..........Nokia may gain market share in the era of iPhone

President and CEO of Nokia has two new phones, Lumia 800 and 710, the clumsy giant in less than nine months. They were launched in India three days ago.

For a moment, ignore the specifications Lumia "(do not read anything bad). Do not compare yourself with other Windows devices handle. Consider what it means for the company. From the idea to the shelf, the trip Lumia is a rapidly changing the terminal industry standards. Reference to the age of Nokia, which looks like a sprint.

But the real mad scramble was the large number of dual SIM phones. More than two years behind in India and other emerging economies, the company has announced seven phones of its kind since June. And even then, Nokia was good. Phones are loaded with features dual SIM: Ovi services and specific innovations. The result: sending more than 18 million such phones since its launch.

Elop is already sprouting. In an interaction of the media in September said that the success of dual SIM phones had a "halo effect in our sole-SIM phones. India has shown that the mark of more equipment, great execution can good results. "

Innovation and agility at both ends of the mobile phone market: Does this mean that Nokia is getting its act back together? Or is that the achievements pale in comparison to what goes on in Apple, Samsung and local manufacturers in emerging economies?

ET on Sunday dissects the anatomy of the dual SIM to see if success can be replicated in all segments of the phone and ask if Nokia can win Lumia mind and market share in the era of the iPhone.

Better late than never

There are a lot of things that Nokia did well in the dual SIM segment. But most important is that entered this market at all. Many consumers have purchased brands in India, because there was no choice Nokia. As soon as there was one, the choice was Nokia.

"The brand enjoys high credibility, especially at the lower end. It was right with the launch of mobile phones at competitive prices. Consumers do not have to spend more, if anything, to switch from one brand to a Nokia India Dual SIM, "says Kunal Bajaj, director of India, Analysys Mason, telecommunications consultant.

However, Nokia did not rely on brand power alone. It includes the value and innovative additions to the consumer. He says D Shivakumar, managing director of Nokia India: "We refuse to address the dual SIM market the way the industry was that treatment, such as a vanilla commodity we segmented dual SIM user on parameters such as form factors and patterns of use and turned to pain. points have several SIM cards. "