Creating a new, highly competitive portfolio of smartphones on top of a new ecosystem was never going to be easy and it certainly wasn’t going to happen overnight. So it’s worth reflecting on just how far Nokia’s Lumia range of smart devices has come in such a short amount of time.
One person who knows the Lumia story well is Pekka Horo, Nokia’s Vice President of Europe and IMEA Regions and Business Management for Smart Devices.
As well as being responsible for a fairly large geographical area including Europe and IMEA (IMEA stands for India, Middle East and Africa) he is also responsible for Nokia’s global business management of Smart Devices.
In a wide-ranging interview with Conversations, Pekka started by outlining what he thinks are some of the unique strengths that have helped to establish Lumia as an increasingly popular choice in the competitive smartphone market.
Pekka called them the differentiators that are driving Lumia’s momentum in the marketplace and, in his own words, this is what he had to say about them.
Design & Colours
“The devices that we’ve launched really stand out from the crowd. You see a very fresh and approachable design.
“It’s very clean, human in form and also modern in the way that they look.”
“One of the things that has also attracted consumers is the colour strategy. We have brought multiple and vibrant colours to the market and we have noticed that consumers really appreciate that.”
“We also have a fully consistent design & colour approach across different products, including our accessories such as wireless charging plates, headsets and music speakers, which enable consumers to experience, enjoy and showcase our design more holistically”
“In our research we often get feedback that people were really loving the fact that they can take pictures and share them on social networks, and we wanted to make sure that the quality of the pictures and videos taken with Lumia devices are best in class and something that sets us apart from the competition.
“I think we have answered that with the fantastic image quality that we have on the Lumia 920 and Lumia 820.
“If you look at the Lumia 920, where we are bringing a fantastic camera experience with optical image stabilisation (OIS) and great low light performance then it’s something that we are getting a lot of credit for.”
“It’s not just in the flagship tier that we can provide consumers with great imaging experiences. We are taking that down all the different price points as well so that Nokia stands out with this differentiator throughout its portfolio.”
Location and Navigation
“We’re very proud of the Here platform that Nokia launched recently, where we have great location and navigation assets that are benefitting our consumers in their day-to-day lives.”
“You can use them in your hometown or when you’re visiting new cities. People can find new restaurants or places of interest using City Lens or find routes quickly and effectively when they’re commuting to work with Nokia Transit, Nokia Maps or Nokia Drive.”
“Nokia Music is incredibly highly rated and appreciated by consumers and the feedback we receive in the form of Net Promoter Scores is very positive. It’s offered free and offers great usability straight out of the box. This is another area where we are continuing to invest.”
“We are working with a lot of developers to develop specific apps where we feel we can add value to consumers. Together with Microsoft we’ve been able to grow the app ecosystem to a highly competitive level.”
“I think there are now over 125,000 apps overall but it’s not about the quantity but the quality of those apps and the understanding that we have with our partners to develop great apps for Nokia devices and the ecosystem.”
“With our differentiators we are delivering fantastic experiences to consumers and enriching their lives in many new ways.”
“In addition, things like wireless charging, which is available on the Lumia 920 and 820, and the innovative accessories bring a sense of magic to the every day life of our consumers.”
Later this week we’ll be publishing part two of our interview with Pekka Horo where he’ll be taking about some of the other factors that have pushed Lumia’s rise to global prominence. Keep your eyes peeled!