Nokia Gently Massages Their Own Throbbing Ego
âThis time last week, I was lucky enough to take delivery of the new Nokia Lumia 620 â Nokiaâs latest, and most affordable, Windows Phone 8 smartphone,â writes Adam Fraser in his latest review of Nokiaâs newest Windows Phone.
âLike a kid on Christmas morning, I grabbed the delivery bag, tore it open and glanced at the contents — a blue box with the words âNokia Lumia 620â printed on it.â
So far, this reads like an almost normal, if not slightly slanted gadget review found on any techie site, yes?
No. Nokia employee Adam Fraser is reviewing the Lumia 620 on behalf of none other than Nokia for a post found on their Conversations blog.
Youâll be shocked — shocked I say — to hear that Fraser not only found the 620 to be a strong and sturdy feeling phone, but also a phone with a durable and long-lasting battery.
Worried about the 620âs measly 512 MB of RAM? Donât be, says Nokiaâs Fraser.
âThe dual-core 1GHz Snapdragon CPU does a fantastic job at keeping everything running as smooth as any other — more expensive — smartphone.â
Fraserâs post is an interesting look not only at how the company likely sees themselves, but also how theyâd like you to see them and how theyâd like you to use the phone.
For instance, Fraser first mentions that he was given three differently colored shells for his new phone (apparently he knows a guy) in which to test the new Lumia 620. He then mentions how these phones are âfunâ and âalmost-youthful,â (almost? Oh Adam, you tease!) thanks to the color range. Fraser took advantage of these color options by matching the jumper he was wearing that day with the lime-colored shell, all before powering the thing on.
Once he had powered it on and did all the âboring stuff,â such as setting up email and social networks, he opted yet again for the green theme, and moved on.
I was curious about this, for in his âreview,â (Nokia later changed the name of his post from âReviewâ to âHands-Onâ) he listed two games, a check-in app, two photography apps and a weather app as âessentialâ to his daily smartphone lifestyle. Seems a little âyouthfulâ for the typical executive, no?
Let us not forget that this is the second time in less than six months that Nokia has been caught âfakingâ to promote their own stuff. The Verge caught the Finnish company last September using a professional camera crew to record videos Nokia claimed had been recorded using their own PureView Technology.
Shortly after the âreviewâ was found, many quickly called out the inanity of Nokia giving their own product glowing remarks. TechCrunch even wrote a thing about it, translating some of what Fraser said into what Fraser meant. Â Thus, Nokia quickly changed the title from âReviewâ to âHands-on.â
But even then, this post is decidedly tilted. Itâs no surprise that Nokia thinks their phone is great, and it shouldnât be a surprise that they want to guide the conversation along to mention battery life and apps and colors. What is surprising, however, is how bold they were to do it. They were clearly aiming this review at those who might punch in âNokia Lumia 620 reviewâ into the Google machine, hoping to lure in some of those fun, youthful potential buyers who are concerned with matching their phone with their jumpers. The whole bit about 125,000 apps also sounds like a desperate plea:
âWeâre good enough, plus we have COLORS!â
Personally, Iâm rooting for Nokia. Theyâve always built solid phones and deserve more credit than their receiving. Yet, itâs not likely theyâll get any of this success if they keep trying to pull the wool over their customerâs eyes.
Image Credit: Adam Fraser / Nokia