Nokia’s second coming – The Lumia!
Too often technology is being used to protect old business models rather than unlock new ones. Fortunately for Nokia, it seems to have broken this paradigm as it embarks on a slow climb upward from it Symbian to Microsoft Windows 8 OS. O 5th Septmebre 2012, Nokia went to show the first Windows 8 devices for the record. The event tagline – SwitchtoLumia is very apt, timely and relevant as RIM & some Android users are looking for something different. Unboutedly, iPhone5 will pick up many of the BB/Android dissenters, but the latest Lumia launches by Nokia, gives it a chance – its real one in over 3-4 years.
The success story has rolled over from devices to platform and now on to eco-systems. Devices and apps are only a part of the story. Nokia’s latest efforts with Lumia has shown that it is focusing on the right thing: owning up eco-system and improving service delivery user-experience. Apple still has the big marketing edge as long as it’s the only company to consistently do this and owns end to end delivering the experience – it’s what happens when you control the end to end experience… it does matter. But the good part for Nokia and Microsoft is that they have made a start. Unlike iPhone and iPad, no single product shall define this approach for Nokia/Microsoft –
The good thing for the Nokia- Microsoft duo is that no one will ever confuse Windows Phone with Android or iOS. The challenge is can Nokia and Microsoft explain how different is better. Nokia’s second challenge is to differentiate Nokia devices from other Windows Phones. Samsung has already tried one-upp’ing Nokia by pre-announcing the ACTIV S 5 days before Nokia announced the Lumias.
Nokia has clearly raised the bar in terms of core hardware features. Visible differentiation is there in terms of the device look, finish and feel. On the positioning front, Nokia is betting big on Imaging,Music and Location as core differentiators that can drive adoption. WP8 is the enabler but getting the eco-system to ride on the top and provide key differentials is what’s going to differentiate these devices versus the Android Army. Thats a hell of a ask, with the number of partners involved and the fact that everyone needs to be in sync.