Nokia has only sold 330,000 Lumia devices in the US

Nokia has only sold 330,000 Lumia devices in the US
In the run up to the launch of the Nokia Lumia 900 on AT&T, there were multiple reports that the launch would see unprecedented marketing, with even AT&T saying that it would exceed the scope of the original iPhone launch. Nokia executives boldly referred to the Lumia line as the first “real” Windows Phone devices and at one point AT&T claimed claimed that Lumia 900 sales had exceeded their expectations.

It’s not clear exactly how low Nokia’s expectations were, but a close analysis of the latest Nielsen and comScore numbers shows that Nokia has sold well below half a million Windows phone devices in the U.S. – they number crunchers at Aymco peg the number at a mere 330,000. And those numbers aren’t just Lumia 900 sales, they are the total sales of all Nokia Windows Phone devices, including the value priced Lumia 710 on T-Mobile (which has been selling for "free" on contract for months) and launched back in January.

How did Asymco derive those numbers? Nielsen and comScore gave them to us: in the breakdown of hardware vendors Nielsen shows Nokia as behind Samsung and HTC’s Windows Phone offerings (despite not being “real” WP7 devices…) as having made 0.3% of all current U.S. smartphones. Multiple that against the total number of US smartphone owners (which comScore’s recently recorded as 110 million) and you get this:

110,000,000 X 0.003 = 330,000 units.

That is an astonishingly small number, and explains why Windows Phone market share still lags behind even Windows Mobile, over a year and a half after WP7 launched. With Windows Phone 8 coming in a few more months and no upgrade path for current devices to the next version of the software, surely whatever chance at serious market disruption was available is now gone. For Nokia, who bet their company on the success of Windows Phone, WP8 surely cant’ come soon enough. And if that doesn’t do the trick, their recently reported back up plan had better be ready for action.


source: Asymco via Business Insider

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92 Comments

1. TheRetroReplay

Posts: 256; Member since: Mar 20, 2012

Ouch...

36. jroc74

Posts: 6023; Member since: Dec 30, 2010

"Nokia executives boldly referred to the Lumia line as the first “real” Windows Phone devices" Ouch indeed. Good ole Elop..... Think it was a good idea to basically say all the other manufactures of WP suck? How many times is he gonna put his foot in his mouth? And ppl worry about Google alienating Android manufactures with their Motorola deal....

43. MISTER_H

Posts: 97; Member since: Jul 08, 2012

Hahaha good news Windows-phone's didn't sell that well.... Restricted. Low speced, messed up phone!

54. TheRetroReplay

Posts: 256; Member since: Mar 20, 2012

The sad thing is, I really like the Lumia 900, I'm just on Verizon. And they won't be getting any WP devices until they have LTE in them. WP is a really good mobile OS and Nokia isn't even taking it seriously.

61. dickwyn

Posts: 621; Member since: May 07, 2012

It either everybody is biased against WP or everybody is patiently waiting for WP8 like me

83. MoonlitTear

Posts: 52; Member since: Jun 09, 2008

Waiting for WP8. I have HTC Radar now, and I like the OS. Upgrade coming up and I will patiently wait...

86. -box-

Posts: 3991; Member since: Jan 04, 2012

"Update: Nielsen has contacted us to make it clear they do not support multiplying their numbers with Comscore numbers, saying they measure subtly different elements of the phone market. While the math appear reasonable they therefore do not feel the 300,000 number is accurate." http://wmpoweruser.com/nielsen-nokia-only-sold-less-than-300000-nokia-lumia-900-in-usa/ Please update article.

87. whothisperson

Posts: 102; Member since: May 06, 2012

Even if they doubled that number, still not good enough to compete

2. Penny

Posts: 1847; Member since: Feb 04, 2011

Let me just say preemptively that these are obviously disappointing numbers, but please don't feel it necessary to jump with joy and say "there, told ya Windows Phone wouldn't last!" Remember, we are all in this together, and if Windows Phone does not succeed in the long run, it just makes it that much easier for the current competitors to get away with less innovation and still control the market.

10. Scott_H

Posts: 167; Member since: Oct 28, 2011

I certainly agree that more competition benefits consumers. And I think most reviewers agree that Windows Phone is a better OS than the sales numbers alone would suggest. But it's also important to realize just how far in the hole they are at this point if we are to accurately decipher current and upcoming moves by Microsoft, Nokia, and other related parties.

