By Jonathan Charles | Sep 03, 2012 01:54 PM EDT
Nokia may reveal its new Windows Phone 8 devices on Sept 5., shortly before a potential Apple announcement regarding the next iPhone. If the two announcements happen, it is important for Nokia to gain consumer attention in the week-long period before the media and the tech community shift focus towards Apple.
How can Nokia gain and retain consumer attention?
The debut of the Lumia 900 on AT&T came at a surprisingly low price in April: $99. For a high-end Windows Phone, it is certainly attractive, and a drastic comparison to the $499 price of an iPhone sans contract. Nokia and Microsoft may need to go low again with the new devices; the companies have to differentiate from Apple.
Consumers buying an iOS device know the App Store will probably have the specific apps they want, and if iOS is not satisfying a user's needs, then Android is always going to be an option. It may be difficult to say that about Windows Phone, so Microsoft needs to show a variety of apps and the growth the store is experiencing.
Highlight the iPhone's faults
Apple's PC vs Mac advertisements were controversial, but Apple made sure to highlight the faults of PCs. Microsoft could do well to use the same tactic. It may be offering devices in multiple colors, unlike Apple. It may offer integration into Windows 8 that Apple does not offer with iOS. It will also offer Xbox Live. If Microsoft simply announces a phone, and rushes past the uniqueness of its features and the areas in which the competition is lacking, consumers will not pay attention.
Windows and Windows Phone 8 could release during similar periods, so it is important for Microsoft to build up the two operating systems. The ability to develop apps simultaneously for the operating systems is key, and removes the barriers for skeptical developers. Features like Xbox Live and SkyDrive also need to be pushed: upcoming Xbox Live Arcade games on a Windows Phone 8 device could be a feature users like.
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