Rumor tacks another $100 million to Nokia's US marketing campaign, up to $15 incentive per handset sale

Rumor tacks another $100 million to Nokia's US marketing campaign, up to $15 incentive per handset sale
We just had a rumor a few articles ago that Nokia is planning a $100 million marketing campaign for its Windows Phones in the US. The PR glitz is poised to be a cooperative effort among Nokia, Microsoft and AT&T, which is likely to give the Nokia Lumia 900 a "hero" status in its ads and retail shops, meaning that associates will be pushing it harder than usual.

Now Paul Thurrott, who has a pretty good track record with all things Microsoft, upped the ante to 200 million rumored marketing dollars. The new info is that a good chunk will be going to sales associates in stores, which will be incentivized with $10-$15 per handset. Microsoft hopes that this joint marketing effort will break the retail spell for Windows Phones, and put them on the radar of people in carrier stores, which has been the weakest link in its sales strategy so far. 

The software giant is reportedly hoping internally to sell "millions of handsets" in the US with Windows Phone the first half of 2012, and knowing how good Nokia is at all sorts of marketing stunts, it might as well succeed. The leak also says that for AT&T's handsets, Nokia will be supplying twice more marketing money than Microsoft.

source: PaulThurrott

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23 Comments

1. protozeloz

Posts: 5396; Member since: Sep 16, 2010

MS is taking a lot of money into trying to make WP popular, I still think they are paying for the wasted time between 6.5 and 7 among other things

3. hunted

Posts: 403; Member since: Sep 21, 2011

it's not time of waste maybe just a learning

2. LewsTherin006

Posts: 140; Member since: Nov 18, 2011

They can put as much money as they want into it, but if it doesnt have the apps, it wont do anything. Sure its clean and easy to use, but if people cant play words with friends with their iphone friends, they will return the phone. First time smart phone users will like it, but the younger crowd will want the apps.

18. Lucas777

Posts: 2137; Member since: Jan 06, 2011

uh thats kind of the point of a marketing campaign… wp is gaining apps quite quickly and although they will not achieve the same level of apps that ios has (nobody has the unique traits apple posses to do that with ios) i think they can achieve android status… im not saying wp is better than android, but it is very reasonable to be an alluring alternative to android for people who want a cleaner and simpler os that doesnt look or feel like anything else

4. seylan

Posts: 20; Member since: Dec 01, 2011

I personally think its a HUGE waste of money...especially since the actually phones have average specs...they should rather wait and give it their all on Windows Phone 8. For now, the devices for the Q1 better show good value. Maybe Nokia will have free Xbox 360 give aways to new contract customers, like what they did in the UK...how that sounds sweet!

15. JesterB

Posts: 17; Member since: Nov 17, 2011

Its people like you who entertain me. WP7 Doesnt need a duel core processor, or 1gb of ram. The phone runs perfect with the specs it has. I have had the samsung focus, htc titan, htc surround, Iphone 3-4s, and countless droids. I love the windows phone and I am excited to see nokia and microsoft attacking the market.

19. Lucas777

Posts: 2137; Member since: Jan 06, 2011

ya… but thats not really a recurring smartphone base… a huge ad campaign makes sure everyone knows about a nokia windows phone even if they arent at the store looking at them and if u think this is a waste of money, u obviously dont know how effective marketing is…

5. drahmad

Posts: 480; Member since: Aug 20, 2011

good step

6. Bluesky02

Posts: 1439; Member since: Dec 05, 2011

Persuasive + Informative Marketing Negotiation with Carriers More WP Handset Varieties More WP Display Trained Salesperson More Apps Is what Windows Phone really need.

7. bryanh3

Posts: 1; Member since: Sep 14, 2010

this is good step.. most people in the US dont really study phones so all they need to do now is throw LTE in for now. hopefully Windows 8 will appeal more to the more tech savoy people. at least MS is finally taking initiative.

8. snowgator

Posts: 3621; Member since: Jan 19, 2011

Have I mentioned how much I am impressed with Nokia since it's launch of WP branded devices? They are more than welcome on US shores. I have no doubt this will help both Nokia and their market share woes while being a huge boost to WP.

9. mattkindmalta

Posts: 8; Member since: Sep 08, 2011

WP will gain share this year . I have used andriod and ios , who needs 500,000 apps ?? I just bought a nokia lumia 800 and is very happy with the results . The software is smooth and battery life is great !

10. rockstarlive

Posts: 307; Member since: Oct 19, 2011

Verizon better get some Nokia phones then.

11. bluechrism

Posts: 99; Member since: Sep 09, 2011

Really Hope T-Mo gets more than just the 710 - I know it will compete against Radar, but T-Mo needs a top tier WP{7 device. Remember, this is a platform they supported at launch and I always thought they seemed to have a better relationship with nokia than other acrriers here. I don't expect them to get anything else from CES, but I can certainly hope.

12. Landmarkcm

Posts: 507; Member since: Aug 11, 2009

Im stoked to get the 710 switched back from Sprint. I would get the Radar but am waiting till the 11th to see the Nokia for the price esp it looks better to me overall.. The specs are better on it then alot of other entry level phones.

13. Just_a_boy

Posts: 183; Member since: Oct 18, 2011

Only AT&T will have Nokia phones for their custumers? I mean the high-ends.

14. AhmadAlsayegh

Posts: 326; Member since: Jul 18, 2011

wrong section

16. lubba

Posts: 1313; Member since: Jan 17, 2011

Makes me wanna go work for ATT and start selling wp. I'd be rich! Lolzz

17. lubba

Posts: 1313; Member since: Jan 17, 2011

They need to court the carriers aggressively and get their phones on board and thus allowing WP to be accessible to every consumer. otherwise if WP is to be stuck on ATT, there is no chance for MS to move forward. Blame the carriers, na! It all boils down to what MS is willing to do to win.

20. remixfa

Posts: 14605; Member since: Dec 19, 2008

lubba, you say that yet ATT was the sole source of the iphone for years and apple made gagillions. :) Besides, WP7 has been availible on Tmobile for months now.

21. lubba

Posts: 1313; Member since: Jan 17, 2011

WP is not the iPhone and not making gazillions. WP been on tmo for months. I ask you, how many? One hd7 which is now EOL. One radar not on par with the androids. Ok let's be for real. You know what and where I'm trying to get at. Lets not be stupid.

22. jmartin35

Posts: 2; Member since: Jan 04, 2012

Att took a chance on the Iphone and look where it got them. The rest said they did not need it. And now the same goes for wp. Verizon was offered it and turned it down. They do say history repeats itself. Now all the carriers beg for the Iphone. The same is happening to wp phone.

23. tsn31780

Posts: 1; Member since: Jan 06, 2012

Remember Steve Balmer's "Developers Developers Developers ... Developers Developers ... " Now its time for him to say "Apps Apps Apps Apps Apps ... Apps Apps ... ". Without a solid app store, WP will be nothing more than a paper weight.

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