Nokia’s Lumia strategy is capitalizing on platform enhancement opportunities with location-based services, better photographic experience etc.

Updates: – Bing Translator on Nokia Lumia [Nokia Conversations, April 27, 2012]

When travelling overseas there are sometimes barriers that get in the way of having fun, or just being able to survive in far-away lands. The main one is often the language. Bin that old dog-eared phrase book and instead step into the future, with the Bing Translator app – your very own personal assistant when it comes to understanding what’s being said, or what’s the menu.

Gone are the days of looking blankly at the menu in a foreign restaurant and relying on the pictures for reassurance. No longer do we need to thumb our way through an out-of-date travel guide for something that resembles a translation of “Which way to the train station?”. With the Bing Translator app for your Nokia Lumia 610Nokia Lumia 710Nokia Lumia 800 and Nokia Lumia 900, you’ll be able to spend more of your holiday-time with your feet up, relaxing.

As useful as that is, sometimes you need to get your point across using the spoken word rather than a written one. This is when thevoice function comes in very handy.

If you need to ask somebody where the nearest public toilet is, for example, just say it into the phone and you’ll be presented with a written version along with a speaker icon. When pressed this will read out your translated phrase in the language you’ve selected.

Alternatively, if you just want to quickly translate something, it may be easier to type the words in manually. You can do this using the keyboard function. Select what language you’re translating from and to, type in your text and voilà! The text has been deciphered.

Bing Translator is free and is available for your Nokia Lumia 610,Nokia Lumia 710Nokia Lumia 800 and Nokia Lumia 900.

Lumia 900 Introduction to Trigger Smartphone Renaissance for Nokia and Microsoft [IHS iSuppli’s press release, Jan 18, 2012]

With the introduction of its critically acclaimed Lumia 900, Nokia Corp. has set the stage to regain some of its lost smartphone market share—and to re-establish Microsoft Corp.’s Windows Phone as a leading contender in the cellphone operating system (OS) business.Largely based on Nokia’s strong support, Windows Phone is set to regain the No. 2 rank in the smartphone operating system in 2015. Finnish-based Nokia in 2009 lost its second-place worldwide ranking because of rising competition from Google Inc.’s Android and Apple Inc.’s iOS.In 2015, however, Windows Phone will account for 16.7 percent of the smartphones shipped, up from less than 2 percent in 2011, according to the IHS iSuppli Mobile & Wireless Communications Serviceat information and analysis provider IHS (NYSE: IHS). This will allow Windows Phone to slightly surpass Apple’s iOS to retake the market’s second rank behind Android, as presented in the table below.Meanwhile, Nokia stands to stem its plunge in smartphone market share.

Once the perennial leader in global smartphone shipments, Nokia by the second quarter of 2011 had fallen to the third rank in the market behind Samsung and Apple.

“One of the hottest new products unveiled at the Consumer Electronics Show was the Lumia 900, a Windows Phone-based smartphone sporting a flashy set of features that makes it competitive with the best alternatives offered by the Android camp,” said Wayne Lam, senior analyst for wireless communications at IHS. “This hot product represents Nokia’s first step to reclaim its market share. Combined with Nokia’s efforts to drive the development of the Windows Phone ecosystem, the Lumia 900 and its successors will help Microsoft to reclaim its No. 2 ranking in smartphone operating system market share in 2015.”

Coming to America
The Lumia 900’s flashy feature set, along with Nokia’s strategy for selling the product, shows that the company is targeting the North American region, a market that, even in the height of Nokia’s dominance, historically had been an Achilles’ heel for the company.

“The introduction of the Lumia 900 shows that Nokia believes the road back to smartphone dominance runs through North America,” said Francis Sideco, senior principal analyst for consumer and communications at IHS. “And the way to win North America is through its operator channels.”

The Lumia 900 was developed with North American market dynamics and smartphone users in mind, with the product having been designed in and launched first in the region—another departure from Nokia’s historical approach of repurposing devices designed in and for other parts of the world. The smartphone’s large 4.3-inch organic light-emitting diode (AMOLED) touch screen display, 12-megapixel camera as well as partnerships with Rogers, Telus, AT&T and T-Mobile are concrete examples of Nokia executing on this strategy.

LTE to the Party
Another feature of the Lumia 900 also illustrates how serious Nokia is about addressing the North American market: its support of the high-speed Long Term Evolution (LTE) 4G standard.

“In the past, Nokia always introduced new technologies in its home European market first,” Sideco said. “However, for the Lumia 900—Nokia’s first LTE phone—the company initially is rolling it out in North America. This demonstrates Nokia’s commitment to re-enter the region.”

Furthermore, Nokia is targeting the mobile network operator (MNO) channel to sell its phones in North America. Nokia previously eschewed the MNO approach, limiting its penetration into the region.

The company likewise is leveraging Microsoft’s business/enterprise sales channels to appeal to corporate customers in the region, offering value-added services in a play for the enterprise sector. Such moves will position Nokia to compete with Research In Motion Ltd., whose Blackberry phones are popular among corporate users.

Opening Windows of Opportunity
Although Nokia is not the only seller of Windows Phone smartphones, the company is expected to dominate the market, accounting for 50 percent of all Microsoft OS-based handsets sold in 2012, IHS iSuppli predicts. The company’s share then is set to rise to 62 percent in 2013. Nokia’s portion of the market will begin to decline in 2014, as other companies increase their sales of Windows Phone products.

Nonetheless, Nokia will drive the development and expansion of the Windows Phone market, opening up opportunities for other players, Lam said. “Because of Nokia’s support, apps developers will eagerly shore up the Windows platform. This will cause other makers of Windows Phone devices, such as Samsung and HTC, to offer more products supporting the OS—further expanding the market.”

Read More > Apple Leads with Mixed 3G Technology Adoption in Mobile Handsets

Windows Phone will overtake iPhone in just three years’ time, say respected tech analysts [Daily Mail, Jan 20, 2012]

Windows Phone will become the number two smartphone operating system in the world by 2015, predict analysts iSuppli.

The analysts say that Android will remain the top operating system – as it is now – but Windows Phone will steadily rise until it overtakes iOS, the operating system used in Apple’s iPhones and iPads.

The key to the revival will be Nokia – and in particular its U.S.-focused Lumia 900 handset, which launched at this year’s Consumer Electronics Show in Las Vegas.


End of Updates

Congratulations, Nokia, now get to work [c|net, Jan 12, 2012]

On Monday, during an afternoon crowded with other press conferences, Nokia pulled in a packed house to introduce the Lumia 900 for AT&T. Given the leaks that preceded the announcement, the news wasn’t surprising. But that didn’t stop the Lumia from taking CNET’s Best of CES award in the smartphones category.

The Lumia 900 won because it’s a great device (I’ll get to why in a moment), but there’s more to it than that. It’s also exciting because it marks the first clear and strong collaboration between a manufacturer, carrier, and Microsoft. And that’s something that the OS has missed for a long time.

Consider that unless you actually turned them on, it wasn’t clear that the earlier devices even had WP7. For the most part, it was almost as if the OEMs just took an Android phone, cleared the memory, and installed the new OS. Indeed, there was little unique about them beyond what was inside.

Two other authorative appraisals:
Why Windows Phones Are the Most Exciting Handsets at CES [Wired, Jan 12, 2012]
Best phone of CES 2012: Nokia Lumia 900 [ZDNet, Jan 12, 2012]

And finally the company itself Interview: Chris Weber of Nokia [, Jan 12, 2012]

Chris Weber is President of Nokia for North America.

With Nokia’s second announcement “milestone”, now for the North American market I was astonished to find quite another article even subtitled as NEWS ANALYSIS: Nokia has its sights set on becoming the most important company in the Windows Phone 7 ecosystem. The only trouble is its strategy will fall short for a number of reasons. [eWEEK, Jan 11, 2012]. Since the title goes as “Nokia’s Windows Phone Strategy Will Fail: 10 Reasons” I need to only list the reasons here and let people to read the article itself:

  1. The product designs are subpar
  2. Nokia’s brand loyalty is waning
  3. Microsoft has lost mobile customer trust
  4. Windows Phone 7 can’t attract enterprise customers
  5. Consumers would rather go with Android
  6. The price is cheap (but that’s not a good thing)
  7. The marketing is off
  8. The first device should have been the winner
  9. There’s no fanfare
  10. There’s a general lack of market understanding

Then I suggest an indeed in-depth analysis of Nokia’s strategy which should go as far as clear understanding of Nokia’s differentiators both within the Windows Phone offerings and outside of them. As a result of that the reader him/herself could decide what is the truth about the Nokia smartphone strategy.


