Considering AT&T has been behind some of the biggest smartphone launches history, it is surprising to see that, together with Nokia and Microsoft, AT&T is bringing out all efforts for the Lumia 900 launch. The phone is launching in the United States on April 9th and has been long awaited by many expecting and already adopted Windows Phone users. The Nokia Lumia 900 is the flagship Windows Phone for Nokia, AT&T, and Microsoft in the United States, and they expect it will be huge.
“At all levels, this is a notch above anything we’ve ever done,” AT&T device head Jeff Bradley said in an interview with CNET, noting that includes the launch of the iPhone.
Nokia and AT&T have established a massive television marketing campaign that will begin around the launch of the Lumia 900. AT&T employees have spent time and trained with the Lumia 900 Windows Phone, and will even be carrying their own at the AT&T stores. The Lumia 900 will also take front and center at all AT&T stores, with massive posters and promotion pieces drawing all attention to the device.
“Before you walk in to the store, you know this is our hero phone,” Bradley said, referring to the Lumia 900’s flagship status.
The massive Nokia Lumia 900 marketing campaign will last about six to eight weeks, according to sources. Chris Weber, president of Nokia’s North America business, did not comment on numbers as far as campaign efforts, but he does mention they know they have to be aggressive and know what it takes to promote a smartphone in the market. Weber later mentions that AT&T’s retail execution has been fantastic.
In the end, AT&T will be the true first test showing whether or not Nokia can still create a blockbuster device in the United States.
“We’re going big,” Bradley said. “We’re really bullish.”
The Nokia Lumia 900 Windows Phone will launch in the United States through AT&T for a price of $99.99 on April 8th.