These days Microsoft seems to have many close partners that could play a very crucial role in the company’s evolution and adaption to the future.
On the processor front they have Intel and now Qualcomm, and on the vendor front they have many options, including Nokia.
Today’s post has really less to do with Microsoft, and more to do with Nokia. As you’ve probably heard more than once, Nokia is attempting to change its fate in the US market by attracting customers to its Windows Phone-based smartphones.
It is somewhat interesting that a company that is an underdog in the US is touting an OS that is also somewhat the underdog, though.
Still, now is likely the best time ever to participate in such a launch. Android’s recent drama surrounding malware issues means that customers are likely more receptive than ever to alternatives.
The campaign will begin with TV and radio ads in January, with a great deal of the focus around the $49 Lumia 710. The launch involves Nokia and the carrier T-Mobile, and the 710 should be available on January 11th for use over T-Mobile’s 4G network.
Initially, the Lumia 710 will be the only smartphone offered state-side from Nokia, but we should expect more models throughout 2012.
As new models launch, the company promises to ramp up its marketing and promotion efforts to reintroduce a brand that has largely been forgotten by the American public.
Nokia said there would be a broad variety of phones with different features and at least 4G LTE-equipped Windows Phone sometime in 2012 as well.
While largely the US version of the 710 wouldn’t be anything new exactly, we do know that it will not include Nokia’s free mobile music streaming service and instead will offer “Slacker Radio” in the US as an alternative.
The phone will also include Nokia Drive (a turn-by-turn navigation app) and the ESPN Hub.
While the launch of the Nokia Lumia 710 is interesting enough, I believe it is really only a small part of the puzzle. Nokia has long become a less than desirable product in the states despite its once held position as one of the biggest vendors of phones even in the US.
With Android’s reputation being dragged in the mud right now, it is important for Microsoft to step up its game when advertising WP7.
Although Nokia is certainly not the biggest brand that has WP7 products, it has the most to prove.
Because Nokia is so interested in trying to re-establish a reputation in the US it means they will be the one company most willing to devote a heavy amount of resources into WP7 products. In contrast, companies like HTC have Android and WP offerings.
While I am interested in seeing what phones arrive on the scene, what I’m really waiting for is the launch of Nokia Windows 8 tablets, likely sometime in late 2012 or early 2013.
What do you think of Nokia’s strategy in the US market so far? Is the Lumia 710 a worthy product to center its entire campaign? I think it seems like a really solid phone, though I’d really like to see their 13.2MP Lumix-based Smartphone myself.
As always, share your thoughts below!