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Financial Times: Nokia looking at new marketing strategy before Windows Phone 8 launch

Posted: , by Alan F.

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Financial Times: Nokia looking at new marketing strategy before Windows Phone 8 launch
If something doesn't work, the best thing to do is to blow it up and re-build it. With that in mind, the Financial Times is reporting that Nokia is looking to change its marketing tactics with the launch of its first Windows Phone 8 smartphone. The new plan is to enter into a partnership to offer a new smartphone on the network of just one or two European carriers. The financial newspaper says that Nokia has had secret negotiations with a number of carriers including France Telecom, but no deal has been agreed to at this time. Another carrier that could get involved is Deutsche Telekom.

Nokia was happy with the results of using exclusivity with the Nokia Lumia 900 on AT&T

Nokia was happy with the results of using exclusivity with the Nokia Lumia 900 on AT&T

Nokia's current marketing strategy calls for the Finnish based handset manufacturer to flood all distribution channels with phones, getting them into as many hands as possible. The new plan calls for entering into agreements with a carrier or two that would support Nokia's models. Initially, Nokia would reach a deal with no more than one or two networks in Europe, and will offer the operators a financial stake in the success of the phone. That move is expected to give the carriers an incentive to push the new model and promote it heavily.  Nokia used this strategy with the flagship Nokia Lumia 900 model in the U.S. with AT&T and was happy with the results even though only 330,000 units of the Lumia line were sold in the States. That figure included sales of the Nokia Lumia 710, sold exclusively in the U.S. by T-Mobile.

Those familiar with the plan say the idea is to recreate the excitement that took place prior to the exclusive launch of the OG Apple iPhone in 2007. For example, in the States the original Apple iPhone model was exclusive to AT&T which some say led to the heightened demand for the model.

source: FinancialTimes via Reutrers

24 Comments
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posted on 22 Jul 2012, 22:01 11

1. darktranquillity (Posts: 284; Member since: 28 Feb 2012)


Strategy A- Fire Elop
strategy B- Wind up.

posted on 22 Jul 2012, 22:02 8

2. Samsomesh (Posts: 180; Member since: 11 Jun 2012)


Best of luck Nokia... Better do something than nothing!.

posted on 22 Jul 2012, 22:10 10

3. wendygarett (unregistered)


The news marketing strategy will be...
Kick Elop ON LIVE!!! :D

posted on 22 Jul 2012, 23:05 2

7. JunkCreek (Posts: 406; Member since: 13 Jul 2012)


Nice tought. If it never been Elop, then it would never be.

Heheheh.

posted on 22 Jul 2012, 22:31 7

4. MeoCao (unregistered)


Nokia under Elop use the same tactics as their masters from Redmond: fooling the users.

Look at Lumia 900: this was an outdated handset from the start but was marketed as a premium 1, they even put it on show at Times square while it has single core, low res, thick and heavy design. And Elop said the sales was "encouraging"? That was blatant lying to say the least.

posted on 23 Jul 2012, 00:19 3

15. bbblader (Posts: 581; Member since: 24 Oct 2011)


only the design part i disagree with you it has good design

posted on 23 Jul 2012, 00:22 2

16. JunkCreek (Posts: 406; Member since: 13 Jul 2012)


No, it just still use old fashioned market strategy. Yesterday, when we buy a premium phone, the number one and the best at its price & feature phone, we never care about if it gets any update or never. We don't even care about the "ecosystem" the apps and the games available in its ecosystem. We just proud to use the phone that has Great Camera, Great Speaker, Great internet speed, WiFi and GPS, but didn't care about application that supports its capability.

Now on, phone had "evoluted" like a "mini PC". It is has OS and specs that can or cannot update. So Nokia has wrong strategy on the marketing, since they marketed Lumia as how premium phone marketed yesterday: Only give us feature but no future.

Now on, it is user who decide if he wants to get a standard/low phone (latest OS but minor OS update or never at all) for cheapest, mid-end phone (latest OS with major OS update but minor OS Upgrade) for average bucks or premium phone (major OS update and major OS Upgrade) for whole lot of bucks.

