Nokia Goes Digital To Launch New N97 Mini – Are They Creating Opportunities In Digital Advertising?
Nokia has come a long way in the battle of the handsets, and yet raring to go. This time with their latest announcement regarding the launch of N97 Mini, Nokia’s internet-connected multimedia device. They’ve planned a complete digital media involvement for the launch of N97 Mini. They’ve also decided not to use any of the conventional means to promote their new product.
The four-month digital media launch period estimates approximately around Rs 7 crore expenditure. Maxus Interaction, the agency that handles Nokia’s digital media responsibilities will carry out this promotion to target only the audience available online. Competitors spend not more than Rs 1 crore on digital advertising, hence this one looks quite a huge decision. The launch will take place in two phases on the digital medium. The first phase – to get bookings before the launch of the phone in the market – is already over. The second phase, aimed at creating buzz and generating sales, which went live last week.
Apart from the Twitter, Facebook and Gmail widgets that come pre-loaded in the Nokia N97 Mini, the home screen is just like a PC desktop where a user can customise it and place specific shortcut icons for mobile applications. RP Singh, director, business planning, Maxus Interaction pointed, “The customisation of the home screen and the widget capability can be best explained and experienced through the digital platform, than any other medium. Also, its target audience – users in the 18-34 years age group in the top 10 metros – is definitely there on the digital medium.”
At WATBlog we’ve covered Maxus Interaction’s FastTrack Strategy, where we also discussed that digital marketing was not just about placing banner ads on websites and what goes beyond that. This new update marks more opportunities in the digital advertising zone as Nokia has already set the bar. Players like SatNav have already decided to give away free trials on Nokia phones. Other than that Nokia has been taking over many handset manufacturers (even the new entrants) which was cited in the Battle of Telephonia – II where not only mobile operators but also handset makers had their say, with 3G around a mystic corner!
The strategy of acquiring small social media based application is largely played by Nokia to provide VAS integration on to its handsets. This would either expand the services of Dopplr to give it a more global reach or may use it to provide local search services by integrating GPS features on to this service.
Nokia plunged themselves also into mobile money and the payment market, which shows that they’re taking the rivalry around them very seriously. Since they have a good market already, every unique decision might as well click for them. Hence, the signature Nokia logo picture seems like every emerging player in the VAS industry reaches out – Truly Connecting Souls!
If you enjoyed this post, make sure you subscribe to our RSS Feed OR Email Alerts!
Leave a Comment and Follow the replies through Post Comment Feed