N-Gage roadmap remains unclear as Nokia preps global launch

Finnish mobile phone giant Nokia may be planning to release regular updates to its N-Gage hardware, with the company remaining coy about what's on the roadmap for the platform even as the October 7 launch draws ever nearer.

Speaking to gi.biz this morning, Nokia's director of global marketing services Sari Tollet revealed that Nokia views the N-Gage as a platform rather than a single game device, and that new products will be introduced to this platform over time.

Pressed on the question of when a successor to N-Gage might arrive, Tollet stated that "we don't talk about our new products prior to the announcement", but did admit that the company definitely wants to improve on the N-Gage.

Some commentators have suggested that the N-Gage hardware could be updated on an annual or even twice-annual basis, which could mean that a new version of the game deck would arrive for Christmas 2004. While refusing to confirm this, Tollet's comments certainly don't rule out this possibility, and do show that Nokia isn't planning to leave the N-Gage hardware as a static platform for very long.

However, she also mentioned that backwards compatibility would be a key element of any products introduced to the N-Gage platform.

Tollet was speaking to gi.biz about the marketing surrounding the launch of N-Gage at the start of October, which is pitched as one of Nokia's largest product launches ever.

The device will be supported by a global campaign which will use many of the same elements in every territory around the world. As well as public events like the N-Gage tour, the company is planning a "very different, edgy campaign" for TV advertising, print advertising and other traditional advertising outlets, promising a "more intellectual campaign" targeted at adults rather than children.

Interestingly, Tollet described the Nokia name as nothing more than an "endorsement brand" for N-Gage - "we are not Nokia, we are different", she commented, explaining that the branding and marketing for N-Gage will be very different to Nokia's traditional marketing.

Regarding the scale of the launch, Tollet refused to be drawn on shipment figures or the company's hopes for sell-through. "We don't usually talk about volumes," she told us. "We're working in the long-term⦠our strategy is not to maximise launch volumes. We're here for the long term, and will be introducing new value and services to the N-Gage all the time⦠Our road map is very solid."

On the crucial topic of operator subsidies, Tollet was equally coy. "I think operators and local players are preparing subsidies," she told us, but gave no details of what form these subsidies might take or how likely it is that gamers in the UK will be able to get their hands on the device at a substantially reduced price.