comscore Nokia X to destroy Android: It is a bird, it is a plane, no it is Nokia again!
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Nokia X to destroy Android: It is a bird, it is a plane, no it is Nokia again!

“Nokia X will give users the confidence to move to Windows” is the thundering title in Business Standard derived from a statement by Nokia's Viral Oza. “The strategic intent of the X is to get p

nokia-x

nokia-x“Nokia X will give users the confidence to move to Windows” is the thundering title in Business Standard derived from a statement by Nokia’s Viral Oza. “The strategic intent of the X is to get people to upgrade to Lumia. To execute the strategy, we wanted to offer users what they want (Android apps) but also something that is differentiated. Our primary platform continues to be the Windows Phone and the primary range Lumia.” Also Read - Airtel uses Nokia equipment to successfully conduct first 5G trial in Eastern India

To get the background right, Nokia X is the new range of Nokia phones, which are built by using a stripped down version of Android. It is powered (under powered – some may say) by a 1GHz dual-core Snapdragon processor and 512MB RAM. This is not good enough for Android 4.1.2, but Nokia’s splendid logic is that it is a watered-down version, so it may fly. And it has a 3-megapixel camera, when 5-megapixel cameras are available even in that range. Also Read - HMD launches a budget smartphone dubbed Nokia X100: Check price, specs

The Nokia X has no Google apps and no access to Google Play store. Instead of Google, it has your favorite search engine – Bing. Also Read - Nokia T20 launched starting at Rs 15,499, will go against Realme Pad in India

Now let us get back to the statements:

“Nokia X will give users the confidence to move to Windows” – How will this happen? Since Nokia has made such a bad Android phone, users will hate Android and move to Windows! The same Windows, which is the number phone OS in the world (pun intended).

“The strategic intent of the X is to get people to upgrade to Lumia.” – How will people do that? First they buy this and get to know that this is not good enough and then buy Lumia?

“To execute this strategy, we wanted to offer users what they want (Android apps)” – People want Android apps, that is right, please continue.

“But also something differentiated” – Differentiated as in poor hardware, no Google apps, No Play store and thus limited access to Android apps. But you just said they want Android apps, ahhh – Microsoft apps on Android – Bing, Skype and OneDrive.

“Our Primary platform continues to be Windows Phone and the primary range Lumia” – That is an amazing confidence builder for Nokia X buyers, that the platform they are buying is not the preferred platform of its manufacturer.

More interesting comments:

“The Nokia X would fit between low-end Nokia Asha and high-end Lumia” – The Asha is low-end, but who gave Nokia the certificate that Lumia is high-end. Are they ahead of Samsung and Apple in India or elsewhere (other than Finland perhaps).

The basic challenge why Nokia failed was that they thought they were a monopoly. Their mentality has not changed, even when they want to bring in Android, they want to fit it in a range between low-end and high-end of their own phone range with little sense of competition. There are tens of Android smartphones in this range with all the basics like Google apps and Play store and far better hardware specs. If a user is ready to spend another Rs 3,000-4,000, they can reach the Moto G – which is miles ahead of this phone.

What is Nokia’s strategy for introducing these phones? “Nokia X will give users the confidence to move to Windows” – is their clear answer. They want to destroy Android by introducing Android phones.

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  • Published Date: March 11, 2014 12:21 PM IST
  • Updated Date: March 24, 2014 5:53 PM IST


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