Before looking into Nokia’s key differentiators for Windows Phone based Lumias here is a good presentation of the company’s latest overall approach with Lumias, especially for North America which is the lead market for them in the developed countries space:

Chris Weber on Nokia Lumia 900, Lumia 710 and North America [nokia, Jan 10, 2012]

Chris Weber is President of Nokia for North America, and in this interview with Nokia Conversations at the CES 2012 show in Las Vegas he talks about the new Nokia Lumia 900, Lumia 710 and Nokia’s re-entry into North America.

Here “beautiful design” is mentioned as one of the most important differentiators for Lumias. We have already discussed this extensively in a separate post: Best practice industrial and user experience design – Nokia and Microsoft [Dec 17, 2011]. The second thing mentioned specifically here is the screen technology. Again, this has already been discussed quite extensively in The leading ClearBlack display technology from Nokia [Dec 18, 2011].

Although not specifically mentioned in the above video interview there were three unique differentiators already introduced with Lumia announcement in October:
– Free Nokia Music and MixRadio
Free Navigation (i.e. location-based services, Nokia Drive and Nokia Maps)
– Free ESPN Sports Hub
which were described as part of the Nokia Lumia (Windows Phone 7) value proposition [Oct 26 – Nov 2, 2011] post.

Then we had an extensive post on Nokia’s North America centric approach for Windows Phone 7 [Aug 11 – Dec 20, 2011] from which a specific positioning information should be highlighted here as well: “Nokia and T-Mobile deliver a leading entry-level Windows Phone experience to the nearly 150 million Americans still to make the transition to smartphones.” Chris Weber is just mentioning that in the interview above so you could quite easily come by that if not included here.

So please keep in mind all those things when getting familiar with this next step in Nokia’s Windows Phone based smartphone strategy!

Nokia Lumia 900 [press.nokia.com, Jan 10, 2012]

Coming exclusively to AT&T in the coming months in cyan and matte black, the Nokia Lumia 900 has a 4.3-inch AMOLED ClearBlack Display for rich, bright images both indoors and out, faster connection speeds based on cutting-edge 4G LTE technology, and a long-lasting 1830 mAH battery for enjoying content all day.

The primary camera includes Nokia’s exclusive Carl Zeiss optics, with large aperture (F2.2) and wide angle focal length (28mm) for high-quality, uncropped images even in low-light conditions. In addition, the Nokia Lumia 900 includes a front-facing camera boasting a large aperture and a wide angle lens that ensures sharp, bright images for high-quality video calling, right out of the box

Nokia Lumia 900 dual wide mode photographic experience -- 9-Nov-2012
Lumia 900’s unique “dual wide mode function” based on large aperture (F2.2) and wide angle focal length (28mm) camera for high-quality, uncropped images as was demonstrated by Nokia SVP, Kevin Shields on the Nokia CES press conference: Nokia Lumia 900 [Jan 9, 2012] from [11:26] on:

… typical smartphone which will have 35mm focal length … most smartphones today when put into wide mode, in 16:9, they chop-off the top and bottom … Cameras with the 28mm focal length [and wider aperture] like Lumia 900 … that gives you the idea what the same scene would look like taken from the same position [see the image above the embedded video] … [from immediately preceding “industrial design” part: … 20 years of investments in polycarbonate … color inherent in the material …]

First Nokia smartphone designed specifically for the US features LTE, large display and exclusive applications [Nokia press release, Jan 9, 2012]

Las Vegas, US – Today at the 2012 International Consumer Electronics Show (CES), Nokia and AT&T announced the Nokia Lumia 900, the first of Nokia’s Windows® Phone-based range to feature high-speed LTE* connectivity. With Nokia’s largest display, the Nokia Lumia 900 delivers a rich content experience from a phone that still fits easily in your hand.

