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Launching in China opens up a number of interesting dynamics. Unlike the markets in Europe and North America, the Chinese market is one that is still going through its growth phase. Re-establishing ‘brand Nokia’ is going to be easier here than it would be in the saturated citadels where Nokia once ruled. It also keeps supply lines relatively short from the production facilities, and using a single retailer reduces the demand on logistics for HMD, which is still a company in start-up mode.
The Nokia 6 is clearly playing in the mid-range market. Shipping with a SnapDragon 430 system-on-chip is not going to set the world alight in terms of performance but the chipset should be able to hold its own against handsets at a similar price to the Nokia 6’s 1699 Yuan ($245). Leaning on the Nokia brand, pairing up with Dolby to use its Atmos sound processing, and promoting the use of an aluminium unibody all tie in with a mid-range handset that punches above its weight… all of which tie in with the values many expect from the Nokia brand name.
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