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HMD markets nostalgia with Nokia 3310 reboot

The "colourful reimagining" of the Nokia 3310 even includes Snake.

HMD Global, the Finnish smartphone developer that owns the rights to sell ‘Nokia’ branded phones and tablets, has brought the Nokia 3310 back from the dead.

Officially unveiling the device at Mobile World Congress (MWC) in Barcelona, HMD described it as an iconic phone with a modern design twist.

“Thin, light and incredibly durable, the Nokia 3310 is a head turning modern twist on one of the best-selling feature phones of all time,” a company statement read.

The phone has a 2.4-inch QVGA display, a 2-megapixel camera and a microSD slot and runs on Nokia’s Series 30+ software.

nokia_3310_warm_redIt has a 22-hour talk-time and month long stand-by, and is available in four distinctive colours – Warm Red and Yellow, both with a gloss finish, and Dark Blue and Grey both with a matte finish. The Nokia 3310 will retail at an average global retail price of €49.

Perhaps most importantly for fans of the original phone, the Nokia 3310 even includes an updated version of the Snake game.

Arto Nummela, CEO of HMD Global, said: “Nokia has been one of the most iconic and recognisable phone brands globally for decades. In the short time since HMD was launched into the market, the positive reception we’ve had has been overwhelming; it seems everyone shares our excitement for this next chapter. Today’s consumers are more discerning and demanding than ever before and for us they will always come first.”

At MWC, HMD also announced the release of the new Nokia 3, Nokia 5 and Nokia 6. This range of Nokia smartphones all run Android Nougat and all feature Google Assistant.

Pekka Rantala, CMO at HMD Global, said: “Consumers today are seeking relationships with brands that they can trust. The Nokia brand has more than 150 years of heritage giving it an authentic, differentiating experience which we are proud to introduce to a new generation of fans.

“Our new Android Nokia smartphone portfolio, together with the return of the iconic Nokia 3310, is a real statement of our ambition and commitment to honouring the hallmarks of a true Nokia phone experience.”

The Nokia 3310 was originally released in September 2000.

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