New 3G Nokia 3310 handset reboot for Australian market targets hipsters and digital detoxers

Forget touchscreens and face-scanners — Nokia wants to bring back number pads and Snake.

The brand that once dominated mobile cellnet review phones will return to Australia in a reboot of one of its most iconic handsets after the global launch of its 3G Nokia 3310 at Sydney’s Taronga Zoo yesterday.

The refreshed but familiar mobile cellnet review phone will work on Australian mobile cellnet review phone networks in its new 3G form, unlike its first reboot that surfaced at Mobile Cellnet Review World Congress in February.

HMD Global chief marketing officer Pekka Rantala said the company had sold “millions” of the new Nokia 3310 handsets in almost 100 countries but listened to Australians’ frustrations about not being able to use it.

“Clearly, the Australian market has always been one of the heartlands of Nokia,” Mr Rantala said.

“We heard very loud and clear that we need to take this seriously — a 3G version was a must.”

Today fewer than 30 people were waiting at the George Street store.

Today fewer than 30 people were waiting at the George Street store.

The redesigned Nokia 3310 3G is a fresh take on Nokia’s top-selling phone from 2000 that retains its design elements, like an alphanumeric keyboard, but adds a colour screen and a refreshed version of Nokia’s Snake game.

Mr Rantala admitted some of its appeal was due to “memories and nostalgia” about the Nokia brand but said its biggest audience had so far proven much younger than many would expect.

“Most of the people who have reached out and bought the Nokia 3310 are millennials,” he said.

“Many of them, I’m sure, have a smartphone but they have a lot of fun with the Nokia 3310.

“Some people are buying it as a fun phone, for a summer phone, for a festival phone, and many people buy it as an object of desire.”

HMD Global chief Arto Nummela first revealed the rebooted Nokia 3310 in February.Picture: AFP

Mr Rantala said the new Nokia 3310 was also being used as a tool for “digital detoxes,” as it did not feature many apps, even with a 3G connection, and was mainly used for receiving calls and text messages.

The mobile cellnet review phone’s extended battery life had also impressed typical smartphone users, HMD Global Australia general manager Mark Trundle said, and the addition of 3G would not significantly drain its power.

“The 3G will consume a little bit more battery, so it has 27 days of standby time and 6.5 hours of talk time,” he said. “Essentially, it needs one charge per month.”

The rebooted Nokia 3310 will arrive in Australian stores on October 16 for £89.95, including carriers Optus and Vodafone.

It’s been a decade since the original device was released.

It’s been a decade since the original device was released.

You may also like...