Nokia Goes For Juggernaut In Smartphone Segment
Recent activities from the company suggest that it has finally realised the need to enter the highly competitive smartphone segment in the country with products that can assure viability.
In 2011, when Nokia announced its tie-up with Windows for its mobile platform, the development was highly anticipated across corners and now after an year the Finnish manufacturer has three models with fourth one expected in Q3 and also the Asha series in the Nokia's smartphone segment. This effort from the company to enter the smartphone segment in the country illustrates the fact that how Samsung, Apple, Sony, Blackberry and other mobile manufacturers have been successful in utilising the support of varied platforms, thereby creating a market base for themselves. 2012, has been a busy period for the company till date and we have seen the launches of Nokia Pureview and also Lumia 610, which is being regarded as an intent of the firm to enter the running for substantial market share in India.
From a communication and marketability aspect, Nokia India has come into an arrangement with Warner Bros to be the exclusive partners for the upcoming movie 'The Dark Knight Rises'. Experts believe, that this ploy will enable the brand to communicate with the consumers at a higher level and connect with the youth of the country who have gradually become the major smartphone buying market in the country. Without specifying on the duration of the partnership, Vipul Mehrotra, director - Smart Devices, Nokia India, said that the prospect of this partnership gives a headstart to promote the Nokia Lumia range as well ensuring that recognition of Nokia as a brand in the smartphone segment is revitalised. Limited edition Dark Knight Rises (DKR) Nokia Lumia 800 is priced at Rs 25,999 and only 200 units of the smartphone will be available from mid July in India. The Lumia Series, which was launched globally in October last year, is now available in 54 countries through 130 operators.
As far as retail reach is concerned, Nokia has a wide network of channel partners in India and has around 400 to 500 Priority outlets in the country. It also intends to increase the number of Priority outlets by next year.
The brand is undergoing transition in the smartphone segment and with exciting products like the Lumia Series, Pureview, etc. the optimism amongst the company representatives is rather high but can it really narrow the stranglehold of Samsung and others is yet to be seen.
-- Aadeetya S, EFYTimes News Network