Nokia Lumia 1020 for $299.99 at AT&T: expensive or not?
The highly anticipated Nokia Lumia 1020 was finally introduced yesterday in New York. The phone packs an outstanding 41MP PureView sensor with improved OIS technology, Xenon flash and LED. The Nokia Lumia 1020 has undoubtedly the best camera ever released in a smartphone. That’s the good news. But there are always some drawbacks.
First, the new phone is priced at $299.99 with a new contract on AT&T. We rarely see a price like that last few years. Actually, the last phone with such a price level was the iPhone 5. Here the following question emerges. Will the Lumia 1020 fit the Nokia’s marketing strategy and generate appropriate demand? Nokia launched its last models through carriers and both the carriers and Nokia have been subsidizing aggressively these devices. But, unlike the previous models like Lumia 920, Lumia 925 and others priced at $99 or less, the new flagship breaks the limits with its $299.
It seems that AT&T bets on Nokia again. Last year the carrier signed an exclusive agreement for the Nokia Lumia 920. Despite its efforts, AT&T is still lagging behind Verizon Wireless on the Windows Phone market in the US. Currently, Verizon has a 43% market share, while AT&T occupies the second place with 39%.
Nokia Lumia 1020 is a device with outstanding camera features, but such a high price. It is obvious that AT&T needs to invest much time and money in staff training. Combined with the new aggressive marketing strategy of Nokia and Microsoft, then the Nokia Lumia 1020 could make some impact. If the device is priced at $250 or even $200 and the Nokia keeps the same old marketing strategy while AT&T doesn’t care much about the sales then the result would be disastrous. So, the price is still very important part of any product’s success, but it is not everything.