The return of retro technology in the form of Nokia's 3310 mobile phone and BlackBerry's physical keyboards have dominated the early announcements at the Mobile World Congress (MWC).
The technology show opens in Barcelona on Monday but some of the biggest names at the event have been offering early looks at what smartphones will look like in 2017.
The most anticipated and excitedly received announcement came from Nokia - reborn at MWC this year with the news it was releasing a revamped version of its classic 3310 mobile phone, first seen in 2000.
The 3310 now has a camera and a colour screen but otherwise remains the simple device it was in its original form - including a version of popular mobile game Snake built in.
Ian Fogg, from analyst firm IHS Markit, said Nokia and manufacturer HMD Global's plan is to remind consumers why the brand was so popular.
"HMD must balance two competing brand goals with its new handsets," he said.
"HMD must appeal to those consumers who recall the Nokia brand from when Nokia was the leading handset and smartphone manufacturer in the early 2000s, while establishing Nokia as a modern and up-to-date brand again known for innovation."
Also hoping to mount a comeback at MWC is BlackBerry, which together with its own new manufacturer - TCL - announced the KeyOne, a modern Android smartphone that also carries a physical keyboard synonymous with the company's most popular phones.
Elsewhere, Samsung announced two new tablets and an updated version of its Gear VR headset that includes a controller for the first time.
The Korean firm also took time out to discuss safety at the company in the wake of the Note7 recall last year.
The company's David Lowes called the last six months "the most challenging in our history", adding that the company did not meet the "high standards consumers expect from us".
He also revealed Samsung's first flagship smartphone since the Note7, expected to be the Galaxy S8, will be unveiled at a special company event on March 29.
There were also new flagship smartphones from Huawei and LG, both with dual rear cameras to entice photography enthusiasts, while the LG G6 comes with what the firm calls FullVision - a screen that almost fills the entire front of the phone.
Thousands of new products will go on show when the doors of MWC open, with the event expecting to draw crowds of more than 100,000 across the four days.
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