Can Cheaper Phones Help Nokia Corporation (ADR) (NOK) Regain Former Glory?

Page 1 of 2

Nokia Corporation (ADR) (NYSE:NOK)’s CEO, Stephen Elop, has tipped the company’s hand again, indicating that they intend to push the price point of their phones even lower in an effort to compete. To that end the company has announced two more phones in their Lumia lineup, the 720 and 520. These phones are priced at $329 and $180 respectively before carrier subsidies and should help Nokia gain a wider audience. Nokia is no stranger to inexpensive phones; in its heyday inexpensive, widely available phones were the foundation of its success. It seems Nokia is prepared to compete on all fronts with its flagship Lumia 920 showing strength on the premium end and a willingness to develop handsets for the lower end.

Nokia Corporation (ADR) (NYSE:NOK)The two-pronged approach is likely spurred by experience and the success of inexpensive Android devices in the developing world. Google Inc (NASDAQ:GOOG)’s open-source approach to Android makes development a bit more tenable and fosters a proliferation of Android devices. This also plays well in markets that lack the mobile subsidies enjoyed in the US, propelling Android to global dominance. If Nokia Corporation (ADR) (NYSE:NOK) hopes to regain ground, it has to tackle Android’s global price advantage.

Both additions to the Lumia line are targeted for emerging markets, though Elop emphasized they were hesitant to sacrifice capabilities in favor of lower prices. Neither is equipped with LTE support, but the targeted markets themselves largely don’t either, so that’s a non-issue. Both phones adopt the brightly colored and uniquely shaped visage of the Lumia line, as well as Microsoft Corporation (NASDAQ:MSFT)’s Windows Phone OS. Clearly some sacrifices were made to reach such a low price point for the 520, which while promising, seems decidedly barebones next to the 720. The 720 has a better camera (with a flash), larger screen, and the ability to support wireless charging. Neither device is going to wow consumers used to getting the latest and greatest, but they certainly pack enough technology to satisfy low-end smartphone demand.

Even though the phones lack LTE support, T-Mobile has already committed to carrying both in the US, though they will not be launched until the next quarter. While T-Mobile is still a distant fourth place competitor in the US mobile market, it will provide additional visibility for the Lumia line.

Nokia’s continued push towards price competition has implications for the mobile market, highlighting consumer price sensitivity as the smartphone experience becomes more commoditized. Even Apple Inc. (NASDAQ:AAPL) , which arguably leads the premium end of the market, has been rumored to be exploring lower cost devices. Major analysts have also been weighing in, announcing expectations that Apple will pursue lower-priced devices.

Katy Huberty of Morgan Stanley met with Apple CFO Peter Oppenheimer and walked away with several points that confirm the validity of low-cost options. The two biggest were the success of the iPad Mini and the continued demand for the iPhone 4. In Brazil and China, 50% of iPad Mini purchases were by customers new to Apple’s ecosystem. This demonstrates that lower priced devices that deliver an experience similar to their premium siblings can help extend a brand.

Page 1 of 2
Comments
Insider Monkey Small Cap Strategy
Insider Monkey Small Cap Strategy

Insider Monkey beat the market by 52 percentage points in 24 months. Our beta is only 1.2 (don't click this link if beating the market isn't important to you).

Lists

Most Expensive Animals in the World

Most Expensive Specialty Crops in the World

Movies That Took Ages to Make

The Longest Hollywood Films Ever Made

Most Expensive Concert Stages

The Richest Bands of all Time

10 Most Corrupt Countries 2013 List

10 Countries with the Highest Quality of Life Index

Most Expensive Mattresses in the World

5 Smallest Countries by Land Area

The Ultimate Heartbreak Songs

Richest Teenagers in the World

10 Most Haunted Places in America

10 Best Places to Retire in Florida East Coast

Top 10 Places to See Before You Die

Top 8 Countries in the World Where Justice Prevails

10 Richest States in America

15 Wealthiest Countries in the World

Richest Singers in the World

Most Expensive Tasting Menu in New York City

Most Expensive Baby Items in the World

Most Expensive Hotel Suites in Vegas

Most Expensive Brunch in New York City

Most Expensive Beef Cuts in the World

25 Best Colleges to Get a Job

Top 10 US Supermarkets

The 25 Most Dangerous Cities in the World to Visit

Most Expensive Xbox Games

Top 11 Cities Where Billionaires Live

Top 10 Most Charitable Companies in America

Most Expensive Seafood in the World

The 10 Wildest Conspiracy Theories

The 10 Best Job Markets in the US

Top 10 Accounting Scandals of All Time

The 25 Biggest Cities in the World

Top 10 Best Paying Virtual Jobs

Most Expensive Leather Shoes in the World

Top 6 Things to Buy in March

The 10 Most Stressful Jobs in America – 2014 List

Top 10 Jobs for Introverted People

Top 10 Honeymoon Destinations in the World

Top 10 Highest Paying Jobs in the World

Most Expensive Day-Care in New York City

The 10 Cheapest Places to Retire Abroad

Top 10 Most Expensive Luxury Cars in the World – 2014

Killer Small Business Ideas

The 50 Best Personal Finance Blogs

Most Expensive Apartments in New York City

Bloodiest UFC Fights Ever Fought

Most Expensive Rum Brands in the World

Subscribe

Enter your email:

Delivered by FeedBurner

X

Thanks! An email with instructions is sent to !

Your email already exists in our database. Click here to go to your subscriptions

Insider Monkey returned 47.6% in its first year! Wondering How?

Download a complete edition of our newsletter for free!