Nokia Corporation (ADR) (NYSE:NOK) (BIT:NOK1V) (HEL:NOK1V) has announced to launch a full range of Lumia devices in the United States with Unique features and on different carriers. Earlier this week, Nokia announced that it will launch Windows smartphone in Western Europe.
“The company is committed through and through to the U.S. market,” Chris Weber, Nokia US head said at Nokia World in London. He added that the company will shell out “significant” marketing dollars in 2013 to make a strong presence once again.
Nokia require carrier support
Weber is trying to recover the company from red in the United States where it was most the dominating force in phones once. However, popularity of Nokia declined in America when the company denied customizing its phones for America. The Finnish company wanted to fix this issue even before Weber and during CEO Stephen Elop.
Weber, who was with Microsoft Corporation (NASDAQ:MSFT) before joining Nokia Corporation (NYSE:NOK) (BIT:NOK1V) (HEL:NOK1V) feels that the United States is an operator dominating country and thus to be successful, the phone companies need operator support. Weber thinks that even before they give their support it is necessary to have a business model that is favorable to these operating companies, which implies that it is just not stealing their Android and Apple sales.
Nokia is selling T MOBILE US INC (NYSE:TMUS) USA exclusive (for United States) Nokia Lumia 925, which is a camera phone with better build quality than phones like Lumia 920 and the Verizon Lumia 928.
Targeting first time buyers
Weber is looking forward to launching Nokia Windows devices for those who are the first time smartphone buyers or those who are skeptical about how they can learn the OS. Nokia needs to persuade smartphone buyers in America that Nokia+Windows is a cool combination, which Weber says that is not an easy task.
Microsoft already offers popular apps like Facebook Inc (NASDAQ:FB) into their smartphones operating system, and Nokia Corporation (NYSE:NOK) (BIT:NOK1V) (HEL:NOK1V) is making efforts to reduce the price of the Windows phone. These two factors can help Nokia Corporation (NYSE:NOK) (BIT:NOK1V) (HEL:NOK1V) to gain traction in the market, says a report from The Wall Street Journal.
Weber revealed that he showed a demo of Nokia Corporation (NYSE:NOK) (BIT:NOK1V) (HEL:NOK1V)’s Windows smartphone to an undisclosed U.S. operator. The device is better than the Android in a way that to get the same experience on Android, the user must download and configure six separate apps from the market.
For those first time users, “that’s not an elegant solution,” he says.