Nokia Struggles to Draw Market Attention

By Don Reisinger  |  Posted 2012-01-11 Print this article Print


5. Consumers would rather go with Android

On the consumer front, Nokia is in an even worse state. It faces an uphill battle to get consumers to make the switch to Windows Phone 7. Meanwhile, Google's Android operating system is increasingly becoming a consumer favorite and its market share is exploding. If Nokia really wanted a better chance of succeeding, it should have bundled Android with its devices. But it didn't. Now it faces the prospect that its Windows Phone 7-based handsets are going to languish on store shelves.

6. The price is cheap (but that's not a good thing)

Nokia is trying to attract customers to its Lumia 710 on T-Mobile's network by offering it for just $50 with a two-year contract. At first glance, that might seem like an offer too good to refuse. But further inspection reveals that the phones don't have the features and performance to seriously challenge models priced around the $200 mark, like Apple's iPhone. Everything else is viewed as a low-priced, obsolete alternative.

7. The marketing is off

When viewing television, listening to the radio, or reading online or print publications, try to find a single, high-quality ad from Nokia or Microsoft promoting the Lumia line of devices. When one tries doing so, they'll find little to attract customers or make them even want the devices. Hasn't Nokia learned anything from Apple? Success in today's marketplace relies upon solid marketing, including massive advertising. At least so far, Nokia hasn't taken that advice.

8. The first device should have been the winner

As noted, Nokia is currently selling the Lumia 710 in the States. The issue with that is the device is one of the lower-end handsets the company sells. Nokia plans to offer the high-end Lumia 800 and Lumia 900 eventually, but by then, consumers might be left with a bad taste in their mouths. The smart move would have been to launch the high-end devices first and leave the lower-cost Lumia 710 to the end. Every other company follows a similar strategy and succeeds. What's Nokia's excuse for not following suit?

9. There's no fanfare

Did anyone really care that Nokia was launching its Lumia 700 on T-Mobile's network on Jan. 11? There wasn't much buzz about it. And when sales fall short on that device, Nokia will be able to point to that as a key reason. Hype is everything in the mobile market. The companies that have it succeed, and those that don't have it fail. Unfortunately for Nokia, it has no hype to rely on, which can only mean one thing: failure.

10. There's a general lack of market understanding

This time of the year is a special one for the industry. Through Jan. 13, the Consumer Electronics Show will be in full swing and companies around the globe will be showing off their best and brightest products. What's more, just about everyone's attention will be on that show. With that in mind, why would Nokia want to launch a smartphone during CES? Wouldn't it make sense to wait a week, so it can get more headlines? Nokia's management seems to misunderstand the technology industry. By doing so, it's hurting its chances of succeeding.

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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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