editor on device
    * Video Centre service supported: download and stream video content, WMV support, video feeds


Music and audio playback

    * Nokia Nseries digital music player
      - Playlists
      - 8-band graphical equalizer
      - selection by artist, composers, album and genre
      album graphics display and audio visualisations
      bass booster, stereo widening, loudness
    * Music playback file formats: .mp3, SpMidi, AAC, AAC+, eAAC+, WMA
    * Dedicated volume keys & immediate access to Music Player from Media Bar, dedicated music keys in the headset control unit AD-54
    * Stereo FM radio
    * 3.5 mm Nokia AV connector
    * Music Player
    * Nokia Music Manager
    * Nokia Music Store support
    * Nokia Podcasting support
    * Ring tones: 3D stereo ring tones, 64-tone polyphonic, mp3 & video ring tones (3 videos and 9 mp3 songs built-in)
    * Integrated stereo speakers with surround sound (crystal clear hi-fi sound quality with dedicated audio chip)


Voice and audio recording

    * Voice commands
    * Speaker-independent name dialling (SIND)
    * Voice recorder
    * AMR, NB-AMR, FR, EFR
    * Digital stereo microphone


Personalization: profiles, themes, ring tones

    * Customizable profiles
    * Ring tones: 3D stereo ring tones, 64-tone polyphonic, mp3 & video ring tones
    * Themes

Software platform and user interface

    * S60 5th edition
    * Symbian OS version 9.4
    * Active standby
    * Media Bar
    * Contacts bar


Personal information management (PIM): contacts, clock, calendar etc.

    * Support for assigning images to contacts
    * Support for contact groups
    * Clock: analogue and digital, world clock
    * Alarm clock
    * Reminders
    * Calculator
    * Calendar with week and month view
    * Converter
    * Notes
    * To-do list


Applications

    * Java TM MIDP 2.0
    * Flash Lite 3.0
    * Games: 3D Bounce and Global Race, DVD: Ulead VTB
    * Nokia Music Store
    * Nokia Maps
    * Map loader
    * PC Download
    * PC Photos
    * OVI Suite with Nokia Music
    * Download!
    * Share on OVI
    * Adding more applications:
      - Over-the-air (OTA) downloads


Gaming

    * Games: 3D Bounce and Global Race

Sales package contents
Sales package contents

    * 5800 XpressMusic with pen stylus
    * Battery (BL-5J)
    * High Efficiency Charger (AC-8)
    * Music Headset (HS-45, AD-54)
    * Video-out Cable (CA-75U)
    * Connectivity Cable (CA-101)
    * 8 GB microSDHC card (MU-43)
    * Carrying Case (CP-305)
    * Stand (DT-29)
    * Stylus plectrum in wrist strap (CP-306)
    * Extra pen stylus
    * User guide and Quick guide
    * Mini DVD

Accessories
Recommended accessories

    * Nokia Stereo Headset (WH-500)
    * Nokia Bluetooth Stereo Headset (BH-504)
    * Nokia Mini Speakers (MD-8)


Compatible car solutions

    * Nokia Car Kit CK-100


Compatible accessories

    * Nokia Mini Speakers MD-6
    * Nokia Bluetooth Speakers MD-7W
    * Nokia Bluetooth Stereo Headset BH-503

Support and related documents
Related documents

    * SAR certification information
    * Eco Declaration (.pdf, 52 KB)
    * Declaration of Conformity

Blogged with the Flock Browser

Posted in: