Microsoft launches dual sim Lumia 535
Microsoft has officially launched the first self-branded Lumia 535 in the Middle East and pledged that it wants to occupy the space which Nokia once held in the mobile phone segment.
Microsoft’s has priced at device at Dh499 here in the UAE and is offering customers a return of investment in terms of free bundles worth almost Dh400.
The free bundle includes Dh100 worth of Uber voucher, Dh100 that can be spent on a souq.com, Netflix and Box TV subscription for two months.
Thereby what you get is a 5-inch smartphone running the latest version of Windows 8.1, powered by a 1.2GHz processor and 5 MP camera on both ends for just Dh99.
“If you look at the latest IDC report, Nokia continues to remain one of the leaders in terms of active mobile phones being used in the region. Our aim is to target the space of affordable mobility and that is how we have worked out our pricing strategy,” said Vitesh Reddy, General Manger Microsoft Mobile Devices, Lower Gulf.
The strategy is clearly aimed at taking on the unbranded and entry level android devices, mostly rolled out of China. Microsoft is also focusing on positioning the Windows phone as a complete Microsoft experience with Office and Skype integration.
Yet the Windows OS has failed to take off in a major way and Microsoft’s decision to release Android and iOS version of its popular apps (which in fact is better than the experience on the Windows platform) has added to the problem.
Another cause of concern for Microsoft is the slow adoptability by OEMs of the new windows mobile platform. HTC recently release its latest flagship M8 with a Windows version, but that’s the only major exception.
Recently, Huawei hit the headlines when it announced that there was no money in Windows phones. “We didn’t make any money in Windows Phone. Nobody made any money in Windows Phone.” Joe Kelly, Head of International Media Affairs at Huawei has been quoted as saying.
Windows phone store has a little over 300,000 apps while the number of apps on the Android store currently stands at 1.427 million (As of December 6) and more than 1 million on the iOS App store.
Yet Microsoft says it is confident of carving out a major space for itself within the mobile phone segment.
As Reddy points out the company will not be releasing any more new models of Asha or Nokia X devices.
“We will focus on Windows and we continue to target the entry and mid-level segment that is driving the numbers,” he points out.
Microsoft recently (in October 2014) announced its entry into wearable and healthcare with the new Microsoft Health – also an attempt to compete with similar programmes by rivals such as Android Fit and Apple’s HealthKit.
Again there is no exclusivity for the Windows phone users.
“Microsoft Health will be available for consumers from the new Microsoft Health app… on Android, iOS and Windows Phone,” the company said on October 29.
It also launched the Microsoft Band, a smart band designed for Microsoft Health.
The band however is available only in the US and is not expected to be rolled out into other markets. “At least not for now. It is specifically aimed at the US market,” confirmed Reddy.
So if Microsoft wants to occupy the space long abandoned by Nokia, it indeed has a long way to travel.