Thats just IMHO.

posted on 22 Jul 2012, 22:48 4

5. remtothemax (Posts: 239; Member since: 02 May 2012)


seriously? the lumia release was nokia trying to "flood the market"?
...on two carriers in the us?
i wonder how many they would have sold if they were available on all the carriers

posted on 23 Jul 2012, 02:27 3

19. Droid_X_Doug (Posts: 5922; Member since: 22 Dec 2010)


VZW shoud just bail on WP and not bother offering any WP handsets. It is amateur hour at MS and Nokia. VZW needs to focus their energy where they are already making coin - Android and iOS.

posted on 22 Jul 2012, 22:53 4

6. darkvadervip (Posts: 341; Member since: 08 Dec 2010)


Meocao do you ever test phones out before jumping on the band wagon talking down on a phone. I've had Andriod then switched to the iPhone because it's simple and to this day never had an iPhone to freeze up on me. I'm in love with the windows phone brand and it's not outdated. It has a little catching up in market place but for its major first go round it's pretty nice for a "single core" phone. With a few tweaks and more apps it's by choice the best platform out.

posted on 22 Jul 2012, 23:21 1

8. joey18 (Posts: 531; Member since: 20 Jul 2010)


My question how many thos phones att sold after upgrade has b sold on craigslist my old 4s sold and now sg3

posted on 22 Jul 2012, 23:23 4

9. satydesh (Posts: 71; Member since: 22 Nov 2011)


"Success is falling nine times and getting up
ten!!!"
-We are not a robot

posted on 22 Jul 2012, 23:24 1

10. Shubham412302 (Posts: 304; Member since: 09 Nov 2011)


at some store lumia 800 are selling at12k ie 100 $. hahahaha

posted on 22 Jul 2012, 23:35 1

11. satydesh (Posts: 71; Member since: 22 Nov 2011)


Shubham412302 you have got wrong info its lumia 610 and if you you are damn sure then i give you 12000/- buy me one lumia 800 and 12k becomes 200$ not 100$!!!

posted on 22 Jul 2012, 23:36 1

12. satydesh (Posts: 71; Member since: 22 Nov 2011)


Shubham412302 you have got wrong info its lumia 610 and if you you are damn sure then i give you 12000/- buy me one lumia 800 and 12k becomes 200$ not 100$!!!

posted on 22 Jul 2012, 23:58 3

13. pikapowerize (banned) (Posts: 1869; Member since: 03 May 2012)


nokia... a lot of people dont really like the whole Microsoft Partnership... you'll just loose many tech fans and market!!!

why are you so eager to kill symbian as early as now.. i thought you're giving it life until 2016???

just please... put the symbian platform on the low end market.... symbian is better than S40!! and people are more familiar with symbian than windows phone!

i guess there is no stopping on your flopping and falling and failing now...

i dont know if i could still call myself an avid nokia fan! :(

stop this now... i love symbian forever....

gonna repost this!

posted on 22 Jul 2012, 23:59 4

14. pikapowerize (banned) (Posts: 1869; Member since: 03 May 2012)


i hope they could make a huge comeback, not hating on elop but i want him fired!

if i were nokia CEO i am going to support the symbian OS forever... we need to have a back up OS or at least make it as the OS for low end market... not the new s40 thingy... they could make s40 for super low end market... on the bar phones and touch and type phones at price $80/$75 and below phones and symbian as the OS for $150 - $95 phones!!! and make the WP as the OS for midrange and high end..

and make the new linux OS(if ever they are REALLY making one, from the smarterphone team) as the back up for windows phone! and the OS for all level too! $130 and above phones!

posted on 23 Jul 2012, 01:03

17. -box- (Posts: 3866; Member since: 04 Jan 2012)


