Once upon a time, Nokia ruled the smartphone world.
Then the iPhone came along followed by a whole train of flagship smartphones and things were never the same - not for us, and not for Nokia who soon saw itself fading into irrelevance. Here's a few thoughts about why we should care (or not) about the former giant's attempt to return to relevance.
With phones as recogniseable as the Nokia 3310, Nokia has become something of an icon - albeit a fallen one.
There was a time when the signature phone ringtone was Nokia's to the point it became a pop culture reference. TV shows, movies, even YouTube videos featured the well-known ditty.
Now is probably the best time to return while there are still people who remember the name and associate it with good things. Despite the current success of China brands such as Huawei and Xiaomi, neither bring the nostalgia nor have proven meme-worthy.
Strike while the iron is hot, the saying goes. It's pretty much now or never for Nokia.
With all the brands jostling for recognition in the marketplace, Nokia will find it hard to get noticed especially in the sea of practically disposable and yet not that under-powered phones.
The markets to win over right now are India and China but they were also the markets that somewhat contributed to the brand's irrelevance. While Apple and Samsung were winning the smartphone race, Nokia was concentrating too much on the feature phones and lowest tier smartphones.
Nokia isn't about to give up on India and China either but it'll be tough going with all the investment Xiaomi is putting into India and the preference China buyers have for local players.
It might seem odd that an old name could bring a new take to phones but perhaps Nokia could. Android phones especially have become too much a follow-the-leader segment, with players always depending on someone else to push a new feature and then slavishly copying.
The smartphone segment badly needs a bit of a shake-up as the market has reached saturation point in many countries. It's way past due for something new.
Nokia would know all-too-well a similar situation as this was what it faced a long time ago when Apple was beginning its ascendancy. With the expertise of former Nokia execs who have probably learned a hard lesson or two, Nokia could spring a surprise.
Xiaomi's been open about why it can't mass-produce the stylish Mi Mix: it can't afford to. It's likely the company makes a loss on each unit of the phone it makes.
And that's the problem with Android. While Apple has managed to keep customers despite high price tags, Android phones have pretty much been a race to the bottom where price-to-spec ratios are concerned.
Despite being a solid smartphone, the HTC 10 has dwindled into the background, no thanks to its price being higher than what consumers perceived it to be worth.
Can Nokia price its phones competitively and still make enough of a profit? That'll be hard considering how few Android smartphone makers have managed this year.
This is Nokia's last chance; there will be no do-overs. So everything is riding on Nokia being able to impress next year.
The key thing here is whether the new custodians of Nokia's name truly understand the odds and challenges they're up against.
With Samsung's next big flagship and Apple's iPhone anniversary, Nokia will have to fight really hard to get noticed.
Still, who doesn't love an underdog? Join us for a trip down nostalgia lane as we look back on some of Nokia's greatest hits (and misses).