Microsoft wants a slice of the market in India as well – claims it will bring “affordable flagships” to the market

Microsoft wants a slice of the market in India as well – claims it will bring “affordable flagships” to the market
Google announced the first three handsets to be launched under the Android One program in India today, their prices starting at around $100 off-contract. The search giant's new effort is geared towards helping regional OEMs deliver extremely affordable, but still adequate, devices to emerging markets, which would, in turn, help Google reach the "next 5 billion" mobile users.

Following this move, Microsoft was quick to announce that it, too, will be changing things up a bit in the way it approaches emerging markets. Namely, Redmond intends to drop the Asha line and replace it with its own "First" series of feature phones, which will cost less than $40 (~2443 Rs). Next, it will try and “significantly” lower the price points of its smartphones, which would be an impressive feat, seeing as the Lumia 530 currently sells in India for ~$117 (7199 Rs).



Whether Microsoft plans to release new devices, specifically designed for the target market, isn't said explicitly, though, we expect that would be the case, since it says it will try to cram some features from its flagship devices into the bottom-of-the-barrel models, in order to increase value and allure. That would definitely be a smart move, as Microsoft says the new offers will be pushed out to the market in India over the next 12-18 months. By that time, Google will have gained some momentum and Redmond will need some extra “oomph”, in order to create some hype and grab a slice of the market.

source: TheEconomicTimes via Windows Phone Central

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34 Comments

1. akki20892

Posts: 3902; Member since: Feb 04, 2013

Nokia name is gone........in India people know Nokia very well......it will hurt ms in their next phones with ms branding.

4. shuaibhere

Posts: 1986; Member since: Jul 07, 2012

MS should forget about indian if they are goin to remove nokia branding.......

5. itsdeepak4u2000

Posts: 3718; Member since: Nov 03, 2012

Yeah, Indian people love / loved Nokia. MS should be on par with this but still the "affordable flagships'" idea is good IMO.

7. Scott93274

Posts: 6032; Member since: Aug 06, 2013

... It just doesn't make any damned sense to me. Nokia is an established, trusted brand in the mobile market. Why would they discontinue it?

20. nokia12

Posts: 610; Member since: Nov 19, 2013

because they haven't bought Nokia branding from Nokia in respect of smartphones.. they can use it only in respect of feature phones

28. Deaconclgi

Posts: 405; Member since: Nov 03, 2012

Because Microsoft doesn't own Nokia/didnt buy Nokia regardless of what don't poorly written articles and misinformed journalists have started. Microsoft only licensed the Nokia for use on certain device types for a certain amount of time since they do not own Nokia or the Nokia brand.

29. joey_sfb

Posts: 6794; Member since: Mar 29, 2012

Its hurt Microsoft pride that Nokia brand is known and selling well and not their MS branding. Now that they have bought Nokia and destroy the old rival its not going to continue to fund a brand that bring them this constant reminder.

32. boosook

Posts: 1442; Member since: Nov 19, 2012

because: 1) Nokia was too strong: it was the only brand with WP that people bought. that there was no room for other manufacturers. HTC, LG and Samsung tried at the beginning to fight Nokia, but with no luck. 2) at the same time, Nokia was not enough for Microsoft ambitions. Microsoft wants WP to be a global OS like Android, they want WP to be on every phone because, like Google, they earn money from the OS and not from the hardware. With Nokia they had a situation similar to Apple: an OS deeply tied to a single hardware brand. But, as strong as the brand may be, this means that you can't go above a certain market share (10-15%), simply because... people are different. And if Nokia could help in places like India or Italy, it's still a brand that noone considers in places like US, Japan and many other important markets. So, which was the solution? They used Nokia until they could, then when Nokia had no more chances to switch to another OS they bought it, and so they got the patents they needed. At the same time, they got rid of the Nokia brand and opened the doors for all the other manufacturers. It was like saying "hey, look... there's no Nokia anymore, now the WP market can be profitable for you too". It was the only possible strategy, though it's risky I think it will pay in the long run. People will forget Nokia and will slowly start to recognize the Microsoft and the Windows brands. That's what Microsoft wants: they want you to buy their phones because they have Windows, not because they're Nokia. And if, initially, some Nokia fans will switch to Android it's not a problem. They know it, and they probably accounted for it.

33. Sniggly

Posts: 7305; Member since: Dec 05, 2009

Yeah, unfortunately for Microsoft Nokia's branding was pretty much the ONLY reason WP has grown. Sales were pathetic on Samsung, HTC and LG WP devices. By destroying the Nokia branding Microsoft is destroying the only reason people have stood up for its OS. You didn't see the small army of WP fanatics flooding comment sections until Nokia went all in on the OS. Now that Nokia's time is truly coming to a close people will start switching away from WP because its growth is stalling and they have or will see the destruction of Nokia as a betrayal by Microsoft.

