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Nokia Lumia 510 hits the sweet spot with affordable pricing

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With the festive season having kick-started, it is raining offers and discounts all over. Most brands across industries are launching new products and attractive freebies to woo customers in this lucrative time of the year. One such brand is Nokia, whose Diwali gift to its users is the announcement of the launch of Nokia Lumia 510.

Nokia Lumia 510 is an entry-level smartphone targeted at the 18-24 year olds. Though the exact official price hasn’t been announced yet since the phone will only be available in stores from November; it will be priced below Rs 11,000.

On the reason behind coming up with a low-end smartphone, Vipul Mehrotra, Director and Head, Smartphone Devices, Nokia India feels that the sub 11,000 segment is the sweet spot to bring the consumer up from a feature phone to a smartphone and aspire for a higher end smartphone at an affordable price. He goes on to add that Nokia’s intended target audience, which is the youth, doesn’t want complicated technology but is instead looking for aspirational features at an affordable price point.

Vipul Mehrotra

Vipul Mehrotra, Director and Head, Smartphone Devices, Nokia India

Consumer insights and third party research, such as Nielsen Informate Mobile Insights, have shown that entertainment, social networking, navigation, and downloading apps are some of the most popular smartphone activities amongst the Indian youth. The new Nokia Lumia 510 comes with four inch display, integrated social experience, Nokia Maps & Nokia Drive and a large collection of apps to connect with the discerning youth.

“With the Nokia Lumia 510 we continue to meet our commitment to bring Windows Phone to new, lower price points,” said Mehrotra, Director and Head, Smartphone Devices, Nokia India. “Nokia Lumia 510 is our Diwali gift to the Indian youth, as it has been designed specifically for markets such as India and offers them a fun and personal way to enjoy Windows Phone. People who use Windows Phone have realised how much more intuitive it is than other smartphone platforms and Nokia Lumia is the most complete embodiment of the Windows Phone experience.”

In terms of marketing, experiential marketing across various customer touch points and Nokia retail outlets and social media marketing are two platforms that Nokia will be using most aggressively followed by the conventional marketing tools.

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Neeta Nair

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