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Nokia Lumia 710 comes to U.S.: Like storming a beach in a dinghy

Nokia is hitting U.S. shores with its weakest device on the weakest carrier in T-Mobile.
Written by Larry Dignan, Contributor on

Nokia will bring its Lumia 710 to the U.S. in what marks the beginning of a grand plan to grab market share with its Windows Phone devices. The problem: Nokia is hitting U.S. shores with its weakest device on the weakest carrier in T-Mobile.

Next week, Nokia and T-Mobile will have "something exciting in the works." The Federal Communications Commission even has the manual posted.

The Lumia 710 is the weaker brother to the Lumia 810. Both devices are already selling in Europe.

While I welcome Nokia's return to the U.S. there are a few problems to consider.

  • First, the carrier. Nokia will get more shelf space with T-Mobile, but the carrier is struggling amid competition from AT&T, Verizon and Sprint---three rivals too busy selling Apple iPhone 4S smartphones and Android devices to care. T-Mobile obviously needs a hit and is willing to give Nokia some marketing love.
  • The device is flimsy relative to the Lumia 810. If you're going to make a splash land with your strongest device first.
  • Customers are going to be inherently skeptical. T-Mobile
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    is losing customers, Nokia is a wild card and the peer pressure may work against the Windows Phone platform. Is T-Mobile in any position to convince consumers to try a Nokia with a two year contract.

Add it up and Nokia's best strategy may be a tried and true strategy: Cut the price dramatically. Nokia should go cheap to grab share. If Nokia can garner some momentum at T-Mobile perhaps it can work its way into other carriers.

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