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/