Vipul Mehrotra, head of smartphone devices, Nokia Corporation (ADR) (NYSE:NOK) (BIT:NOK1V) (HEL:NOK1V) IMEA told in an interview to DNAIndia that the company had planned to increase both length and width of its offerings when he was asked about the aggressive trend in Nokia’s device launch. Mehrotra added that Nokia started its Lumia range in 2011, and since then new models are regularly added in the portfolio. Now the company is sitting on a strong portfolio of devices that are growing popular by the day.

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Nokia Lumia – diverse and affordable

Lumia, according to Mehrotra, has a diverse range and is affordable as well. Additionally, Lumia machines are built on continuous innovation. He said that Nokia Corporation (NYSE:NOK) (BIT:NOK1V) (HEL:NOK1V) is producing smartphones that are high on innovation and will take potential market soon with its massive portfolio.

He did not disclose the number of models to be launched this year. Mehrotra said that the company is focused on creating a meaningful machine. Consumer reports and insights assist them in understanding the needs of consumers. Some of the features which consumers wanted are differentiated design, outstanding portfolio, a great camera, a host of quality apps, and great music because we are a music loving country.

Nokia targeting youth

On being asked how Nokia Corporation (NYSE:NOK) (BIT:NOK1V) (HEL:NOK1V) envisions to retain market share, Mehrotra told that they are changing platforms as of now and it is the same process like changing cars and engines, which is starting from the basics. He said that the Finnish company is trying to build a soft portfolio, and every phone is made out of a purpose. Further the company wants a clear line of differentiation from the competitors. He said that differentiation created by phone is a meaningful one and is made after experiences and customization.

He said that Nokia is targeting youth, and bright color phones are a part of their differentiation strategy. Mehrotra further added that they have differentiated the target proposition, which is the new design language- the color and design story adding that this is the consistent color story in all the Lumia products.

Lumia – a golden move

When the reporter inquired about why the company was beaten to low in the recent years, Mehrotra said that he has been working in this company for the past 16 years and has come across changes and transition in Nokia. Nokia has made golden move in the last three years. He said that the management noted an opportunity and took a step to materialize it that is helping them to sell more Lumia today than BlackBerry Pearl Smartphones.

Recently, Nokia Corporation (NYSE:NOK) (BIT:NOK1V) (HEL:NOK1V) has added Lumia 1020 to its portfolio, which boasts of 41 megapixel camera. The experts say that the phone camera is superb, but Windows 8 features are leaving it wasted. The phone does not come with Youtube upload and that Nokia has launched its own Youtube upload app for 1020 needed to be downloaded separately.