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Will Windows 10 On ARM Finally Materialize?

December 9, 2016 by  
Filed under Computing

Microsoft dropped a bomb on December 7th.  At WinHEC it announced that the Next generation Qualcomm Snapdragon processors have full Windows 10 support. Yes, this time, they will run every Windows X86 application via an emulator.

It looks like 2017 will be a fun year. Qualcomm,  all of a sudden got support for Windows 10 on its mobile computing devices. This will enable new anytime, anywhere connected device form factors. What Qualcomm and Microsoft are trying to say is that you can expect some tablet/notebook devices powered by SoCs that aren’t coming from Intel nor AMD.

This will help the synergy between mobile devices and computers and may well be the right way to do the Windows “continuum” in the right way.

The Windows 10 devices powered by Snapdragon are expected to support all aspects of Microsoft’s latest operating system including Microsoft Office, Microsoft Edge browser, Windows 10 gaming titles like Crysis 2 and World of Tanks, Windows Hello, and touchscreen features like Windows Pen. Qualcomm Snapdragon powered devices are expected to support Universal Windows Platform (UWP) apps and Win32 apps through emulation, providing users with a wide selection of full featured applications. There is no label but most things should work, if not all of them.

This is definitely better than Windows RT, when Microsoft tried to develop Windows on ARM – a platform that simply confused the market as it would not run X86 applications. Now that problem is solved.

Terry Myerson, executive vice president of the Windows and Devices Group at Microsoft said:

“We are excited to bring Windows 10 to the ARM ecosystem with our partner, Qualcomm Technologies, We continue to look for ways to empower our customers to create wherever they are. Bringing Windows 10 to life with a range of thin, light, power-efficient and always-connected devices, powered by the Qualcomm Snapdragon platform, is the next step in delivering the innovations our customers love – touch, pen, Windows Hello, and more – anytime, anywhere.”

Cristiano Amon, executive vice president, Qualcomm Technologies, Inc. and president, QCT said:

“Qualcomm Snapdragon processors offer one of the world’s most advanced mobile computing features, including Gigabit LTE connectivity, advanced multimedia support, machine learning and superior hardware security features, all while supporting thin, fan-less designs and long battery life. “With full compatibility with the Windows 10 ecosystem, the Qualcomm Snapdragon platform is expected to support mobility to cloud computing and redefine how people will use their compute devices.”

The first devices running the full Windows 10 experience based on Snapdragon processors are expected to be commercially available in the second half of 2017. From what we understand, this cooperation will not only include Snapdragon 835 and it looks like that all  future chips might end up getting  support for Windows 10. We will have to wait until  the second half of next year to see which will be the first company to launch a device powered by Snapdragon.

It will be interesting to see if that incurs a performance penalty for emulating the applications written for X86 on ARM architecture as emulation always cost you some performance. But Qualcomm and Microsoft would not go to this venture if it wasn’t something they could generally contribute to. This announcement has just put a lot of fuel to a Snapdragon 835 powered Surface phone, or at least a Surface device at some point.

We have a feeling that that might be Microsoft itself of one of the big OEMs think Dell, HP, Lenovo kind of customers.

 

Courtesy-Fud

Samsung Still Facing Challenges Recovering Galaxy Note 7 Phones

December 9, 2016 by  
Filed under Mobile

galaxy-note-7-recall-150x150Samsung’s recall of Galaxy Note7 smartphones because of exploding batteries remains a challenging task, and some users, for example, in Canada, are still not exchanging their devices for a refund or a different phone.

The South Korean company has decided to cut these phones from the network, adopting similar measures to those taken last month in New Zealand and earlier this month in Australia.

The company said Wednesday that starting Dec. 12, functional limitations on Note7 phones, including curbs on the battery charge, and Wi-Fi and Bluetooth disablement will be introduced in Canada.

From Dec. 15, customers still using the Note7 will no longer be able to connect to any Canadian mobile network service to make calls, use data or send text messages. Samsung said it had been able to secure nearly 90 percent of the Note7 devices that were brought into the Canadian market.

When Samsung announced in September a recall of the Note7 in tandem with Health Canada, a Canadian federal government department, it was said that about 22,000 of the recalled smartphones were sold in the country.

Samsung announced a global recall of the Note7 in early September after it found a “battery cell issue.” The U.S. Consumer Product Safety Commission on Sept. 15 announced a recall in the U.S. of about 1 million Note7 phones as it found that the lithium-ion batteries in the devices could overheat and catch fire. By Oct. 13, the CPSC expanded the recall to include replacement Note7 phones that Samsung had supplied to customers under the first recall as they too were found to have the battery problem.

