The smartphone world is dominated by the two giants Apple and Android / Google. As these 2 rival for world supremacy, Nokia and Microsoft say there is enough room in the marketplace for a third contender. Welcome to the commercial battle where the latter brand engages in a series of new advertising strategies.
Before we discuss market shares and opportunities for smartphone brands, let’s have a quick look at Nokia’s latest promotion campaign. The ad has more than 6.5 million views on YouTube and the numbers keep growing on a daily basis…
The Battle is On – New Advertising Strategies for Smartphones
Nokia Lumia 920 Windows Phone: Don’t fight. Switch.
Microsoft bought Nokia’s handset and services units for 7.2 billion USD. The deal still needs to be approved.
Microsoft hopes that Nokia, loaded with all the Microsoft features will one day be able to beat Apple and Android, and gain bigger market shares.
“Windows phone has grown over 78% in the last year and is now clearly number 3 offering in the marketplace. Sales from Nokia Windows phone have gone from literally zero, 2 years ago to 7.4 million units.” – Steve Ballmer, Outgoing Microsoft CEO [Source: CNN World Business Today, 19.11.2013]
Yet Nokia and it’s strategic partner Microsoft still have lots of ground to cover.
According to CNN WBT, smartphone market shares currently look as follows:
- 81% Android software
- 12,9% Apple
- 3,6% Windows software
Some analysts consider Microsoft’s ‘Hail Mary’ Nokia deal: too little, too late — the smartphone market is clearly dominated by Google and Apple.
How are Nokia & Microsoft going to increase their market share?
First of all, the high quality camera built in Nokia’s flagship makes the phone stand out. Nokia Lumia 2010 has a 41 megapixel camera. Let’s compare: the iPhone 5’s camera has 8 megapixel and Samsung’s Galaxy S4 has 13 megapixel.
Second, Windows’ 8 growing portfolio of apps will help the amazing camera show its stuff. Now with the most popular photo-sharing apps like Instagram and Vine on Nokia Lumia, the phone can finally boost sales.
So, what do you think?
Is Nokia going to gain more market shares with the new Windows 8 portfolio of apps?
What do you think about their advertising strategies? Looking forward to your insights and feedback in the comments below.