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 CES 2012: Nokia Re-enters U.S. Market with Lumia 900 at AT&T| Jan 11, 2011 | Consumer Devices Event SummaryJanuary 9, 2012 -- Nokia announced the Nokia Lumia 900, the first of the vendor’s Windows Phone-based range to feature high-speed LTE connectivity. Coming exclusively to AT&T in the coming months in cyan and matte black with styling similar to Nokia’s N9 and Lumia 800, the Nokia Lumia 900 has a 4.3-inch AMOLED ClearBlack display, an 8MP camera with Carl Zeiss optics, and a 1830mAH battery. Quick Take
Analytical Summary• Current Perspective: Moderate on Nokia’s Lumia 900, because the phone is distinctively attractive (particularly in its cyan incarnation), has distribution with a large and committed U.S. carrier, and marks a new approach by Nokia to the U.S. market. Pricing has not been announced, but the Lumia 900 is expected to be aggressively subsidized and marketed by AT&T. However, Nokia still has to generate consumer interest in Windows Phone. It cannot rely on its brand, which has atrophied in the U.S., and it will need to urgently convey somewhat subtle benefits of Windows Phone 7 such as the advantages of the Metro UI and integration with other Microsoft services. That will be a challenge, given that the Lumia 900 faces entrenched competition from the iPhone and any number of high-end Android phones whose broad ecosystem support makes them safer choices. Still, this is about as good a high-profile launch as Nokia (and Microsoft) could hope for, and competitors should be on high alert. • Vendor Importance: Very high to Nokia, because it is betting its smartphone future on Windows Phone 7. Nokia has been largely absent in the U.S. over the past few years, and the Lumia 900 represents the pinnacle of the new smartphone line so far. • Market Impact: High on the smartphones market, because this is the first Windows Phone 7 device with richly differentiated hardware and extensive marketing and retail commitment. If Nokia is even modestly successful with the Lumia 900, it will be a key building block for Microsoft to create a credible third mobile ecosystem. That has implications for smartphones, PCs, connected devices, content, apps, enterprise mobility, and devices in the digital living room. CLIENTS ONLY Current Analysis PerspectiveCompetitive Strengths and WeaknessesResponse & RecommendationsBuyer Actions| Client access - Full report in Consumer Devices | More information
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