Nokia, which launched its Lumia 920 series a few days ago, is looking to differentiate it from the current stream of smartphones in the market on the basis of three pillars – imaging and video, on the go entertainment, and location.
With, Nokia Lumia 920, Nokia Lumia 820 and Nokia Lumia 620, the number of phones launched by the Finnish handset maker under the Windows platform is now eight. Five models were launched last year. Continuing with the strategy of bringing out phones at different price points to capture all consumer segments, Lumia 820 is a mid-level smartphone priced at Rs 27,559 and Lumia 620, which will be launched early February, will be priced somewhere between the existing Lumia 610 and 710. However it is the flagship Windows 8 smartphone- Lumia 920, priced at Rs 38,199, which Nokia is pinning its hopes on.
The phone comes equipped with some unique innovations on all these three aspects. It includes the latest advances in Nokia PureView imaging, has optical image stabilisation to shoot pictures and videos in low light conditions. The phone also claims to be the first integrated wireless charging smartphone and has introduced accessories like a recharge pillow by Fatboy, a wireless charging plate and a wireless charging stand, among other wireless charging accessories.
â€œThe launch of Lumia 920 and Lumia 820 on WP8 has instantly catapulted Windows Phone into the high-end smartphone shoot-out with unique innovations. It is another giant leap in the remarkable progress we have made against our strategy announced in February 2011,â€ said P Balaji, MD and Vice President, Nokia India.
Experiential marketing at the retail outlets will be one of the core marketing channels that Nokia will be using to draw consumers to the new offerings, according to Vipul Mehrotra, Director and Head – Smartphone Devices, Nokia India. For instance, the brand is training its employees at retail stores to download the app list for potential buyers.
Nokia will also be aggressively using the digital media, along with the classical communication tools. It recently launched a digital campaign called â€˜Your wish is my Appâ€™ which asked consumers what kind of apps they would like to see on their Lumia phones. The campaign will culminate into a reality show where tech experts would choose the best ideas and those will be converted into apps.
Lumia 820 and 920 have been launched in the cities of Delhi, Mumbai, Chennai, Bangalore and Hyderabad. Nokia has also announced its partnership with mobile operator s- Vodafone and Airtel for Lumia 820 and 920 respectively.