Nokia has partnered with Microsoft and plans to get back into the smartphone game with the launch of Windows 8-based devices. According to a source who prefers to remain anonymous, Nokia will be making their plans public at Nokia World next month.
Nokia officials aren’t commenting on the rumors, but Arnaud Bauduin, a Paris-based fund manager at Ofi Asset Management said on the matter, “To come back, they either need to surf on a Microsoft success in mobile or become cool again -- two complicated challenges.”
Nokia’s Lumia devices entered the market 9 months ago, but service providers like AT&T chose not to carry them. Since many customers didn't know about the existence of the Lumia devices, this had a huge negative impact on sales.
To improve the visibility of the phones, Nokia will be using volunteers from its U.S. staff called Nokia’s Army, to work with the salespeople at the major carriers. Nokia’s Army will focus on educating the sales staff and customers about the Lumia alternative.
Nokia believes that timing of the launch of their new Windows 8-based devices is key. They plan to have their smartphones on the store shelves ahead of Apple’s expected Sept. 12 unveiling of the new iPhone.
Nokia has a lot of ground to make up. Their U.S. market share is at approximately 2% as Q2 this year. In 2001, it peaked at 32 percent.