Nokia’s third Lumia smartphone, the Nokia Lumia 900 builds on Lumia’s head-turning design on the outside and a rich social and Internet experience on the inside. People Hub is the quickest way to connect with friends with Live Tiles for real-time updates and a fast Web browsing experience with Internet Explorer Mobile.

“The introduction of the Nokia Lumia 900 with AT&T is another significant milestone in the ongoing rollout of Nokia’s global smartphone strategy,” said Chris Weber, president of Nokia Americas. “The Nokia Lumia 900 is designed specifically with the US in mind and the announcement of this collaboration with AT&T, in addition to other recent announcements, signifies a new dawn for Nokia in the US.”

The Nokia Lumia 900 benefits from a range of leading content experiences:

– The AT&T U-verse Mobile** app lets U-verse TV subscribers browse the U-verse TV program guide, schedule and manage their DVR recordings, and watch hit TV shows while on the go. The U-verse Mobile library includes more than 100 TV series and more than 700 TV shows from a variety of genres.

– Nokia Drive, available to download from Windows Phone Marketplace, provides free voice-guided, turn-by-turn navigation with a dedicated in-car user interface that turns the Nokia Lumia 900into a GPS navigation device.

– The exclusive ESPN sports hub is pre-loaded on Nokia Lumia smartphones, and provides a one-stop sports application for news, videos and scores.

– The CNN App for Windows Phonesprovides the latest news and video from CNN’s reporting around the globe and direct access to iReport, CNN’s participatory news community. Launching globally for free in the next month, the CNN App will be exclusive to Nokia users for 90 days.

– The Univision App will be exclusive to Nokia Lumia users in the U.S. and Puerto Rico for 18 months, delivering unique and exclusive Spanish-language content experiences, including Univision entertainment, sports and soccer coverage, plus news, cooking and local content for different U.S. markets – all in one App.

– A partnership with EA to bring over 20 of the world’s most popular games to the Windows Phone marketplace, coming first to Nokia Lumia devices.

“Nokia and AT&T worked hand in hand to bring the Nokia Lumia 900 to market. Our powerful 4G networkreally amplifies the benefits of the Nokia Lumia 900. Sharing high quality images and videos with its integrated social networking functions is faster than ever; content from U-verse Mobile is more enjoyable on the crisp 4.3-inch screen, and with its huge battery people can do more without worrying about recharging,” said Jeff Bradley, senior vice president of devices for AT&T. “Together, we are working to supercharge the ecosystem around the Nokia Lumia 900 and the Windows Phone platform.”

*Limited 4G LTE availability in select markets. 4G speeds delivered by LTE or HSPA+ with enhanced backhaul, where available. Deployment ongoing. Compatible data plan required. LTE is a trademark of ETSI. Learn more at att.com/network.

**U-Verse Mobile: Access to select content requires qualifying U-verse TV plan or monthly subscription fee, and WiFi connection and/or cellular data connection. Available content may vary by device and/or U-verse TV subscription and is subject to change. Data charges may apply.

Read more about the Nokia Lumia 900 on Nokia Conversations.
http://conversations.nokia.com/2012/01/09/nokia-lumia-900-born-for-the-usa

From the above listing of services you may miss the Free Nokia Music and MixRadio announced in October. In fact you shoul look into Lumia 900 US specification to find the equal (or even better) replacements:

Music Services

  • Zune
  • AT&T Radio

The Verge noticed a quite important hardware differentiator not mentioned anywhere:
Lumia 900 doesn’t have a Pentile Matrix display, Nokia confirms [The Verge, Jan 11, 2012]

nokia lumia 900 att_640

Nokia’s official US Twitter stream and our own photos have confirmed a commonly held suspicion: the Lumia 900 doesn’t have a Pentile Matrix subpixel layout. Unlike the Lumia 800, its AMOLED display has its subpixels in an RGB arrangement instead of RGBG. The effect of this change is that you’ll get better fine-grain detail on the 900 while also avoiding the subtle color-fringing that the Lumia 800 exhibits on high-contrast edges (such as between black and white). Nokia has been somewhat evasive about this issue up until that tweet, perhaps in an effort not to diminish its other AMOLED displays. Still, we’d say this is easily the best undocumented upgrade of CES 2012.

