Have Nokia found the winning touch?

Nokia’s problems have been very well documented with many writers believing their cause to be terminal. Certainly their strategy to put all their eggs in the Windows basket is somewhat brave to say the least. However, there are signs this past week that suggests there could maybe be life in them yet.

Operating systems aside – and it is a big bet that Windows Phone 8 can be successful without a larger list of quality apps and games – it does seem that Nokia have been really thinking about creating a simple and enjoyable consumer experience that can differentiate them from the masses of Android manufacturers.

I believe this focus on consumer experience can provide real competitive advantage in a sea of similar smartphones – and I think Nokia might just have found the right touch.

Firstly, it looks like they will be among the first with a good consumer use of NFC technology – with a simple touch their new Lumia smartphone can automatically pair and start playing music on their new wireless speakers made in partnership with JBL. Sony have also announced a similar solution with their new NFC enabled speakers but it looks like Nokia will be quicker to market and could maybe give this greater focus in their marketing.

With Apple seemingly going to change the accessory speaker market for good with their new connector this gives great opportunity for players like Nokia to accelerate the growth in wireless speakers by making their usage so simple.

Secondly, and maybe more significantly, It appears that Nokia are going to use the simplicity of touch to charge their latest smartphones. Of course this isn’t the first time this proposition has been offered with Palm Pre back in 2009 but that was a paid-for accessory whereas it appears Nokia will offer free.

Not only this but it seems that Nokia have applied a touch of colour and fun to their designs which really stand out.

I believe there is a big chunk of the market looking for the next big cool factor. Maybe the simple combination of ‘touch to play’ and ‘touch to charge’ could be enough to encourage a sizeable base of people away from another Android phone – and who knows how excited the Apple fan base will be with a slightly longer slimmer iPhone.

With a focus on bringing new technology to life in a simple, fun and colourful way I believe there really is life left in Nokia yet. How much we will have to find out.

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1 thought on “Have Nokia found the winning touch?

  1. Interesting reading David and valid points on the potential that Nokia has. Nonetheless, I think that there are strong factors from the Consumer perspective such as Brand loyalty for those who already have a mobile phone and stick to it or those newcomers that have the influence of the “aspirational” Brand which translates in the Marketing / Commercial activities and efforts each company does for its products, services and ecosystems.
    I strongly think that Nokia needs to focus on those two points. Currently as per last Q2 results they regained market share in their feature phone business. Which is the future for them! Trends expect the feature market to shift to smartphone as prices come down on smartphones. Nokia being now the “runner up” after being the leader for so many years is forced to find and try many ways(product, ecosystem, commercial, marketing or partnerships) to attract and keep those Nokia loyal customers by offering attractive low range smartphone devices that can compete with the Chinese vendors.
    Many interesting points to debate! but please keep posting!

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