Nothing (3a) Series sticks with same UAE prices - but amps up on camera, other features

Dubai: There’s always something constant about the way Nothing goes about things.

The smartphone vendor remains laser-focused on capturing the teen user market. All the while retaining its distinctly ‘transparent’ built structure.

With its latest handsets launching in the UAE, the Nothing (3a) series, the vendor has also kept prices eminently accessible while scaling up the features and what users can get out of the on-board cameras. The 128GB carries a Dh999 price tag, while the 256GB will go for sale in the UAE at Dh1,399. There is also a Pro version, with the 256GB handset at Dh1,749.

Now, Nothing’s younger-skewing users and retailers will tell you that’s a whole lot of affordable.

“We are a young smartphone brand – and we believe in the youth being our primary target audience along with the creative minded people,” said Rishi Gupta, Regional Director for Nothing. “We have retained the same price points from the (2a) versions, the only difference being that everything else is upgraded. That means cameras with 50MP main sensor, a Sony ultra-wide sensor, and optical zoom.

“That makes the (3a) Series the most advanced camera systems we have had on Nothing.”

The Nothing brand came out of relatively nowhere in July 2022, and with that instantly recognizable transparent built. By the look of it, the company has racked some impressive numbers in a category that’s pushing higher on prices and on the add-on features, including the new hit that’s AI. So much so, even entry level models often have a higher than market average pricing.

The vendor recently crossed the 8 million mark in number of devices shipped out. "Now, that's a big deal given that all this happened in 2 years," said Gupta. "We also had $1 billion in cumulative revenues - and the best part is that last year's Nothing (2a) became the best-selling mid-range product in the markets where we are present.

"That includes the UAE as well as in Saudi Arabia. And in India, we sold 60,000 units in a few hours on the day of the launch."

Built around the Android 15, the new OS will get updates for 6 years 'starting from when the device first became available on nothing.tech'. This includes three years of Android updates and six years of security updates in addition to corrective and functionality updates.

The Nothing (3a) integrates 'Essential Space', what the maker calls 'an AI-powered hub for notes, ideas, and inspirations, designed to capture, process, and remember content like a second memory'. (For easy access, the Series features the 'essential key' on its right side.)

On whether Nothing's core remains the young buyer, Gupta said: "We always made a point of making tech cool again - and that's exactly what the young want.

"Now, if a 20-year old convinces his or her 50-year old dad to buy a Nothing phone, we will not have any complaints..."