Microsoft launched its updated Nokia launched the X2 yesterday – replacing the barely 6 month of Nokia X as their Android powered handset for the emerging markets. The move is bold and Nokia has been focussing on India throughout the launch event. Vasileios Tziokas, Marketing Manager at Upstream has commented on the release, drawing on Upstream’s recent research into consumer attitudes in emerging markets, which uncovered that Nokia is still the third most popular brand in India.
Nokia’s decision to release the X2 just 6 months after the X is a bold move that has produced a genuinely interesting device. The release of a replacement device so soon tacitly admits that their first attempt at an Android based, emerging markets handset was a little wide off the mark and didn’t offer consumers the user experience they most likely expected from such a well-known brand. The release of the X2 shows that Nokia is committed to emerging markets, that they are listening to consumers and are willing to put some weight behind their approach to the market.
Nokia’s focus on India at the launch event is note-worthy. It is likely to be a launch country for the new device and this isn’t surprising as Nokia has the third best-selling mobile in India. Our own research found that nearly 1 in 5 Indian consumers would like to buy their next phone from Nokia, which coupled with the $99/£58 price tag should signal success for its latest offering. Now that Nokia has a compelling product, teaming up with a local operator to provide unique and engaging content can only help their push into emerging markets.
By Vasileios Tziokas