Nokia CEO says less is more when it comes to networks and Windows Phone
Limited releases across a few select networks yielded better results for Nokia’s Windows Phone devices, says Nokia CEO Stephen Elop
When it comes to networks, says Nokia CEO Stephen Elop, less is more. It’s a left-field approach that involves using fewer networks to create a sense of exclusivity around the company’s flagship devices.
Speaking to CNET, Elop said: ‘One of the things we had learned with the first launch was being very narrow would yield better results for us,’ Elop said.
He added: ‘we take a product and go exclusive with a particular carrier. In a market where subsidy and marketing dollars are heavy, we encourage them to promote it as a hero product, and use the subsidy to drive down the pricing to a competitive point. It also gives you access to in-store resources.’
It’s a tactic that worked well for Apple when it first released the iPhone way back in the mid-2000s. So the reasoning behind Nokia’s approach is sound.
Windows Phone currently accounts for just two per cent of the smartphone space, as of Q3 2012. Adoption of Windows Phone 8 has been better than expected in some regions, but the platform still has a long way to go before it’ll be giving Android or iOS any trouble.
Will Elop’s Apple-approach to propagating its Windows Phone flagship devices pay off in the long run? It’s difficult to say at present but we’ll know a lot more once we get the company’s Q1 2013 results through.