Nokia have established a solid reputation for producing great Windows phones and the latest models in their range that use version 8 of this popular platform seem to be more popular than ever with consumers. Handsets such as the Nokia Lumia 920 and 820 are selling quickly across the globe and it seems as though the Finnish companies clever marketing has a big part to play in the success of these handsets.
The CEO of Nokia, Stephen Elop, has recently been talking to technology site CNET about the companies marketing strategy for their current range of handsets and he has commented that they prefer a “less is more” approach when it comes to selecting network providers for their range of phones including the Nokia Lumia 920. This entails that the company opt to release premium models on a limited number of networks rather than flood the market by using every provider available. By doing this it creates an air of exclusivity around the model which in turn makes the devices more attractive to consumers. “One of the things we had learned with the first launch was being very narrow would yield better results for us” said Mr Elop. By carefully selecting network providers this also allows Nokia to encourage the selected companies to promote the handset in question as flagship phones and gain the company even more valuable marketing.
This tactic from Nokia has so far worked very well for models such as the Nokia Lumia 920 and 820 and it looks as though a third handset will join them in the range during 2013 in the form of the Nokia Lumia 620. The model that has grabbed the attention of consumers on an international scale id the Lumia 920, the top end model in the range. A 4.5 inch display and powerful 1.5Ghz dual core processor are teamed with a range of great features to enable this model to compete well against leading devices currently available. The Nokia Lumia 820 still offers some great specification but is geared for a more mid range market and therefore is a good option for people not wanting to spend premium money on the 920 handset. The 620 will fall below these two models in the range and be a great first smartphone while the attractive price point will also see the model strike a chord with a teenage market.
Clever marketing strategy’s from Nokia has helped handsets such as the Nokia Lumia 920 have great success and the three models in the range should enjoy a great 2013 in terms of sales.