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Why AT&T is spending more on Lumia launch than it did on i phone

Why AT&T is spending more on Lumia launch than it did on i phone. Hannah Lucich & Chris Kanno. Quick Poll. How many of you have an iphone ? How many of you have a droid? How many of you have heard of Nokia Lumia ?. AT&T’s Strategy.

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Why AT&T is spending more on Lumia launch than it did on i phone

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  1. Why AT&T is spending more on Lumia launch than it did on iphone Hannah Lucich& Chris Kanno

  2. Quick Poll • How many of you have an iphone? • How many of you have a droid? • How many of you have heard of Nokia Lumia?

  3. AT&T’s Strategy • $150 million will be spent on advertising to launch Lumia 900 • 2011 AT&T lost iPhone exclusivity to Verizon • Subscribers started to fall. Verizon grew 81% while AT&T only grew 37% • Want to make Lumia the new thing vs Droid and iPhones • Want to brand position themselves with their slogan “Rethink Possible”

  4. The Current Number’s • Verizon has 57% smartphone subscribers with Android Devices • AT&T has 63% smartphone subscribers with iPhones

  5. What’s Happening in Stores • Workers are getting trained with face to face with sellers • Preorder promotions for Lumia 900 and are new AT&T subscribers get the phone free • Released 4/8/2012

  6. Specs of Lumia 900 • Lumia 900 • Lumia 900 Launch Party in London

  7. Questions • Do you think AT&T’s strategy will work? • Do you see the Lumia 900 as a threat to Droid and iPhones? • Would you purchase one?

  8. Citations • http://www.pcmag.com/article2/0,2817,2402730,00.asp • http://adage.com/article/digital/t-spending-lumia-launch-iphone/234010/

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