According to Emma Gilmartin, head of consumer marketing at Nokia UK, Lumia 1020 will see combined huge marketing push by both Nokia and Microsoft, when it will be launched in September in UK. She also mentioned that Microsoft is currently focused on marketing of Lumia 925 and hence their combined voice is stronger.
She said both it and Microsoft were working together to launch the Lumia 1020 in September. She said: ‘We are continuing to increase investment both ourselves and with Microsoft. With the [Lumia] 925 campaign, Microsoft is focused on the device so our combined share of the voice is bigger. We have become incredibly focused on one key selling point. With the 925, it’s low light. With the 1020, it’s 41-megapixel camera.’
Talking more about how they are going for the sales push, it seems Nokia has adopted the challenger mentality completely. They accept that they have still to do a lot of work at high-end smartphone market and now they are going for a disruptive promotion of Lumia 1020 in top-selling stores.
Nokia will target the top performing stores for selling high end contracts in order to maximise sales. Gilmartin said: ‘The first port of call is kicking ass in those stores. They are the top tier and the best to get the full experience. We are making a shortlist and we need to disrupt.’
The Lumia 1020, which features a 41-megapixel camera, is Nokia’s attempt to crack into the high-end smartphone market. Gilmartin admitted it had been underperforming at this level. She said: ‘The high end is somewhere where we but we are still a long way off. We need to continue to make noise to close the gap.’
Also, seems Nokia is planning to reduce price of older models including Lumia 920, which will make the devices to remain in market for longer time.
Frankly speaking, it feels good to see Nokia’s marketing team well oiled and up for a good fight!! Obviously they need to work hard to show to the consumer as how awesome Lumia 1020 is or for that reason other high-end Lumias are.