Nokia Corporation (NYSE:NOK) (BIT:NOK1V) (HEL:NOK1V) is betting big on emerging Asian markets. Earlier this week, the company launched the Lumia 1520 and Lumia 1320, both six-inch devices, in Pakistan. The country has witnessed strong demand for phablets. Prihan Farrag, marketing manager for smart devices at Nokia, told The Express Tribune that there are already many phablets available in Pakistani market. And the Finnish company’s latest offerings will be an add-on.
Nokia adopts a unique marketing strategy in Pakistan
Nokia Corporation (NYSE:NOK) (BIT:NOK1V) (HEL:NOK1V)’s phablet launch comes at a time when Pakistan is about to hold the spectrum auction for high-speed mobile Internet. The spectrum auction is likely to increase smartphone demand. Currently, smartphones account for 15% of the total mobile phone sales in the country. Nokia has seen strong consumer appeal in Pakistan, so the company has decided to more than double its ad spending there.
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While many popular smartphone brands are endorsed by local and international celebrities, Nokia Corporation (NYSE:NOK) (BIT:NOK1V) (HEL:NOK1V) has chosen a different path. The company has given its marketing campaign a local flavor by endorsing its products through a reality show Kuch Kar Dikha. The campaign involves traveling. The Finnish company took some of its Facebook fans to beautiful locations across the country, and recorded their journey through Lumia Lens.
Nokia spent $2 billion on marketing last year
In 2013, Nokia Corporation (NYSE:NOK) (BIT:NOK1V) (HEL:NOK1V) spent $2 billion on promoting the Windows ecosystem. Nokia’s chief of marketing for North Africa and Lavent, Patrick Mercanton said that Lumia 1520 is a top-of-the-line smartphone with a price tag of less than $800. It has a 20MP main camera with the latest imaging innovations. However, the Lumia 1320, which is priced below $400, is more of a mid-range device with 6-inch screen and 5MP camera. Mercanton said both devices have a better battery life.
Studies conducted by Nokia Corporation (NYSE:NOK) (BIT:NOK1V) (HEL:NOK1V) show that phablet market will continue to grow. The Espoo, Finland-based company ships more smartphones than Apple Inc. in 25 markets including Pakistan. However, Nokia executives declined to confirm whether the company plans to launch an Android-based smartphone.
American shares of Nokia Corporation (NYSE:NOK) (BIT:NOK1V) (HEL:NOK1V) were up 0.28% to $7.29 at 1:46 PM EST.