Nokia just released a follow on device of its first android
handsets, X2. As of hardware, there are several improvements like a higher CPU
and RAM, front camera and larger screen size. The latest android handset by
Nokia is based on Nokia X Platform 2.0 that supports multi-tasking and updated
fastlane. The biggest visual difference can be seen on the front as there is
now a home button along with the back key that was found on the earlier model.
Perhaps that’s the biggest reason why the updated software platform would not
be supported on the earlier devices.
To better understand the offering, here is a perspective. A few
months ago, Nokia offered a new line of devices which supported its own forked
version of Android. At launch ceremony, CEO Stephon Elop announced three
variants namely Nokia X, Nokia X+ and Nokia XL. Running the same forked version
of Android that replaces some of Google’s services with those of Microsoft, the
only differences were in hardware and even those not so much.
In a world where users can get a cheap Android handset, around
$100, and enjoy an enormous number of apps at disposal from Google play
store, the last thing Microsoft would like to do is to confuse a prospective
buyer with small choices among its own products.
Imagine consumers in a store that offers Nokia X line of handsets.
They ask the difference between two identical handsets, X & X+, and the
sales rep explains how bigger RAM would make apps run smoother. The customers
believe that the device with lower RAM, the X, will NOT run the apps in a
smooth fashion and eliminate it form their choice. Next they have to decide
between the screen size of X+ and XL as they house the same amount of RAM. And
then comes price, an important factor in low end markets. So even if a
particular consumer only entered the store to buy a Nokia handset running
Android and nothing else, he has now to decide on various factors like screen
size, RAM and price between the handsets of the same company, very similar to
Blackberry once offering curve, storm, bold, torch etc.
Apple did a great job with iPhone by not releasing multiple
variants at launch. Their point of comparison was with "OTHER"
manufacturers instead of their own mildly different offerings. They followed it
with incremental improvements, one at a time with the exception of iPhone 5C.
But it is worth seeing how Apple has positioned it as a colored variant of its
flagship device instead of a small price savings which, for some, it very much
is.
The success of iPhone reveals that if the value is delivered to
consumers in an elegant manner, the price doesn’t remain a big concern to worry
about. After building a great product, it is the better delivery of value that
wins customers instead of efforts to court them from every corner.
Right
By announcing only one product, Microsoft resolved the problems
stated above. Consumers now would not have to decide which option to choose
from various siblings. Also, the front camera is a nice addition though its
only VGA but it is quite acceptable at the selling price.
Wrong
Everything seems to be so right about the X2 but what about
original X (or X+ or XL) owners. The updated software, Nokia X Platform 2.0, is
not supported on the original devices. This is somewhat insulting for customers
who spent their money on the new platform only few months ago. It is the same
what happened with WP7 phone buyers when they came to know that WP8 wouldn’t be
supported on their devices. Ironically, Nokia was the manufacturer of the
devices then too.
Every iteration of a product is expected to be better than its
predecessor. Microsoft did a good job in giving the X platform a chance and
converging the initial offering of various handsets into a single product. How this helps them win customers and snatch
some share from Google in services remain to be seen.
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