Why AT&T is spending more on Lumia launch than it did on iphone
Hannah Lucich & Chris Kanno
Quick PollHow many of you have an iphone?
How many of you have a droid?
How many of you have heard of Nokia Lumia?
AT&T’s Strategy$150 million will be spent on advertising to
launch Lumia 9002011 AT&T lost iPhone exclusivity to Verizon
Subscribers started to fall. Verizon grew 81% while AT&T only grew 37%
Want to make Lumia the new thing vs Droid and iPhones
Want to brand position themselves with their slogan “Rethink Possible”
The Current Number’sVerizon has 57% smartphone
subscribers with Android Devices
AT&T has 63% smartphone subscribers with iPhones
What’s Happening in StoresWorkers are getting trained with face to face
with sellers
Preorder promotions for Lumia 900 and are new AT&T subscribers get the phone free
Released 4/8/2012
Specs of Lumia 900Lumia 900Lumia 900 Launch Party in London
QuestionsDo you think AT&T’s strategy will work?
Do you see the Lumia 900 as a threat to Droid and iPhones?
Would you purchase one?
Citationshttp://
www.pcmag.com/article2/0,2817,2402730,00.asp
http://adage.com/article/digital/t-spending-lumia-launch-iphone/234010/