Erik Bertman, the newly appointed general manager for Nokia China has in an interview talked about Nokia’s strategy for China. According to him Nokia will pursue the role of challenger in China and will continue to focus on building partnerships like they have with Suning and China Unicom. He also mentions that China may get priority is kicking off latest products from Nokia. Also, as per Nokia’s global strategy they will continue to have above 4000 Yuan Flagships and below 1000 Yuan products as well.
When you turn to a challenger from a leader, you have to care more about every single detail. You have to cooperate more with partners to expand sales and retail channels, both online and offline. You have to offer a unique experience to users and innovation in products to let them know “Nokia is still there.”
We have a clear strategy globally, and it will be adopted in China: Nokia will have high-end flagship models (above 4,000 yuan) and continue to develop low-cost models (1,000 yuan) in China.
I expect China to be the priority region in kicking off latest products like Lumia 1020.
He also thinks that Lumia 1020 is a premium product which can replace both your camera and smartphone.
Premium price means premium product. For the moment, people are willing to pay extra. Through Lumia 1020, you can have both a great smartphone and a high quality camera, with features like HD (high definition) and zoom-in and zoom-out.
The new Lumia 1020 started selling in Suning’s outlets, in online stores and in China Unicom outlets earlier this month. China Unicom has provided very competitive packages for Lumia 1020 and the previous model Lumia 525. We need that kind of partnership and support.
May be the enthusiastic response that Lumia 1020 got in terms of number of reviews at Suning or the recent growth of 70% in market share from May to June to 4.9% is the factor behind Nokia considering prioritization of China as the product kick-off market.