With its high-end luxury positioning and catchy name, 8848 once captured attention in the mobile phone market. However, 8848 phones ultimately failed to succeed, going from a trendsetter to being ignored in just a few years. Nevertheless, the residual value of the 8848 brand caught the eye of some, sparking a new wave of interest.
Recently, a new rugged phone named 8849 appeared on a domestic e-commerce platform. It has no relation to the original 8848 phone, with a completely different brand and product positioning. The naming seems to be purely for generating traffic. As the reshuffling of the mobile phone market is nearing completion in 2024, can 8849 carve out a place in the smartphone market with its rugged features?
(Source: Unihertz)
8849 Rugged Phone, Born for the Outdoors
8849 is not the true brand of this phone manufacturer; its actual trademark is "Unihertz." Unihertz phones have been active in overseas markets for a long time, leading many to mistakenly believe it is a foreign brand.
However, Unihertz is authentically "Shenzhen-made," with the company behind the brand being Shenzhen-based Eastern Blue Communication Technology. Unihertz's overseas sales follow the typical path of Chinese companies going global: seizing market share with price advantages—among them, the highly successful and widely recognized Transsion.
The rugged phone released this time under the name 8849 is specifically the Unihertz Tank Mini 1, highlighting features such as ruggedness, a built-in flashlight, and rangefinder.
To be specific, the Unihertz Tank Mini 1 features a small 4.3-inch screen, making it truly compact compared to regular smartphones. However, due to its rugged properties, it requires a robust protective structure and materials, resulting in a thickness exceeding 2 centimeters and a weight of 240 grams, far from being slim and lightweight.
(Source: Unihertz)
Interestingly, it comes with a built-in 800-lumen flashlight and supports a 40-meter laser ranging function, clearly targeting outdoor scenarios like camping.
The other specifications are more on the average side, with a MediaTek Helio G99 chip for performance that leans towards entry-level, sufficient for daily use; the 12+256GB storage combination is quite generous, but the phone does not support 5G, only 4G networks; the battery capacity is 5800mAh with 33W fast charging, both falling within mainstream levels.
(Source: Unihertz)
Overall, the Unihertz Tank Mini 1 is a regular rugged phone designed for outdoor use, priced at 2199 yuan, making it quite cost-effective. For those with specific needs, it can be considered a good choice.
(Source: Unihertz)
Major Brands Embrace Tough, Waterproof Design with Professional Rugged Phones
In the realm of rugged phones, brands specializing in three-proof devices like Unihertz, AGM, MANN, and SONIM are not uncommon. These brands operate in a niche sector within the mobile industry, typically with smaller market shares. However, rugged phones cater to a specific user base, minimizing direct competition with mainstream phone brands.
In recent years, facing increasing competition, major phone manufacturers have been focusing on enhancing the reliability of their products. They aim to attract consumers by incorporating features such as drop resistance and waterproofing.
For instance, the Xiaomi 14 Pro released in 2023 features the more durable "Dragon Crystal Glass." The Huawei Mate50 series launched in 2022 utilizes the harder "Kunlun Glass." Apple's iPhone 15 Pro, introduced last year, boasts a sturdier titanium alloy construction.
This year, OPPO took it a step further by transforming the mid-range A3 Pro into a product centered around superior waterproofing, impact resistance, and durability. With IP69 and IP66 ratings, its protection surpasses that of many rugged phones. Additionally, OPPO A3 Pro offers free repairs for water damage during the warranty period, turning waterproofing from a marketing gimmick into a genuine assurance.
(Source: Lei Technology)
In addition, the OPPO A3 Pro uses "Crystal Shield Glass" to enhance drop resistance and "Longevity Battery" to address the issue of battery degradation over extended use.
In this scenario, the significantly enhanced "conventional" smartphones inevitably pose a threat to rugged phones. The two previously non-interfering categories of phones are now in competition with each other, much like how brands like Huawei intensifying "satellite calls" will inevitably impact professional satellite phones.
Products like the OPPO A3 Pro are still not specialized rugged phones, and their overall protection capabilities are definitely not as good as the Unihertz Tank Mini 1. However, once top brands focus on the reliability selling point dividends, the more vulnerable rugged brands will inevitably be affected, a story that has occurred once in the gaming phone market.
Years ago, gaming phones were a popular niche category, attracting a large number of users with their stronger performance capabilities and better gaming experiences. However, with the significant improvement in performance of mainstream flagship phones and widespread optimization for gaming scenarios, they instantly seized the survival space of gaming phones, leading to the rapid elimination of once-prominent gaming phone brands.
Today, rugged phones are facing a similar situation. Taking the two phones mentioned above as examples, the OPPO A3 Pro and Unihertz Tank Mini 1 are similarly priced, but in terms of configuration and design, the OPPO model clearly has the upper hand, supporting 5G, featuring a larger and better screen, and excelling in aspects like imaging and fast charging power.
Furthermore, while the A3 Pro has put a lot of effort into protective features, it has not sacrificed aesthetics. For most users, it is a mid-range phone with good looks, moderate slimness, and a high reliability selling point. On the other hand, the Unihertz Tank Mini 1 is a "quirky" and niche product with rugged and outdoor functions as its core selling points.
Top manufacturers will inherit the "legacy" of rugged phones
Centered around outdoor scenarios, the Unihertz Tank Mini 1's key features include ruggedness, flashlight, and rangefinder. In extreme outdoor environments and conditions, these features can sometimes provide crucial assistance to users. However, it seems to lack one important feature - satellite communication.
Shortly after the release of the Huawei Mate60 Pro in 2023, Xiao Lei brought in a professional satellite phone, LeSat F2, for comparison. LeSat F2 is also a product packed with outdoor attributes, supporting satellite calls in addition to IP68-level protection, drop resistance, and the ability to handle various extreme environments.
(Source: Lei Technology)
For a long time, satellite communication has been a standard feature in high-end rugged phones. Therefore, in scenarios like outdoor adventures and travel, these phones are considered essential. However, with major phone manufacturers gradually introducing products that support satellite calls, the competitiveness of traditional rugged phones has taken a hit. Companies like Huawei, OPPO, among others, can leverage their technological advantages in the communication field to provide higher quality satellite calls, putting traditional rugged brands under technological pressure.
The mobile phone industry has always been a fiercely competitive and ever-changing field, where we have witnessed the rise and fall of many brands. Meanwhile, in the mobile phone industry, the experiences and lessons of the failures are absorbed by the successful ones, becoming shared wealth within the industry.
Just like how features such as gesture controls, card-based multitasking, and multi-device integration inherited from WebOS after its failure were adopted by Android and iOS devices; or how enhancements in gaming graphics, high frame rate modes, and touch optimizations originally developed for gaming phones gradually became standard features in regular smartphones. Gaming phones, performance phones, and esports phones are all reinforcing their support for gaming scenarios.
In Lei's view, traditional rugged phone brands and even the entire niche field may be further marginalized under the relentless pressure from major phone manufacturers. However, the unique value presented by rugged phones will transition to regular smartphones. For the average user, the features and functionalities that used to require purchasing specialized products can now be enjoyed on regular devices, which is undoubtedly a positive development.
