24 September 2008

Nokia Nseries:
Where does the mighty brand now stand?

The Nokia Nseries brand has always been positioned as a premium brand. Featuring the Symbian S60 operating system, the Nseries messaging and media format handling were the foundation for the greatest convergence devices ever made.

The flagship of the Nseries lineup has always set the standard for particular features in the market. The Nokia N90? It was the best cameraphone available, with the most versatile form factor for imaging and a high resolution screen.

The subsequent Nokia N93 carried the N90's torch, updating the lead in imaging, with gaming and WiFi added to the mix.

The current flagship, N95/N82 variants, reigned as imaging titans, connectivity beasts, and positioning powerhouses, with no better mobile gaming or web browsing available anywhere on the planet. Without a doubt, buying the flagship device of the Nseries line meant getting the best mobile media computer money could buy.

Where does Nokia's Nseries stand today? What effect will the current state of the mobile market have on the Nseries brand, and what does the future hold for the current "supposed" Nseries flagship, the Nokia N96? In which direction will Nokia be taking the brand in?

Today, there are specific functions most smartphones will feature. These phone functions define the major unique selling points and 7 device types users seek today, which are as follows:

• Imaging-centric devices
• Gaming-centric devices
• Messaging-centric devices
• Navigation-centric devices
• Web browsing-centric devices
• Music-centric devices
• Storage-centric devices

The Nseries line has been so legendary because they've historically led these defined genres. But competition has crept up and surpassed Nokia's hallowed Nseries brand. Has the juggernaut been quietly eclipsed right before our eyes? Let's do a quick survey of the market...

BEST IMAGING-CENTRIC DEVICES

1. Samsung Bresson
2. Samsung Innov8
3. LG KC910
4. Nokia N82
5. Motorola ZN5

This is debateable as to the exact order, but no one will argue the Nokia is no longer the lead horse in this race. The N96 could probably make this list, but definitely not as the best imaging performing device.

GAMING-CENTRIC DEVICES

• Nokia N95-2
• Nokia N82
• Nokia N81
• Apple iPhone
• Sony Ericsson

Nokia still has the advantage with its Ngage platform and services, though iPhone gaming is a growing trend.

MESSAGING-CENTRIC DEVICES

1. Blackberry
2. WinMo
3. Symbian
4. Palm
5. Apple iPhone

I've listed these as platforms, since most messaging functions are a predefined feature of the OS. Blackberry's email prowess is beyond anything in the market. WinMo's email integration is also good. Apple's lack of MMS put it at the bottom.

NAVIGATION-CENTRIC DEVICES

1. HTC Touch HD
2. Sony Ericsson XPeria1
3. Nokia N96
4. Blackberry Bold
5. Apple iPhone

The Touch HD's and XPeria1's large screen and 3rd party navigation software options make it a perfect navigation option. The N96 is good, with its Ovi Maps software, but not as easy to view when driving.

WEB BROWSING-CENTRIC DEVICES

1. HTC Touch HD
2. Sony Ericsson XPeria1
3. HTC Touch Pro
4. Nokia N95 8gb
5. Apple iPhone

Here, screen resolution and real estate matter. Nokia's Flash-enabled Webkit browser was its big advantage, but Skyfire and Opera 9.5 have allowed the latest high resolution screened WinMo devices to take the lead.

The iPhone's lack of Flash support hold it back immensely. The N95 8gb edges out the N96 because its superior free RAM and faster processor provide more stability to the web browser when browsing Flash heavy sites.

MUSIC-CENTRIC DEVICES

1. Apple iPhone
2. Sony Ericsson Walkman line
3. Nokia N96
4. Nokia 5700

Once again, with so many options, the list could be argued, but whether or not Nokia has the top spot is easy. It doesn't.

STORAGE-CENTRIC DEVICES

No devices have stood out on this front, but the N96, HTC Advantage, and iPhone all lead the way with 16gb built in storage. Larger storage packing phones will be coming faster than ever in the next few quarters.

Where do you feel the Nseries stands amongst the competition?

But what does all of this mean for Nseries as a brand? Since its no longer the hands down leader in any category but gaming, the Nseries brand is now positioned as a viable high end option, but not a premium top of the market offering.

The Ngage platform is stronghold of most Nokia S60 devices, and not just a premium device feature. The Nseries is satisfied to make a good showing, but manages to avoid the medal standings at most comparisons. Nokia seems intent on making the Nseries a mainstream brand.

The N96 is a fine smartphone indeed. It can hold its own with the best devices out there. But if you want the best device of a certain feature, there are many options you'll find more appealing when seeking a segment leader.

This is the main caveat many gadget freaks and Nseries purists have about Nokia's latest flagship. Nseries flagship owners are spoiled, used to buying with confidence their device is the cream of the crop, like a Ferrari or BMW owner is confident they command the highest grade performance autos available.

A market exists for the gadget enthusiast, techie, or mobile power user who wants the best without compromise, and increasingly, that consumer is choosing devices other than an Nseries for the first time since the Nseries was introduced.

Some of the devices the N96 supposedly supplanted are better equipped in some aspects. I don't expect large sales volumes or the major phenomenon caused by the past 3 generations of Nseries flagships. The Nseries standard has always existed high amongst the clouds, but suddenly, the competition has learned to fly alot higher.