Confronting Android phones, Nokia returns to North America with Lumia 900
Nokia recently announced the launch of its latest flagship product, the Lumia 900, for the US market. This high-end product has a 4.3-inch AMOLED screen, an 8-megapixel wide-angle rear camera, a wide-angle front camera, a single-core 1.4GHz Qualcomm processor, a Snapdragon baseband processor and 512MB of RAM. More importantly, Lumia 900 is Nokia's first LTE product and will use Microsoft's Windows Phone operating system.
In contrast, Nokia ’s Lumia 800, which was released in October last year and launched in the European market in late 2011, has no front camera, a smaller screen (3.7 inches), and does not support LTE. Therefore, Nokia clearly adjusted the design of this phone specifically for the US market. Even Canada will just get the 800 model of the series.
It is estimated that the shipment of smartphones in the North American market in 2015 will increase from 43 million units in 2009 to 175 million units, as shown in the figure. Obviously, North America is a very profitable wireless market that will provide Nokia with an opportunity to prevent market share decline and restart growth. Not only does Nokia strive to seize this opportunity by launching a mobile phone specifically for the US market, but it will also differentiate itself from most smartphones in the market by adopting Windows Phone instead of Android.
But Nokia has other positive initiatives. The high-end wireless market is currently flooded with high-end smartphones, making it difficult for new high-end smartphones such as Lumia 900 to gain market share. However, there are plenty of opportunities in the low-end smartphone market, because few OEMs provide products specifically for this market. Therefore, this underdeveloped market area provides manufacturers with strong growth potential.
Nokia ’s actions show that it is determined to use the localized version of its flagship product and penetrate the North American market, and provide a specially designed product for the growing low-end smartphone market. Lumia 900 supports LTE and is equipped with a larger screen to compete with Android phones, providing consumers with a product with similar specifications to Android phones but using different operating systems. The 710 model is very suitable for seizing the growing low-end smartphone market.
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