In a bid to tap the growing instant messaging market, Nokia has partnered Nimbuzz for a marketing campaign. Under the partnership, Nokia as developed its own Chat Buddy called Nokia Lucky Sunday which will appear as a contact to all Nimbuzz users in India.
With ‘Nokia Lucky Sunday‘, the Finnish handset mobile maker will push advertisements to people who opt for receiving them. Each Sunday, it will host a quiz for users on questions relating to technology, movies, history and sports, with prizes at stake through the dedicated Nokia Chat Buddy. With every correct answer, the user moves a leader-board and receives incentives like discounts for Nokia products/accessories and free merchandise. Moreover, the top users stands a chance to win Nokia smartphones at the end of every Sunday.
The channel will work like an interaction route between the Nokia brand and millions of Nimbuzz users. Nokia also plans to replicate the platform on the Nimbuzz global platform. Nimbuzz chief executive officer Vikas Saxena said that through this channel Nokia will be able to push its Windows Phone products and become one of the bigger advertisers on the app.
I believe this partnership will help both the companies to enhance their user base however for Nokia this might be a move to urge people to shift from a feature phone to a smartphone. Nokia also launched Nokia Asha 210 with dedicated Whats App button showing its interest to tap the mobile instant messaging scene.
As India is a strong market for Nimbuzz, the initiative might help to increase user engagement on the platform which competes with the likes of Whats App, Viber and WeChat. Nimbuzz is also considering buying the new Unified Licenses to start offering Internet telephony services in the country. In April mobile instant messaging overtook SMS for this first time according to the Informa report. I believe that telcos and mobile handset makers will continue to capitalize on this market in near future.