As Nokia continues its battle against its smartphone competitors, the company has asked for some help from American icons on the app front.
It has connected with Walt Disney Company (NYSE:DIS) and DreamWorks Animation Skg Inc (NASDAQ:DWA) to take on its shortage of applications, which has it sitting behind Apple Inc. (NASDAQ:AAPL) and Google Inc (NASDAQ:GOOG). The deals come from a strategy that will ensure Nokia has the most popular smartphone apps, even if its behind in the total number, said Marco Argenti, who oversees Nokia’s relations with developers, reported Bloomberg.
This initiative comes as Nokia Corporation (NYSE:NOK) has failed to attract app developers. On Wednesday, the company unveiled its new device, carrying the mobile version of Microsoft’s new Windows 8 operating system. CEO Stephen Elop is looking to make a bet on less is more: apps that include novelty features, such as augmented reality, will make up for the smaller number of apps offered by the company.
For iPhone and Android users, they have a choice of more than 600,000 apps; this represents approximately six times the amount for the Windows Phone, the operating system used by Nokia in its Lumia devices. This app dominance has helped Apple and Android to take about 85 percent of the smartphone market, vs. Windows Phone’s 3.5%, according to research firm IDC.
Nokia Corporation (NYSE:NOK) is tired of being at the back of the pack so they’ve become proactive.
Foursquare Labs is building an exclusive Batman app for Nokia. It will enable users to fight either for the superhero, or an enemy named Bane.
From Disney, its apps have previously only been available for Apple Inc. (NASDAQ:AAPL) and Android devices. For Nokia Corporation (NYSE:NOK), it will include the game “Where’s My Perry?” featuring Perry the Platypus from the cartoon “Phineas and Ferb”, and Swampy the Alligator from “Where’s My Water?”
But there’s more. Nokia Corporation (NYSE:NOK) is also going to work with AOL, Inc. (NYSE:AOL) to create a mobile device entertainment app to utilize augmented-reality technology, according to unnamed sources by Bloomberg. The technology will combine a phone’s camera, location, and internet to offer users an opportunity to find either a nearby restaurant, bus, or check movie times via a camera display.
Nokia has already hit the ground running by introducing a free music service on Monday that allows Lumia users to enjoy unique playlists made by Lady Gaga, Lana Del Rey, and Rihanna.
The new apps and services are just part of the equation for Nokia’s new Lumia phones.
The company is spending a lot of cash to stop declining sales. It will look to end-of-year holiday shoppers to help turn things around.
Teemu Peraelae, who manages $1.5 billion, including Nokia Corporation (NYSE:NOK) shares, at Alfred Berg Asset Management, said via Bloomberg, “This autumn is critical for Nokia, and the next Lumia phones may be a make-or-break moment for them.”
The new devices come at a competitive time as Motorola Mobility, a Google unit, will unveil a full-screen phone in the U.S. later on Wednesday, and next week, Apple will introduce its new phone.