SEATTLE (Reuters)-
Phone executives at Microsoft Corp. hate to call the new Nokia Lumia 521 a cheap phone,
Launching a reasonably priced smartphone in the US is the company's boldest move to date, with the aim of winning market share for Apple and Samsung Electronics.
So far, the world's largest software company has been committed to investing its Windows Phone software in expensive, highend devices -
Mainly from Nokia and HTC.
But the new model will be sold at Wal-Mart later this month for less than $150 without subsidies, relatively cheap for new phones runningto-
No long date softwareterm contract.
"We have the opportunity to deliver very high quality devices in the mainstream," said Terry Myerson, head of Windows Phone at Microsoft campus near Seattle last week.
"This is where we have made progress over the past few months, and the strategy we will continue to explore in the United States.
Nokia Lumia 521 in the Home Shopping Network (HSN)
It was sold out last week.
4g phones sold overseas as Nokia 520 are basically a mid-range phone
Some high-range phones
End functions such as four-
Inch touch screen, five pixel camera and high
Video display.
Next week, the phone will be sold at Wal-Mart for less than $150, T-
Mobile US company's $30 monthly unlimited data and text program is much cheaper in the long run than heavily subsidized iphone and premium Android devicesterm contracts.
The early popularity of the Lumia 521 on HSN is a small push for Microsoft, and since Apple's iPhone destroyed its early dominance in the smartphone market in 2007, Microsoft's mobile plan
After Microsoft completely redesigned its software
There are three mobile phones now.
2% of the United StatesS.
According to comScore, the smartphone market, compared with 39% for Apple and 52% for Google's Android system.
Nokia, which now only produces smartphones running Windows operating systems, has sold five.
In the first quarter of this year, sales of Lumia phones were 6 million units, up 27% from the previous quarter, although this is still dwarfed by iPhone sales of 37 million.
Microsoft did not elaborate on the overall sales or financial position of Windows phone, but did say last quarter that,
Revenue rose $0. 259 billion, including licensing revenue for Android phones using Microsoft's patented technology.
According to Microsoft, Windows phones tend to perform better in overseas markets, with Windows phones accounting for up to 20% in some markets such as Mexico and Poland, and almost 7% in the UK.
This is partly due to the role of powerful carriers such as AT&T Inc. and Verizon Wireless. S.
Mobile phone retail is not so obvious in overseas markets.
"AT&T and Verizon are good partners," said Myerson . ".
"But where the market dynamics are different and operators play different roles, we do better. ” Heavy up-
Cutting edge subsidies from AT&T and Verizon in exchange for long term
The Service Contract refers to the United States. S.
Customers can buy the best hardware from Apple and Samsung.
While Windows phones have also been subsidized, Melson admits it is difficult to break the lock in the domestic market. “It (subsidization)
It's a compelling business model for them.
"If you're Samsung, Apple, AT&T or Verizon, that's where everything is normal, your share is growing and your profit is growing," Myerson said . ".
"If you are a leader in a successful business model, you will not be in a hurry to give it up.
Myerson said that as a challenger to these existing companies, Microsoft will not only have to make a difference in price.
After introducing "killer hardware", he said that the next task for Windows phone is to use Microsoft's Office and Xbox products to create a real new mobile phone experience, whether it's working tools or advanced toys.
"I don't think we have the full potential," he said . ".
"Office and Xbox are our two dimensions.
We want to be on this thing in your pocket to get the work done and bring serious fun to life.
This will develop over time.
"Myerson played down reports that Microsoft is developing its own phone to follow up on its Surface tablet.
"Nokia is doing a good job," he said . "
"They really accepted all our efforts --to-
The vitality of the market.