The Nokia Lumia 900 is expected to go on sale in AT&T stores in the US on the 9th of April, and according to a recent report, the Nokia Lumia 900 will be a ‘hero’ device for AT&T.
What this means is that AT&T will heavily promote the Nokia Lumia 900 and one way of doing this is giving the devices to all the sales reps at AT&T stores.
AT&T has listed the Nokia Lumia 900 as a ‘company use’ smartphone, this means that any of their employees can get the handset at no cost, and it looks like Nokia is footing the bill for this.
According to the report, Nokia is paying AT&T up to $25 million to get the Lumia 900 in the hands of their employees, in the hope that this will help them sell a large amount of the handset.
AT&T’s Strategy to Promote the Lumia 900
AT&T are also apparently promoting the Lumia 900 as they want to get away from being the ‘iPhone carrier’ and they are looking to differentiate their smartphone range from that of their competitors. This strategic move is significant because it shows AT&T’s commitment to diversifying its product offerings and reducing its dependency on a single brand. By promoting the Lumia 900, AT&T aims to attract a broader customer base who may be looking for alternatives to the iPhone.
The Lumia 900, with its sleek design and robust features, is positioned as a strong competitor in the smartphone market. It boasts a 4.3-inch AMOLED display, a 1.4 GHz processor, and an 8-megapixel camera, making it a compelling choice for consumers. Additionally, the device runs on Windows Phone 7.5, which offers a unique user experience compared to other operating systems like iOS and Android.
Nokia’s Investment in the US Market
Nokia’s decision to invest $25 million in this promotional campaign underscores the company’s determination to regain its foothold in the US market. This investment is not just about getting the Lumia 900 into the hands of AT&T employees; it’s also about creating a buzz around the device and generating word-of-mouth marketing. When employees use the Lumia 900 and share their positive experiences with customers, it can significantly influence purchasing decisions.
Moreover, this strategy aligns with Nokia’s broader goal of re-establishing itself as a major player in the global smartphone market. After losing significant market share to competitors like Apple and Samsung, Nokia is making a concerted effort to innovate and capture consumer interest with its Lumia series.
It will be interesting to see how well Nokia does with the Lumia 900 in the US and whether their big marketing push, along with paying AT&T to give the handset to employees, will make the device popular. The success of this campaign could set a precedent for future collaborations between smartphone manufacturers and carriers, highlighting the importance of strategic partnerships in the tech industry.
The launch of the Nokia Lumia 900 represents a significant moment for both Nokia and AT&T. For Nokia, it’s an opportunity to reassert its presence in the competitive US smartphone market. For AT&T, it’s a chance to diversify its product lineup and reduce its reliance on the iPhone. As the release date approaches, all eyes will be on the Lumia 900 to see if it can live up to the hype and deliver on its promise as a ‘hero’ device.
Source WPCentral
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