Nokia/Microsoft anticipate rapid adoption, extending mobile marketers’ reach

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by Brafton Editorial
At the Mobile World Congress, Nokia CEO Stephen Elop says he expects Nokia to extend its reach in light of this partnership, and mobile marketers may want to optimize their content for Bing accordingly.

Brafton reported last week that Nokia adopted Windows Phone and, subsequently, Bing. At the Mobile World Congress, Nokia CEO Stephen Elop said he expects Nokia to extend its reach in light of this partnership, and mobile marketers may want to optimize their content for Bing accordingly.

Elop told Engadget that Microsoft and Nokia are placing big bets on each other in this partnership. While Nokia now relies on Microsoft's operating system (and Bing), the company is bringing Microsoft its mapping services and navigation tools. Elop also mentions that Nokia is bringing its mobile reach to the table.

Indeed, comScore's most recent mobile report shows that Nokia occupies two of the top five spots in the list of the most frequently acquired phones in France, Germany, Italy, Spain and the U.K. In fact, Nokia is the top original equipment manufacturer overall in many of these markets, representing 33.1 percent OEM share in Germany, 47.4 percent in Italy, 47.0 percent in Spain and 30.4 percent share in the U.K.

Now that the company is working with Microsoft, Elop seems confident that Nokia will also gain broader adoption in the U.S. market.

With this in mind, it's perhaps not surprising that Google regrets Nokia didn't choose Android as its operating system. In his keynote at the Mobile World Congress today, Engadget quotes Eric Schmidt as saying, “We would've loved if they chose Android. They chose Windows. The offer to adopt later is still open. We certainly tried.”

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