  Edward  @mobile_ed       11 Jan 12

@NokiaUS is the Lumia 900’s display PenTile? No one has been able to get a straight answer so far.

Nokia US  @NokiaUS       11 Jan 12

@mobile_ed No, the display isn’t Pentile.

Vs01-11_09-05-55x640

Although Nokia calls the displays on all three of its Lumia devices ClearBlack — with that branding referring to the anti-reflective polarizer — the underlying display tech differs. See below for a comparison.

Lumia-900-macro-560

Lumia-800-macro_560

Lumia-710-macro_560

More information

On differentiation strategy:

The best report in my view is The Engadget Interview: Nokia CEO Stephen Elop at CES 2012 (video) [Myriam Joire, Jan 11, 2012]. Suggest to watch on the linked page since there is no possibility to embedd that here. Some quite important answers:

– Photography, cameras and that all experience is core part where we intend to differentiate in the future.

– A large amount of software development [is] happenning at Nokia to support our efforts on Windows Phone because we build on that platform. Something like Nokia Drive, as an example of location based services. Even in the are of photography, one can imagine that even (sic!) all Windows Phones have cameras, all will take pictures and all will have gallery, you can imagine an environment where unique software included in a Nokia environment, a Lumia product, to make sure the quality of photographic experience is better  than evrybody else’s.

– So when you have a platform you can do a lot of things in and around of that.

– Differentiation with location based services, such as Nokia Drive, is just the beginning. There is so much more to come.

– Nokia specific APIs are possible later because Nokia has reserved the rigth to have such, although very much aware of the dangers of [platform] fragmentation.

Lumia 900 will be available in a couple of months. Nokia will be very aggressive with the price. Even for the first time smartphone purchasers will be introduced.

The next on the list of best reports is PC Magazine’s Nokia CEO: MS Purchase Rumors Bogus [Jan 11, 2012]. Some exerpts from that written report which add information to all that given above:

PCMAG: How should we expect to see promotion and marketing for Windows Phone here in North America?

Elop:I think what you will see, and you’ll see us emphasize, is the most important thing for us to do is to introduce people to the concept that defines the Lumia experience, including the Windows Phone elements. What our work shows is that when someone has a Lumia device in their hand…their overall willingness to recommend the device to a friend goes up very high. People really enjoy the experience. But they have to see it to experience it.

We’ll take the steps in stores to make sure that sales associates understand how the products are differentiated. We’re seeding a large number of devices into the markets where we introduce the products, so large numbers of sales people and sales managers in stores have the devices in their hands…you’ll see us really try and connect the consumer with that first experience of Windows Phone, and any step that we need to take or any barrier that needs to be knocked over between those two points is what we’ll focus on in our marketing.

PCMAG: Within the Windows Phone ecosystem, there are other vendors who are putting out other phones with fancier specs.

Elop:I’m going to differentiate on “fancier specs,” because the specs that I appreciate are who takes the best picture, who has the best video-conferencing imagery and so forth. What we’ve done with the Lumia 900 is we’ve done a lot of work around the optics of the camera. We demonstrated this during our press conference; for example, with the primary camera, we showed how with a variation in focal length and wide aperture, our pictures…get a much wider collection of the information, regardless of pixel count or anything like that.

Part of this is part of our marketing opportunity, to help show people the results. Where is the best picture? And that is the spec I’m most interested in.

PCMAG: How do you communicate quality, as opposed to just “higher numbers are better?”

Elop: It’s the same argument on many different functional specs. You’ve got N+2 of these, we have N; is that better? Often it doesn’t matter, or it’s even worse. Part of our marketing opportunity is to help explain and show the experience, so when you pull out a Lumia and see the experience with that processor, with that screen and say, wow, this is fast, it doesn’t matter that someone else has something that appears to have more of something.

