JCB unveils a £649 rugged phone with surprising features, but competition from cheaper models threatens its success.
JCB focuses on hardware, although only niche buyers would show interest.
JCB has launched a new series of three rugged Android smartphones aimed at professionals in fields such as construction and logistics. The most advanced model, the Toughphone P20, features Android 14, a 6.6-inch Full HD+ display with a 120Hz refresh rate, and a MediaTek MT6877 chipset, complemented by 12GB of RAM and 512GB of internal storage, expandable up to 1TB. However, its launch price of £649 (€649) places it in an already saturated market where more well-known and, in some cases, more affordable competitors offer similar options.
The Toughphone P20 stands out for its durability. With a 10,000mAh battery, it promises up to 40 hours of talk time and 50 days on standby, in addition to functioning as a power bank. JCB assures that it combines rugged hardware with advanced features, meeting IP69K and MIL-STD 810H durability standards. In comparison to this model, there are alternatives like the Ulefone Armor 28 Ultra, which offers comparable ruggedness, an even larger battery, and support for Android 15 at a slightly higher cost.
A distinctive feature of the P20 is its thermal camera, a rare capability that uses an uncooled VOx microbolometer able to measure temperatures ranging from -15°C to 550°C, with a resolution of 256 x 192 pixels. Its rear camera system is versatile, featuring a 64MP main lens, an 8MP wide-angle lens, and a 20MP night vision sensor, while the 20MP front camera exceeds the expectations of the rugged phone segment.
However, in terms of software updates and longevity, traditional brands like Samsung with their Galaxy XCover 7 model offer greater confidence, especially among business users who prioritize a mature ecosystem.
The other models in the series, Toughphone M20 and E10, are designed for mid-range and entry-level users, priced at £449 and £249 respectively. However, they are also in a competitive range against alternative options. For instance, the Doogee S200 offers similar features to the M20, with a high-capacity battery and 5G support, but at a more attractive price, especially from resellers.
On the other hand, for those interested in large displays and a bold design, the 8849 Shark 3 offers an eye-catching style and robust construction inspired by gaming, rivaling JCB's offerings. Although JCB promotes the P20 as a field-ready tool, it will face significant challenges in a market with increasingly accessible competitors, such as the Oukitel WP200 Pro, which combines durability, good specifications, and an average price, undermining JCB's attempts to stand out.
Unless JCB manages to negotiate deals to significantly reduce its price, it is likely that its new devices will struggle to attract attention beyond a very specific segment of knowledgeable buyers.