The company also stopped production of the phones. It has yet to explain in detail what caused the batteries to explode. A recent report suggested that the phone design could compress the battery even during normal operation.

Samsung said on Dec. 1 that it was working with local carriers to disconnect from Dec. 15 Note7 phones that were still being used by customers in Australia. Note7 owners in the country responded well to the recall, but a small number of affected devices are still with them, the company said. Customers in New Zealand were to be disconnected from Nov. 18.

The Note7 recall has been both a public relations and financial debacle for Samsung. The company has reported that the third quarter revenue of its IT and Mobile Communications division was down 15 percent from the same period last year to 22.5 trillion Korean won (US$19.8 billion) while operating profit fell 95 percent to 100 billion won, as a result of the discontinuation of the Galaxy Note7.

Turner Broadcasting To Create Shows Exclusively For Snapchat

December 9, 2016 by  
Filed under Mobile

snapchat-150x150Turner Broadcasting System Inc will develop additional video content for mobile app Snapchat and team up with the social media company on advertising, Turner announced, as they expand a partnership to broaden their reach among millennials.

TV networks of the Time Warner Inc unit, including TBS and Adult Swim, will create original series exclusively for the unit of Snap, Inc, the broadcaster said in a statement.

The companies also renewed their March agreement for Snapchat to create Live Stories, collections of user-submitted photos and videos centered around a specific event, with sports shows from Turner. The shows include the National Collegiate Athletic Association (NCAAA) Division I Men’s Basketball Championship and the Professional Golfers’ Association (PGA) Championship.

Turner will lead sales efforts for Live Stories and shows, while Snapchat will take the lead for sponsorships on the Discovery channels.

Financial terms were not disclosed.

Turner formed the partnership with Snap in 2015, and forged links with other digital media companies, to court younger viewers who prefer mobile gadgets to television. Turner said its networks reach more than 75 percent of millennials each month, the same audience that Snapchat targets.

The partnership began with the launch of Snapchat’s Discover feature which allows companies to offer and manage their own content. The original channels included Turner’s CNN and Bleacher Report, a San Francisco-based sports news website.

Bleacher Report, which had been available worldwide except in the United States, France and Australia, will launch a U.S. Discovery channel on Jan. 4. CNN will increase its content on Discovery.

Snap has partnered with multiple traditional U.S. media companies, including Viacom Inc and Comcast Corp’s NBCUniversal, as it prepares to go public early next year.

This year Turner has also invested in digital media companies Mashable and Refinery29, and launched a digital video startup within CNN called Great Big Story.

Sony Plans To Release Six Smartphone Games Next Year

December 8, 2016 by  
Filed under Mobile

sony-smartphone-games-150x150Japan’s Sony Corp  will release as many as six mobile phone games in the next year, looking to build on its own gaming franchises success off of console rival Nintendo Co’s Pokemon GO.

The upcoming titles will free up some of Sony’s popular gaming franchises, such as Everybody’s Golf, from PlayStation consoles to make them available on Apple Inc’s  iOS and Google’s Android mobile platforms.

An aggressive push into the rapidly growing segment is seen as a necessity for Sony as its games unit has emerged as the group’s largest profit contributor following an overhaul of the group’s consumer electronics business.

Sony revealed on Wednesday a total of 10 mobile gaming titles it is working on, including those to be released in the financial year starting in April. The 10 titles include PaRappa the Rapper and Arc The Lad.

They will be available initially in Japan and eventually in other Asian countries, Tomoki Kawaguchi, executive director of Sony’s mobile gaming unit, told reporters.

The announcement comes before Nintendo debuts its game franchise Super Mario Bros on Apple’s iPhone next week.

While disappointing sales of Wii U consoles helped push Nintendo into mobile gaming, Sony has been a decisive winner in console gaming with over 40 million PlayStation 4 sales, almost double the sales of Microsoft Corp’s XBox One.

But Sony is facing the increasing threat from mobile in countries such as Japan, the world’s third largest game market where mobile gaming accounts for more than half of the $12.4 billion market, according to games research firm Newzoo.

Sony has launched some games for smartphones through its music entertainment unit but failed to fully introduce mobile gaming to its PlayStation business.

Analysts doubt Sony’s chances of major success in mobile gaming, citing a lack of powerful characters like Nintendo’s Super Mario and Donkey Kong, which have achieved widespread appeal globally.

