Home > just crazy, Kahindik-hindik, marketing & advertising, marketing & advertising around the world, nokia C3 product defect > why in the world nokia chose the wrong date to launch Lumia 900 in the US – on a day when AT&T and Microsoft stores are closed!

why in the world nokia chose the wrong date to launch Lumia 900 in the US – on a day when AT&T and Microsoft stores are closed!

nokia and even microsoft has been making a big deal out of the launch of their flagship cell phone in the US, the Lumia. they even had a pre-launch featuring nicki minaj in times square. the lumia  for both companies is a very important product t launch.

microsoft has launched their mobile phone platform windows but it has not really taken off in the US market with its market share still low even though it has gotten relatively good reviews. the lumia launch with their latest microsoft mobile OS is supposed to bring microsoft back into play in the smartphone market.

the lumia is even more important for nokia. nokia has lost a lot of market share in the past years when it decided to ignore the iphone and stuck with the dumbphone market. it’s key competitors samsung and lg did not ignore the iphone and went after it by coming out with touch phones of their own using the android platform. the result is that samsung and lg are the top two smartphone makers in the US, followed by the iphone. nokia on the other hand is a poor and far 6th or 7th in the market.

though few understood why it went with windows rather than android, the lumia 900 is supposed to give nokia its stage to get back to the smartphone market.

that is great, except that for another strange move nokia chose april 8, Easter Sunday to launch the lumia 900 in the US.

some news articles and bloggers reported that most AT&T and microsoft stores, the outlets who are supposed to sell the lumia 900  are closed for easter sunday.

On Release Date, Crucial Nokia Phone Is Hard to Buy in New York

AT&T said last month that when Nokia’s new Lumia 900 phone went on sale April 8, it would benefit from the company’s biggest product introduction ever, exceeding even the iPhone’s.

The big day is here. But nearly all 39 AT&T stores within proximity of Times Square in Manhattan were either closed for Easter Sunday or did not answer phone calls. The few that were open did not have the handset in stock.

When AT&T stores within five miles of Times Square were contacted around noon, 18 of them played an automated message saying they were closed for Easter. Nineteen stores that were authorized AT&T resellers did not answer the phone, and two AT&T resellers that were open said they did not have the Lumia 900 yet.

The stores that played the automated voice message also played a short advertisement for the iPhone 4S and made no mention of the Lumia 900. “Visit our store to see the exciting iPhone 4S and how only AT&T’s network lets your iPhone 4S download three times faster,” a female voice said.

There was some Lumia-related action in Times Square on Friday night, when Nokia sponsored a performance by the pop singer Nicki Minaj to spread the word about the phone. Nokia roped off a section of Times Square and blasted promotional messages on screens for the show, and even served free signature cocktails with names like “Lumia Light” and “Beautifully Different.” There was only a single table of Lumia 900 phones on display, ignored by most of the guests in attendance.

It’s odd that such a highly anticipated phone is so difficult to purchase in a store on its release date, at least in New York. Analysts and tech followers view the Lumia 900, priced at $100, as the make-it-or-break-it device for Microsoft and Nokia, two tech giants who are struggling to gain a foothold in the smartphone market. Nokia made the Lumia’s hardware, and Microsoft made its software, Windows Phone 7.


here is another article on the matter:

Why Is AT&T Releasing Nokia’s Big Phone on Easter?

AT&T has said that the release of the Nokia Lumia 900 will be its biggest product introduction ever. But the phone is coming out on Easter Sunday, when some AT&T stores won’t even be open.

Melissa Havel, a spokeswoman representing Microsoft, confirmed thatonly some AT&T stores carrying the Lumia 900 would be open on Sunday. And she said that “many but not all” of Microsoft’s own stores would be closed. The phone will also be available online.

Mark Siegel, an AT&T spokesman, said: “The Lumia has received tremendous product reviews and we have been taking pre-orders online and in our stores all week. We are already off to the races.”

The choice of date is a puzzling one. Many analysts and tech watchers view the Lumia 900 as the make-it-or-break-it product for Microsoft and Nokia, who teamed up to make Lumia handsets. Microsoft’s Windows Phone 7 mobile software, which had its debut in 2010, has barely gained any traction in the United States, and Nokia’s share of the phone market has been rapidly shrinking. The Lumia 900, a Nokia-made phone with Windows Phone 7, was supposed to be the “hero” device with the potential to turn things around for both companies.

It’s difficult to imagine that American shoppers will scout for an AT&T store that’s open on Easter just to try a Lumia 900. And for companies, day one sales are important, because they can serve as a measure of the public’s excitement about a product and determine how it will sell over all.

New models of the iPhone, which is the best-selling handset for AT&T, are typically released on Fridays, giving shoppers a full weekend to line up at an Apple store and buy the phone. And these product introductions consistently turn in big numbers. For instance, first-weekend sales for the the iPhone 4S last year topped four million, according to Apple.


first day,  first weekend and first week sales and internet pre-orders are important milestones to cellphones. actually its apple who has started this trend. apple would make a big deal about how much they have sold and whether records have been broken by their first day, first week-end, first week and pre-order sales on their gadgets. even the length of the lines in front of apple stores during the first day sale has become some kind of measure for the success of its new products.  analysts, techies and consumers apparently have learned to look for these numbers to judge whether a gadget is a success or not.

it’s really just for brownie points and bragging rights,   but as anything apple does, it has become an important yardstick of success.

it drives us nuts to think the marketing team of nokia missed out on the fact that they picked a day 1 launch for their most important new product on a day when most of their retail stores are closed. distribution and sales . specially pipelining sales is one of the most important things you worry about in launching a product into the market. every brand manager makes sure his pipelining sales or month 1 sales is a huge success.  choosing day 1 when the stores are closed is a really dumb idea.

we’re wondering why easter sunday was chosen. it really does not make sense that nokia will choose a launch date when most of its retail stores are closed.

we can only make a guess – the marketing director or whoever it is that chose the date must probably be a christian or catholic. easter is one of the most important dates for chritians and catholics. it is the day when Christ rises from the dead.it is like a new beginning , a restart and the glorious resurrection of Christ from death.

that must be have been the  thought behind the choice for the date. the lumia 900 is meant to resurrect nokia from the grave. launching it on easter sunday totally echoed that sentiment and hope,.

the religious undertone and meaning  is a great idea but it is the same religion that has  kept customers from buying the nokia lumia. stores are closed, not even a religious miracle can save the day for nokia.

  1. milkyway
    April 12, 2012 at 4:18 am

    Truely unbelievable… such a marketing mistake. The lumia line up is really great, the marketing budgets are astonishing (why I dont know, cause good products like this don’t really need all that much fuss) but still Nokia USA managed to fail their marketing. And why o why, is only Nokia trying to promote WP. Other WP handset manufacturers keep rather silent about their WP promotions and let Nokia do all the work.

    • April 12, 2012 at 10:32 am

      AT&T says they are putting their biggest marketing push behind the Lumia 900. makes you wonder if that is the truth or is that just press release?

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