ABU DHABI: Nokia hosted the Nokia World on Tuesday, which is the company’s last such event before the impending takeover by Microsoft.
Most of the announcements were already leaked weeks prior, and held no surprises, however it did illuminate Nokia’s attention to developing markets.
Nokia launched additions to its Lumia series; with the Lumia 1520 and 1320, the new Asha line with Asha 500, Asha 502, and the 3G compatible Asha 503. Fans were excited to see the much rumoured Nokia tablet, finally revealed as the Lumia 2520, along with news of Whatsapp, Vine, Instagram and other long awaited apps finally coming to the Nokia platform.
The founder of Whatsapp, Jan Coop said that the theme was to find the ‘next billion’. Nokia hopes to attract customers from developing markets to choose the Asha series as their first smartphone, priced between$69-$99 to implement to Nokia’s strategy of increasing volumes in the low cost, ‘feature phone’ segment.
The Asha 500 has a 2 megapixel camera, while the 502 and 503 have 5 megapixel cameras, and according to Nokia officials have a standby battery life of up to 30 days.
Head of Mobile Phones at Nokia, Calin Turcanu said that with the 3G auction coming up in Pakistan, there are increasing opportunities for such phones in Pakistan, and the phone is designed to be user friendly.
If compared to cheap alternatives in Pakistan and the rest of the developing economies, the phone pales in comparison to cheaper competitors using the android system.
To convince consumers, especially those with little knowledge of smartphones to choose the small Asha over its competitors will be difficult. However Nokia has chosen to concentrate on durability, and their renowned camera technology, in stark contrast to its competitors.
Nokia SVP Tuula Rytila said that the chosen strategy to beat the competitors was differentiation.
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