In terms of public awareness, one product stole the show at the 2017 Mobile World Congress – the new Nokia (not made by Nokia) 3310. However, it looks like it's not just hype and consumers are actually interesting in going back to the days of the brick. According to Carphone Warehouse, there has been an "unprecedented level of demand" for the phone as pre-registration is through the roof.
Andrew Wilson, UK buying director for Mobile at Carphone Warehouse, said: “There has been an astonishing groundswell of interest in the Nokia 3310 following its launch announcement. Levels of pre-registrations at Carphone Warehouse are incredibly strong, proving that it’s not all hype, and that consumers really want to get their hands on one."
While you might be getting a tingly feeling from the retro throwback of it all, but Wilson maintains that the features of the 'feature phone' are actually the big selling point.
“The latent nostalgia for the 3310 is backed up by a practical functionality which makes it the perfect device for a wide variety of people. As an affordable and robust product, with a legendary battery life, we are expecting many customers to see this as the ideal secondary handset, and perfectly suited to moments like festivals and travelling, where reliable simplicity is at a premium.
“As a feature phone, it has all the necessities while stripping back all the extras, meaning it’s also the perfect device for those looking to switch off from the stresses and strains of modern life for a little while.
Ultimately though, it is likely that the 3310 wouldn't be as talked about if it didn't have that mythical moniker. Regardless, it is likely that the company behind the curtain – HMD – is about to make quite the killing from its inexpensive 'dumb' phone and we could very well see other vendors follow suit by updating old school feature phones. A new Motorola Razr anyone?
Nostalgia mania is running wild, brother.