Watch: Nothing makes waves with the launch of Cellphone (2) in UAE

As international smartphone giants grapple with inflationary headwinds, Nothing, a three-year-old firm, is harnessing some great benefits of inflation to create accessible but design-forward smartphones.

“I believe, if something, it performs a bonus in our merchandise,” mentioned Akis Evangelidis, Co-founder of Nothing.

The model launched the extremely anticipated Nothing Cellphone (2) within the UAE and GCC area on Monday, priced at Dh2,499 (12GB and 256GB) and Dh2,799 (12GB and 512GB).

Video: Virendra Saklani | Modifying: Clint Egbert | Reporting: Nivetha Dayanand

“We fastidiously consider every part that goes into our product and be certain that a part of having our product accessible is among the key worth propositions we wish to have,” mentioned Evangelidis. “We’re by no means going to be the most effective worth for cash as a result of really there may be loads of R&D that goes into like cracking the distinctive design and so forth.”


Pre-orders for the Nothing Cellphone (2) will finish on July 20 and can embody a free Nothing Ear (Stick) with each buy till shares final.

Cellphone (2) can be publicly out there throughout the GCC from July 21.

Pre-orders can be out there within the following shops:

■ Sharaf DG

■ Amazon (UAE)

■ Jumbo

■ Virgin Megastore

■ Eros

Constructive outlook

Evangelidis expressed enthusiasm concerning the market potential within the area, stating that the preliminary response has been encouraging. “We’ve seen loads of urge for food for a brand new model within the area, which has historically been dominated by Apple and Samsung,” he mentioned. “Nothing has already secured over 500 shops and eight companions, with some nations contemplating it the third main model available in the market.”

The co-founder highlighted the area’s familiarity with the Android platform, with an Android market share of over 80 per cent. He believes that the Android-savvy inhabitants will respect the distinctive worth Nothing brings to the Android expertise by means of its {hardware} and software program improvements.

Inflation influence

Evangelidis acknowledged that inflation has been advantageous for Nothing’s merchandise as they fastidiously take into account each factor to make sure accessibility with out compromising on high quality. By making strategic selections, reminiscent of utilising the optimised 8 Plus Gen 1 processor, Nothing goals to supply an accessible product with out compromising on design and consumer expertise.

Omar Sultan Al Olama
Omar Sultan Al Olama, Minister of State for Synthetic Intelligence addressing friends on the official launch of Nothing Cellphone (2) in Dubai.
Picture Credit score: Virendra Saklani/Gulf Information

Nothing Cellphone (2)

The model entered the market by specializing in design differentiation to start out with. “In Cellphone (2), we really took it a step additional by scaling and reinforcing our product capabilities, together with having our personal software program staff, which we didn’t have for Cellphone (1) and truly we’re capable of convey a degree of design innovation and consumer interface innovation by means of the software program,” mentioned Evangelidis. “So now each the {hardware} and software program experiences we’ve fairly a novel proposition in relation to the market.”

$96 million financing spherical

In July, Nothing introduced a $96 million fundraising spherical led by Highland Europe, with participation from present buyers GV (Google Ventures), EQT Ventures and C Capital, alongside home music supergroup Swedish Home Mafia.

“Nothing needs to bridge the hole between the corporate and its customers – driving product innovation by delving deeper into shopper insights by means of its group suggestions packages,” it mentioned in an announcement. To additional assist this objective, Nothing has held two group financing rounds and attracted over 8,000 non-public buyers. Moreover, the corporate has appointed a group member as a Board Observer, making certain that consumer pursuits stay on the forefront always.

Aware utilization

Evangelidis highlighted the core components that set Nothing Cellphone (2) aside from different smartphones available in the market. He emphasised the distinctive Glyph interface, which promotes aware and intentional smartphone utilization, lowering stress brought on by fixed distractions.

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With an meeting of 33 LEDs, the Glyph interface serves as an indicator for notifications, charging standing, and even acts as a fill mild for photographs and movies.
Picture Credit score: Virendra Saklani/Gulf Information

For instance, for those who order an Uber, you may arrange the interface to behave as a progress tracker, which lets you watch the lights on the again of the telephone countdown to control the arrival of the driving force with out having to take a look at the display within the entrance.

“We dwell in a society now the place there are loads of distractions and it could actually change into fairly overwhelming, so this complete type of strategy we herald with Nothing is to have a extra aware and intentional utilization in relation to smartphones,” mentioned Evangelidis.

The monochrome theme, a default characteristic of Nothing OS, additional encourages a centered and intentional smartphone expertise.

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The telephone additionally options optimised digital camera capabilities, an enhanced display with a 120Hz refresh charge, and a give attention to sustainable practices, aiming to be one of the vital environmentally pleasant choices out there.
Picture Credit score: Virendra Saklani/Gulf Information

Diversifying value classes

When requested about plans to launch smartphones in numerous value classes, Evangelidis talked about that Nothing goals to strike a stability between premium vary and accessibility. Whereas they don’t plan to compete immediately with manufacturers like Samsung or Apple, Nothing intends to supply a spread of merchandise that cater to varied shopper preferences and value factors.

Market share and future outlook

Evangelidis emphasised that their major focus is on getting the basics proper reasonably than speedy market dominance. With aspirations to change into the third main model within the premium phase, Nothing goals to offer customers with a powerful different to present smartphone choices.

Following its new entry into the GCC market, Nothing gained important traction within the first quarter of 2023, significantly in Saudi Arabia. In line with the latest cargo estimates from Canalys, Nothing ranked third smartphone model in Saudi Arabia within the $500-and-above value vary for the primary quarter of 2023.

With its continued momentum, Nothing is well-positioned to proceed its progress and set up itself as a significant participant in Saudi Arabia and different GCC nations.