22. Penny

Posts: 1847; Member since: Feb 04, 2011

I completely agree Scott. I fully acknowledge that these numbers are deeply disappointing, and the worse the numbers get, the more tenuous the strategy appears to get for both Microsoft and Nokia. I've just seen too many readers that don't seem to understand that bad news for your competitors can be bad news for you as well. The message I was trying to convey is that you should not be acting like you just won a championship if you are a fan of another company. You're cheering on something that has a negative impact on you.

38. Scott_H

Posts: 167; Member since: Oct 28, 2011

Agreed. I'm sure Microsoft can afford to go another round or three in an attempt to find traction (they have little choice in the long run), but I do think that anything less than an overwhelming success with WP8 might force Nokia's hand. What that would mean I don't know, whether that leads to a strategy shift, a sale of their hardware division to Microsoft, or whatever - but surely as a company they can't continue down this path indefinitely without a larger slice of the pie. But ultimately having BB10 AND WP8 compete effectively would be good for consumers.

46. Droid_X_Doug

Posts: 5993; Member since: Dec 22, 2010

I am not sure that Nokia can afford to go another round on WP (even WP8) with sales results on the order of 300K/quarter. This is starting to look like the Palm experience all over again. The only difference is that Nokia started from a higher market share.

47. steelicon

Posts: 318; Member since: Apr 02, 2011

Negative impact on the "CURRENT" strategy, which is to KILL OFF internal and external competition. Internal refers to in house mobile OS such as Symbian, MeeGo and Meltemi, which were needlessly EOL'd by Elop @ Co. External, well you get the idea. We cheer on only for karma and for heads to roll.

50. Whodaboss

Posts: 176; Member since: Nov 18, 2011

I don't believe in these numbers whatsoever. Simply put, I think they are bogus. Made up. Fake. Inaccurate. partial at best. How can this be? Every store was running out of devices... weren't they? I'll have to wait until the official quarter numbers comes out until I believe this.

57. Scott_H

Posts: 167; Member since: Oct 28, 2011

I actually looked this up while writing it - the only reports of stores selling out come from AT&T almost immediately after launch (and even that was a qualified "many stores are selling out, although mostly in cyan" statement). After that everyone clammed up.

65. akita256

Posts: 98; Member since: Jan 26, 2012

That's why I never believed the numbers that AT&T was announcing in the beginning. I never thought they were actually selling out. THOSE were the numbers that were made up.

91. Whodaboss

Posts: 176; Member since: Nov 18, 2011

Well, even with the thumbs down. I'm glad to see I was vindicated. There were 600K Lumia's sold and 330K were Lumia 900s. Like I stated before I had a feeling your previous reported numbers were under reported. Yes, inaccurate and partial at best. That's all.

92. stylinred

Posts: 50; Member since: Mar 03, 2012

you're wrong whodaboss.... they sold 600k devices in North America... including Symbian and S30phones... Symbian sales took 0.5% of the phones sold in NA during Q2 and Lumias sold 0.65%, I don't know what S30 sold as I couldn't find any reports listing (never is for featurephones) So I don't know where you made your numbers up but learn to read...

60. steelicon

Posts: 318; Member since: Apr 02, 2011

When Windows Phone 8 fails, they will kick out CEO Stephen Elop. When the share price falls, then Jolla Mobile and Co. can buy off NOKIA for a takeover. Facts are stranger than fiction. Who knows what may happen.

12. smallworld

Posts: 517; Member since: Jul 13, 2012

Pleease DON'T constently bring the innovation argument on the table! Android and iOs didn't wait for wp to come up with new ideas. You'd better face the fact that wp(8) didn't bring anything new (don't mention metro please). Android and iOs will pursue their merry way with or WITHOUT wp. Don't dislike because it's the only truth. Microsoft (and Nokia) will have to find something radically different. I can't see wp gain 10% market share in the two next years. (FYI: i'm not a troll)

17. Contreramanjaro

Posts: 153; Member since: Dec 04, 2011

While they have not brought much technical advancement, Microsoft focused on the user experience over features and this is something that I really felt Android and iOS lacked. When using both of those, and yes, I've used both extensively, I always felt like there were too many steps to get from point a to point b. Windows Phone always felt smooth and easy and this is something I miss from cell phones recently. They are so focused on having the biggest screen, best specs, and most abilities that they forget to keep the things I use my phone for the most in perspective, text and calls. And I'm mentioning Metro because that is the driving force behind the phone and having a consistant theme across the phone and it's apps. Much more than a home screen. Right now iOS and Android are stronger but this sort of random quality and variable user experience makes me want Windows Phone to succeed, or at least its design approach to succeed. Just a note, I'm currently using Android because I'm unsatisfied by the current Windows Phone offerings. I just think it's unfair to claim it has brought nothing to the table in innovation.

