Nokia's 5800 XpressMusic has sold fairly well, but where does Nokia go from there? Well, you're about to find it out.
Coated with a special humidity-resistant plastic and preloaded with a
thermometer/hygrometer application, this is aimed squarely at the
consumer market.
After a successful launch of the 5800 XpressMusic, All About Symbian
can exclusively reveal Nokia's future plans for the big-selling handset. The Nokia 5800 Sauna Edition in a specially-constructed test room (Lapin Kulta is a Finnish beer often drunk after sauna) Nokia 5800 Sauna Edition PreviewAll About Symbian has had exclusive access to an upcoming new
refresh of a familiar model, and we now bring you our initial thoughts
based on spending a few hours using it at Nokia's Consumer Innovations
research facility in Finland.
The Nokia 5800 Sauna Edition is
the first variant of the popular 5800 XpressMusic, and uses the same
basic hardware but with a new anti-humidity case coating and a built-in
thermometer/hygrometer application known as Nokia Löyly.
The
initial development of the 5800 SE was led by Dr. Huhtikuun Ensimmäinen
of Nokia's Consumer Innovations Unit in the Finnish university town of
Hölmölä. Here's an excerpt from what Dr. Ensimmäinen had to say to us
(the full audio version will be available in our next podcast):
"Well,
you know, we like to be not just competing with rivals but being the
first to find new market segments and device classes. If you look at
the history of mobile device development, every decade we have seen the
market change completely: during the 1980s carphones were used mainly
by company executives and emergency services, in the 1990s phones
became pocket devices bought by a more mainstream audience, and in the
2000s we've seen multimedia and computing become important factors in
mobile device usage."
"But we anticipate that during
the 2010s the mobile world will move towards a more consumer-oriented
approach, where phones are interacting with everyday devices like
fridges, microwaves, television sets, washing machines and so forth. If
you are in the supermarket and forget what you need to buy, you should
be able to phone your fridge to ask it if you need some milk. That's
just one example, and many other companies have had similar ideas. What
we want to do with the Nokia 5800 Sauna Edition is to do something in
this area which is truly new, something which absolutely no one has
done before, and that's a phone built for use in a sauna."
"Some
might think this is too specialised for a global audience. But (the)
sauna is of course popular not just in Finland, but also across the
Nordic region, central Europe and other key areas such as the
fast-growing Russian market too. And anyone who's seen the Blues
Brothers film knows that there's a sauna market even in the United
States (incidentally, that scene inspired our Gaming Unit's famous Sauna Talk videos)."
"So,
here we have the 5800 Sauna Edition, heat resistant up to 120 degrees
celsius and able to work without problems in a typical sauna humidity.
We have included a thermometer/hygrometer application so you can follow
the progress of your sauna, but the real innovation here is our work on
the casing. The Sauna Edition's casing is coated with a special
organically-derived plastic which allows radio signals to move
unimpeded but blocks 99.99% of all humidity from entering. This coating
took us a very long time to develop, and it was only when Nokia France
sent us a sample of flexible plastic based on fish oil that we made the
real breakthrough. The oil comes from a particular French fish can only
be caught in early spring, so it was often overlooked by companies
looking to develop organic-derived specialist plastics. We've managed
to synthesise an artificial version so supply is no longer a problem."
"And no, your phone will not smell of fish!" jokes Dr. Ensimmäinen. Even the Americans appreciate a good sauna All About Symbian's thoughts on the 5800 SENo decisions on a release date for the 5800 SE have been made yet,
but the plan is for the sales package to come with cross-promotional
vouchers for various sauna-related consumer products such as
aromatherapy oils and local brands of lager. An "Apres Sauna" recipe
book is also apparently in development and will be included in the box.
In another innovative move, this device may be sold through unusual
sales channels such as health spas.
As the mobile device market
is predicted to commoditise over the next 10 to 20 years there will be
an imperative to expand into new territory to maintain growth
prospects. Ovi indicated a move into internet services, and the Sauna
Edition may be the first part of a more Consumer Electronics oriented
pillar added to this diversification strategy.
Using the 5800 SE
is no different to using the 5800 XpressMusic, though of course if you
use the SE in a sauna you will have to regularly wipe away the screen
humidity. One concern we have is the heat of the device, as even if
it's working correctly it tends to absorb so much heat that it becomes
uncomfortable to hold, but Dr. Ensimmäinen assures us that this will be
solved in time for release through a separate phone holder accesory
included in the sales package.
The 5800's coating doesn't feel
much different to the normal 5800, just a little more slippery. We took
some photos of an SE alongside a normal 5800 for comparison. The
coating is JUST visible if you put your eyes very very close to the monitor: Thin but effective: The picture on the left shows the coated 5800, while on the right is the uncoated 5800 Nokia Löyly (the thermometer and hygrometer app) worked without
a hitch in our tests, correctly matching the readings on the
conventional meters attached to the wall. In the real world most saunas
do not have good lighting inside, so a backlit phone-based meter app
clearly offer a potential advantage over traditional sauna meters.
There
have apparently been talks with sauna manufacturers (Finland is of
course a major player in the field) and there are tentative proposals
to make a Bluetooth-compatible sauna stove which will adjust its
temperature automatically according to your personalised settings on
the 5800 SE. There may even be a follow-up stove which can be activated
through a home Wi-Fi internet connection, so for example you could
switch on the sauna through your 5800 SE while away from home, and have
it heated up and ready to be used as soon as you get home.
To finish this preview, here is another excerpt from our upcoming podcast interview with Dr. Huhtikuun Ensimmäinen:
"You
know, Finland is a small country, not everyone knows we exist! But our
word "Sauna" has somehow made it into languages around the world, and
now so has "Nokia". So we thought it was time to combine those two
words. Of all the successful Finnish concepts over the years, the sauna
is the one that has lasted longest. We feel that it would be stupid not
to try and capitalise on that."
"This is a golden opportunity. What would we be if we DIDN'T try to make a sauna phone? We would be fools!" says Dr. Ensimmäinen with a wry smile.
This prototype Sauna Edition
unit still has the XpressMusic branding, but the retail versions will
feature a special Sauna Edition logo and colour scheme.
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