Lumia 928 advertising focuses on Nokia's strength in optics

Lumia 928 advertising focuses on Nokia's strength in optics

Summary: Nokia is known for their optics and it is great to see them heavily promoting it in some new commercials for the Verizon Lumia 928. Will these commercials and targeted marketing plan resonate with consumers?

Nokia is focusing devices and advertising on their strength in optics

I met with Nokia here at CTIA 2013 and while there are no new hardware announcements, there was a major HERE Maps update, I did get a chance to try out the Lumia 925 and use the 928 to take photos during the show.

With the 928 and 925, we will have a high end Lumia WP8 devices on three of the four major US wireless carriers and it appears that Nokia is on the right track.

Nokia has always excelled at optics so I am very pleased to see them so actively promoting their optic technology in commercials and online videos.

Their camera technology has always set them apart and it looks like they are doing all that they can with the Windows Phone platform they decided to run with. Beyond the hardware, Nokia offers applications that let you do something with the photos after they are captured.

In my experiences, very few "normal" smartphone users do much with their photos after they capture and share them. Nokia offers several applications to help you differentiate and make your photo experience unique with even more coming on the 925 and the Smart Camera app that brings many of the current utilities together.


When I saw the Nokia Lumia 925 launch event in London, I thought it looked like a decent device with the 928 likely being a better device and no real reason to get a 925 over the current 920. Now that I have held the device, I think the people who wrote that it may be the best WP8 device just might be correct. The aluminum frame feels great in your hand with the smooth polycarbonate back panel offering a nice contrast. I like the way the buttons are prominent and easy to find and press.

With the additional lens and latest camera software it is also the best Lumia for capturing content. I was down on the lack of wireless charging, but the back plate option is a good solution and gives you the ability to add a splash of color if you want. I may be buying a Lumia 925 for T-Mobile when it launches, but it's tough to give up my HTC One now that I have accessories connected to it that make my life more complete.

Topics: Mobility, Nokia, Smartphones, Verizon, Windows Phone

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  • Great Ads!

    Now why couldn't the combination of AT&T, Nokia, and Microsoft come up with an ad compaing this good when the Lumia 920 came out in November...maybe Verizon will actually start to lead the pack with Windows Phone now.
    • Ordered...

      Ordered my 928 on Verizon a couple days ago, to replace my still functional but seeming old iPhone 4S. Should be here today. Having only briefly played with WP8, I'm hoping this turns out well.
      • I just made the switch

        Been just over a week now. I went in at the cheap end and got a 620- the 925 lured me in, the sensibilities cut my budget (i actually looked at what i was using my 4s and razr maxx for since i got a tablet)

        I must admit i found the learning curve the steepest, especially coming from both android and ios, but the difference isn't a bad thing! Stick with it; even though i've gone from premium to budget I'm happy!
        • iPhone 5 > Lumia 620, no regrets

          Out with the digital jewellery, in with a functional communications device. Won't try to compare two devices at very different price points, but after a month the switch has worked well, love the neat form factor, clean UI, stand-out Nokia navigation, Office integration. No craving for missing apps as they're already on my iPad. Now seeing more WP8 handsets on buses, trains and in coffee shops, surely a good sign.
    • Microsoft shockingly seems to not care about WP

      advertising. And ATT seems not to care about WP at all, sticking it in a small back corner area and having their sales people bad mouth it and actively steer interested customers away. It seems like MS has washed it's hands and left it's fate completely in the hands of OEMs. And the way HTC and Samsung are ignoring it that just leaves Nokia with all their supply chain problems. A recipe for exceptionally slow growth.
      Johnny Vegas
      • Nobody is going to spend their money

        prompting a phone that is universally unwanted.
      • Not my Experience

        When I purchased my 920 in November, the local AT&T store had full-on Windows Phone displays in prime locations. Maybe things have changed since, but in my experience, AT&T was highly pushing Windows Phone.
    • Nokia Lumia 928?

      Is it running on Android or iOS system? Or is it an Apple phone with different name?
      • Nokia Lumia 928

        It's WindowsPhone 8
  • I wish i wasn't from Sweden..

    I want that phone
    Emmanuel Fransson
  • Their own adds

    kick them in the butt. One trick pony wasn't it?
  • Nice ZDNet Advertisement

    So a company focuses on its strengths in its advertisements? Color me shocked. I've never once accused a ZDNet writer of this, but this almost seems like a paid post to advertise for Nokia. I really hope that is not the case.

    BTW, I'm a huge Windows Phone / Nokia supporter and currently own the 920, so this isn't a bashing of either the platform or the phone, but rather of what is essentially an advertisement article.
    • Where the Eff Is the Edit Button??

      Plus, I saw this article on the Must-Read News circulation; really?
  • Lumia 928 advertising focuses on Nokia's strength in optics

    The Nokia Lumia 928 looks awesome but I wouldn't expect anything less from Nokia. They always have well designed WP phones.
  • Hardware Is Not Enough To Sell Windows Phone

    We saw this with vendors of successful Android devices who tried switching the OS to Windows Phone, while keeping the hardware the same, only to discover it wouldn't sell.

    Windows Phone itself needs some kind of killer feature, to make people sit up and take notice of it as a serious alternative to Android.
  • Not ready to buy a camera with a costly data plan

    I think Nokia is realizing that Windows Phone 8 is lacking by focusing on their camera, polycarbonate/aluminum design or unbreakable quality. Not one of their ads really focus on what really differentiate themselves - Windows Phone 8 OS. They not only need to be different, they also need to be better. WP8 is not even close.