Nokia CEO Stephen Elop said on Wednesday the Finnish-based company plans on undercutting Windows Phone rivals – e.g. Samsung, HTC – to try and gain a foothold in the market. To accomplish this, the company, who just released two Windows Phone models (one of which we reviewed), is pricing their phones lower than the competition.
You see us pricing the devices so that that we can get what we think will be a good volume, Elop told Reuters in an interview on the sidelines of an industry conference in Barcelona.
The strategy is moving forward with little regard to profit margins, at least for the time being, as the company focuses on garnering interest in Microsoft’s OS among the consumer and developer community. Earlier this year, Nokia partnered with Microsoft in hopes of shaking up the mobile space being dominated by Apple and Google.
Despite Microsoft’s software being an unpopular choice among consumers, the platform has emerged as a growing favorite in the developer community. According to a survey conducted by IDC, Nokia’s upcoming handsets, coupled with Microsoft’s efforts to evolve its mobile OS, are seen as the next big thing heading into 2012.
What we hear from developers (is) they recognize the commitment we have made, Elop said. We need to ship volume of devices to further attract them.
Elop, who has been restructuring Nokia since taking over more than a year ago, says the company is emphasizing improvement so it can ready itself to battle Apple and Google. The company has stated its intent to become an industry leader with its design and craftsmanship. If the Lumia 800 is anything to go by – Elop raved that it’s the first “real” Windows Phone to hit the market – we’d say they’re off to a good start.
Has the Nokia/Windows partnership piqued your interest in Windows Phone?