Nokia has announced another handset in its Series 40-based Asha portfolio of low end mobiles which compete with the budget end of Android and cheap BlackBerrys. The 2G-plus-Wi-Fi Asha 210, due to ship before the end of Q2, packs a physical Qwerty keyboard and comes painted in Nokia’s now trademark eye-popping colours (yellow, cyan, magenta), plus black and white. But the most notable addition to this BlackBerry-esque device is a hardware key on the front that short-cuts to messaging app WhatsApp — which, extending the BlackBerry comparison, is the phone’s BBM replacement.
As well as the ability to fire up WhatsApp by long pressing on this dedicated key, Nokia said Asha 210 buyers will get a free subscription to the messaging service for the lifetime of the device. On the Series 40 platform, WhatsApp normally charges a $0.99 annual fee after a first year of free use. Last week the messaging service said it now has north of 200 million monthly active users (this compares to BBM’s more modest 60 million). Tapping into the hugely popular social messaging craze is clearly Nokia’s aim here.
Nokia describes the Asha 210’s WhatsApp hardware key as a “world first”, although we’ve seen the mobile maker (and others) stick a Facebook button on a phone before. But before you start wondering how displeased Facebook is going to be with Nokia for two-timing it with a deadly messaging rival, the handset actually comes in two social messaging flavours, with a second variant having a dedicated Facebook key (shown below, on the black handset) instead of a WhatsApp button.[gallery include="804364,804359,804356,804362,804358,804357,804361,804360,804363"]
The two Asha 210 social flavours — which also each come in single SIM/dual SIM variants — won’t be offered together in the same market but will rather be region specific, presumably corresponding to where the respective services are most popular. Neil Broadley, marketing director for Nokia’s mobile phones division, told TechCrunch the WhatsApp device will generally target Asia-Pac and Middle East & Africa, while the Facebook flavour will mostly be heading to Europe and Latin America. He also confirmed that neither device will be sold in North American.
Both of our partners are hugely successful around the world.
“On a market by market basis we will have either WhatsApp or Facebook,” said Broadley. “Both of our partners are hugely successful around the world and as we go on a market by market basis, some of our market teams would like to have the WhatsApp variant, some would like to have the Facebook variant. And of course we already have the Nokia Asha 205 on a global basis with the Facebook hard key there as well.”
Broadley added that Nokia is looking at the possibility of making a third variant of the Asha 210 — specifically targeting the Chinese market — with another, as yet undetermined social service loaded on the hard key (China has a variety of homegrown social services that outstrip the popularity of global offerings, such as microblogging service Sina Weibo vs Twitter). Nokia certainly has work to do to win back buyers in China. In its Q1 results last week, China saw the biggest drop of any of Nokia’s regions in terms of sales by value and volume, with $334 million in sales in Greater China, down 56% on the year ago quarter.
Low end hardware + social software
Aside from differing social shortcuts, the Asha 210 variants have identical hardware and software, with a sub-1Ghz chip; 2 megapixel rear camera plus a dedicated camera key on the front of the device (in addition to the WhatsApp/Facebook key plus standard nav/call keys); Nokia’s Slam Bluetooth-sharing data transfer tech and its hot-swap SIM system; plus a rubberised full Qwerty keyboard which recycles the pillowed keys of 2008’s Nokia E71. The keyboard also includes shortcut keys for turning on/off Wi-Fi and Bluetooth.
On the software front, the device comes with WhatsApp, Facebook and Twitter preloaded; support for YouTube streaming and web apps; a ‘Games Gift’ of 15 free downloadable “premium” games & apps from the Nokia Store; plus Nokia’s neat voice-guided self-portrait feature, which gets around the lack of a front-facing lens by helping users align a self-portrait when they can’t see the screen.
Nokia’s earlier Facebook-button-packing phone, the full Qwerty Asha 205, was announced in November last year. At the time, the company’s decision to introduce a phone with a dedicated Fb button revived a 2011 trend which, for the majority of last year, appeared to have run its course — without, apparently, covering any of the device maker particpants (including HTC, Orange and Vodafone) in huge heaps of gold.