18. smallworld

Posts: 517; Member since: Jul 13, 2012

I think you're a bit wrong but I see your point. WP suffers from terrible lacks. A LOT of essential feature are missing. A fancy and smooth ui doesn't make all the magic. You should read the article on PA with a list of 101 reason not to buy a wp (althought some are wrong). This is what make impossible for me to own a wp, not to mention the utterly terrible marketplace.

19. Droid_X_Doug

Posts: 5993; Member since: Dec 22, 2010

And this is but two examples of dogs not liking the WP dog food....

29. Contreramanjaro

Posts: 153; Member since: Dec 04, 2011

I read that awful article about the 101 things wrong with WP. I really don't have that many problems with the things WP lacks. Speaking of terrible, I have been nothing but disappointed in the app selection in Android. There are lots of apps but so many of them are worthless and end up putting ads in my notification bar. As far as "terrible marketplace," I'm not sure if you mean selection or the experience because to me the experience has been rather nice. The lacking apps is an issue that will solve with a better user base and not until before that. Have you tried a Windows Phone though? I really didn't care about the OS until I gave it a shot. I think it's one of those things you just need to try for yourself. Everyone I've gotten to try it out seems to prefer it or at least like it, or they lie straight to my face. Honestly though, there aren't that many features missing. I can make a 101 things wrong with any OS list but I wouldn't waste my time because it's a silly way to get a point across and leads to some rather generous stretches. Try before you buy. There are a ton of opportunities to do so.

49. Forsaken77

Posts: 553; Member since: Jun 09, 2011

I agree with your point of view completely. I, myself, use Android because the hardware is 4x's more advanced than WP offerings. If the Lumia was the first "real WP" than they're offering up an Android phone from 2 years ago. I want WP to succeed as well but it should not take Microsoft this long to add the same features their competitors had for years now. Microsoft is, and has always been, a software company. This is their turf and they're being beaten badly even with the home field advantage. WP8 is a giant step in the right direction, but still, they're adding features Android had in 2011. If the hardware was on equal ground and was capable of the same things as Android phones, I'd go WP all day just because the UI is so much smoother. I'm completely fed up with the fragmentation of Android and the ridiculous delays in updating their phones, carriers fault or not. Once WP becomes a viable option I'm jumping ship.

23. Penny

Posts: 1847; Member since: Feb 04, 2011

@ smallworld, My point wasn't about innovation. It was about business strategy. If you are a business operating in a market with fierce competition, you are doing everything you can to rise above your competition. If you are a business operating in a market in which you have dominance, your best strategic decision is to continue innovating at the same pace, but release those innovations to the public at a slower pace. That both gives you both better short term profit (more income for each R&D expense) and better long term profit (more sales for future products due to ongoing, paced growth). And I'm not going to touch on what I think WP7 and WP8 bring to the table, because that was partially covered by one of the other comments, and because you obviously don't believe that bringing a different user experience is a worthwhile innovation. The fact is, when one company bests the user experience of its competitors, the other competitors will compete in that arena as well. I do not believe Android was making as significant leaps in user experience between releases previously as it is now (think ICS, Jelly Bean).

16. Droid_X_Doug

Posts: 5993; Member since: Dec 22, 2010

If the dogs don't like the dog food, sales of the dog food will disappoint. It is real simple. It doesn't look like dogs like the WP dog food. Ergo, the WP dog food doesn't sell.

24. Penny

Posts: 1847; Member since: Feb 04, 2011

I'm not sure why you seem to be so fascinated today by dogs Doug, but I was not addressing the factors for the poor sales at all. Therefore, I find it rather obnoxious of you to present your "real simple" argument to me as if I did not understand the correlation between lack of interest and lack of sales. In simpler terms, grow up.

34. Droid_X_Doug

Posts: 5993; Member since: Dec 22, 2010

Gee, Penny - a bit defensive today, eh?

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