Advertisement Time for a little exercise. Walk up to someone, your colleague, a friend, neighbor or anyone you can talk to. Ask them what they

3 things Microsoft needs to get right in the Nigerian phone space

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Time for a little exercise.

Walk up to someone, your colleague, a friend, neighbor or anyone you can talk to. Ask them what they know about Microsoft. Chances are they don’t know Microsoft also makes phones. You see, ever since Microsoft bought over Nokia, people don’t know Microsoft exists as a phone manufacturer. Rather, Nokia still lives on in the hearts and minds of the average Nigerian.


The first of the many things Microsoft has to get right is publicity and marketing. Nobody knows Microsoft bought Nokia. Nobody knows Microsoft as a phone manufacturer.


They have to reach out to Nigerians and inform people that the Nokia they used to know has transitioned to Microsoft. They could further influence people to associate Nokia’s strong hardware and great battery life to Microsoft devices. This can only work in their favor.
Lumia Photo-fest 430-535-930 focal 2


Secondly, maybe it’s just me, but there seem to be a scarcity of feature phones. Dirt cheap phones or torch light phones (from Nokia/Microsoft) as some would call it, aren’t as readily available like they used to be. I can vividly recall in the Nokia days, we had a variety of such phones for one to make a choice. This is a personal observation, though I stand to be corrected.

Lastly, We have seen no flagship device from Microsoft for so long a period of time. This issue is not only restricted to the Nigerian market. There are a plethora of options in the low end and mid-range segment with none at the very top. Word has it that a flagship will be released after the launch of Windows 10 mobile.


A lot already seem to be hinged on this Windows 10 release, both for the mobile and PC versions. In the end, we can say it’s left for Microsoft to play their cards right.

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  2. People knowing that Nokia has transitioned to Microsoft is like getting people to understand that Android doesn’t equate to Samsung (seriously, there are a lot of people out there who actually believe that Samsung is responsible for Android and not Google).

    I have no idea what Microsoft’s strategy is, but I realise that they’re moving into the business space, where BlackBerry once was. And funny enough, the effect reminds me of the early iPod. People bought into the Apple ecosystem – and in turn, other Apple devices – via the iPod. I know of people who are now looking to upgrade to a Windows Phone because of their experience using a Lumia (and it usually is a Lumia).

    Another reason why the idea that Microsoft make phones won’t quite bed in is because other manufacturers are making Windows Phones as well. Lumias may be the equivalent of a Nexus in Android terms to the manufacturer of the device and the creator of the operating system.

    While Nokia may still sell a number of feature/dumb phones in the developing world, in reality those sales cannot sustain the business. I don’t think Microsoft has an interest in this area, though we will hear about newer versions of the 105 coming out, but I doubt we will hear of many. Did you know that Samsung still do feature phones? There’s an opportunity out there for some small/medium sized company to take over this market.

    As for flagship…let’s wait and see what they announce. But really, if Windows 10 is being released at month end, surely we should have heard of them by now?

  3. From my own selfish point of view I don’t care if Microsoft lumia sells or not but to see Nokia phones back on shelves.

    As you and me knows Nokia phones have been so registered in the heart of people in this part of the world that many people are already lamenting their exit.

    I remember of late an old man asking me about not seeing Nokia feature phones around with their known uniqueness and the ones on the stand being costly. I don’t care if this microsoft ‘plight’ as enumerated by you is to the advantage of ‘poor’ Nokia.

    However a lot of people like me still expect their graceful comeback into the scene.

  4. Nokia says it will get back in the phone business, but I am betting that we won’t be seeing any feature phones from them. Just Android smartphones and tablets. Maybe smart watches too.

    For one, all their manufacturing plants now belong to Microsoft and the Redmond giant has no long term plans for feature phones. That’s why Nokia feature phones are going extinct. Nokia feature phones will eventually disappear totally.

    Anyone needing feature phones will eventually have to turn to another brand.

  5. Ok sir.Its like Nokia wants to join the league of the iPhones of the mobile world.

  6. I doubt that any self respecting manufacturer will look to driving feature phones… Mainly because no one is buying. I’m pretty certain that they must have crunched the numbers and seen that most want a smartphone or something close to it.

    Have you seen the preponderance of ‘smartphones’ in the market? The Qixzus, Huaxins, Wiis et al with resistive screens and all.. And every day folks are buying them up. People don’t want feature phones anymore; the average agbero uses a solid Tecno: he wants to wazzup (whatsapp).

    Another factor now is its so easy to try out a smartphone with the market inundated with used models of different variants..

  7. Yes,the world is moving faster towards smartphone.However, low budget smartphones are still needed by a pretty lot of people especially the semi illiterates in this part of the world at least to replace their old reliables in the name of feature phones.
    Chinese manufacturers know this and thats why they daily flood the market here with variants of these low cost smartphones.

  8. Hmmm…. patiently waiting for windows 10 for my lumia 430… that was why i bought the phone in the first place…

  9. Smartphones are everywhere, agreed. No one is buying feature phones, wrong. There has been and will always be a market for feature phones.

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