Then cnet’s Nokia CEO talks of Windows Phone foothold in U.S. [Jan 10, 2012] comes on the list. The notable excerpts giving additional information are:

The Lumia 900 was supposedly designed specifically for the U.S. market, but what does that mean? Which features were more critical to U.S. consumers versus others around the world?

Elop: For one, LTE is really important in the U.S. And it’s not as relevant right now in Europe, because there aren’t as many commercial LTE networks deployed. But here in the U.S. LTE is the centerpiece. But adding LTE costs more, and it also impacts the design of the product. You need a bigger battery, which drives the size and thickness of the device.

But larger screens are also much more popular here in the U.S. than in other parts of the world.

Years ago, Europe and Japan were much more advanced than the U.S. But that’s changed in the last 4 or 5 years. The U.S. is where we see much of the innovation and application development.

We also want to move the emphasis away from feeds and speeds. That’s what we were trying to show during the event yesterday when we showed the camera. There are a lot of things you can do to improve the camera on a cell phone through the science of photography with focal length and aperture.

How important is the U.S. market to Nokia?

The U.S. is very important. This is where the innovation and app development is happening, and it’s being echoed around the world. So it’s very important for us to participate and be right in the middle of the innovation. We need to compete here so that when the innovations developed here land elsewhere we aren’t a step behind.

You’ve mentioned that LTE is very important in the U.S. market, and it will eventually be important elsewhere. But the frequencies that U.S. carriers are using for LTE are different than the frequencies used in other other parts of the world. And there was a recent report from the GSM Association that warned of a fragmentation issue. How does that affect Nokia as a device maker?

A similar thing happened when 3G was first deployed, and over time carriers around the world became more aligned. It’s to their benefit to get commonality. But for us it’s not an impossible technical problem. It creates more work for us. And it may be more expensive to build devices. But it can be done.

The bigger problem is around spectrum shortages. This is a problem that varies dramatically region to region. And different countries are handling it in different ways. I don’t know how to solve the problem, but it does land in the price of products.

Following that there is The Wall Street Journal with Nokia’s Chief Takes Aim at U.S. Market [Jan 10, 2012] with the following excerpt here:


WSJ: Nokia has been a failure in the U.S. for years. What’s changed this time?

Mr. Elop: The very specific approach we’ve taken—and this does represent a shift in strategy for Nokia—is we’ve been more deliberate in the introduction of a device that’s specifically targeted at U.S. consumers. Start with the work we have done jointly with AT&T to ensure that it’s a 4G device, taking advantage of high-speed networks. That’s a crucial requirement for the U.S.

We have added capabilities like front-facing cameras, a long-lasting battery and a larger screen. In the U.S. that is an important part of consumer consideration.

WSJ: How can you expect to compete against Apple and Google in the U.S.?

Mr. Elop: Yes, there are some strong contenders on the field. But a key part of the reason behind selecting the Windows Phone platform for our smartphones was that we felt there was a fresh and different and contemporary user experience that stood apart from what has become common across both Apple and Android.

WSJ: Why would anyone buy this phone instead of an iPhone?

Mr. Elop: People are selecting these products [with the Windows operating system] because of ease of use. What you’re able to get is that complete experience without going into an application and coming out and then going into another. Instead, things like Facebook, Twitter and LinkedIn are integrated deeply into the experience. People look at that and see that’s a far smoother experience. There are people who are looking to make switches. I won’t say whether it’s specifically [from] iPhone or Android.

WSJ: Why not just forget the U.S. market altogether?

Mr. Elop: The first and primary battlefront is in the U.S. It’s in that market where a lot of the new thoughts are being delivered, where new applications are being generated. It allows us to take advantage of some of the innovation starting first in the U.S., for example the 4G networks.

Finally a video Interview: Nokia CEO Stephen Elop [TheVerge, Jan 10, 2012]:

On the current Microsoft thinking alongside the increased market presence thanks to Nokia:

Interview: Joe Belfiore of Microsoft [TheVerge, Jan 11, 2012]

A “must to watch” for every serious person. Therefore no excerpts are possible. A “fundamental” interview with information not available before.

