Nokia is set to market their first Windows Phone 8 hardware differently, according to a report by the Financial Times. The manufacturer will be entering into partnerships with a handful of EU carriers to exclusively launch their next generation Windows Phone. The newspaper states the company has already entered into talks with a number of operators including France Telecom.
Nokia has traditionally relied on flooding the market with a number of mobile devices in the hope of getting them in the hands of as many consumers as possible. This may well be scrapped for a more exclusive release-based strategy with handpicked partners, much like the deal established with AT&T in the US, or perhaps we could be seeing devices specifically tailored for different carriers with differentiating features and branding?
The relationships will offer selected operators a financial stake in the success of the range, which Nokia hopes will incentivise them to give the devices as much support as possible. Whilst talks are well underway, a deal has not yet been finalised. Nokia could re-think their marketing strategy and return plans to the drawing board for refinement. The potential deals could involve joint procurement initiative with Deutsche Telekom, according to an informed source.
The sales of Nokia's Lumia range of Windows Phone have proven to be better than expected, but to create a dent in the marketshare dominance of both Android and the iPhone, Microsoft and OEM partners are going to have to push Windows Phone harder. As we've seen in the past, it's mainly up to Nokia to work hard and spend on marketing not only their hardware, but the Windows Phone platform as a whole. It's unfortunate the likes of HTC and Samsung are unwilling to throw their weight behind Windows Phone as much.
What do you think about Nokia's potential change of plans? Do you believe they're doing enough at the present time? Where are other Microsoft partners, and what feedback would you provide to them?
Source: Financial Times
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