Nokia Lumia 'alive and kicking'

2014-03-03 08:34
The Nokia X series of smartphones is intended to complement the Lumia range. (Duncan Alfreds, News24)

The Nokia X series of smartphones is intended to complement the Lumia range. (Duncan Alfreds, News24)

Multimedia   ·   User Galleries   ·   News in Pictures Send us your pictures  ·  Send us your stories

Barcelona - Nokia's launch of a smartphone capable of running Android applications is not an admission that Lumia has failed.

The company which is set to be purchased by Microsoft for $7.2bn, announced at the Mobile World Congress the launch of the Nokia X series of smartphones capable of running most Android apps.

"No, I think what we shared today is that there is a set of capabilities that at a specific price point that we can serve with this device and we're taking advantage of it," Bryan Biniak, Nokia head of Global Developer Relations told News24 about the direction the company was set to take.

The X series has a price range that starts from €89 up to €109, indicating that it is aimed at developing markets like South Africa, India, Brazil and China among others.

The devices are expected to be on sale in SA within weeks as the company is in the process of concluding talks with mobile operators.

Android compatibility makes sense since the platform commands 80% of the global smartphone market share.


Biniak said that the new devices closed a market area where Nokia could grow its footprint, particularly in developing markets where it has a strong market presence and brand recognition.

"This is a segment that's growing that we weren't in and this is the best device to take advantage of it today," he said.

The X series sells for slightly more than the Asha devices and below the price point of the Lumia devices.

Analysts were positive about the new range of smartphones.

"This may be a few years too late, but it is a much needed move by Nokia to recapture share of the smartphone market by becoming part of the Android ecosystem," said David McQueen, principal analyst, Informa Telecoms and Media.

Biniak said that there was careful consideration in terms of pricing the X series, Asha, and Lumia devices. It is also worth noting that the target countries for the Asha and X phones are mostly prepaid markets where few people have the upfront cash to buy premium phones.

"In terms of the Asha devices continuing to do well and when you look at where they are in terms of abilities, where they are in terms of price points, they're pretty complementary," said Biniak.

Market share

He also promised that Nokia would not abandon the Asha range now that the X series was launched.

"We continue to work with developers for both devices, so the biggest developers are supporting applications on both devices concurrently, as well Lumia."

Nokia has a 44% market share in SA that includes feature phones. However the feature phone market is in serious decline and the company is racing to convert its users to migrate to smartphones.

To achieve this, it is driving down the price of its Asha range, and McQueen believes that Ahsa will eventually fade away.

"Over time, it is clear that Nokia will push down the price of these Android-based devices further, with the eventual aim of displacing its Asha range of phones," he said.

Biniak though said that the company is continuing to invest in its platforms, believing all three to be viable.

"From a validation standpoint, the fact that they're investing in all of them, suggests that there's a commercial opportunity for them to be successful."
This YouTube video illustrates Nokia's strategy with X series smartphones.

- Follow Duncan on Twitter
- News24
Read more on:    nokia  |  mobile

Read News24’s Comments Policy publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
Add your comment
Comment 0 characters remaining

Inside News24


Hottie of the day: Charlotte

Meet our hottie of the day, Charlotte. She feels sexiest after a good workout at the gym!

This is why guys shouldn’t be in photos
BMW drift battle: M235i vs. speedway bike
Want to start talking dirty?
And this year's Miss Bumbum title goes to...

Jobs in Cape Town [change area]

Property [change area]

Travel - Look, Book, Go!

Magical Massinga

Spend 5 nights at the gorgeous Massinga Beach Lodge in Mozambique and only pay for 4 from R13 220 per person sharing. Includes return flights, accommodation, transfers and romantic turndown. Book now! - shop online today

Festive gifts!

Check out our awesome range of festive gifts to make everyone’s wishes come true. Shop now!

Seen something you like in our catalogue?

Find the perfect gift and save up to R5000 – As seen on the catalogue. Hurry and shop now!

Save up to R2200 on electronics! – As seen in the catalogue

Wishing for tech gadgets this festive? Save up to R2100 on hot tech products at While stocks last. Shop now!

Up to 35% off books

Save up to 35% on the latest page-turners. While stocks last. Shop now!

Good Morning, Mr Mandela by Zelda la Grange

Good Morning, Mr Mandela tells the extraordinary story of how a young woman had her life, beliefs, prejudices and everything she once believed in utterly transformed by the greatest man of her time. Now R221. Pre-order now!

OLX Free Classifieds [change area]

Samsung Galaxy s4

Mobile, Cell Phones in South Africa, Western Cape, Cape Town. Date October 24

Best bargain in big bay

Real Estate, Houses - Apartments for Sale in South Africa, Western Cape, Cape Town. Date October 25

VW Golf 6, 1.6 Trendline (Excellent condition)

Vehicles, Cars in South Africa, Western Cape, Cape Town. Date October 25


Enjoy the view because as from tomorrow you are going to need to come back down to earth and join the party. In the meantime more

There are new stories on the homepage. Click here to see them.


Create Profile

Creating your profile will enable you to submit photos and stories to get published on News24.

Please provide a username for your profile page:

This username must be unique, cannot be edited and will be used in the URL to your profile page across the entire network.


Location Settings

News24 allows you to edit the display of certain components based on a location. If you wish to personalise the page based on your preferences, please select a location for each component and click "Submit" in order for the changes to take affect.

Facebook Sign-In

Hi News addict,

Join the News24 Community to be involved in breaking the news.

Log in with Facebook to comment and personalise news, weather and listings.