Interview with Anca Ventura from Nokia
Remember we said, we will be posting the interview with Anca Ventura (Senior Manager Portfolio, Planning & Analytics, Nokia) soon. Well, here it is. This was taken at the Nokia Lumia launch in Karachi, Pakistan. Let’s get on with the interview now.
Q. What is the purpose of this event?
The first thing is the global launch of Nokia smartphones, in particular partnering with Microsoft to bring Lumia product line with Windows Phone. For us, today is very important. We are officially launching Windows 8 phone devices in Pakistan partnering with Microsoft. Windows Phone 8 and Windows 8 is our market point in history for the operating system. You will not only see in the market, devices launch with windows phone 8 but we are expanding ‘online’ system to increase partnership with Microsoft and other partners.
So in this particular environment, together with Microsoft, we will reveal enterprise solutions in Pakistan and worldwide. We are very confident on our positioning in Pakistan market with our overall focus on having Pakistan as a key market for Nokia and Lumia Devices. We are very confident and very excited about the results we had and we continue to have.
Q. Pakistan market is quiet variant, certain people buy high end devices devices and spend like 500 Euros for a phone, then again there is a large portion of the market which will buy approx. 100 euro phone, whats your strategy to bring smartphone experience for all types of users?
So as you have seen today, Lumia product line addresses 3 price points for the devices we have launched today, Lumia 920, 820 and Lumia 620 addresses low price point. In future, we will ofcourse bring to narket serveral products, which will be announced at a later stage. however as you know we have been launching and sustaining in pakistan very happily Asha smartphone.
Our Asha product line is actually blurring the line between feature phones and smart phones and have been recently classified as smartphones. We are bringing lots of apps, lots of experience points to Asha devices. We have been actually very focused on selling it across the region in Pakistan.
Q. Lets focus on apps market. On windows phone there is no many apps and consistency in development in good apps. e.g. I am myself a dedicated user of Windows phone However I have user carry an android device just to use Instagram. So what is the plan to bring such exculsive apps to Windows Phone devices?
Thankyou very much for asking this question. so first of all on new operating system requiers lots of work and time to team up with Microsoft worldwide and in Pakistan. so we have come up within last year with more than 100,000 new apps. Some apps are more exclusive to Lumia e.g. Redbull app, Vimeo where you have 3 months of free subscription. There are apps which are ofcourse not there, I cannot say a date on behalf of Nokia and Microsoft but rest assured that we are doing everything to get all apps to
In particular you know skype is integreted to Lumia and whatsapp is extremely good experience. and with time there are more new apps coming.
Q. What about nokia services: Nokia Maps and Nokia Drive? They don’t work in Pakistan.
I would like to add to your previous question, we have put on to our camera, lots of nokia apps. It has a lens to get the best picture. Secondly, in terms of apps like Nokia Navigation, we have maps apps but as my colleague (Rabia) who is taking care of the developers and ecosystem here in Pakistan, is working with local regulators to get the service working.
We are expecting to make this available soon. I cannot promise a date but we are working on that. Pakistan is a focused market to launch navigation and music services.
Q. Now I want to talk about localized apps. There are services which are exclusively launched for Pakistan e.g. Olaround. Does Nokia has any plans to have them pre-installed in Lumia devices in Pakistan.
I have full list of local apps coming from Pakistan for Windows marketplace. we have certain competition and challenges for developers worldwide and they are the same in Pakistan. We are working with Universities to bring the talent.
One of the challenges is that we have received more than 300 entries from Pakistan. We have prizes for the best developers e.g. the biggest prize of $10,000, every team member gets free Nokia Lumia 920 device, plus an xBox. second prize for $5000 and thirst prize for $3,000. So there is work going on, we have now few 100 of applications from Pakistan.
Q.In regards to you have said that you are trying to get students from universities, which is intriguing that you are getting them interested, however also taking the fact that Nokia has remained market leader in Pakistan, how to do you plan to educate Nokia users to use a Windows phone?
We have a strong retail presence and we are deploying demo and promos on retail stores to give demos and educate the customers on the windows phone, on Lumia and Asha phones. We have very strong focus on deploying on activations in malls, streets, restaurants, cafe’s and universities, which detail out the usage and benefits of the using Nokia Lumia Windows 8 Phone. We are fully aware that Windows Phone requires education so once people buy it and experience it – all of our marketing goes into educating people.
Q. Last year Nokia came us with PureView 808 the 41 MP phone, this year Nokia seems to have changed the game and came up with a Windows phone with a good camera. Could you explain what exactly is the idea behind PureView – is it the large camera or a better lens?
PureView stands for the best low-light images without flash so this is not about the megapixels but its about the pixellations you get in different type of light conditions. Nokia Lumia 920 is one of the product from our total product line and there will be more innovative products in future with better ideas and will be announced in time to come.
Q. Will they focus on Windows Phone or will Nokia try something new?
You have seen the three strategic product lines. One is Nokia is spending on Lumia devices for high end and mid ranged options, then we have the asha smart phones, the third is future devices. We have lots of ideas for Lumia and Asha products as well so you will have to wait and watch for what’s upcoming.
Q. What about launching new Nokia devices in Pakistan, Lumia 920 was annouced about 3.5 months ago. Why, not release the device in Pakistan along with global launch?
The first launch in this region was at the end of last year in UAE and Saudi Arabia, and there was a strong focused launch in beginning based on our strategy. Paksitan is part of UAE group however there was a slight delay in global and official launch and we are hopping that in upcoming launch we have events simultanously in large no. of countries.
There are multiple market factors which are involved and don’t need to overlooked. Pakistan will continue to be our key focused in mere future, for MEA region and global launches.
Q. How to do differentiate your campaign with samsung and other competitors in Pakistan?
Our marketing campaign will follow the launch and you will see our Nokia Lumia marketing by the end of next month.