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Is Nokia Eyeing the MSME Market To Fuel Lumia Brand Growth?

Raj Narayan's picture
Tags: Nokia
Is Nokia Eyeing the MSME Market To Fuel Lumia Brand Growth?
Bangalore, January 27: In a day and age where smartphones are considered a prerequisite for smarter business, cornering a share in this ever-growing pie to fuel its growth is hardly surprising. However, when one hears that resurgent Nokia is eyeing MSMEs in order to push up sales, one cannot but miss the first whiff of a no-holds-barred battle.

The first information report (FIR) of this strategy came to light on the Mobile Today website (Read the Full Story) where it was suggested that the Microsoft-acquired company was reaching out to about 500 small and medium enterprises in the United Kingdom to showcase its new B2B mobile solution. 

The company had announced a few months ago that in 2014 it would be reaching out to the mid-market segment across the world, which essentially means companies in the small and medium enterprises (SME) space. 

Now, it appears that the company is reaching out to key decision-makers across a multitude of SMEs in the UK to hand them a 30-day trial of Nokia's three premium handsets under the 'Lumia' brand - the Lumia 925, Lumia 625 and the Lumia 520. 

Nokia's director of business sales in the UK and Europe Adrian Williams was quoted as saying by the website that the new campaign aims to provide these decision-makers with the tools, the information and the support required to switch mobile phone contracts. 

Asked whether the move was aimed at cutting into Blackberry's marketshare, the official refuted the claims and said the initiative was part of a mid-market push whereby Nokia would target companies with 100-500 employees. 

The move is significant considering that Nokia's Q4 sales dipped 22 per cent over the previous year to 3.1 billion Euros with analysts predicting that the company would have to focus on the mid-tier market and aim to get a chunk of this pie currently owned by Android-powered smartphones.