In an attempt to grab a pie of the country’s growing smartphone market, mobile phone makers have been investing heavily in advertising their brands. The latest example is Nokia, which plans to more than double its ad spend for the local market.
Optimistic about the growth of phablets – a mobile device that combines the functions of a mobile phone and a tablet – in the country, the Finish mobile phone maker formally launched two six-inch smartphones namely
“The phablet category already exists in this market, these devices are an add-on to the existing consumer needs,” Nokia’s Marketing Manager
The latest addition to
As opposed to the trend whereby some brands have got their products endorsed by local and international celebrities, Nokia chose to give its marketing campaign a local touch by linking these products to a reality show called ‘Kuch Kar Dikha’.
This marketing campaign is built around travelling whereby Nokia took its selected Facebook fans to scenic locations of the country and documented their journey through ‘Lumia Lens’ – the campaign’s theme song will hit national channels in a day or two.
The company, which had been an undisputed leader in the feature phone category, seems to have shifted its focus heavily on smart devices – it has already increased its local marketing budget.
“We have seen a very strong consumer appeal coming from the Pakistani market and we are driving to more than double our ad spend for this market,” Farrag said without giving country-specific numbers.
However, Nokia has spent
“There is an iOS and there is Android, what we have done in 2013 is to build a third ecosystem for smart devices with
Giving details, Mercanton said Lumia 1520 is their top-of-the-line device – just under
Mercanton said they have conducted studies that show that phablet market is growing and there is space for such devices. “In 25 markets, including
The officials did not confirm whether they plan to manufacture devices for Android – the fastest growing smartphone operating system – but hinted it will consider every opportunity to grow its market share.
“We aim to become third biggest ecosystem for smart devices in the world and whatever opportunity is there to deliver to the customers’ need we will consider,” Farrag said.
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