CES 2012: Nokia's Lumia 900 success will benefit Samsung and HTC in US, reckons Microsoft's Aaron Woodman

Stops short of branding device as 'flagship'

CES 2012: Nokia's Lumia 900 success will benefit Samsung and HTC in US, reckons Microsoft's Aaron Woodman
As Google has already discovered with Motorola, when one OEM is pitched as a platform's primary partner, keeping other manufacturers on board involves a certain amount of diplomacy.

That's exactly why Microsoft is particularly cool when it comes to laying all too much praise on Nokia.

As such, it's little wonder Microsoft's communications director Aaron Woodman was so keen to talk up the benefits Nokia can bring to rival Windows Phone manufacturers in the US, and why he stopped short of describing Lumia 900 as a flagship device for the OS.

Come one, come all

"I think they [Nokia] are going to create a lot of brand awareness for Windows Phone, and Samsung and HTC are going to benefit from that," Woodman told The Verge in a video interview at CES 2012.

In Woodman's view, the attraction Lumia 900 draws to the platform can only benefit other OEMs operating on the OS, with the Microsoft man comparing Nokia's handset – albeit indirectly – to Apple's iPhone.

"My guess is, if you were to ask other OEMs whether they would build an iPhone, they probably would," he continued.

"Not because there's a great competitor in there that's built a great device, but there's an opportunity and demand."

All hail AT&T

Woodman concluded by claiming Microsoft's relationship with AT&T – which will carry Lumia 900 exclusively at launch in the US – is just as important to Microsoft as its close ties with Nokia.

"We're very very focused that people will forgive low market share over a period of time, but there's not a lot of forgiveness for a poor product," he added.

"We're focusing on retailers getting passionate about the we can qualify customers at the point of sale. Trying to win the hearts and minds at the retail stores is such a big effort, which is why the AT&T deal is such a big deal for us."

[source: The Verge]

With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.