Will Facebook Get Acquired By Evil Google?

December 8, 2016 by  
Filed under Around The Net

The word on the information street is that Google wants to buy Facebook. It is entirely speculative, but could have legs.

Information leaked suggests that talks are well advanced between the two companies.

Anecdotal evidence from many Facebook users suggests that talks are well advanced and the companies are already sharing experimental data, between themselves, of user data. Other sources suggest that Microsoft (Vole) is also interested in Facebook and, conversely, that Facebook is interested in buying Microsoft.

None of the companies cared enough to comment to Fudzilla at press time. 

Courtesy-Fud

Apple Watch Sales Off To A Strong Start During Holiday Season

December 7, 2016 by  
Filed under Consumer Electronics

apple-watch-2-150x150Sales of the Apple Watch to consumers racked up an impressive record during the first week of holiday shopping, and the current quarter is on track to be the best ever for the product, Apple Inc  Chief Executive Tim Cook told Reuters.

Cook said the gadget’s sell-through – a measure of how many units are sold to consumers, rather than simply stocked on retailers’ shelves – reached a new high.

Cook’s comments followed a report on Monday from technology research firm IDC estimating that the tech giant sold 1.1 million units of the Apple Watch during the third quarter of 2016, down 71 percent from the year-ago quarter. The comments offer a glimpse of the gadget’s performance during the holiday quarter, which is typically Apple’s strongest.

 “Our data shows that Apple Watch is doing great and looks to be one of the most popular holiday gifts this year,” Cook wrote.

“Sales growth is off the charts. In fact, during the first week of holiday shopping, our sell-through of Apple Watch was greater than any week in the product’s history. And as we expected, we’re on track for the best quarter ever for Apple Watch,” he said.

Cook did not respond to a request for specific sales figures for the gadget.

Apple has disclosed few details about the performance of the Apple Watch, its first new product released under Cook. The company has not broken out sales of the gadget in its earnings, instead lumping it into an “other products” category that includes devices such as the iPod and Apple TV.

Strong sales of the Apple Watch are to be expected during the holiday quarter as the gadget is a more natural gift than some of the company’s other products such as the iPhone or Mac computer, said analyst Bob O’Donnell of TECHnalysis Research. Apple also lowered the price of the gadget this year, potentially helping the holiday sales comparison, O’Donnell noted.

 

Smartphone-based Bank Number26 Expanding

December 7, 2016 by  
Filed under Mobile

number26-bank-150x150Mobile phone only bank Number26 is now offering its services in 17 countries in the euro zone, expanding from a smaller core of European markets it entered a year ago, it said on Tuesday.

The Berlin-based company is backed by Li Ka-shing, one of Asia’s richest men and Peter Thiel, a co-founder of PayPal and an early investor in Facebook, along with other investors including Berlin’s Earlybird Ventures and Zurich-based Red Alpine.

The company, which received its own banking license from German financial regulator Bafin this year, offers online accounts for cash withdrawals, savings and insurance services that users manage on their mobile phones.

 It currently counts 200,000 customers in 8 countries.

Without the expense of branches or legacy computer infrastructure and by relying on selective outsourcing, mobile-first banks can challenge established banks by promising lower lending rates and higher rates on savings.

Established banks have responded by plowing more money into upgrading their own computer systems, rolling out mobile apps of their own, closing retail bank branches and investing in fintech startups.

N26, which first launched in 2015 in Germany and Austria, then moved into Spain, France, Italy, Greece, Ireland and Slovakia, is now adding the Benelux countries, the Baltics, Finland, Portugal and Slovenia.

“We have built Europe’s most modern mobile bank,” Number26 Chief Executive and co-founder Valentin Stalf said in a presentation at the TechCrunch Disrupt London conference.

“We are getting closer to building a truly European bank.”

Will The TeraHertz Band Help Increase Wi-Fi Speeds

December 7, 2016 by  
Filed under Around The Net

teraResearchers have worked out a way to push Wi-Fi speeds to 34 Gbps using the TeraHertz band.

While greater bandwidth in the 300GHz and above band has been known for a while it is pointless because the range makes it a chocolate teapot.

Some researchers have managed to hit 100 Gbps but when it only works for a few centimetres it is not commercially viable.

Now boffins at the Tokyo Institute of Technology have got the technology to provide a great 34 Gbps speed with a decent range.

