Nokia considers exclusivity deals for Windows Phone 8
Nokia is looking to mimic Apple’s iPhone launch to create a buzz around the arrival of its Windows Phone 8 handsets.
According to a report from The Financial Times, Nokia is in talks with operators over a deal that could give one network exclusivity for handsets built on the Microsoft platform, hoping to generate the sort of hype surrounding the launch of the original iPhone five years ago.
With Nokia struggling in the smartphone market, left behind by both Apple and multiple manufacturers running Google’s Android platform, analysts believe the launch of Windows Phone 8 handsets is key to the company’s future.
The move would be a break from Nokia’s traditional approach to handsets, which has been about getting them carried by as many operators, and customers, as possible.
Any deal would, according to the FT, give the chosen operators a stake in the success of the phones, which would give them more of an incentive to push the products.
To date, a lack of operator marketing has been cited by analysts as one reason for poor take-up of the Lumia series, which has, for example, amassed only 4% of the market in the US.
The paper cited one executive as saying he believed European operators wanted a third player in the smartphone market in order to remove some power from the likes of Samsung and Apple, which carry sufficient weight to keep the operators’ slice of handset sales to a minimum.