Nokia made its foray into the tablet world yesterday by announcing its first tablet, the Lumia 2520, ahead of Apple's new iPad Mini.
The Finnish company, taken over by Microsoft this year in a deal worth US$7.6 billion, launched the tablet along with three mid-range feature phones in the Asha line-up and two flagship Lumia smartphones both measuring 6 inches.
The Lumia 2520, priced at US$449, runs Windows 8.1 and has fourth generation mobile connectivity. Executives are hopeful it will be used for more than just browsing and that it could eventually be used instead of a laptop as it contains the full suite of Microsoft Office.
“Windows 8.1 is a huge improvement, it has Outlook on there now, Microsoft has brought back the start button. There are a lot of enhancements which I think is quite compelling for the consumer,” said Chris Weber, the executive vice president of Nokia global sales and marketing.
“From the research we see the tablet being used in the morning and night, but during the day it is left behind. With the Lumia 2520, it can be used all day long. I think it can replace a laptop at work.”
The tablet will initially be sold in the United Kingdom, United States and Finland. The other devices are expected to go on sale in the first quarter of next year, although it is unclear when they will arrive in the UAE.
The company’s latest upmarket flagship device, the Lumia 1520, priced at $749, includes a 20MP camera and built-in Microsoft Office aimed at the business user.
Nokia has tied up its Here applications in a more sophisticated fashion, incorporating the map app with pictures and social media.
Nokia's cheaper phones have traditionally enjoyed strong market share in the UAE, but its range of Lumia smartphones has failed to compete against Apple's iPhones and the Samsung Galaxy range.
“We believe we need to bring different categories and different price points to break through,” said Mr Weber. “It is different from what our competitors are doing. Samsung has one flagship device. Apple has one device, but we want to bring different experiences across all price points. We don’t think one size fits all and as a challenger in the market, it is important to innovate.”
Analysts believe this approach is likely to benefit Nokia in the increasingly competitive feature phone market.
“The five handsets are very clearly in different segments and price points. The Asha line-up is designed to defend Nokia’s market position against [cheaper] Android phones. The Lumia 1520 and 1320 are more aggressive devices looking to grow share in the premium end of the market,” said Ian Fogg, analyst and director at IHS Telecom.
thamid@thenational.ae
