Is AT&T Saying Crazy Things to Shareholders?
If you were impressed by the Apple’s (NASDAQ:AAPL) iPhone 4S launch, you’ve seen nothing yet. At least that’s what AT&T (NYSE:T) is having us believe about its April 8 release of the Nokia (NYSE:NOK) Lumia 900.
The wireless provider has promised a massive marketing campaign that will eclipse all prior product launches. “At all levels, this is a notch above anything we’ve ever done,” AT&T device head Jeff Bradley told CNET, and mentioned the iPhone launch.
AT&T and Nokia are planning a big television marketing campaign lasting six to eight weeks for the new Microsoft (NASDAQ:MSFT) Windows Phone, accompanied by lavish branding efforts around stores. “Before you walk into the store, you know this is our hero phone,” Bradley added.
A host of new accessories will be made available alongside the phone which, at $99.99, costs less than its competitors, the iPhone and high-profile Google (NASDAQ:GOOG) Android devices. However, the latter hold the U.S. market leadership and Windows Phones, including Nokia’s earlier Lumia 710 with T-Mobile, have struggled to attract consumer attention.
Nokia’s North America president, Chris Weber, said he wanted this launch to be fresh attempt at hitting on the competition’s share. “To re-enter the U.S. market, we know we have to be aggressive,” Weber said.
While the new look and user interface of the phone is expected to make a buzz, the biggest hurdle for the Windows Phone has come from its strikingly low number of apps compared with those available for iOS and Android phones. That might be ultimately prove to be decisive, though Microsoft and Nokia have launched plans to attract more app developers to their platform.
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