...When Push Comes to Shove

The en­thu­si­asm and ag­gres­sive­ness dis­played by Nokia for its Lu­mia launch in­di­cates that the erst­while leader in mo­bile de­vices is no quit­ter

Voice&Data - - NOKIA - Gyana Ran­jan Swain

The month of Oc­to­ber saw Nokia un­veil­ing its first set of Win­dows based mo­bile phones—the Lu­mia se­ries—glob­ally as well as in the In­dian mar­ket. For the In­dian event, the launch also saw the Fin­nish gi­ant in new vigor, in­fused with fresh blood from soft­ware be­he­moth Mi­crosoft. The In­dian me­dia had not seen Nokia in this avatar for a long time now. The kind of well or­ches­trated prod­uct un­veil­ing the ag­gres­sive­ness and buoy­ancy in Nokia In­dia, the man­ag­ing di­rec­tor, D Shivaku­mar’s speech and the prod­uct demon­stra­tion for most of its new fea­tures used to be a big miss in Nokia’s past events. How­ever this time the en­tire at­mos­phere around the prod­uct launch was sim­ply en­er­getic. And it was not just the prod­uct un­veil­ing, the Espoo based com­pany en­sured all the el­e­ments around the de­vices be in place. Nokia made sure that around 12,000 em­ploy­ees get trained prop­erly and are present at var­i­ous Nokia sales cen­ters to ex­plain the var­i­ous fea­tures of the phones to the prospec­tive cus­tomers. Mi­crosoft and Nokia, both have in­ter­nal as well as col­lab­o­ra­tive plans for the pro­mo­tion of Win­dows based Nokia de­vices. The com­pany also mod­i­fied and gave an en­tirely new look to 5,000 of its ex­ist­ing re­tail out­lets and de­ployed a spe­cial­ized field sales force to pass on the Lu­mia ex­pe­ri­ence. Be­sides, Nokia in col­lab­o­ra­tion with 1,000 de­vel­op­ers put 700 lo­cal ap­pli­ca­tions in the Win­dows mar­ket­place that boasts of hav­ing around 35,000 apps.

Both the com­pa­nies, es­pe­cially Nokia looks more se­ri­ous this time and ap­peared in a com­bat­ive mood. It wanted to show it was the leader and it would not let go that tag away any time soon and at least not that eas­ily. How­ever things do not turn around that easy when you are on a down­ward trend with com­peti­tors ga­lore and the com­pe­ti­tion is get­ting fierce ev­ery pass­ing day. One has to put in more ef­forts that is re­quired when there is a up­hill task, but Nokia with Lu­mia did not give that im­pres­sion. To woo the cus­tomers and bring back the loyal fol­low­ers, a com­pany like Nokia should have brought some unique­ness to the ta­ble but both the de­vices of the Lu­mia se­ries do not give the cus­tomer any­thing sig­nif­i­cant, it does not make the cus­tomer feel spe­cial. Price of a prod­uct and more im­por­tantly value for money has and will al­ways be the de­cid­ing fac­tor to go for a prod­uct. But in the case of Lu­mia, Nokia fails to ful­fill any.

Nei­ther in terms of fea­tures nor in terms of price, Nokia Lu­mia could woo the cus­tomers.

Lu­mia 800 fea­tures a 3.7 inch dis­play—lead­ing Android mod­els moved to 4 to 4.5 inch dis­play size some time ago

Lu­mia 800 fea­tures pixel den­sity of 250 ppi—about 80 be­low where new Ap­ple, Sam­sung and, HTC mod­els are

Lu­mia 800 is 12 mm thick—about 40-70% thicker than the new wave of smart­phones from Ap­ple, Sam­sung, and Mo­torola

Lu­mia 800 fea­tures only a sin­gle-core pro­ces­sor vs the dual-core chips from ri­val high-end smart­phones

For more re­lated ar­ti­cles go to voicen­data.com

Lu­mia 800 does not fea­ture LTE sup­port, a front-fac­ing cam­era or NFC tech­nol­ogy, which is now ar­riv­ing to cut­ting-edge Android mod­els

No doubt, the Nokia Lu­mia is a great phone as ap­peared from the pre­lim­i­nary use and at par with the smart­phones avail­abil­ity in the mar­ket in that price range of around Rs 30,000. Nokia can claim that if one can buy a smart­phone at that price from a dif­fer­ent ven­dor then why not from us? Well, the cred­i­bil­ity of Win­dows phone comes as a big damp­ener. Nokia does not have to prove a point, it has been the leader so far but Mi­crosoft’s mo­bile OS have never been a suc­cess when com­pared to the ac­cep­tance of Ap­ple or Android OS. So, the cus­tomers would hes­i­tate cou­ple of times be­fore putting $600 for a de­vice that is as new as now, rather they would pre­fer to go for a prod­uct that is tested.

So, the big ques­tion for Nokia is how to drag those prospec­tive cus­tomers for a Lu­mia ex­pe­ri­ence.

Nokia has to think out-of-the-box as well as put some more fea­tures in the de­vice that is there in the box to get some new at­ten­tion. Typ­i­cally, you run twice faster to catch up if you have missed a sin­gle step in the race.

gyanas@cy­ber­me­dia.co.in

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