Nokia To Target Low-End Market With More Affordable Lumia And Feature Phones In 2013

By Jimmie Geddes email: | Feb 23, 2013 01:58 PM EST

Share This Story

  • Print
  • Email

Nokia is preparing to launch a new approach in its quest to regain some of the market share it has lost over the last few years. The company is planning to target the low-end market with a lower-priced Lumia Windows Phone 8 smartphone and basic feature phones, which it is expected to showcase at Mobile World Congress (MWC) 2013 next week.

Follow us

When Nokia decided to drop its Symbian smartphone OS in favor of Microsoft's Windows Phone OS, it knew it would be facing an uphill battle to reclaim the days when it was the top selling smartphone maker. The battle is taking longer than Nokia had anticipated and it has been receiving pressure from investors because its cash is dwindling and it can't afford too many more quarters before it needs to change its focus.

Nokia is obviously listening to investors as the smartphone maker is expected to unveil a more affordable Lumia smartphone on Monday at the Mobile World Congress (MWC) convention in Barcelona. Sources have told Reuters that Nokia will also introduce "cut-price basic phones" to compete with ZTE, Huawei, and other manufacturers who make basic feature phones. Nokia apparently has decided to focus on the low-end since it hasn't seen the kind of success it andthe  investors were hoping for with its Lumia Windows Phones. Nokia is also currently losing more and more market share with each passing quarter in the low-end market, which now makes up the bulk of its sales of mobile phones.

Hakan Wranne, an analyst with Swedbank told Reuters: "What they have to do is increase share in the growing smartphone part and also defend market share in the other."

According to Wranne, a lower-priced Lumia would help Nokia boost its mid-tier offering. "In order to not continue to lose share in the overall market Nokia has to put forward competitive low-end smartphones," he said.

Nokia only sold 4.4 million Lumia smartphones in the fourth quarter of 2012 and analysts believe that Nokia needs to somehow more than double sales and offer lower-priced smartphones and feature phones in order to convince investors that its Windows Phone smartphone strategy is working and that it can survive as a company. It's unclear if this new strategy will actually pay off or whether Nokia might have to consider adding Android to its lineup in order to offer smartphone users with a choice of OS instead of the Windows-only approach.

Get the Most Popular Mobile&Apps Stories in a Weekly Newsletter

Nokia, lumia, MWC 2013

Join Our Conversation

The HTC logo is seen with different devices from the brand HTC M10 Perfume Launching A Month Later After MWC 2016
Lava Unleashes New P7 Device Into The Indian Market
New Disney Phone Coming To Japan
Xiaomi Locks Redmi Note 3, Mi 4c And Mi Note Pro; Others To Follow Suit?
Tablet / Laptop / PC
Dell Venue 7 and Venue 8 Dell unveils Venue 7 and Venue 8 Android 4.3 Jelly Bean tablets
Retina iPad Mini facing delays, may not launch until early next year
Refurbished 128GB iPad with Retina Display now available on the Apple Online Store
Samsung Galaxy Note 10.1 – 2014 Edition: Pricing and availability now official
Amazon Logo Amazon reportedly to launch ‘Firetube’ set-top box before 2013 holidays
Samsung Galaxy Note 3 and Galaxy Gear India launch: Pricing and availability
Samsung Galaxy Gear Android smartwatch now up for pre-order in Canada
Samsung Galaxy Gear 2 reportedly in the works already, may debut at CES or MWC 2014
OS / Software
HTC Logo HTC reportedly considering Android/Windows Phone dual-booting smartphone as Microsoft pushes for deeper Windows mobile integration
iOS 7 Chrome Incognito mode leaks private searches due to bug
Sprint HTC One Android 4.3 Jelly Bean already rolling out, AT&T, T-Mobile & Verizon to follow
Microsoft Windows 8.1 now available for pre-order
Internet / Social Media
Google Downtime Google blacks out for two minutes, causes 40 percent drop in world’s Internet traffic
Xbox Music web player is live and ready for Xbox Music Pass subscribers
Facebook Android app collected phone numbers even if users never logged in
Firefox 22 brings support for web video calls, 3D gaming, and Unreal Engine 3
What's App
ZTE's new lease program ZTE’s new Lease-to-own Program for Mobile Devices
LG’s G Pay to Take on Google, Samsung and Apple
Facebook: Taxes in the UK and a new Shopping tab
Samsung’s VR Headset to be Released at $99, Hulu Jumps Onboard with Apps Ready

Most Popular

© 2016 IBT Media Inc. All Rights Reserved.mobilenapps