Ad Age suggested on Monday that AT&T is set to spend up to hefty $150 million to promote Nokia’s Lumia 900, making it the company’s most expensive marketing campaign to date. AT&T’s high-priced strategy is likely an effort to get an early jump on mobile’s next big OS, as the iPhone is no longer an exclusive option and Android devices are heavily available on almost all wireless carriers. If Windows Phone turns out to be a big hit, AT&T could potentially gain additional ground against its two biggest competitors, Verizon and Sprint, which have yet to warm up to Microsoft’s mobile platform. Although to Verizon and Sprint’s credit, each carrier has launched one Windows Phone. As for now, if Nokia’s new flagship is able to maintain its current momentum, the nation’s second largest wireless carrier could possibly have a repeat performance of the success it saw with Apple’s iPhone. But this time around the folks from Redmond would be reaping the benefits opposed to Apple.
[via: Ad Age]