For all the Elop haters, please, use some sense. One person does not and cannot make the decisions of a multimillion or multibillion-dollar company by themselves. They must have approval from the board of directors, shareholders, presidents, employees and employee unions (as applicable), and most times are just the puppet or mouthpiece of the most powerful or persuasive of the aforementioned groups. Even companies that seem like borderline tyrannical dictatorships (like apple, esp with jobs) are that way. It's the same with government: the president of the US may have their own agenda, but they can't blatantly pass their own laws or changes without approval of the Senate, House of Representatives, Congress, and, of course, voters. It's easy to blame the person "in charge" because they are the visible part of the conglomerate, but more often than not, they are made to do by outside influences, be it their party, financial backers, lobbyists, special interest groups, or voters.
Elopnwas chosen to his position, and there is apparently enough internal confidence within Nokia to keep him in that position. Nokia has a good chance (if not a probability) of regaining its status as #1, but it's a long battle, and with Microsoft's financial help, one even more likely to succeed than fail if they were going at it alone. Yes, Symbian has/had some life left in it, and shouldn't have been spoken of so harshly in the infamous "burning platform" proclamation. Yes, MeeGo is an excellent OS and shouldn't have been stillborn. Perhaps killing those off was part of the deal with Microsoft to get the kind of funding and lack of restraint that Nokia got and will continue to receive exclusively. Yes, they could have gone Android, but they aren't (for now). Deal with it. If it's that big of an issue, buy a N9 and put Android 4.1 Jelly Bean on it. Buy an 808 PureView to show your support of the non-Windows phone platform. As for myself, I'll keep using my Lumia 900 until a PureView Windows Phone 8 comes out, then I'll either sell it or pass it on to a family member. It is great as a phone, media device, and internet portal, as well as other typical smartphone duties. It looks and feels great, and I expected nothing less when purchasing it. WP7.8 will bring many improvements to it, and make it even better.
As for marketing, I think a multi-carrier approach with lots of brand awareness efforts (like what was done last time) will work well. Spend less money on the ads, perhaps, or don't give away as many phones. Incentivize the sellers on the "front lines" as is being done with AT&T. Keep up the pressure and let customers know the maker of their seemingly indestructible and highly receptive old "bricks" is back with a vengeance

posted on 23 Jul 2012, 02:20 1

18. lubba (Posts: 1311; Member since: 17 Jan 2011)


Looks like tmo's gona be shut out again on a high end Nokia wp8.

posted on 23 Jul 2012, 04:18 2

20. cityeighteen (Posts: 40; Member since: 28 Mar 2012)


I really don't think they need to do that. Hasn't anyone noticed how heavily T-Mobile USA is marketing the Samsung GS3 despite the fact that it's on several carriers? Nokia could also independently run marketing campaigns to complement what the carriers do.

But however Nokia approaches phone distribution, they need to set up an online store in at least their largest markets (such as North America and Europe) where they have all of their phones available unlocked and SIM-free, so we can use any Nokia phone with any carrier (especially prepaid carriers) as long as we're willing to pay the full retail price.

posted on 23 Jul 2012, 05:35

21. FoneAddict (Posts: 206; Member since: 05 Jul 2011)


It doesn't take a genius to understand Nokia's problems cannot be resolved through marketing alone. Nokia has already spent hundreds of millions of dollars marketing Windows Phone only for it to be an utter flop (especially outside of the States).

Get rid of Elop, this man is a walking disaster since his appointment as Nokia CEO.

posted on 23 Jul 2012, 10:32

22. RichieRich379 (Posts: 21; Member since: 23 Mar 2012)


If nokia wants a shot to compete than they must capitalize on time, there next phone must be some sort of lumia device with pureview technology, if they wait till the spring it would be to late, other manufactures will catch up and the buzz will be gone.

posted on 25 Jul 2012, 11:43

23. cdgoin (Posts: 369; Member since: 28 Jul 2010)


" flood all distribution channels with phones " - So offering a entry phone at Tmobile, none at Verizon or Sprint.. and the rest at AT&T.. is "FLOODING" all distribution channels.. ??? AM I MISSING SOMETHING HERE ...?

posted on 25 Jul 2012, 11:47

24. cdgoin (Posts: 369; Member since: 28 Jul 2010)


@FoneAddict sales in Europe have been good.. its sales in the US that have sucked. Under 400,000 units.. Part of that is trying to compete head on with iPhone at AT&T, and not having them sold anywhere else. Its a POOR marketing strategy I said since the beginning would be a fail for MS.. and its proven to be a fail for MS and Nokia.. Being in bed with AT&T makes no sense, not having a CDMA phone (For Verizon and Sprint) also makes no sense.. Its stupid move after stupid move.. and all centered on AT&T.. SMH

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