Naoto Oshimo, one of the scientists behind this latest test, said that “device performance is almost sufficient for short-distance wireless communication such as KIOSK downloads, which might be its first application”. By that they mean that they have managed 10 metres, almost OK for home use.

Oshimo believes that this technology will scale hugely in terms of the speed as well, and we could eventually be looking at topping the 1Tbps mark.

Courtesy-Fud

Helio Finally Launches X27 And The X23 SoCs

December 7, 2016 by  
Filed under Computing

MediaTek has announced two more Helio X20 series products – a Helio X27 and an X23 and as you can figure out from the names; Helio X27 is faster than the X25 while X23 is a bit slower. 

Helio X25 was the fastest deca-core 20nm SoC from MediaTek with three cluster designs and this SoC ended up in quite a few prominent China higher end phones including a few Meizu devices. But it looks like customers wanted a bit faster camera, SoC and GPU performance for its late 2016 early 2017 phones, the ones that will launch before the Helio X30 comes to market.

Jeffrey Ju, Executive Vice President and Co-Chief Operating Officer at MediaTek said: “The MediaTek Helio platform fulfills the diverse needs of device makers. Based on the success of MediaTek Helio X20 and X25, we are introducing the upgraded MediaTek Helio X23 and X27. The new SoCs support premium dual camera photography and provide best in-class performance and power consumption,”

The Helio X25 has two Cortex A73 cores clocked at 2.5 GHz, four Cortex A53 clocked at 2.00 GHz and last four Cortex A53 clocked at 1.55GHz. The Mali GT880 graphics is clocked at 850 MHz.

The Helio X20 has two Cortex A73 cores clocked at 2.1 GHz, four Cortex A53 clocked at 1.85 GHz and last four Cortex A53 clocked at 1.4GHz. The Mali GT880 graphics is clocked at 780 MHz.

The newcomer, Helio X27, has two Cortex A73 cores clocked at 2.6 GHz, four Cortex A53 clocked at 2.00 GHz and the last four Cortex A53 clocked at 1.6 GHz. The Mali GT880 graphics is clocked at 875 MHz. The rest of the specification is identical to the Helio X25.

The Helio X23 has two Cortex A73 cores clocked at 2.3 GHz, four Cortex A53 clocked at 1.85 GHz and the last four Cortex A53 clocked at 1.4GHz. The Mali GT880 graphics is clocked at 780 MHz. As you can see, this is just a slightly faster version of Helio X20 and it sits just below Helio X25 with its specs.

Thanks to MediaTek-engineered advancements in the CPU/GPU heterogeneous computing scheduling algorithm, both products deliver more than a 20 percent overall processing improvement and significant increases in web browsing and application launching speeds. This definitely sounds promising but you should bear in mind that MediaTek had enough time to optimize these designs of the new and updated SoCs.  

Phones based on the Helio X27 and X23 will be available soon.

Courtesy-Fud

Mozilla’s Search Deal With Yahoo Appears To Be Paying Off

December 6, 2016 by  
Filed under Around The Net

mozilla-logo-2-150x150Mozilla has reported that revenue for 2015 was up 28% over the year before, the biggest increase in three years.

Nearly all the $421 million booked by the Mozilla Foundation came from royalty payments, the bulk of which originated, as always, from search deals that set defaults in the Firefox browser.

Mozilla Foundation is the nonprofit organization that oversees Mozilla Corp., the commercial arm which builds and maintains Firefox for personal computers and smartphones.

According to a financial statement, $417 million, or 99% of all revenue, came from royalty payments. The percentage of revenue derived from royalties has never dipped below 91% — Mozilla’s fortunes have always been tightly linked to the Firefox search deals — but 2015’s portion was the highest since 2010.

 Although Mozilla has tried to diversify its revenue sources, notably in early 2014 when it experimented with in-browser advertising, those attempts have not succeeded. Mozilla dropped the in-Firefox ad idea in December 2015, for example.

Nor has it been able to monetize mobile to any extent: Its Android and iOS versions of Firefox — the latter is actually just a wrapper around Apple’s Safari browser — have never been able to collect more than a minuscule portion of the market. Mozilla’s revenues, then, largely rely on the desktop Firefox, which runs on Windows, macOS and Linux.

Search-based revenue was approximately $410 million, representing 98% of all royalty income and 97% of Mozilla’s total revenue. The $410 million was $119 million more than in 2014, representing a 41% increase.

