{"page":"\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/resources-572d6a42.css\" /\u003e\n\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/lp_boclips_stylesheets-f4d0de30.css\" media=\"all\" /\u003e\n\u003cdiv data-title='Could Nokia and BlackBerry retake global smartphone market?' data-url='/boclips/videos/5c54d329d8eafeecae1e78dd' data-video-url='/boclips/videos/5c54d329d8eafeecae1e78dd' id='bo_player_modal'\u003e\n\u003cdiv class='boclips-resource-page modal-dialog panel-container'\u003e\n\u003cdiv class='react-notifications-root'\u003e\u003c/div\u003e\n\u003cdiv class='rp-header'\u003e\n\u003cdiv class='rp-type'\u003e\n\u003ci aria-hidden='true' class='fai fa-regular fa-circle-play'\u003e\u003c/i\u003e\nVideo\n\u003c/div\u003e\n\u003ch1 class='rp-title' id='video-title'\u003e\nCould Nokia and BlackBerry retake global smartphone market?\n\u003c/h1\u003e\n\u003cdiv class='rp-actions'\u003e\n\u003cdiv class='mr-1'\u003e\n\u003ca class=\"btn btn-success\" data-posthog-event=\"Signup: LP Signup Activity\" data-posthog-location=\"body_link_boclips\" data-remote=\"true\" href=\"/subscription/new\"\u003e\u003cspan\u003e\u003cspan\u003eGet Free Access\u003c/span\u003e\u003cspan class=\"\"\u003e for 10 Days\u003c/span\u003e\u003cspan\u003e!\u003c/span\u003e\u003c/span\u003e\u003c/a\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-body'\u003e\n\u003cdiv class='rp-info'\u003e\n\u003cdiv aria-label='Hide resource details' class='rp-hide-info' role='button' tabindex='0'\u003e\u0026times;\u003c/div\u003e\n\u003ci aria-label='Expand resource details' class='rp-expand-info fai fa-solid fa-up-right-and-down-left-from-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003ci aria-label='Compress resource details' class='rp-compress-info fai fa-solid fa-down-left-and-up-right-to-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003cdiv class='rp-rating'\u003e\n\u003cspan class='resource-pool'\u003e\n\u003cspan class='pool-label'\u003ePublisher:\u003c/span\u003e\n\u003cspan class='pool-name'\u003e\n\u003cspan class='text'\u003e\u003ca data-publisher-id=\"30356011\" href=\"/search?publisher_ids%5B%5D=30356011\"\u003eCurated Video\u003c/a\u003e\u003c/span\u003e\n\u003c/span\u003e\n\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-description'\u003e\n\u003cspan class='short-description'\u003eLEAD-IN:Nostalgia is set to be one of the main themes at Mobile World Congress in Spain, as phone brands Nokia and BlackBerry make highly-anticipated returns.But is there room for two old names in an already crowded smartphone...\u003c/span\u003e\n\u003cspan class='full-description hide'\u003eLEAD-IN:Nostalgia is set to be one of the main themes at Mobile World Congress in Spain, as phone brands Nokia and BlackBerry make highly-anticipated returns.But is there room for two old names in an already crowded smartphone market?STORY-LINE:The past is calling at Mobile World Congress in Spain.Former market-leading brands, Nokia and BlackBerry are set to return to the world's leading mobile industry event having been licensed to other companies.Helsinki-based Nokia, once the world's No.1 mobile phone maker, sold off its ailing cellphone division to Microsoft in 2014.Another Finnish company HMD Global secured Nokia brand licensing rights late last year.Canada-based BlackBerry announced last September plans to stop making its signature smartphones internally.Instead, the development of BlackBerry-branded phones would be left to its partners.BlackBerry devices were popular for nearly a decade. Users couldn't part with them, leading to the term 'CrackBerry.' But with the introduction of the iPhone in 2007, Apple showed that phones could handle more than just emails and phone calls.\"The market leaders ten years ago were too slow to respond to the threat of Android and Apple,\" says Ian Fogg from IHS Markit.\"They looked at it and they said; 'These platforms are not as good at things that we think consumers care about.' What happened was Apple and Google's Android did other things so much better that they were compelling for users, people started buying them and then the areas where they weren't as good, as a Nokia or a Blackberry, improved over time and then surpassed those platforms.\"While BlackBerry concentrates on growing its software business, China-based TCL Communication is hoping there's still some nostalgia for the keyboard-equipped phones.\"It's much harder for them to build up their own brand in the western world and competing with strong brands which are already well-known in the western world, like Samsung, like LG and so on,\" says Shu On Kwok from Android Pit technology news website.\"So why not just take a bag of money and licensing other well-known brands in the western world to go two steps further with their products?\"Fogg says that in an already crowded global smartphone market - where devices are increasingly similar-looking - brand is everything.\"When it's hard to differentiate products, brand becomes important,\" he says.\"The smartphone market is becoming more like soap powder, where branding is very important. It's becoming more like an FMCG (Fast-Moving Consumer Goods) market and that's why brand is so important.\"Finnish brand Nokia was once known for sturdy phones with long battery life and high-pitched ring tones.\"For all those people who knew the brand from the past, when they were successful, it's some kind of nostalgic retro feeling,\" says Shu On Kwok.\"And everybody is some kind of excited; 'Oh, will I be able to play the original Snake on my smartphone again? And will it have the build quality it used to from the Nokia smartphones in the past?' But there's a big problem for Nokia, that the younger audience, the younger consumers don't know the brand Nokia.