6. lalalaman

Posts: 638; Member since: Aug 19, 2013

Yup, there can b a considerate decrease in sales after removing nokia logo and replacing it with Microsoft......like India here in Pakistan ppl too love Nokia

10. NokiaFTW

Posts: 2072; Member since: Oct 24, 2012

In India, Microsoft has a lot of brand recognition as well, so I still see a lot of people buying MS branded Lumias.

13. shuaibhere

Posts: 1986; Member since: Jul 07, 2012

That's why they reserved internal storage for apps....smart move in imo... even today one of my friend filled his internal storage with songs and videos and complained to me that he can't install app...when his sdcard is empty....i just moved the content over to sdcard and he was able to install...and he is happy about it...

15. shuaibhere

Posts: 1986; Member since: Jul 07, 2012

Ignore the previous comment.... I agree...Ms has brand recognition in here but just 1/10 of what nokia has....

18. Malhar

Posts: 49; Member since: Dec 29, 2012

Yeah Correct

23. Liveitup

Posts: 1798; Member since: Jan 07, 2014

I agree with you that Nokia is a well known brand in India and it could very possibly hurt MS. Lets not forget though that MS also have brand recognition in India and MS new CEO is also indian. I actually read a few articles about how proud India was of Satya being the head of a major worldwide known company.

2. Sniggly

Posts: 7305; Member since: Dec 05, 2009

ELOHEL.

3. RaKithAPeiRiZ

Posts: 1488; Member since: Dec 29, 2011

Microsoft Lumia With Windows (phone ) 8.1 basic edition ...no thanks

24. Liveitup

Posts: 1798; Member since: Jan 07, 2014

Get over yourself its the same people who is making current Lumia, don't be ignorant.

8. CosmicLion

Posts: 15; Member since: Sep 15, 2014

Sell Nokia 830 for 15K and MS can mop up lot of market.

11. NokiaFTW

Posts: 2072; Member since: Oct 24, 2012

I think if they can price the L730 at 15k, they can compete with the Moto G.

16. CosmicLion

Posts: 15; Member since: Sep 15, 2014

L720 was a joke. To dent Android market, L830 has to be less than 20K.

17. NokiaFTW

Posts: 2072; Member since: Oct 24, 2012

L720 was an awesome mid ranger for its time (early 2013). However, after the Moto G's introduction the mid range market has become super competitive. And yes I agree, MS should sell the L830 around the 20k mark in order to gain good sales.

9. BobbyDigital

Posts: 2124; Member since: May 29, 2014

No one is going to buy any WP handsets in India. Especially since they jettisoned the Nokia name. I give WP two years tops before Nadella pulls the plug on it.

12. NokiaFTW

Posts: 2072; Member since: Oct 24, 2012

People here in India prefer buying international products. So even the MS Lumia brand will sell since Microsoft has a good brand recognition in the country cuz of the Xbox and the Surface line. Also, if MS can price the WPs as low as Micromax and Karbonn, they can easily outsell them. Not forgetting, Micromax and Karbonn will themselves be releasing affordable WPs soon.

14. shuaibhere

Posts: 1986; Member since: Jul 07, 2012

Just because you're fan of MS....don't be too biased.... Xbox??? Seriously???? Most People in here can't even afford midrange phone...and you're talking about xbox... Normal joes here even dunno MS owns xbox.....and surface??? lol....most stores don't even carry surface..... On other hand MS has good brand recognition in WINDOWS and MS Office.....

21. nokia12

Posts: 610; Member since: Nov 19, 2013

lol dude surface line in india ? seriously ?

19. Malhar

Posts: 49; Member since: Dec 29, 2012

Lumia 730 should be priced at 14-15k and Lumia 830 at 18-20k for better sales

22. samystic

Posts: 242; Member since: Mar 25, 2012

o yeah? are you serious MS? then give us Nokia back! or at least the trust they built so strongly in India! just read all the rants! it unanimously mentions the same thing!!!

25. Liveitup

Posts: 1798; Member since: Jan 07, 2014

You do realize that MS and the Nokia you want back is the same company right, its the same employees from the Nokia you love making the same awesome Nokia phones we love, dont let a name change fool you, thats all that's changed.

34. samystic

Posts: 242; Member since: Mar 25, 2012

i think you are just living it up... lots of things have changed... the nokia (as in the product @nbringer, not the name) is no more or at least for the moment

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