Offering Multiple Lumia Models Was a Smart Move

By Don Reisinger  |  Posted 2012-01-26 Print this article Print

5. It's an international play

As noted, people in the United States aren't so keen on Nokia handsets. But that doesn't matter to Nokia. The company has long been an internationally focused firm that likes cornering markets in South America, Asia and parts of Europe. That's why the Lumia 710 didn't launch in the United States first and why Nokia's success will probably live under the radar in the coming years.

6. More devices means more sales

If Android handsets have taught mobile vendors anything, it's that selling more products means being more successful in today's marketplace. Nokia has a line of Lumia devices that appeal to different customer needs. That's important. If it hadn't offered multiple models with different features and price points, Lumia's sales wouldn't be nearly as strong.

7. The Microsoft involvement matters

When Google announced that it would play a hand in Android development with the "Nexus" line of products, the company proved that attaching its name to a product can work wonders for sales. It appears the same scenario has played out with Nokia's deal. Microsoft attached its name to Nokia, made it clear it's a key partner with the company, and now they're both benefiting from the relationship.

8. It's the only major show in town

Looking around the Windows Phone 7 ecosystem, there aren't many more prominent models for consumers to see. The devices running the operating system, mainly from Samsung and HTC, are not unique and are rarely promoted. But Nokia's devices are different, and they have quickly become the foremost Windows Phone 7-based handsets on store shelves.

9. The devices get attention

Following that, it's important to point out that both Microsoft and Nokia are doing everything they can to get the Lumia line in front of consumers around the globe. The companies have been aggressively using public relations, advertising and promotions to attract customers to the products. So far, all that appears to be paying off.

10. The price is right

When one looks at the iPhone 4S' $199 (and up) price tag and how well it sells, they might think that the price is the sweet spot for consumers. But considering the state of the global economy, it might not be for the vast majority of folks. Therefore, Nokia's decision to offer the Lumia 710 for just $50 is a good one. It fits into many more budgets, especially in the developing world, but still comes with enough features to appeal to consumers. Maybe Nokia is on to something with its Lumia pricing.

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Don Reisinger is a freelance technology columnist. He started writing about technology for Ziff-Davis' Since then, he has written extremely popular columns for, Computerworld, InformationWeek, and others. He has appeared numerous times on national television to share his expertise with viewers. You can follow his every move at

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