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Nokia’s Zune-Like Marketing Unlike Apple’s
Wednesday, August 29th, 2007 at 4:00 PM - by John Martellaro
Nokia is already taking aim at Apple’s iPhone in Europe, but they’ve taken the wrong marketing approach, according to Blackfriars’ Marketing on Thursday.
Nokia has garnered a lot of press with its music store announcement and touch screen demo. The next question is whether can Nokia kill off Apple’s momentum in Europe before it even begins. Carl Howe at Blackfriars’ Marketing doesn’t think so and believes that Nokia has taken a Microsoftian turn in its marketing approach, and that’ll will hinder their efforts.
1. Pre-announcing far too early. Nokia needs time to catch up, but Mr. Howe believes the tactic goes too far in taking a page from Microsoft’s playbook: "announce, announce, announce, and someday ship."
2. Demos masquerading as products. Nokia’s now well covered touch screen, iPhone-like demo looks like a product, but it’s been labeled as a video demonstration only. No such products exist.
3. Competing with carrier partners. Nokia’s music store bears a strong resemblance to to Microsoft’s abandonment of its play-for-sure partners when it went its own way wih the Zune. "Nokia’s carrier goodwill is likely to take a big hit," Mr. Howe concluded.
Nokia, like Microsoft, is a huge company and can make decisons like these. However, the Blackfriars marketing guru believes both Nokia’s brand and business will be hurt in the future.
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