Nokia launched its Android-based range Nokia X in India on March 10. Unlike the other Android based mobile phones available in the market, this phone will not have access to Google products like Gmail, Play Store etc. So why would people buy this phone?
Nokia India marketing director Viral Oza claims ‘Nokia X will give users the confidence to move to Windows’. In an interview to Business Standard Oza said, ‘the strategic intent of the X is to get people to upgrade to Lumia. To execute this strategy, we wanted to offer users what they want (Android apps) but also something that is differentiated. Our Primary platform continues to be the Windows Phone and the primary range Lumia.’
Nokia X – a strip down version of Android – is powered (under powered – some may say) by 1-GHz dual core Snapdragon processor and a 512-MB RAM. This is not good enough for Android 4.1.2, but Nokia’s splendid logic is that it is a watered-down version, so it may fly. The four inch display has a resolution of 480 x 800 – not great by any standards. And the 3 megapixel camera is one of the worst available even in that range. The Nokia X android version has no Google apps and no access to Google Play Store. Instead of Google, it has your favorite search engine – Bing. (Read: Will you buy the Nokia X? Or another smarphone which is value for money!)
Let us go back to Oza’s statements:
“Nokia X will give users the confidence to move to windows” – How will this happen? Since Nokia has made such a bad Android Phone, users will hate Android and move to Windows! The same Windows, which is the number phone OS in the world (pun intended). It is like saying Tata wants people to use Nano to upgrade to Manza.
“The strategic intent of the X is to get people to upgrade to Lumia” – How will people do that? First they buy this and get to know that this is not good enough and then buy Lumia?
“To execute this strategy, we wanted to offer users what they want (Android apps)” – People want android apps, that is right, please continue.
“But also something differentiated” – Differentiated as in poor hardware, no Google apps, No Play Store and thus limited access to Android apps. But you just said they want Android apps, ahhh – the Microsoft apps on Android – Bing, Skype and OneDrive.
“Our Primary platform continues to be the Windows Phone and the primary range Lumia” – That is an amazing confidence builder for Nokia X buyers, that the platform they are buying is not the preferred platform of its manufacturer.
More interesting comments:
“The Nokia X would fit between low-end Nokia Asha and high-end Lumia” – The Asha is low-end, but who gave Nokia the certificate that Lumia is high end. Are they ahead of Samsung and Apple in India or elsewhere (other than Finland perhaps)?
The basic challenge why Nokia failed was that they thought they were a monopoly. Their mentality has not changed, even when they want to bring in Android, they want to fit it in a range between low-end and high-end of their own phone range with little sense of competition. There are tens of Android phones in this range with all the basics like Google Apps and Play Store and far better hardware specs. If user is ready to spend another 3-4K, they can get the Moto G – which is miles ahead of this phone.
What is Nokia’s strategy for introducing these phones? “Nokia X will give users the confidence to move to Windows” – is their clear answer. They want to destroy Android by introducing Android phones.
Read the full interview of Nokia India marketing director Viral Oza here.