This weekend my family visit turned out in an unexpected reality check. Meeting up with my brothers-in-law who actually are quite tech savvy, it appeared they had actually never heard of the Nokia 808 PureView. Not even vaguely.
We always talk about the newest smartphones, and I joked my newest device was still on Symbian. They were surprised, knowing that Nokia changed to the Windows Phone platform. Did I get an old one, for sentimental reasons? Eh, no, I got the Nokia 808 PureView, the one with the brilliant camera.
They laughed: “sure, one with 21 Megapixels, haha“!
“No”, I replied, not sure whether they were making fun of me: “actually it’s 34 or even 38 MP in full resolution”.
One looked at me, suddenly unsure if I was making fun of him: “38? Marc… you’re kidding me, right?”
The other one shook his head, sure I couldn’t be serious.
Than I showed them the Nokia 808 PureView, demonstrated it, gave a short lecture about the difference between full resolution and PureView technology, showed what pixel oversampling can do, made some amazing macro shots and a macro video (below, zooming in at very close range in 360p), and also showed them some of what I collected on Flickr and Youtube.
It completely blew them away.
One of them tested the device himself, and after he found it quite easy to use he dropped the big question: “why on earth didn’t I know about this? Is Nokia even trying to sell this thing?”
That was my reality check: here in the PureViewClub and in the Forum, we´re surrounded by people who know very well what PureView is all about.
Some of us have strong opinions to the kind of PureView the Lumia 920 will offer – and although I think people will love better lighting and OIS, I guess we all feel that the Nokia 808 PureView will be the best device for serious photography until Nokia comes with the next version combining both kinds. We can share those thoughts with each other and think it’s common knowledge.
But out there, in the real world, this amazing piece of hardware appears to be as good as unknown. There are no commercials bragging about its amazing capacities. Many bloggers had the chance to work with it and write a raving review, yet, I see no banners of any kind on any site, telling visitors to get their hands on the Nokia 808 PureView themselves.
Even in dedicated stores, I don’t see any poster about it, no store is actually promoting it in any way. I see several lonely Nokia 808′s waiting in their boxes for the customer that knows exactly what he or she wants. There’s not a shop assistent even trying to sell it to anyone.
True, there have been some video’s on Nokia’s YouTube channel about the Nokia 808 PureView. The last one is “Tip part 4: how to capture HD video with Nokia Rich Recording” and it was published july 6 (!). The last video you could consider as a commercial (“See the full picture with the Nokia 808 PureView“) dates from june 26. That’s almost 3 months ago… Why?
Recently Nokia has used the Nokia 808 PureView to shoot a video about a new accessory with it, the one about the Nokia X Burton insulator case:
But there is NO campaign whatsoever to actually inform the general consumer about the truly amazing innovation Nokia has made such a big impression with during the Mobile World Congress in Barcelona (february), and that has won so many important awards since. None at all, not as far as I can see. And it doesn’t look like we can expect any campaign anytime soon, not with the Nokia Lumia 920 heading our way. The Nokia 808 Pureview is becoming the ugly duckling of smartphones whereas in reality it is a beautiful, impressive swan.
Sure, I completely understand that Nokia wants to get full attention for the Lumia 920. But why not take the opportunity at the same time to prove you really have this incredible innovative power? Just because it runs on the platform that once made you world leader? The abandoned platform that is getting better every update? Some people still love Nokia Belle, others will prefer the camera over the platform.
Or has someone proven that you can’t expect a return on investment of a campaign promoting the Nokia 808? Could the demand be that low indeed? Than why produce it at all? I guess I just don’t get it. When you have some intelligent thoughts on the subject – other than simply blaming Stephen Elop for it once more – don’t hesitate to share them below.