By Vamien McKalin | May 27, 2013 02:19 PM EDT
Apparently, Windows Phone is quite the rage in Italy. In fact, it's so successful there that Microsoft wants to understand the how's and why's of Windows Phone's success in Italy, and hopefully replicate that success elsewhere.
Greg Sullivan, senior marketing manager for Windows Phone at Microsoft, spoke with MobileBurn in an interview where he outlined a few things, which includes Microsoft wanting to learn from Windows Phone's success in Italy.
Here's what Sullivan had to say:
"Italy's a really interesting case because one of the things that we learned when digging into those numbers was that one of the reasons we had been so successful in Italy in particular was how the local subsidiary had marketed the Lumia 620. The audience segment that they went after, they had campaigns and programs designed to communicate with older folks and it was very, very successful. In some of the other regions, it's in part because Nokia has such a strong brand presence. In Poland, we're extremely successful. We're trying to look at all the different geographies and see how we can replicate them and bring out all the benefits that Windows Phone has to offer."
If Microsoft figures out a way to make Windows Phone a success in other markets by taking ideas from the folks in Italy, it could mean good things for the company and the Windows Phone platform. However, Microsoft must keep in mind that whatever works in Italy might not work in other nations, so care should be taken when going down this route.
Furthermore, when asked if low-end Windows Phone devices are key to the platform's success, Sullivan said:
"It was part of it. Our success with the Lumia 620 in China had something to do with that, but it's part of the gradual hitting of the markets that we need to hit - expanding language support, reaching new geographies and networks, and expanding our core services. One thing is you won't see us position ourselves as "We're the low-cost provider." We have a breadth of offerings and depending on what our customers choose and are interested in, we have the device at the price point that interests them."
Expect to see more low-end devices in the future, but expect most of them to come from Nokia.
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