This week will mark the launch of the Lumia, the latest development in smartphones from Finnish mobile phone manufacturer Nokia. At one point, Nokia was the world's leader in mobile phones from advanced handsets to inexpensive ‘starter’ models, but in recent years it has faced tough competition from a number of other manufacturers, including HTC and Samsung. With the Lumia 800 model, Nokia hopes to be able to recapture some of its lost market share.
Industry insiders regard the launch with cautious optimism, but warn that Nokia is facing what amounts to a ‘Herculean task’ because the market has changed significantly since its glory days. Nokia may be up to the challenge, however; one of the first things that Nokia's head, Stephen Elop, did when he took the helm was abandon the Symbian OS in favour of a Windows-based one.
In order to encourage consumers to switch to the Lumia 800, Nokia plans to launch one of the largest marketing efforts in the history of the company. Advertising plans include using whole buildings to display projected posters and offering a variety of promotions to prompt customers who may be on the fence to jump off and make the switch. Nokia's slogan for the campaign is reported to be The Amazing Everyday, indicating the fabulous uses that smartphones such as the Lumia 800 can be put to.