Nokia looks to operator alliances to drive WP8

[Ben]

Nokia is looking to work closely with a small group of operators for the launch of its first device powered by Windows Phone 8, in an attempt to recreate some of the exclusivity and excitement which accompanied Apple’s initial iPhone launch, the Financial Times reports.

It was also suggested that the ailing device maker is set to offer its partner operators “a financial stake in the success of the range”, in order to provide an incentive to give devices as much sales and marketing support as possible.

According to the paper, Nokia has held talks with France Telecom about offering a smartphone through its Orange-branded businesses. This could also involve availability through Deutsche Telekom’s T-Mobile units, through the procurement joint venture of this company and France Telecom, the newspaper said.

It was also suggested that Nokia’s strategy “reflects recent success in the US, where it struck a similar sales agreement solely with AT&T”. However, it is not immediately clear how much of a success this has been – the operator has already cut the selling price of the flagship Lumia 900, and according to Nokia’s most recent results it only sold 600,000 devices across all of North America during the second quarter of 2012.

The proposed strategy contrasts with Nokia’s standard practice of making its devices available through the broadest possible sales channels.

According to reports last week, Microsoft's Windows Phone 8 platform may not make it to market until November, which could put the smartphones running the new software into an extremely tough fight with Apple's next iPhone, thus making Nokia's job even tougher.

http://www.mobilebusinessbriefing.co...d6dd56428bc4ca

[Ben]

I actually think this is a good idea. But first, lets look at why it worked for Apple with the iPhone.

The iPhone needed data. Lots of it. Apple knew this, and it also knew that customers would need to be able to consume data without fear of bill-shock, which would tarnish its brand. The iPhone also implemented a touch-based voicemail service that required on-network equipment. Lastly, Apple needed to ensure it had tight control over the sales process so that buyers of its new baby were eased into the brand-new product by enthusiastic and knowledgeable retail staff - this was no cheap buy, after all, and there was no precedent already in the market.

Things have moved on since 2007. Exclusivity is no longer needed to create a usable data environment, and network-specific features such as Visual Voicemail never really caught on (most people, I not one of them, are more than happy to forego this feature or use third party apps to achieve a similar outcome). But perhaps it's that last thing that's most important anyway - forcing operators to get some skin in the game.

Windows Phone 8 has a radically different UI to other smartphone operating systems available, and Nokia is targeting the Lumia at the high end (or at least it aspires to nail down that part of the portfolio first). Limiting the points at which Lumia devices are sold should enable Nokia to provide a more tailored, educational sales experience, which might just spark some sort of meaningful Lumia adoption - even if it's by an avid but niche fan base to start off with.

It won't be enough on its own, though. The most important factor in the next Lumia is probably design, and Nokia's choice of materials. Lets hope they can wean themselves off that super-scratchable soft-touch plastic.

[The Mullet of G]

I actually think this is a good idea. But first, lets look at why it worked for Apple with the iPhone.

The iPhone needed data. Lots of it. Apple knew this, and it also knew that customers would need to be able to consume data without fear of bill-shock, which would tarnish its brand. The iPhone also implemented a touch-based voicemail service that required on-network equipment. Lastly, Apple needed to ensure it had tight control over the sales process so that buyers of its new baby were eased into the brand-new product by enthusiastic and knowledgeable retail staff - this was no cheap buy, after all, and there was no precedent already in the market.

Things have moved on since 2007. Exclusivity is no longer needed to create a usable data environment, and network-specific features such as Visual Voicemail never really caught on (most people, I not one of them, are more than happy to forego this feature or use third party apps to achieve a similar outcome). But perhaps it's that last thing that's most important anyway - forcing operators to get some skin in the game.

Windows Phone 8 has a radically different UI to other smartphone operating systems available, and Nokia is targeting the Lumia at the high end (or at least it aspires to nail down that part of the portfolio first). Limiting the points at which Lumia devices are sold should enable Nokia to provide a more tailored, educational sales experience, which might just spark some sort of meaningful Lumia adoption - even if it's by an avid but niche fan base to start off with.

It won't be enough on its own, though. The most important factor in the next Lumia is probably design, and Nokia's choice of materials. Lets hope they can wean themselves off that super-scratchable soft-touch plastic.

Knowledgeable staff? In an O2 Shop? Where?

[Ben]

Knowledgeable staff? In an O2 Shop? Where?

They used to be :/ Apple were so hot on the buying experience during the O2 exclusivity window. Staff churn seems to have all but eradicated that work.

[The Mullet of G]

I think it was a regional thing, they have remained consistently bad up this end of the country. I think training consists of showing them the cup and string thing we all did as kids, then they cut the string and say "voila now you understand what a mobile phone is"