The new Nokia Lumia 720 has been punted as a mid-level phone. This means Nokia would have had to cut back on features and specifications to keep the phone’s price down. SEAN BACHER checks what’s missing.
For a few years, Nokia was almost forgotten in the smartphone market. This changed with the release of the N9, running its in-house developed MeeGo operating system. Sadly for its many fans, MeeGo was then summarily dropped. Instead, Nokia unveiled a range of high-end Lumia phones running the Windows 7.5 operating system and, finally, a second generation Lumia range running the Windows 8 platform. At the same time, the company targeted the entry-level market with its Asha feature phones, running the Symbian Series 40 operating system.
Between the top end Lumias and the Ashas, it has been quietly filling out its offering, The latest, the Lumia 720, is intended to be a mid-level phone with high-end features.
We put it through the Gadget Ten Question Task Test to see how it copes as a mid-level phone, and to find out what’s missing.
1. General look and feel (aesthetic judgement, differentiation in look and feel)
The Lumia 720 follows a similar design to its siblings in that it uses a unibody design, meaning there is no removable back plate or battery. Three virtual buttons are located below the screen and it has a Volume rocker, Power and Camera button on the right.
The plastic chassis has a rubber feel to it, which makes it easier to hold and less prone to scratches and dings. On the right is a microSIM card slot and at the top an SD card slot, both allowing for easy access.
The phone fits comfortably in your hand and is quite easy to operate with one hand.
2. Slippability (Weight and size, ability to slip into a pocket unnoticed)
Nokia has significantly cut down the weight of the Lumia 720, which comes in at 128g: the 920 hits 185g. Size-wise, it measures 128x66x9mm, making it a confortable fit for most pockets and its curved edges make it easy to lift off flat surfaces.
The phone cannot be faulted in terms of size and weight.
3. General performance (speed, responsiveness, multi-tasking)
Running the Windows Phone 8 operating system is a 1GHz Qualcomm dual-core CPU, which is complemented by a dedicated Adreno 305 GPU. The phone packs 512MB RAM and 8GB on-board storage. On paper, these specs are not too impressive, but in practice there is nothing wrong with them.
The Lumia shows no signs of slowing or freezing, even after numerous apps are opened. The active tiles update effortlessly and playing processor-intensive games like AE 3D Motor, which uses the phone’s accelerometers to guide a bike through traffic, does not jolt.
The 8GB of on-board storage is not that great, especially when movies and music start to fill the memory, but the Lumia 720 accepts SD cards, meaning that the storage can be beefed up to 64GB putting it on a par with high-end devices.
The phone performs very well, even with a lower-end set of specifications: the ability to install an SD card really is a plus.
4. Life as we know it (How’s the battery life?)
The non-removable Li-ion 2 000mAh battery is said to provide up to 520 hours of standby time and over 13 hours of talk time. Both of these claims are tall orders for most smartphones that typically provide just over a day’s usage before they need to be charged.
But, the Lumia 720 lives up to Nokia’s reputation of having some of the longest-lasting batteries found in a phone. Although I did not count the number of hours the 720 went without being charged, it was able to hold its own for over three days. In that time it was bombarded with new apps, was constantly being used for WhatsApp messaging and was also continually used for making and receiving calls. The battery went over and above what is required in terms battery-life on a current smartphone.
5. Vision of the future (picture, video and browsing quality)
The IPS (In Plane Switching) LCD capacitive touch screen measures 4,3‚” and boasts a maximum resolution of 480×800 pixel per inch. Although this is not the biggest, nor the clearest of screens, it was more than sufficient to view videos and images. In fact, the only time the sub-standard screen quality was noticeable was when the 720 was put next to its bigger brother, the 920.
Windows Explorer on the phone launched effortlessly and displayed all websites without any hassles: the pinch to zoom option came in very handy when inputting credentials to access a website.
The Lumia 720 uses a 6.1MP rear-facing camera, which features Carl Zeiss optics and thus makes images vibrant and clear. The front 1.2MP camera made a viable option for video calling and both record videos.
When making an entry or mid-level phone, manufacturers have to cut back on certain specifications to keep the price low. Even though the Lumia’s screen is not the greatest, it is more than adequate. But the oversized bezels around the screen count against the phone.
The bezels all around measured more than 5mm, which could have been converted into a larger screen.
6. Talk to me (quality of audio)
The Lumia 720 single loudspeaker is clear enough to hold conference calls, and is great for streaming music from TuneIn radio. No distortion was heard when the volume was cranked all the way up.
Overall, the audio quality is on a par with most other smartphones, but is not anything that will blow the user away.
7. Message in a bottle (range, speed and efficiency of messaging solutions)
Adding e-mail, Twitter and Facebook accounts is very easily done through the Account Settings function, but the phone streams all this content to a single hub, making it difficult to work out which message is from which account.
That said, individual apps are available from the Windows Phone Store that will present their relevant streams. Many of these apps can also be moved to the Home screen, and can be set to update on the fly, meaning that the latest content will be updated and automatically displayed.
8. Keep control (How effective are hardware and software controls?)
The physical buttons located on the right of the phone are all within easy reach when using the phone with one hand, and do not sit flush with the chassis, so are easy to identify in the dark.
The three virtual buttons at the bottom of the screen allow users to return to the Home screen, go back when in an app and quickly search the phone for a contact or app. Pressing and holding the Home button launches a task manager, from where apps can be closed and sent to the background and new ones opened.
The control buttons are very similar to other Windows Phone 8 smartphones, so the Lumia scores average here, too.
9. The new new (innovations, unique features)
On the hardware side the Lumia 720 offers no unique or ‚”wow‚” features, but a few of the preinstalled apps deserve a mention.
The phone is Office 365 ready, meaning that a user merely has to input his or her Office login details and is immediately able to view, edit and download documents from SkyDrive.
The Nokia Drive app contains most country maps, and a user merely has to choose a country, and the map is downloaded to the phone. Turn-by-turn instructions can also be downloaded and different languages can be chosen. Ever heard a woman giving you South African driving instructions in Chinese?
Then there is Nokia City Lens. Launch the app, calibrate it and point the phone down a street. The phone employs augmented reality and puts shopping, dining and points of interest on the screen with descriptions and contact details.
Although these apps are not unique to the Nokia Lumia 720, they count in its favour, especially when considering it is a mid-range phone.
10. The wallet test (Is it competitively priced?)
Coming at R5 500, the phone fits comfortably in the mid-range market. It also slots in well between the entry-level Lumia 520, which retails for R1 899, and the higher-end Lumia 820, which will cost R6 400.
Overall, the Lumia has a great set of features built into it. Its battery life is amazing and, even though the screen is of sub-quality, it is adequate.
Total score: 79%
* Follow Sean on Twitter on @seanbacher
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