Mozilla was able to squeeze more out of its Firefox search deals because of two decisions it made in late 2014. First, it dumped the global arrangement it had with Google — whereby Google’s search engine was the default for virtually all copies of Firefox — and instead struck country-specific or regional deals with a dozen different search and information providers. Secondly, it negotiated a lucrative deal with Yahoo, which was made the default search provider for U.S. Firefox users.

The second deal was the more important of the two. Yahoo paid Mozilla about $375 million in 2015 — and is contracted to continue payments of that size until 2019 — or approximately $100 million more than Google laid out in 2013, the last full year of its Firefox arrangement. Other search contracts contributed $35 million to Mozilla’s coffers, Computerworldcalculated from the organization’s financial statement and tax return.

Mozilla trumpeted the change in search strategy even as it declined to point out the positive impact to its bottom line. “We decided that one global default search partner was no longer the right choice for our users or the web,” the organization said in a “State of Mozilla” report. “Instead, we adopted a more local and flexible approach by country to control our own destiny and to diversify the user experience and competitive landscape of web search globally.”

Are Smartphone Makers Conspiring Against Apple?

December 6, 2016 by  
Filed under Mobile

Chinese smartphone vendors are so worried that Apple is strong arming AMOLED suppliers to suck supply that they have formed their own consortium to fight it.

According to Digitimes, Huawei, Oppo, Vivo and BBK are worried that Apple may monopolise supplies of smartphone-use AMOLED panels from Samsung Display and other Japan-based makers in the future.

To fight against this, they are to work with the China-based flexible panel maker Royole to form a consortium for joint investment in local flexible AMOLED production in 2017. The cunning plan is better than being stuck without compotants, but might cause a few headaches as they will be effectively creating new production in an area they have little experience.   But if they are lucky they could set their own prices, in the same way that Apple twists the arms of its suppliers using its buying power.

China-based smartphone vendor BBK has established an independent subsidiary which will focus on manufacturing panels and BBK’s goal for the subsidiary is to expand its monthly capacity to at least 60,000 AMOLED panels from 2017-2019. Royole is expanding its AMOLED capacity to 45,000 units in 2017 and 2018.

Courtesy-Fud

Researcher Prove iOS Activation Lock Can Be Bypassed

December 5, 2016 by  
Filed under Mobile

ios-screen-lock-150x150Two researchers report that they have discovered a way to bypass the activation lock feature in iOS that’s supposed to prevent anyone from using an iPhone or iPad marked as lost by its owner.

The first report came Sunday from an Indian security researcher named Hemanth Joseph, who started investigating possible bypasses after being confronted with a locked iPad he acquired from eBay.

The activation lock gets enabled automatically when users turn on the Find My iPhone feature via iCloud. It links the device to their Apple IDs and prevents anyone else from accessing the device without entering the associated password.

One of the few things allowed from the activation lock screen is connecting the device to a Wi-Fi network, including manually configuring one. Hemanth had the idea of trying to crash the service that enforces the lock screen by entering very long strings of characters in the WPA2-Enterprise username and password fields.

The researcher claims that, after awhile, the screen froze, and he used the iPad smart cover sold by Apple to put the tablet to sleep and then reopen it. This is supposed to restore the state of the tablet from where it was left off, in this case, loading the WPA2 screen again with the long strings of characters filled in.

“After 20-25 seconds the Add Wifi Connection screen crashed to the iPad home screen, thereby bypassing the so-called Find My iPhone Activation Lock,” he said in a blog post.

Hemanth said he reported the issue to Apple on Nov. 4, and the company is investigating it. He tested the bypass on iOS 10.1, which was released on Oct. 24.

Last week, a researcher named Benjamin Kunz Mejri, from German outfit Vulnerability Lab, posted a video showing the same bypass, but on the newer iOS 10.1.1 version.

Kunz Mejri’s method is similar and also involves overflowing the Add Wi-Fi form fields with long strings of characters but also requires rotating the tablet’s screen in order to trigger the crash after the smart cover trick.

Apple has not yet confirmed that issue and did not immediately respond to a request for comment.

 

Is More ZEN Information Coming This Month?

December 5, 2016 by  
Filed under Computing

While waiting for Zen is remarkably like waiting for Godot, we have just been told that AMD will be holding a sneak peek of its high-performance Zen CPU on 13 December.

The preview will be streamed at 1 p.m. PST on December 13. You can sign up at AMD’s website to have a shifty. The host of the event will be the video gamer hack, Geoff Keighley and it will be called “Watch New Horizon.”

