Hero device

AT&T and Nokia evidently have big plans for in-store advertising for the Lumia 1020. We’ve heard of “heroing” a device, where a carrier puts a specific phone front and center in all of its advertising, but now we can get a sneak peek of AT&T’s specific plans.

We just posted a video from the AT&T Michigan Avenue Store in Chicago that documented the massive launch party they held last Friday. As it turns out, all stores will get some sort of setup, depending on their size and location and we have the details.

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AT&T has revealed that Lumia 900 marketing plans (combined with Nokia and Microsoft) will best any product they've launched before - including the famous iPhone. In an interview with CNET, AT&T device head Jeff Bradley, said that it'll be a notch up on anything the company has attempted previously.  We met with AT&T reps early today and have no doubt that AT&T's efforts to market the new Windows Phones should be a full court press.

But should we be surprised? The Lumia 900 on AT&T is Microsoft's (and Nokia's) best chance of survival in the competitive mobile market. Windows Phone has been performing arguably well with Nokia marketing the 710 and 800 on a global scale, but the Lumia 900 is the big gun for the U.S.

We previously covered how the Lumia 900 will be given "hero status" in the AT&T mobile arsenal. So how will they go about it? How will the stores convince people that Windows Phone is a solid choice against the iPhone and Android?  AT&T has told us that we can expect to see banners in windows of AT&T stores and Windows Phone walls featuring the TITAN II and Lumia 900.  In a nutshell, we were told AT&T stores are going to look like Nokia stores.

As well as the promotional material, we can confirm that we're likely to see demonstration tables, accessories (including skins, Monster Headsets, third-party cases, screen protectors, and more) and -of course- salestaff training. Nokia will be training employees to compliment the web training they'll receive from AT&T. This will hopefully result in more platform awareness internally as well as increasing the Windows Phone recommendation chance rate to customers.

Let's see what April 8th brings us, I would recommend we strap ourselves in. Then again, it could be a belly flop. Fingers crossed that it wont be and AT&T / Nokia / Microsoft get this right.

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We've heard numerous times that the Nokia Lumia 900 will be a "hero" device for AT&T, a term that is unfamiliar for many who are not in the business of smartphones. Here, the usage refers to AT&T promoting the Lumia 900 on the level of the Apple iPhone meaning we should expect a very intensive media campaign for the flagship Nokia device and it taking center stage on one of the largest carriers in the US.

One way to do that is to put the phone in the hands of those on the front lines -- the sales reps at the AT&T stores. More information has rolled in over the last few hours since we broke the April 9th street date for the 900. First, we know that the phones started arriving at AT&T stores over the last two days and that employee training on the Windows Phone OS (and this specific hardware) will take place on March 26th, April 6th and 7th at those outlets.

Next is the big news: AT&T has designated the Nokia Lumia 900 for 'Company Use' meaning all Front Seller employees are eligible to receive the phone at no cost. The trade off is though is that employees have to turn in their current 'Company Use' phones, namely the iPhone and certain Android devices.

You read that right: Nokia is paying, we hear up to $25 million, for AT&T employees to exclusively use the Lumia 900 instead of the iPhone and Android. Nokia is expecting more than 80% of employees to be using their flagship Windows Phone for participation in the CU program (employees can opt to use any phone they want at a discount, but CU phones are provided for free), which should go a long way in convincing those employees the merits of the OS, resulting in positive word of mouth and high sales.

So why is AT&T so keen on promoting Windows Phone, specifically the Nokia Lumia 900? Sure, there is money involved but in addition but we're told that the feeling at AT&T is that the company is trying to get away from being "the iPhone carrier" and are looking to differentiate their lineup from their competition. The Lumia 900 is a device they can get behind to do that -- not just because of the financial incentive, but because this phone represents a real chance for the fledgling OS to shine. That should sit well with many of you who are worried about the fate of Microsoft's mobile OS.

Oh and before we close out, we're also told that the HTC TITAN and Samsung Focus S are to be put on the End of Life (EOL) list, meaning their future availability will be phased out from current inventory without being replenished. (Well, there had to be some bad news, right?)

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