Nokia Readies Windows Phone Promotion

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New York - Nokia and T-Mobile will back the launch of Nokia's first Windows Phone for the U.S. market with television and web ads beginning in January.

The $49 Lumia 710 will become the "hero" phone in the carrier's winter promotion campaign, Nokia U.S. president Chris Weber told TWICE during the phone's launch party last night.

Weber, who is also Nokia's North American GM, said the phone will assume a prominent position inside T-Mobile stores when it becomes available Jan. 11 for use on T-Mobile's HSPA+ 4G  network.

On that day, the phone will also be available through Walmart, and Nokia is working with other retailers to place the product in their stores on that day as well, he said.

Both Nokia and T-Mobile will run Lumia 710 ads in January in a coordinated way to ensure consistent messaging, Weber added.

As more Nokia Windows Phone models hit the market next year, the company will ramp up its marketing and promotion efforts "to reintroduce the Nokia brand to consumers in the U.S" in a "new, fresh and energized way," Weber added.

For 2012, he promised a "broad portfolio in the U.S. at many price points serving multiple user experiences with multiple carriers." He also promised a 4G LTE-equipped Windows Phone for the U.S. market in 2012, but he didn't say whether the 4G technology would be paired with 3G CDMA or with 3G W-CDMA for voice and data.

Nokia's initial effort in stepping up its U.S. visibility is with a phone targeted to feature phone users who want to step up, Weber said of the Lumia 710.

In a separate matter, the company confirmed that the U.S. version of the Lumia 710 will come with two free globally exclusive apps but not with the company's MixRadio, Nokia's free mobile music-streaming application offering hundreds of music channels as well as off-line listening. Instead, the U.S. version of the phone will ship with preloaded Slacker Internet radio.

The two free apps available globally with the phone are the free Nokia Drive turn-by-turn navigation app and the ESPN Hub. Nokia Drive turns the phone into a portable navigation device whose maps and the routing algorithm reside in the phone. ESPN Hub lets users access sports news, statistics and videos.


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