I’m not the first to comment on Nokia’s recently announced exciting new Lumia 1020 handset but I think if it is to succeed in the market it will need to be a great case study of excellent product marketing in encouraging customers to change their existing behaviour.
For sure, looking at it simply they are going to win ‘the numbers game’ with a staggering 41MP camera out-trumping the Samsung Galaxy S4 13MP camera and the iPhone 5′s miserly 8MP shooter.
But who the needs a smartphone that takes such large images?
Of course the real answer is no-one and it’s purpose is really to act as a ‘post shoot’ zoom – allowing you to crop the photo to size on the subject you want whilst maintaining a high pixel count for printing. This avoids the need for a physical zoom lens which would add extra weight/size.
But this is where it gets a bit tricky because you’re expecting people to understand and change the way they have taken pictures in the past which is to ‘zoom and then snap’.
I’m a strong believer that a great user experience can be the source of competitive advantage and if Nokia can execute this brilliantly then they could really be onto something.
But what do they need to do to achieve this?
- Create an interesting new name to try and ‘own’ this key feature and benefit – something like ‘Sharp Zoom‘ if used creatively and consistently could help differentiate the offering from other brands
- An interesting and engaging marketing campaign to focus on the benefits of this clear point of difference – e.g ‘what would you cut to size?’
- Show off the competitive comparison with clear and compelling digital assests to highlight the image quality benefits of this feature vs. Samsung and Apple
- Simple and fast ‘zoom’ app user experience on the device itself – making it easy to crop, size and use for different formats such as online publishing and saving for printing
If the Lumia 1020′s is going to tempt a significant number of users to dump their iPhones or Android smartphones then it will really need to pull off some clear & simple marketing communications to get customers understanding why they would possibly want a 41MP smartphone.