Nokia seeks to market its new Windows Phone powered handsets to the youth of the world

Nokia seeks to market its new Windows Phone powered handsets to the youth of the world
With a brand name that no longer has the cache in cell phones that it used to have, Nokia says it plans on focusing the marketing of its new Windows Phone powered smartphones, at the youth of the world. John Nichols, head of Nokia's marketing in the U.K. and Ireland said that while the Finnish based firm already has a huge following among the young, it needs to make sure it has the partnerships and content that would appeal to teenagers.

Nichols hints that Nokia is going to go all out to force its way into the teen market. The executive said, "As a teenager, the brands I loved had an opinion and told me whether to engage with them or not. The trick is to remember to not just wade in; otherwise our personality could look like the drunken uncle dancing at the wedding." And with an 80 million GBP ($126 million USD) budget to work with in the U.K. and Ireland, it certainly sounds like Nokia is going all in to reach what Nichols calls the next generation of mobile phone buyers.

Nokia recently shook hands with U.K. X-Factor boy band One Direction to create a phone personalized by the group with added screensavers and ringtones. And instead of using the usual media to advertise, Nokia plans on making use of social media which it considers as a great way to reach the youth market. Nokia's new marketing strategy will be revealed on October 26th at Nokia World. In the U.K., Nokia trails only Apple in smartphone marketshare with an 18.6% slice of the market compared to Apple's 26.2%.

Besides trying to gain marketshare, Nokia needs to rid itself of the red ink that it spilled in the second quarter, the last period for which earnings are available. During that period, Nokia had a net loss of $521 USD as the company relied too much on sales of lower priced featurephones which carry a lower margin than smartphones.

source: MarketingWeek via WPCentral



1. bayhuy

Posts: 320; Member since: Jun 23, 2011

Yeah! Young people know that anything with higher than 800x480 resolution and single core processor is a gimmick! And SD card is an anachronism...(/sarcasm)

2. hepresearch unregistered

So, Nokia's will be the new "kid phones" of our era? I suppose that serious buyers will feel a bit abandoned... for all intents and purposes, Nokia has just let the world know that they can't hack it in a market of intelligent and experienced buyers, and that instead they will go after more impressionable first-or-second-time buyers.

3. snowgator

Posts: 3621; Member since: Jan 19, 2011

Before I disagree with you, hepresearch, hope you are feeling well. :-) However, marketing to a younger audience does not mean ignoring older audiences at all. Not in the least. Android handset makers are trying to find a niche with gamers (Sony-Errickson Play), facebookers (both HTC and a future Motorola), women (HTC Rhyme), music enthusists (everything HTC puts out with Dr.Dre's beats is the most recent example), and still manages to shoot for professionals with the "insert name here" Pro offerings all manufacturers offer. Why would Nokia's desire to build devices that appeal to a younger crowd mean that they won't market devices to anyone else? Of course they will. This article just looks at one plan of Nokia, not the only one.

5. Reonhato

Posts: 5; Member since: Oct 18, 2011

From where I come from, a lot of people buying these things you mentioned are not teenagers but more of 21+ aged people who have at least a good part time job. Teens usually get hand-me-down gadgets or phones from adults (unless it's Christmas lol ;p )

9. hepresearch unregistered

Thanks snowgator, you rock! I'll buy that. I sure hope you are absolutely correct... for Nokia's sake. It is good to be optimistic.

4. snowgator

Posts: 3621; Member since: Jan 19, 2011

"The trick is to remember to not just wade in; otherwise our personality could look like the drunken uncle dancing at the wedding". Wow, that line does bring to mind some painful images from a reception or two....

10. hepresearch unregistered

yes, painfully realistic and memorable...

6. Firedrops

Posts: 254; Member since: Sep 06, 2011

In my humble opinion(and first-hand experience) the youth(not kids) consumers today are divided into three major groups; 1. Attention-seeking+just-to-fit-in-with-friends group, who will go for iPhones just because "if you don't have one, you're a loser, we're not hanging out with you"(I'm not saying that the iPhones are always bad choices, nor am I flaming Apple here) Nokia is going to need some marketing MIRACLES to replace the iPhone as the "cool" phone. 2. Tech-savvy youths who have made researching of products part of their lives. These will generally go for great hardware(battery, processor, DPI, etc) and not fall for marketing gimmicks like lapdocks, 3D, ridiculous pursuit of thin-ness, multi-colored cases, sleek-and-glossy finishes and such. They DO know overpriced is overpriced. Nokia is going to need quite a lot of effort here to overtake Samsung, Motorola and HTC, especially since they ship windows phones, which as of now does not have as much of a dev-base or apps as iOS and Android. 3. The ones who don't really care, and aren't feeling up to exploring smartphones. Not affected by trending and do not have a great deal of interest in mobile technology, if you will. They will tend stick to feature phones. Nokia has a great deal of dominance in this area, but it doesn't bring in big bucks, and the size of this group is rapidly decreasing, with a large number of them migrating to iPhone, due to its popularity and simplicity of use. All in all, if Nokia wants to "seek market in youths", they'll need to produce TOP-notch phones, and also "seek market" in the entire world as a result. I don't see how they can manage to win over the youths, without also winning over the adults. I've no idea why I decided to type that huge wall of text. Maybe I'm that disappointed in the decisions Nokia has made ever since smartphones were invented, but its not like what I think is going to make a difference.

7. snowgator

Posts: 3621; Member since: Jan 19, 2011

Hey, I can ramble for days, sometimes. This is a mobile tech site- this is where it belongs!! :-D And besides, you make great points. Nokia and all WP manufacturers are in an uphill battle to chip away at Android and iPhone loyalties. But, unlike HTC, Samsung, LG, and all the other WP providers, Nokia is all in on Microsofts' OS. They HAVE to find in roads to sales. The pressure on them to get the teens to mid-twenty year olds to give them a shot and build loyalty with them is HUGE.

11. hepresearch unregistered

Yay! A fellow rambler! Good to see someone else here who has interesting ideas and thoughtful long-winded commentary. I have been accused of the same myself recently, so you will not be receiving any criticism from me... I agree with your assessment. It will be an up-hill battle, but I hope they are prepared for it.

8. anirudhshirsat97

Posts: 408; Member since: May 24, 2011

In India its the young people with the latest and greatest, older generation people normally buy a nokia or a blackberry that's it.

12. ravi5695

Posts: 75; Member since: Feb 11, 2011


13. hepresearch unregistered

I sure did... at age 25...

14. snowgator

Posts: 3621; Member since: Jan 19, 2011

What was that.... Like 3, 5 years ago? :-)

16. hepresearch unregistered

Hahaha... you're too kind... lol! It was... ummm... just a seven years ago... ahem...

15. pongkie

Posts: 663; Member since: Aug 20, 2011

My first phone was nokia, then have a few couple of nokia then went sony ericson then back to nokia then iphone then back to nokia today

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