Nokia kicked off the Mobile World Congress (MWC) with its press conference on February 27, in Barcelona. Stephen Elop, President and CEO of Nokia took stage and described the progress they have made since the last year’s event. If you recall, it was last year’s MWC when Nokia had officially announced that they were going all in on Windows Phone.
After the initial update on Nokia’s latest endeavors both on the low-end Asha phones, and also on the higher-end Windows Phones, the talk shifted to the new stuff. First up was the Asha line of phones, and 3 new devices were announced, along with Nokia Life services which bring life skills, parenting, education, agriculture and entertainment services to Series 30 and 50 phones in India, China, Indonesia and Nigeria.
However, I want to focus on Nokia’s progress with Windows Phone. Late last year, Nokia announced and launched two brand new devices, the Nokia Lumia 800 and Nokia Lumia 710. These devices were released ahead of schedule, and were available in parts of Europe first, and then slowly to other geographies over the next months. The launches everywhere were accompanied with a lot of marketing muscle – from concerts and light shows to flash mobs and video shows. Some examples:
- Deadmau5 concert in London [YouTube link]
- Streetside promotions in Ireland [YouTube link]
- Video show in a Copenhagen soccer stadium [YouTube link]
Yet, I was surprised that based on a recent report by Strategy Analytics, Nokia was able to go from no market share to the highest share among all Windows Phone device makers. It is even more remarkable when you consider that the phones were not even available for the entire quarter, and not across most geographies where other device makers were already selling Windows Phones.