Nokia has shown it is serious about attacking growth markets in Asia and other parts of the developing world. Yesterday at a big event in Chonqing, China, the Finns introduced three new handset models that put their money where their mouth is:

• The 1112 - a super basic handset with big graphics, a speaking clock and alarm, large buttons and a high contrast display (for some reason listed as being available in all regions EXCEPT China (?)


• The 2310 - a basic handset for those who want a little style and some media features. It has built-in FM, a more functional SMS editor, and Prepaid Tracker, a new Nokia app for helping pre-paid users (the bulk of future markets) manage their usage.


• The 2610 - the high end of the new intros, with more high-touch design elements, e-mail and WAP support, MMS and audio messaging (important for markets where text input is difficult for new customers), basic financial and calendar apps and a Chinese-English dictionary. Think of it as the phone for mom or dad in a newly middle-class family.
  

Nokia sees Asia in particular as a major opportunity that will require new thinking in handset and service design:

"For an increasing number of people in new growth markets like China, the mobile phone has quickly become an integral part of life - and the number of new mobile phone owners keeps growing," said Soren Petersen, Senior Vice President, Mobile Phones, Nokia. "In 2008, Nokia expects that 3 billion people will be owning a mobile phone, with much of this growth coming from markets like China, India, South-East Asia and Africa, where penetration levels are still relatively low."

"One of the most important keys to success in these markets is to offer attractive, reliable and easy-to-use mobile phones that are specifically designed to meet the unique needs of consumers in new growth markets," adds Petersen.

These handsets may do well in developing markets, but they may also do well among lower-end users in developed markets. Users who want a straightforward communication devices with good enough design, a bit of durability, and a way to manage their usage may look to models like these in the future. For every RAZR or 3G handset that comes on the market, there are likely to be two or three more basic models hitting the streets as well.