Attacking from the bottom: why Nokia's Android-powered phones make sense

Today, at the start of Mobile Earth Congress, Nokia made it official. They are building Android-powered phones . I'm non going to rehash all of the data or walk you through the basics of the phone since that'southward already been covered in-depth quite well today.

While some at Microsoft may be embarrassed past what Nokia is doing, I tin see how it's a smart move that will help.

First, let's consider that these phones are targeted towards growth markets, which is simply a different way of saying they are cheaper phones for less-wealthy countries. There are really only two options for price sensitive buyers: Android or Windows Phone. Considering of the ecosystem and diverseness on the low stop, Android is winning, while Nokia has started to play in this playground with its lower-priced Lumia phones — the Lumia 520 is the predominant reason Nokia holds such a commanding pb in Windows Phone marketshare.

But this move by Nokia volition give potential customers of the Nokia X and Ten+, and the bigger Nokia XL most of the benefits of the app option on Android while even so presenting a very an experience that looks a lot similar Windows Telephone.

Nokia has done a nice job of unifying the style the phone looks to a user, no affair what whether information technology runs their forked version of the Android Open up Source Projection or Windows Phone. And since both Android and Windows versions of its phones volition exist backed up by Microsoft deject services, thats another level of consistency. The goal here is to hook customers with a cheap device — the Nokia X series — and lure them up the device chain the the more than expensive, and presumably more profitable, Lumia series Windows Phones.

Microsoft needs to win with the low-priced marketplace, and information technology's been on the right rails so far with the cheaper Lumia products. I call back these Android phones give Nokia and Microsoft more ammunition to capture that next billion smartphone users.

(Chris Umiastowski is a contributing financial writer to the Mobile Nations network. Y'all can encounter the residue of his posts hither atAndroidCentral, iMore and CrackBerry. )

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