Nokia Goes Big in Its Latest Line-Up
Nokia Corp unveiled its refreshed line of devices at Nokia World in Abu Dhabi on 22 September. Aside from updating its Asha line the company also introduced a new Lumia flagship smartphone, and a mid-range Lumia device in addition to a Windows RT tablet. While spanning a wide price spectrum these devices are all reflective of Nokia’s new product design philosophy: bigger is better.
A Tablet for Nobody
The Lumia 2520 is Nokia’s first Windows RT product, one that likely will never become a significant revenue generator for the company. The limited availability of applications for Windows RT and the long battery life of Haswell-powered Windows 8 tablets and hybrids has driven many to question the need for Windows RT. Powered by a Snapdragon 800, the battery life and performance of the 2520 will likely be lagging behind most Intel-powered alternatives, and at the US$500 price point that excludes the US$149 keyboard, significant volume sales will be difficult
Two Big Lumias
Nokia also unveiled two new additions to its Lumia line up: the flagship 1520 and midrange 1320. The highlight of the 1520 is the 20 megapixel PureView camera, and the 6” 1080P screen. While the camera is impressive and new software adds unrivalled imaging functionality to the device, the US$750 price tag may be too high to challenge market leaders like the iPhone or Galaxy Note in a significant way. Priced at US$339, the 6” Lumia 1320 is a device that could drive Windows’s phone market share in 2013 and 2014. From a hardware perspective, the device is very comparable to its closest rival, the Samsung Galaxy Mega, but is priced lower. The device is aimed at Asian and European markets where sales of smartphones as a part of service contract are low, creating the
need for a low-cost large screen device.
Nokia’s line of smartphones will face intensifying competition as demand for smartphones slows, especially in the higher price ranges. While taking on Apple Inc and an ever growing array of Android smartphones will be challenging there is little doubt that consumers looking for a Windows phone will overwhelmingly choose Nokia, even more so than in the past.