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The Nothing phone (3rd).
Nothing
Barcelona – The British Startup smartphones nothing on Tuesday debuted a new phone that hopes to shake the mobile industry of a deceleration of perceived innovation.
Nothing launched its new telephone device (3A), a budget telephone that comes with an unusual design with multiple different forms and the so -called “glyph” lights on the back that light up to pre -established call tones and notification sound effects.
The telephone (3A) is sold at an initial price of £ 329, or around $ 414, while the telephone (3A) PRO, an improved version of the device with better camera features, will begin in £ 449.
The Nothing Brand brand was founded in 2020 by Carl Pei, co -founder of the Chinese brand of smartphones OnePlus, with the aim of Bring some “warmth” to consumer technological products.
“In the past, people were very optimistic about technology. But now people are indifferent. And there must be a way to break the cycle,” Pei told CNBC in an interview in 2021.
The former PEI company, OnePlus, won some cult in its early days, thanks to its focus on designing slide and affordable Android phones and obtaining buzzing through unconventional marketing tactics.
PEI seems to be shooting for the same type of attraction with nothing. At the launch of Phone (3rd), nothing took out a video That represented a humanoid robot, made by the Norwegian startup 1x, unpacking the device and holding it.
‘Sea of the similarity of smartphones’
Ben Wood, chief analyst of the CCS Insight market firm, did not applaud anything for “trying to do something different” to combat what he called the “sea of equal phones.”
“In a nutshell, if you want to sell phones in this more affordable segment, you must have something that stands out between the crowd,” Wood told CNBC.
The telephone (3A) has a triple camera system on the back, which includes a main 50 megapixel lens with optical image stabilization to avoid smoothies and drunk Sony.
Gears are sent with Qualcomm’s Snapdragon 7s Gen 3 processor for smartphones. That marks a change of the Pro Medatek Dimensity 7200 Pro chipset, which nothing used on his phone (2a) last year.
How well will it be sold?
In addition to an ingenious design and impressive characteristics of the camera, there is no horrible lot that separates the phone (3A) from most other phones. It is similar to an iPhone and offers exactly what I would expect from many other phones available in the market at this time.
In terms of units sales expectations, Wood said that nothing has the type of scale to sell millions of phones such as some of its largest competitors, including Apple and Samsung, and that “hundreds of thousands of units” would be considered a success for sales of their latest product.
“Nothing has a business in which they manage a Lean organization and have to do it to have a viable business,” Wood said. Nothing says that it has sold more than 7 million products to date, including its wireless ear headphones, with cumulative income that exceeds $ 1 billion in 2024.
Wood argues that nothing will have to be “extremely competitive in prices” given how much is addressed to the Indian market too. In January, Pei said nothing was the fastest growing smartphone brand in India, achieving a growth of 557% year after year in 2024.
In particular, nothing said that its most expensive phone model (3A) will not be available for orders in India. The co -founder of the company, Akis Evangelidis, plans to move to India to direct the operations there at the end of this year.
