Nokia’s latest 3720 Classic cellphone can be dropped into a pint of beer, taken into a shower and stored inside a pile of sawdust. But that’s nothing compared to the Sonim XP3 Quest 2.0, a mobile phone that can withstand being flung across the room or used as a hammer — and can be heard perfectly over the noise of a jackhammer.
The devices are part of an emerging category of rugged phones aimed at people who are rough on their gadgets — or who just want to project a tougher image. Major handset makers including Nokia and Samsung, as well as specialized handset makers such as Sonim, are counting on these near-unbreakable phones to reach a section of consumers–plumbers, construction workers and truck drivers, not to mention mountain bikers and snowboarders–who may find the iPhone a bit too dainty to use.
“Finally users have a phone they can hammer a nail with or use while wearing a glove ,” says Bob Plaschke, chief executive officer of Sonim.”Not everyone wants to walk into a store to get the latest touchscreen or a cameraphone. Some people just want a device that is built to last.”
At least 1 percent to 1.5 percent of the billion or so cellphones worldwide ends up in the hands of blue collar workers, estimates Sonim. That means millions of phones for users that don’t care about popular cellphone design trends such as thinness, touchscreen or video camera.
Instead, says Ben Wood, director of research at CCS Insight, these users want a device that can be tossed around without much care.
“They are people who find that their phones keep getting smashed up,” says Wood, “and while they don’t want something that is bulletproof, armor proof and military grade, they would like a phone that is close enough.”
Rugged phones are not for the faint of heart. Most are built to withstand drops on concrete, work in extreme temperatures, sport scratch resistant displays and be spill-proof and dust-proof. But the tradeoff is that the phones are more expensive than their peers and they are usually not available on contract with most major U.S. carriers.
The devices are not entirely a new idea. Rugged laptops such as those from Panasonic and Dell are a staple among road warriors, especially in construction and the military. The early rugged phones were created for industrial strength users such as the UPS deliverymen or Walmart store managers who wanted a sturdy phone to use at work. But these phones were bulky devices that didn’t particularly score high on looks or style, says Wood. That’s changing as rugged phone makers target consumers, he says.
“Aside from the blue collar workers, there’s also the category of weekend warriors who may want these phones to project an uber-macho image,” says Wood. That means bikers, skiers and hikers could opt for rugged devices instead of carrying phones that are more flimsy. Sonim has already partnered with Land Rover in the U.K. to market its phones.
While rugged phones may not have a 5-megapixel camera like the Motorola Zine (on T-Mobile), they have enough features to keep an average consumer happy. Last year, Sony introduced the weather-resistant C702 Cybershot phone that included a 3.2 megapixel camera. The Nokia 3720 Classic includes a 2-megapixel camera, video and audio recording and a music player. Sonim’s phone comes with GPS tracking and turn-by-turn navigation application and a built-in LED torch.
“Our phone battery can offer at least 15 hours of talk time,” says Sonim’s Plaschke. “Every feature we offer is designed with ruggedization in mind.” It’s not just all talk. Sonim backs up its claims with a three-year warranty on all handsets that it calls an “unconditional guarantee.”
The rugged phones, though, carry a stiff price. Sonim’s XP3 Quest will sell through Best Buy unlocked for $500, while Nokia’s 3720 Classic is available for €125 ($175). Industry executives such as Plaschke hope as rugged phones get popular they will be picked up by U.S. telecom carriers.
“Right now this is a market of a few hundred thousand phones,” says Wood. “But when you have big players such as Nokia and Samsung put some effort, you know there is a real market opportunity here.”
Photo: Nokia 3720 Classic/Nokia
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