BERLIN // Microsoft has jumped on the selfie bandwagon as it aims to popularise its Nokia Lumia range of smartphones.
Yesterday, it announced three new Lumia devices at IFA Berlin, the world’s leading trade show for consumer electronics and home appliances, amid stiff competition from likes of Samsung, Sony and Apple, which is expected to announce the iPhone 6 next week.
Nokia has four budget handsets in the UAE's top 10 most popular phones according to data from the Telecommunications Regulatory Authority. But its smartphone market share in the Middle East plunged from 12.4 per cent in 2012 to just 5.8 per cent last year, IDC revealed.
However, Microsoft, which bought Nokia’s phone business in April, is banking on the selfie trend that has swept the world this year with celebrity backing.
It showcased in Germany the new Lumia 730, 735 and 830 models, which all run on the Windows 8.1 operating system.
The 830 is an affordable flagship at €330 (Dh1,578) and has a 5-inch screen, 10-megapixel rear camera and optical image stabilisation. The 730 and 735 have been built for wide-angle selfies and use of Skype calls with a 5-megapixel front facing camera. Microsoft said the Lumia 730 will be priced at about €199, while the Lumia 735 with wireless charging support will be priced around €219.
“The super high-end device has some very interesting technology and innovation at a lower price point than other flagships – that is what Microsoft needs to do,” said Annette Zimmermann, research director at Gartner.
“The higher-end users are still very entrenched and focused on the main brands. They have a chance to look at customers who are of a younger generation who are not so involved in another brand’s ecosystem and maybe win them over from platforms such as Android with a better price point.”
Ms Zimmermann added that she thought Nokia had the best imaging technology right now, but needed to communicate that back to the consumer.
She said Microsoft was investing a lot into apps and giving money to app developers.
“They are still missing some apps but the situation is better than consumers perceive at the moment. It’s unfortunate but they need to change that perception.”
In the second quarter, the Windows Phone platform had just 2.5 per cent of the global market share, compared with Android’s 84.7 per cent, IDC data showed.
Microsoft said the new phones were due to start shipping this month, although the release date and price for the UAE are yet to be confirmed.
Chris Weber, the corporate vice president of mobile devices sales at Microsoft, said the company was trying to combine its popular features with those of the Lumia.
“Our strategy is to help people do more with stunning products that unite and showcase the best of Microsoft’s digital work and life experiences,” he said.
“The Lumia 830, Lumia 735 and Lumia 730 combine popular Microsoft services like Skype, Microsoft Office and OneDrive, with amazing Lumia innovations in design and imaging to bring experiences that people value, at prices they can afford.”
Samsung meanwhile has announced four new products at IFA Berlin – the curved screen Galaxy Note Edge phablet – a phone-tablet hybrid – the Galaxy Note 4 which is essentially the same as the Note Edge, a virtual reality headset that acts as an add-on to the Note 4, plus the Galaxy Gear S smartwatch.
The Note Edge was the most interesting announcement, with its flat-screen frontage optimised by a curved edge on the right side, allowing access to shortcuts and notifications, as Samsung aims to make its mark ahead of rival Apple.
IFA Berlin has also hosted Sony’s launch of the Xperia Z3 range, which introduces PlayStation 4 remote play whereby gamers can connect the console to their phone or tablet.
ioxborrow@thenational.ae
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