\"Chinese communications company TCL showed this BlackBerry-branded smartphone in January at the Consumer Electronics Show in Las Vegas.While TCL did not release any details on the device, it's widely expected to be named 'Mercury', the last phone designed and engineered in-house by BlackBerry.What's clear is the trademark physical keyboard has remained.\"There's a tradeoff that's made if you build a mechanical keyboard, you have to allocate size, weight and space to that keyboard design,\" says Fogg.\"The benefit for Blackberry now, or TCL, is virtually no-one makes a smartphone with a physical keyboard, so even if there's only a small market opportunity, there's no-one else serving that today.\"One tech maker definitely not expected to unveil a new smartphone at Mobile World Congress is market leader Samsung.In late January, the South Korean company said it would delay the launch of its next Galaxy phone -the Galaxy S8, usually launched in February. \"I think it will take a long time to do these quality assurance stuff and that's why they postponed the S8,\" says Shu On Kwok.\"They have to do that to get the trust of the loyal Samsung buyers back and all the Samsung smartphone users out there. \"The S8 is the flagship smartphone. It is their, you can say, some kind of cash cow for Samsung Mobile. And they have to make sure that never again this kind of battery disaster happens again.\"Mobile World Congress, the world's leading mobile industry event, runs 27 February - 1 March in Barcelona, Spain.Over 2,200 exhibitors are expected to showcase new technologies and products.Helsinki, Finland - 2001++4:3++1. Mid of three girls with cell phoneUPSOUND: ringtone2. Various of Nokia phonesParis, France - 21 June 2007++4:3++3. Tilt up of BlackBerry phones on display in shop4. Various of BlackBerry phonesBarcelona, Spain - 22 February 2016++16:9++5. Close of man taking photo of Sony Xperia X smartphone6. Mid of woman using Xperia X smartphone 7. Wide pan left of MWC show floor8. Mid of man taking photo of Sony Xperia X smartphone London, UK - 23 February 20179. SOUNDBITE (English) Ian Fogg, Senior Director Mobile and Telecom, IHS Markit:\"The market leaders ten years ago were too slow to respond to the threat of Android and Apple. They looked at it and they said; 'These platforms are not as good at things that we think consumers care about.' What happened was Apple and Google's Android did other things so much better that they were compelling for users, people started buying them and then the areas where they weren't as good, as a Nokia or a Blackberry, improved over time and then surpassed those platforms.\"Barcelona, Spain - 22 February 201610. Close of Lenovo Vibe logo, pull out to Lenovo booth11. Close of Lenovo Vibe K5 Plus12. Low shot of people using Lenovo Vibe K5 PlusBerlin, Germany - 23 February 201713. Setup shot of Shu On Kwok, Deputy Head of Content at Android Pit technology news website, walking in office14. SOUNDBITE (English) Shu On Kwok, Deputy Head of Content at Android Pit technology news website:\"It's much harder for them to build up their own brand in the western world and competing with strong brands which are already well-known in the western world, like Samsung, like LG and so on. So why not just take a bag of money and licensing other well-known brands in the western world to go two steps further with their products?\"Barcelona, Spain - 22 February 201615. Various of MWC showfloorLondon, UK - 23 February 201716. SOUNDBITE (English) Ian Fogg, Senior Director Mobile and Telecom, IHS Markit:\"When it's hard to differentiate products, brand becomes important. The smartphone market is becoming more like soap powder, where branding is very important. It's becoming more like an FMCG (Fast-Moving Consumer Goods) market and that's why brand is so important.\"Helsinki, Finland - 2001++4:3++17. Zoom out from Nokia phone18. Pan right of phones in display cases19. Various close shots of Nokia phonesBerlin, Germany - 23 February 2017++16:9++20. SOUNDBITE (English) Shu On Kwok, Deputy Head of Content at Android Pit technology news website:\"For all those people who knew the brand from the past, when they were successful, it's some kind of nostalgic retro feeling. And everybody is some kind of excited; 'Oh, will I be able to play the original Snake on my smartphone again? And will it have the build quality it used to from the Nokia smartphones in the past?' But there's a big problem for Nokia, that the younger audience, the younger consumers don't know the brand Nokia.\"Paris, France - 21 June 2007++4:3++21. Various close shots of people using Blackberry phones in shopLas Vegas, US - 6 January 2017++16:9++22. Various of new Blackberry phone, will be released under licence by Chinese communications company TCL London, UK - 23 February 201723. SOUNDBITE (English) Ian Fogg, Senior Director Mobile and Telecom, IHS Markit:\"There's a tradeoff that's made if you build a mechanical keyboard, you have to allocate size, weight and space to that keyboard design. The benefit for Blackberry now, or TCL, is virtually no-one makes a smartphone with a physical keyboard, so even if there's only a small market opportunity, there's no-one else serving that today.\"Berlin, Germany - 2 September 201624. Various of Samsung Galaxy Note 7 on display at IFA technology show in Berlin Berlin, Germany - 23 February 201725. SOUNDBITE (English) Shu On Kwok, Deputy Head of Content at Android Pit technology news website:\"I think it will take a long time to do these quality assurances stuff and that's why they postponed the S8. They have to do that to get the trust of the loyal Samsung buyers back and all the Samsung smartphone users out there. The S8 is the flagship smartphone. It is their, you can say, some kind of cash cow for Samsung Mobile. And they have to make sure that never again this kind of battery disaster happens again.\"Barcelona, Spain - 24 February 201726. 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