“Nokia as a brand and especially the Nokia 3310 have always been loved by people in Pakistan”

Muhammad Kamran Khan, Country Head, HMD Pakistan & Afghanistan speaks to Amber Arshad about the purpose behind Nokia 3310’s re-launch, its design changes, and the phone’s cult following.

AMBER ARSHAD: What was the objective behind the re-launch of Nokia 3310?
MUHAMMAD KAMRAN KHAN: The Nokia 3310 is one of the most iconic Nokia phones of all time. By re-launching it, or rather reimagining it, we want to demonstrate how we are combining Nokia’s legacy with modern design and innovation. Nokia 3310 is a reliable and cost efficient phone and even within the reach of customers who have budget constraints. Nokia 3310 and a new range of smartphones which include Nokia 6, Nokia 6 Arte Black, Nokia 5 and Nokia 3, will be available by Q2 this year.

AA: Who is the target audience of Nokia 3310 in Pakistan?
MKK: According to the International Data Corporation, mobile phone penetration in Pakistan stood at 75% in 2016. Smartphone use has grown steadily over the last three years from 13% to 31%. Despite this, there are a significant number of people who still don't own (or can afford) a smartphone and so use feature phones instead. Nokia 3310 caters to this market. We believe in the democratisation of technology; everyone, not just the well to do, should have access to great design and experience.

AA: Which OS will power the new Nokia 3310 and will it be 3G-enabled?
MKK: The new Nokia 3310 runs on the Nokia Series 30+ platform. It will not support 3G since it operates on GSM 900/1800 MHz frequency band, but it is a 2.5G device delivering extraordinary talk time (of up to 22 hours) and standby time (up to 31 days). Additionally, the 1200mAh battery can last up to 51 hours while playing music and up to 39 hours with FM radio playback.

AA: Will there be any design changes?
MKK: We are always innovating and developing products based on customer feedback and the feedback that we have received so far for the 3310 is overwhelming. The phone has the same design language as the original variant, but will come with colour screens and it will be lighter and slimmer. In Pakistan it will have Dual SIM and microSD card support.

AA: Why did you decide to re-launch the Snake game, and what design changes should we expect in the new game?

MKK: Snake first featured on Nokia handsets in the late 90s and since then has appeared in over 400 million phones. It was the most popular game in the history of Nokia phones; in fact the true origin of mobile gaming can be traced back to a Nokia handset released in 1997.

To this day it has remained hugely popular, not only because it has a cult following, but also because this was the first ever mobile gaming experience for many people. Like in the original game, players will move the ‘snake’ around the screen, eating apples and bugs along the way to score points. The modern version comes with a bunch of new features, including a coloured version, a 2D format, the ability to rewind the snake after it has crashed, as well as being able to collect new bonuses, power-ups and unlocking extra levels. This revamped version of Snake will be pre-installed in the new Nokia 3310.

AA: How do you plan to promote the phone?
MKK: Nokia as a brand and especially the Nokia 3310 have always been loved by people in Pakistan. It was the first phone for many people and they still admire and remember its sturdiness, hardware, and long-lasting battery. We intend to promote the phone through a mix of communications platforms including digital, print, broadcast media and on-ground activities.