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Nokia is considering ripping up its traditional mass marketing strategy when it unveils its new Windows 8 smartphone in the autumn, in an attempt to recreate the excitement around Apple’s exclusive launch of the original iPhone in 2007.
The Finnish group has entered negotiations with European operators about forming an exclusive opportunity to launch a smartphone using the Windows 8 platform from Microsoft.
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The launch of the new phone is seen by analysts as crucial to Nokia’s future. The company is under considerable pressure, having struggled to dent the dominance of Apple and Samsung in the high-end smartphone market with its initial product range launched last year.
Nokia’s usual sales approach – which relies on trying to get as many phones in as many hands as possible across all channels immediately – would be ditched in favour of partnerships that would help create dedicated support for its smartphones, initially through one or two networks in Europe.
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