Nokia’s shrewd move with the Nokia X undermines Google, bolsters Microsoft

Barcelona – Early this morning time, Nokia held their highly anticipated press conference here at Mobile Globe Congress 2022. Anticipated is the give-and-take used because while 2 new and admirable depression-end entry phones were introduced – the Asha 230 and Nokia 220 – all eyes were focused on 'X'.

Yep, Nokia has gone Android. Simply if you lot think that's all in that location is to the story, y'all may be missing the point. We sat downwardly with Jo Harlow, Executive Vice President, Smart Devices at Nokia, for some answers to our eager questions.

If yous watched the live stream of Nokia'southward presentation on the Nokia X, X+ and XL devices, you may have noticed that their message was crafted perfectly. Yes, the words 'Android' and 'Google' were used, but Stephen Elop was purposeful in focusing on Microsoft'southward services and Nokia'southward Lumia line. It was as if they knew that i wrong word could be misconstrued every bit "Nokia has doubts about Windows Phone" or that this new device serial was an access of failure.

Information technology's non though. In fact, the Nokia X and what it represents, is an extremely bold and shrewd move. To wit, Nokia is the outset and merely major phone manufacturer to spurn Google'south Open Handset Brotherhood (OHA), instead going rogue with the open-sourced Android. It's kind of a big deal as once you lot get out the OHA, y'all don't become back in. You also lose all of Google's services. That's okay though every bit Nokia and Microsoft have enough of their own services to brand upward for information technology. At least, that'due south the programme.

"This isn't just almost price"

Windows Phone users though have one question: With the Lumia 520, why does Nokia have to release an Android telephone? Is the cost difference that great when the Lumia 520 can oft be found under $eighty?

According to Harlow, the reply is much more than…d evious. We mean that in a good way, as Nokia have a clear strategy to lure low-cost Android customers onto the Lumia X series. Sure, keeping the price beneath that of the Lumia line is a goal, merely information technology'south not the driving reason behind the 10 series. It'due south simply to become after a specific market. Owners of dumbphones, Symbian, low-price Android, etc. are all the target demographic.

Recollect of the 'X' as a transition device to jump from Android to Windows Phone, minus the jarring experience. Information technology'southward besides, as Harlow notes, a "reaction to the marketplace", which has changed chop-chop in 2022.

By wooing customers with low-toll Android devices to the Lumia X, Nokia hopes that the phone will serve as a gateway to the Lumia line of Windows Phones. That'due south their exact intent. You start off with a practiced Nokia X feel, you lot cease upward with a Lumia one. There'due south a specific reason why Nokia made the X look like Lumia, fifty-fifty down to the Tiles that tin alter sizes and exist moved around.

If there was ever a Trojan equus caballus at Nokia, it would be the Nokia 10. Information technology runs open source Android four.i, spurns all of Google's APIs, and introduces potentially millions to Microsoft'southward services. All in the guise of a low-cost Android device. Yous want a more powerful phone? Here'south a Lumia and look, it has a similar user experience.

It should be clear that Nokia making the Nokia 10 is non near embracing Android. Information technology's non about losing faith in Windows Telephone. Heck, it'south not even near toll (Windows Phone, with new support for the Snapdragon 200 and 400 series will guarantee that).

No, this is nigh putting a Nokia Lumia in the disguise of Android. It sneaks across the enemy lines and delivers most of the goods in a brave endeavour to lure deserters.

What's in a proper name?

The proper noun 'X' was certainly chosen for specific reasons. 1 of those it being a bit more 'hip' for the younger oversupply. You have to admit, 'Nokia X' does have a ring to information technology. But the irony is not lost on u.s. seeing a greenish 10 phone that is not focused on Xbox, nor from Microsoft.

Volition Microsoft kill off X? And what about the futurity of its name? At this signal, you can't help but wonder if Microsoft did non all just sign off on the strategy. If they didn't, Nokia certain seemed to appease them. Heck, Skype was even present on stage boasting nearly the opportunity. And considering 'X' can't be trademarked – it's too generic – transferring the belongings Microsoft along with Lumia and Asha has no legal work.

That means that yes, the Nokia X will become a Microsoft property and no, nosotros don't expect them to kill off this project (though they of course could, once they have the reins).

Why buy a Nokia X over a standard Android phone?

Nokia is conspicuously banking on their name and reputation with the Nokia Ten. In fairness, the make Nokia does mean a lot in countries like Republic of india and other emerging markets. Combined with the durability of their devices, bright colors and unique UI elements (like Fast Track), Nokia thinks that their differentiated experience will be leaps and bounds better than your run of the factory Android phone.

Indeed, playing with the Nokia X and you would think it was just another Lumia variant. Throw in brand loyalty, some free Skype minutes and access to multiple Android stores (Nokia claims that 75% of all Android apps will run on it without modification) and yous have the makings of an interesting device. If the Lumia 520 can sell well running Windows Phone, why non something like that runs Android apps?

Bringing it all together

While many in Western markets won't make too much of the Nokia X, as a long-term strategy it's extremely interesting. It's audacious. Information technology's clever. And Nokia worded things just right and then every bit to keep the detractors off kilter during the Q&A period this morning. The Lumia line is and volition exist Nokia's primary smartphone platform. No, at that place won't be a 'flagship' Nokia 10 device with loftier end specs.

This is a purposeful move to go after Android users, not to appease them, but to convert them. Volition information technology pay off in the long run? It'southward likewise early to tell, merely the 'side by side billion users' are ofttimes cited as the but real growth market in mobile these days, and Nokia seems to be betting on that idea.

The Nokia X, a Windows Phone in disguise.

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