Less than a year after Nokia’s release of the N-Gage platform, Nokia is ramping up the release of the N-Gage QD. At their press conference and throughout my interview with Nokia, they admit they have made some mistakes; particularly with the hardware side. However, the number one cellular phone maker is not one to shy away from challenge. Compelling software, improved hardware and integrated wireless capabilities are part of Nokia’s aim for the future.
When I spoke with Nokia’s Canadian game producers and carrier relationship managers, they told me what differentiates the N-Gage and its competitors is that wireless is persistent. By tapping into the cellular network, they are able to bring gamers in from around the world right out of the box. Furthermore, through the use of the N-Gage Arena portal, communities will flourish. The Arena allows players to match up, find each other for gaming and as time goes on, new enhancements will be made.
I also raised the issue of competing cellular phone titles from companies like JAMDAT are also working through cellular portals for distribution of games. Wouldn’t the retail products for N-Gage be a conflict of interest for carriers? Apparently that’s not the case. N-Gage titles are more sophisticated as games like Pathway to Glory illustrate. The SDK released by Nokia enables developers to harness the hardware of the N-Gage platform. Nokia also added to its lineup announcements for a racing title called Glimmerati. The role-playing game Rifts is another addition. These titles are too large for download through cellular networks. They require memory cards, 16MB or even up to 128MB of data.
Speaking of software, Nokia has announced a partnership with Atari. Driv3r and Civilization are two titles that are going to be developed for N-Gage in 2004 to 2005. Nokia’s own flagship title is Glimmerati while work on Pathway to Glory continues. Pocket Kingdom from Sega promises to be the first massively multiplayer mobile title. And Electronic Arts will be gracing the platform with SSX Out of Bounds and Fifa 2005. These titles have been announced in addition to popular titles like Ghost Recon: Jungle Storm and The Sims Busting Out.
Clearly, where cellular phones flourish, there is a great appetite for the N-Gage. In Europe, the N-Gage is far more popular than it is in North America. The consumer base is used to the micro-transactions charged by a carrier. They sent text messages and do more things with their phone. Game playing is but one of those activities. Nokia believes the N-Gage serves a purpose with casual gaming. When you only have a few minutes or half an hour, the N-Gage will fit that requirement better than booting up your PC or rushing off to find a console and television.
In the cellular world, things change at a rapid pace. Products can be introduced at the beginning of the year and become run of the mill or even obsolete in the next. Such is the nature of the business. On the other hand, in the gaming world, people are committed to platforms for the unwritten rule of five years. Even home PCs are around for an average of two years before an upgrade. With Sony tossing out plans for ten year platform commitments, the N-Gage QD is a ferociously quick update to the original product. Luckily, Nokia is guaranteeing backwards compatibility with the original N-Gage. Where possible, they will also work with carriers to introduce upgrade plans and furthermore, they are trying to price the item correctly; from $99 to $199 depending on the cellular plan adopted.
Perhaps the one most important thing about Nokia’s approach to the games business is their openness to suggestions. Their press conference ended with a request for more ideas and feedback. This attitude appears to pervade throughout whole of Nokia; not just with games. And with the QD, they appear to be listening and rapidly revamping their strategy to meet the consumer market’s needs. If anyone has learnt anything from the recent show The Apprentice, listening to the customer is an important ingredient of success.