Asked about sales of the Asha 205, Nokia said it has not broken out any numbers for the model but added that the number of Facebook activations for the device is “significantly higher” than for the average Asha family device. Whatever the sales figures, Nokia clearly believes there is more gold to be mined from low end mobiles by associating its hardware with the biggest brands of the social messaging space.
Asha vs Android: Show me the money
The Asha 210 — along with the entire Nokia Asha range — targets developing markets and cost-conscious consumers, which explains its focus on seeking ways to reduce not just the initial outlay but also the total cost of ownership, while simultaneously amping up its core social offering by making sure it can provide access to big name apps and allow for easy social photo-sharing, as Android does.
The Asha 210 will have a $72 price-tag (before taxes and subsidies). The price-tag puts it in touching distance of budget Androids and while the S40 platform is not as user friendly, flexible or as app-rich as Android, Nokia has been working to strength its competitiveness against Android’s low end with additions such as its cloud-based data-compressing Xpress Browser, which ekes out up to three times as much data as non-compression browsers to help keep the user’s data costs down, plus offers such as ‘Games Gift’ and the free WhatsApp subscription.
As with other Asha devices, the 210 also boasts a long battery life — of up to 46 days on standby, and around 12 hours talk time. Nokia noted that it is using push notification technology to reduce battery drain caused by the Asha 210 checking for WhatsApp/Facebook updates. Update checking is done by Nokia in the cloud, with any new info pushed out to the user’s phone when it arrives.
One more thing…
Nokia and WhatsApp are about to hold an online Q&A about the launch of the Asha 2010 so we’ll be checking for any interesting tidbits that come out of the discussion to add as an update below. Currently, around the world, there is still plenty of regional diversity across messaging and social services — messaging apps are especially fragmented. Many of these apps inevitably compete with and come into conflict with social networking giant Facebook, which wants to own all the world’s chatter. And with Facebook having just launched its app-sidelining Android skin, social challengers such as WhatsApp are likely to be keen to find ways to increase their own visibility on mobile. Having your brand stamped on the outside of a phone sounds like a great place to start.
Updates from the Q&A, with Nokia’s Broadley and Neeraj Arora, business development, at WhatsApp:
On whose idea the WhatsApp hard key was, Nokia’s or WhatsApp’s… Broadley: “We have an ongoing relationship with WhatsApp that spans a range of Nokia Asha and other Nokia products. We are both really excited about this opportunity.”
On whether the WhatsApp hard key will be exclusive to Nokia devices… Arora & Broadley: “We are very excited to bring a dedicated WhatsApp button to Asha 210 and we will take consumer feedback for future consideration.”
On whether Nokia will bundle WhatsApp’s software with all Asha devices… Broadley: “We already bundle WhatsApp with many Nokia Asha family devices and are working on extending it to as many Nokia phones as possible.”
On what evidence there is consumers want social messaging hard keys on phones, or whether they just want easy access to lots of apps & services… Broadley: “With the Nokia Asha 210 we’ve worked hard to give people the best of both worlds. People have access to a dedicated hardware button, preloaded social networks ready to go right out of the box, and access to the Nokia Store to download and install more.”
On WhatsApp’s support for dual SIM devices… Arora: “The launch of Asha 210 does signify WhatsApp’s availability on Dual SIM devices. We are working on extending it to other Dual SIM devices.”
On the differences between the Asha 210 and Nokia’s earlier Facebook button phone, the Asha 205… Arora & Broadley: “There is WhatsApp deep linking into social share gallery and there is more to come.”
On the Asha 210’s battery performance… Broadley: “We have a really high quality Nokia 1200 mAh battery in the Nokia Asha 210. The software really helps get great battery life — for example we have something called Nokia Notifications which works in the cloud to check for your social network updates, then pushes them to the phone. This stops the individual apps having to continually check for updates — saving battery.”
On Nokia’s approach to phone design… Broadley: “Starting with the Nokia 206 announced just before Christmas we’ve been progressively uniting the Nokia portfolio under a single, coherent design language… We have one stunning design approach across the Nokia range.”
On whether Nokia could introduce a Lumia product with a physical Qwerty to differentiate its smartphones from rivals’… Broadley: “We don’t comment on future plans.”