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An undated photo of the Nokia 8890 mobile phone, designed by Nokia's chief designer, Frank Nuovo. As the technology to make a phone becomes more mainstream, design becomes more important to make the product stand out, especially in a mature marketplace. "I like to compare eyewear and watches to mobile phones," Nuovo says. "They're like sunglasses. You always want a new pair that's in fashion, that's the latest." In a way Nokia has become the mobile industry's Swatch, which created an entire new industry by making popular design watches at low prices. TO ACCOMPANY STORY BC-TECH-NOKIA REUTERS/Nokia/Handout