If the good guy gets the girl, it's rated PG; if the bad guy gets the girl, it's rated R; and if everybody gets the girl, it's rated X - Kirk Douglas
Product Nokia Lumia 720
Specifications 4.3in 480x800 217ppi Clearblack touchscreen display, Qualcomm dual-core 1GHz processor, 6.7MP rear-facing camera, 1.3MP front-facing camera, 3G and 802.11a/b/g/n WiFi connectivity, 512MB RAM, 8GB internal storage with microSD memory expansion up to 64GB, 3.5mm headphone jack, microUSB port, 2,000mAh battery, Windows Phone 8 mobile operating system, 128x67.5x9mm, 128g
FINNISH PHONE MAKER Nokia appears be taking strategy tips from Samsung, covering the market with a handful of smartphones each catering to a different price point.
This strategy seems to have worked for Samsung, but we're not sure Nokia that has quite got the hang of it. We highly praised the Nokia Lumia 920 and 620 handsets, which suit high-end and low-end markets well, but we're not really sure where the Lumia 720 fits in the company's lineup.
From the get-go, the Nokia Lumia 720 is clearly a phone designed by Nokia. It echos the look and feel of the firm's previous Lumia 820 and 920 smartphones, sporting a tough polycarbonate body that is available in a number of colours. We got our mitts on the red model, which certainly turned a few heads when we used it in public, although we're not sure that the crimson model screams mass market appeal.
To be honest, we think Nokia's vibrant plastic designs are getting a little dated, and we'd like to see the firm pulling something different out of the bag. A coloured aluminum cased handset, perhaps, which we think would look more premium than Nokia's current Lumia lineup.
However, the Lumia 720's design has one major redeeming feature, and that's its size. The handset is much lighter than the similarly priced Lumia 820, and with a girth of just 9mm its much more pleasant to hold in the hand.
Unlike the Lumia 820, however, buyers don't have the option to remove the backplate, which means there's no switching out the internal battery. This also means that, unlike many of Nokia's other Windows Phone devices, the back cover cannot be changed.
Nokia does say however that customers will be able to buy a wireless charging cover and stick it on the back, although we're not sure it's worth the £20 the firm is asking for it.
The Lumia 720 has a 4.3in display with 480x800 resolution, complete with Nokia's Clearblack technology and Corning Gorilla Glass.
While this doesn't sound mediocre for a phone of this calibre, it is when compared to the Lumia 620, a cheaper phone that squeezes the same resolution into a smaller 4in screen, resulting in a sharper, clearer picture.
The screen on the Lumia 720 isn't terrible, it's just not as good as we were expecting. Colours look plenty bright enough thanks to Nokia's Clearblack technology, which ensures that blacks are black and colours are vibrant. However, as well as proving not as crisp as the screen on the Lumia 620, we found that it struggled with wider viewing angles, too.
Next: Performance, operating system.
Sign up for INQbot – a weekly roundup of the best from the INQ