World Top Stories News - Nokia’s Elop Plans U.S. Reentry in 2012 : Nokia Oyj will reenter the U.S. smartphone market in early 2012 with the introduction of devices running Microsoft Corp.’s Windows Phone for multiple U.S. carriers, Chief Executive Officer Stephen Elop said.
“Our intention is to come back in the United States and grow significant share in this market,” Elop said in an interview today at Bloomberg’s headquarters in New York.
Elop, 47, last week unveiled Nokia’s first Windows Phone models after the Espoo, Finland-based company struggled to sell smartphones based on its own 10-year-old software. Nokia has lost more than 60 billion euros ($82 billion) in market value since Apple Inc. introduced the iPhone in 2007. The company intends to widen its range from the 420-euro Lumia 800 and 270- euro Lumia 710 introduced last week with both cheaper and more expensive devices, Elop said.
“Our plans are to be very competitive and to go head-on with the appropriate devices at the appropriate price points,” Elop said. “We know we need to get volume moving and we need from that to develop economies of scale. And then as we do more and more differentiation, we expand gross margin.”
Windows Phone may be Nokia’s last chance to claw back share in the fast expanding smartphone market from Apple and handsets using Google Inc.’s Android system. Nokia’s homegrown Symbian line has suffered from an outdated, hard-to-use interface and the company was slow to introduce faster processors, bigger device memories and sensitive touch screens.
“Our intention is to come back in the United States and grow significant share in this market,” Elop said in an interview today at Bloomberg’s headquarters in New York.
Elop, 47, last week unveiled Nokia’s first Windows Phone models after the Espoo, Finland-based company struggled to sell smartphones based on its own 10-year-old software. Nokia has lost more than 60 billion euros ($82 billion) in market value since Apple Inc. introduced the iPhone in 2007. The company intends to widen its range from the 420-euro Lumia 800 and 270- euro Lumia 710 introduced last week with both cheaper and more expensive devices, Elop said.
“Our plans are to be very competitive and to go head-on with the appropriate devices at the appropriate price points,” Elop said. “We know we need to get volume moving and we need from that to develop economies of scale. And then as we do more and more differentiation, we expand gross margin.”
Windows Phone may be Nokia’s last chance to claw back share in the fast expanding smartphone market from Apple and handsets using Google Inc.’s Android system. Nokia’s homegrown Symbian line has suffered from an outdated, hard-to-use interface and the company was slow to introduce faster processors, bigger device memories and sensitive touch screens.
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