Interview: Microsoft’s Aaron Woodman talks Windows Phone [TheVerge, Jan 11, 2012]

Josh sits down with Microsoft director [in the Windows Phone marketing group] Aaron Woodman for a frank conversation about Windows Phone at CES 2012.

Notable remark by Aaron Woodman about the business approach (not exact transcript):

1. Great products, because if not there will be no more excuses for sure

2. Retail, in …some places like US via carriers, because without it actual customers won’t meet Windows Phone

3. General market awareness, including the extension of general Windows brand awareness to the phone as well, since without as large as only possible the first two efforts could not succeed either, and also because this is the task Microsoft is expected to do (while the previous two are with partners)

Finally on “beautiful design”:
The Nokia Lumia 900 is simply better by design [Conversations by Nokia, Jan 10, 2012]

An in-depth look at the design of the world’s greatest Windows Phone with Jamie Langford from Nokia Design

LAS VEGAS, USA – The Nokia Lumia 900is designed with people in the United States in mind and Nokia Conversations has a unique insight into how it was crafted for one of the world’s most discerning mobile markets.

Jamie Langford explains how the Nokia Design team met the brief for the latest addition to the Lumia range of phones – which includes the Nokia Lumia 710 and Nokia Lumia 800.

“It’s all about media, with the large screen and sleek unibody, delivering a powerful statement.”

Jamie, who leads the industrial design team working on Symbian and Windows Phone products, says the Nokia Lumia 900 is a phone which puts content first, making it “instantaneous, responsive, and intuitive”.

“With faster network access, Nokia Lumia 900provides consumers noticeably faster Internet browsing and better video streaming,” he says.

“The large display is fantastic for any number of experiences from imaging to gaming to video chatting.”

Nokia Lumia 900 AT&T

He is talking about the Nokia Lumia 900′s stunning 4.3-inch AMOLED ClearBlack screen, which not only delivers superior viewing and touch experiences, but is also designed to reduce reflections. So you get crystal clear images, indoors and out.

“US consumers seek convenient access to multimedia content, so the combination of 4G LTE and the large display is very compelling.”

“As a matter of fact, Nokia Lumia 900 comes preloaded with AT&T’s U-verse Mobile which allows U-verse subscribers to browse TV program guide, schedule and manage their DVR recordings, and watch TV shows.

“And Nokia Lumia 900 has been designed with a large customized 1830 mAh battery in support of all-day usage.”

The blueprint is even more impressive when you realize that the advanced hardware which powers the mobile phone sits in a unibody case not much bigger than the display itself. The shape is cleverly crafted to sit comfortably in the hand.

This harmonious fusion of design and technology has all been achieved in a very short time.

Jamie continues:

“Our design team started work on Nokia Lumia 900 about a year ago. The challenge was to take the Nokia Lumia 800 to a larger display size with LTE architecture and re-enter the US market with AT&T.”

Luckily the potentially most challenging aspects of the joint venture were already taken care of, he says.

“When we started the collaboration with the Windows Phone design team, we discovered amazing similarity in the principles and approach with Nokia design.

“Reduction and simplicity drove the design of both the user interface and the hardware. The first result was the Nokia Lumia 800, and Nokia Lumia 900 extends this approach to a larger display.”

It’s a powerful combination. The Nokia Lumia 900 represents the full potential of these great brands working together. With AT&T’s high performance LTE network, that potential will now be experienced broadly in the US market.

Nokia Lumia 900 screen

And the Windows Phone user interface is a fantastic experience on the larger screen. With bold graphics, clear typography, and fast navigation, the phone allows people to spend less time figuring out what to do with it, and more time using it.

The success of previous Nokia designs has helped to achieve the seamless experience offered by the Nokia Lumia 900, says Jamie.

“The lineage from the Nokia N9 and Nokia Lumia 800 is evident in the Lumia 900. We continue to challenge how we make products – just like the Nokia N9 did.

“We are in a continuous learning and refinement mode, so we took lessons from both these previous devices.

“We spent lots of time with the program team to solve the physics of packaging a 33 per cent larger display with a larger battery and complex antenna architecture while meeting the product requirements of the US market. To do this in less than a year is a significant achievement.”

