N-Gage II: Exclusive details - One Question Remains
Nokia plays its card - redesign born...
Confirming the widespread speculation of the past few weeks, Finnish cellular giant Nokia previewed a re-designed version of its oft-mocked N-Gage mobile phone-cum-games console in London today.
The updated device carries the name N-Gage QD and represents what is arguably the most curious new product to be released into the games arena for some time. Essentially, the QD is the original N-Gage unit in a new shell and with certain funtionality removed. In news that staggered attendees at today's conference, Nokia's Senior Vice President of Games, Ilkka Raiskinen, announced that all radio function has been stripped, as has the ability to play MP3 files out-of-the-box. It was pointed out that MP3 software would be available for the phone via the Internet.
The essential update to the hardware set comes with the ability to install game cards without the need to break down the handset and remove the battery, as the previous version required. Instead cartridges are now inserted via a convenient slot in the head of the unit. Interestingly, each game card will have individual security encoding. Another augmentation is a tick button which enables users to switch between gaming and standard phone functions at speed.
However, the question on everyone's lips was 'why this update and why show it now?' The QD will be more expensive than the existing machine, with the planned range of prices expected to be from €99/$99 with contract to €199/$199 as an unsubsidised, untaxed retail price. Which again doesn't sit comfortably with the fact that QD offers less than the original, though arguably is better thought out.
Speaking to us today, a Nokia source, when questioned about the timing and motivation for the announcement, was unable to give any clear insight other than what is becoming standard rehashed Microsoft spew from the early days of the Xbox. "We're the new kids on the block, so of course we are going to listen to feedback from consumers," we were told. "There was a need for the ability to easily swap the cards, so that's what we've done." This seems somewhat naive. Of course there will be issues with any emerging technology, that's the nature of the business. But to apply the quick-shift policies and practice of the mobile phone industry to a gaming-driven device (at least in terms of brand focus and marketing spend) seems an absurd, possibly disastrous logic-leap. Although the life-cycle of a modern day console can surpass the golden decade point, it is clear that some balance must be made with the fact that the N-Gage is also a phone and so is part of one of the fastest moving consumer sectors we have ever seen. It is perhaps this key element that has been overlooked by Nokia as it eyes the massive revenues across the games industry.
"What do you think we should have done?" the Nokia representative asked us. We answered that in the first place, more hardware consultation with gamers and the industry should have been carried out. We then stated that Nokia should have seen out the life of the original unit giving at least a year on open sale. Then, a full update, complete with new, non-generic technologies should have been released. "It makes sense," conceded the man from Nokia.
Perhaps more concerning for Nokia is the rapidly expanding generational gap that is without question splitting open in front of its eyes. The GBA already has a massive installed base. This year will see the release of a new Nintendo machine, the Nintendo DS, essentially a twin-screened N64. Early next year will see the arival in the west of the PSP from Sony, a machine reporting to be "as close to a PlayStation 2 under the bonnet as it's possible to create". With this trio of powerhouse portables on the market, how can Nokia possibly hope to eke out a sustainable market for its N-Gage, which to all intents and purposes will be out of date within the year?
Another important observation to be made is that, away from the PR representatives and well-trained media executives, the whole N-Gage enterprise stinks of Dreamcast syndrome. Industry veterans will know this syndrome all too well, and its previous incarnations as the Jaguar syndrome, 32X syndrome, 3DO syndrome and so on. Staffers will happily roll their eyes at the task in hand, a task that appears less surmountable by the day.
The N-Gage project isn't doomed outright at this moment in time. There is scope for a device that offers what Nokia's does in the market right now. If the technology is made bespoke to the unit, massively upgraded, and the firm can convince a cynical press and consumer base that the time for splitting their portable gaming and cellular requirements has elapsed - a truly massive task in itself - there may be hope for the project. As it stands, things look decidedly bleak.
The N-Gage QD game deck is expected to be available in May 2004 for Europe, Africa and Asia Pacific and in June 2004 for the Americas.
The updated device carries the name N-Gage QD and represents what is arguably the most curious new product to be released into the games arena for some time. Essentially, the QD is the original N-Gage unit in a new shell and with certain funtionality removed. In news that staggered attendees at today's conference, Nokia's Senior Vice President of Games, Ilkka Raiskinen, announced that all radio function has been stripped, as has the ability to play MP3 files out-of-the-box. It was pointed out that MP3 software would be available for the phone via the Internet.
The essential update to the hardware set comes with the ability to install game cards without the need to break down the handset and remove the battery, as the previous version required. Instead cartridges are now inserted via a convenient slot in the head of the unit. Interestingly, each game card will have individual security encoding. Another augmentation is a tick button which enables users to switch between gaming and standard phone functions at speed.
However, the question on everyone's lips was 'why this update and why show it now?' The QD will be more expensive than the existing machine, with the planned range of prices expected to be from €99/$99 with contract to €199/$199 as an unsubsidised, untaxed retail price. Which again doesn't sit comfortably with the fact that QD offers less than the original, though arguably is better thought out.
Speaking to us today, a Nokia source, when questioned about the timing and motivation for the announcement, was unable to give any clear insight other than what is becoming standard rehashed Microsoft spew from the early days of the Xbox. "We're the new kids on the block, so of course we are going to listen to feedback from consumers," we were told. "There was a need for the ability to easily swap the cards, so that's what we've done." This seems somewhat naive. Of course there will be issues with any emerging technology, that's the nature of the business. But to apply the quick-shift policies and practice of the mobile phone industry to a gaming-driven device (at least in terms of brand focus and marketing spend) seems an absurd, possibly disastrous logic-leap. Although the life-cycle of a modern day console can surpass the golden decade point, it is clear that some balance must be made with the fact that the N-Gage is also a phone and so is part of one of the fastest moving consumer sectors we have ever seen. It is perhaps this key element that has been overlooked by Nokia as it eyes the massive revenues across the games industry.
"What do you think we should have done?" the Nokia representative asked us. We answered that in the first place, more hardware consultation with gamers and the industry should have been carried out. We then stated that Nokia should have seen out the life of the original unit giving at least a year on open sale. Then, a full update, complete with new, non-generic technologies should have been released. "It makes sense," conceded the man from Nokia.
Perhaps more concerning for Nokia is the rapidly expanding generational gap that is without question splitting open in front of its eyes. The GBA already has a massive installed base. This year will see the release of a new Nintendo machine, the Nintendo DS, essentially a twin-screened N64. Early next year will see the arival in the west of the PSP from Sony, a machine reporting to be "as close to a PlayStation 2 under the bonnet as it's possible to create". With this trio of powerhouse portables on the market, how can Nokia possibly hope to eke out a sustainable market for its N-Gage, which to all intents and purposes will be out of date within the year?
Another important observation to be made is that, away from the PR representatives and well-trained media executives, the whole N-Gage enterprise stinks of Dreamcast syndrome. Industry veterans will know this syndrome all too well, and its previous incarnations as the Jaguar syndrome, 32X syndrome, 3DO syndrome and so on. Staffers will happily roll their eyes at the task in hand, a task that appears less surmountable by the day.
The N-Gage project isn't doomed outright at this moment in time. There is scope for a device that offers what Nokia's does in the market right now. If the technology is made bespoke to the unit, massively upgraded, and the firm can convince a cynical press and consumer base that the time for splitting their portable gaming and cellular requirements has elapsed - a truly massive task in itself - there may be hope for the project. As it stands, things look decidedly bleak.
The N-Gage QD game deck is expected to be available in May 2004 for Europe, Africa and Asia Pacific and in June 2004 for the Americas.
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