According to the email the event will be an “ exclusive advance preview of our new ‘Zen’ CPU ahead of its 2017 Q1 launch”.

“See eSports & Evil Geniuses legend PPD put ‘Zen’ through its paces. There’ll be appearances from special guests and giveaways. This is the first time the public will be able to try it themselves and see its capabilities. If you’re serious about gaming, this is an event you do not want to miss.”

What we are expecting is that AMD will show off the quad-core version of Zen. AMD will have four Zen-based CPUs in the “Summit Ridge” family launching early next year.

The top end will probably include two eight-core chips with Simultaneous Multi-Threading, and an SR5 with six cores, and a quad-core SR3.

What we are curious about is if the pricing rumors are correct. The highest-end 8-core will be $500, while a second, slower eight-core chip could be as low as $350. This will really scare the bejesus out of Intel as it is promising better performance for half the price.

Other rumors say that the six-core SR5 will hit the shops for $250 and the quad-core SR3 will be $150. Intel gear will set you back $320 for its quad-core Core i7-6700K chip, and the cheapest six-core costs $380.

Courtesy-Fud

Gooligan Malware Gains Access To Over 1M Google Accounts

December 2, 2016 by  
Filed under Mobile

google-bldg-150x150A new Android malware has succeeded in gaining access to more than 1 million Google accounts, and it continues to infect new devices, according to security firm Checkpoint.

“We believe that it is the largest Google account breach to date,” the security firm said in blog post.

The malware, called Gooligan, has been preying on devices running older versions of Android, from 4.1 to 5.1, which are still used widely, especially in Asia.

Gooligan masquerades as legitimate-looking Android apps. Checkpoint has found 86 titles, many of which are offered on third-party app stores, that contain the malicious coding.

 Once Gooligan is installed, it attempts to root the device, as a way to gain full control. The malware does this by exploiting well-known vulnerabilities in older versions of Android.
“These exploits still plague many devices today because security patches that fix them may not be available for some versions of Android, or the patches were never installed by the user,” Checkpoint said.
Gooligan will then go on to steal the user’s Google authorization tokens, giving the malware access to Gmail, Google Play, and other related services.

Of the 1 million Google accounts breached, 19 percent were based in the Americas, 9 percent in Europe, while 57 percent were in Asia, according to Checkpoint.

Nokia Smartphones Poised For A Comeback

December 2, 2016 by  
Filed under Mobile

nokia-hq-150x150Nokia smartphones are gearing up for a comeback after former managers at the Finnish company licensed the handset brand from Microsoft and struck up partnerships with Google and phone manufacturer Foxconn.

Nokia was once the world’s dominant cellphone maker but missed the shift to smartphones and then chose Microsoft’s unpopular Windows operating system for its “Lumia” range.

Nokia quit smartphones in 2014 by selling its handset activities to Microsoft to focus on mobile network equipment. Microsoft continued selling Lumia smartphones under its own name but this year largely abandoned that business, too.

 HMD Global, led by Nokia veteran Arto Nummela, wants to launch its first Nokia smartphone in the early part of next year using Google’s Android operating system.

Success will require a dash for scale by stealing business from Apple, Samsung and dozens of other players in a cut-throat industry.

“Consumers may be carrying different smartphones now, but are they really in love and loyal to those brands?” said Nummela in an interview.

The Nokia consumer brand lives on as the badge on cheaper, entry-level “feature phones” sold mainly in Asia, India and Eastern Europe, though Microsoft invested little to market the name in recent years. Smartphones typically cost anywhere from ten to 30 times as much as these basic phones, which sell for as little as $20.

“For a new entrant, having an established brand provides it with an instant on-ramp,” said mobile phone analyst Ben Wood of CCS Insight, who suggested that phone vendors with weaker brands should not take the new challenge lightly.

“The barriers to entry for the Android phone space are low,” said Wood. “What HMD has is the Nokia brand and management experience. The key to its success will be driving scale.”

CEO Nummela, who was once responsible for Nokia’s sales and product development, does not lack ambition.

“We want to be one of the key competitive players in the smartphone business,” he told Reuters.

HMD President Florian Seiche previously worked at Siemens, Orange, HTC and Nokia. Chief Marketing Officer Pekka Rantala is a former CEO of Rovio, the maker of the Angry Birds game, as well as a Nokia veteran.

“We are not going to skip any markets in the long term,” Seiche said, adding that HMD had already set up offices in 40 locations around the world.

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