Nokia Lumia 900 camera

It’s the same approach, insisting on a human minimalist design, which has worked so well for Nokia giving their handsets a purity that others fail to match. And, it’s this incredible attention to detail which has resulted in a product that is beautifully balanced and easy to use.

“The Nokia N9 and Lumia 800 were derived from the same approach of extreme product making based on the principle of reduction and simplicity,” says Jamie, who joined Nokia in 1999. “The learnings and discoveries will continue to influence the way we design going forward.”

When you see the Nokia Lumia 900, you can’t resist picking it up and touching it. The unibody is a single piece of injection-molded polycarbonate plastic which somehow feels like metal. That’s because the premium plastic has been worked on by using machining techniques used for metals. And it provides a killer property not open to phones with metal cases. The specially-developed plastic allows outstanding antenna performance, resulting in fewer dropped calls and lost data connections.

The attention to detail is impressive. Even the product specs are printed on the internal SIM drawer to avoid any visual clutter on the external surface. The speaker holes have been individually milled to make them as small as possible, so they are less likely to collect fluff from a pocket.

Nokia Lumia 900 speaker

And the audio jack is perfectly concentric to the form, and has been custom-made so it can be in the best place for use.

Nokia Lumia 900 audio jack

The framing around the active display minimizes any “dead banding” to give the highest area of visual screen in the most compact space possible.

The polycarbonate material gives the Nokia Lumia 900 yet another design advantage. Color. Color has always been at the heart of the Nokia brand. It has been taken to a new level. The unibody case is dyed all the way through, so it can never scratch off or wear away. It looks newer longer.

Early versions come in a stealthy matte-black and a bright cyan, or blue as most people call it. More colors will follow later in the year.

And the color thread runs through the accessories including Nokia speakers, Bluetooth headsets, even the protective soft covers; creating an end-to-end story that is coherent and consistent.

The signs are already good that people will love Nokia Lumia 900.

“Based on early customer reactions in the US, the design is considered very sleek and modern,”

“The LTE, 8 megapixel camera, and noise cancelation resonates well with people. Strong battery life was particularly appealing as well. And everyone appreciates the front-facing camera for video chatting.”

The Nokia Lumia 900 is simply better by design.

About Nacsa Sándor

Lazure Kft. • infokommunikációs felhő szakértés • high-tech marketing • elérhetőség: snacsa@live.com Okleveles villamos és automatizálási mérnök (1971) Munkahelyek: Microsoft, EMC, Compaq és Digital veterán. Korábban magyar cégek (GDS Szoftver, Computrend, SzáMOK, OLAJTERV). Jelenleg Lazure Kft. Amire szakmailag büszke vagyok (időrendben visszafelé): – Microsoft .NET 1.0 … .NET 3.5 és Visual Studio Team System bevezetések Magyarországon (2000 — 2008) – Digital Alpha technológia vezető adatközponti és vállalati szerver platformmá tétele (másokkal együttes csapat tagjaként) Magyarországon (1993 — 1998) – Koncepcionális modellezés (ma használatos elnevezéssel: domain-driven design) az objektum-orientált programozással kombinált módon (1985 — 1993) – Poszt-graduális képzés a miniszámítógépes szoftverfejlesztés, konkurrens (párhuzamos) programozás és más témákban (1973 — 1984) Az utóbbi időben általam művelt területek: ld. lazure2.wordpress.com (Experiencing the Cloud) – Predictive strategies based on the cyclical nature of the ICT development (also based on my previous findings during the period of 1978 — 1990) – User Experience Design for the Cloud – Marketing Communications based on the Cloud
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4 Responses to Nokia’s Lumia strategy is capitalizing on platform enhancement opportunities with location-based services, better photographic experience etc.

  1. Pingback: Nokia CEO: salespeople to deliver true WP7 retail experience supported by improved product management, marketing and accelerated global coverage with a full breadth of products | Experiencing the Cloud

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  4. Pingback: Marko Ahtisaari from Nokia and Steven Guggenheimer from Microsoft on the Internet of Things day of LeWeb Paris’12 | Experiencing the Cloud

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