Microsoft’s first Nokia ad positions Windows Phone as something different

By , Apr 28, 2014

Microsoft (Nokia ad, Not Like Everyone Else 002)

Following Microsoft’s finalized acquisition of Nokia’s Devices and Services unit last week, 25,000 Nokia employees get to join the Windows giant today. To celebrate the merger, the Windows giant has just published its very first Nokia television commercial with Microsoft branding.

Windows Phone often gets relegated to the Others category in global smartphone surveys: currently, it’s a distant third, after Android and iOS. The new ad, entitled ‘Not Like Everybody Else,’ plays on Microsoft’s underdog status by promising a bunch of colorful smartphones and tablets that should draw attention and make heads turn…

“It’s what sets us apart from our competitors and what many of you love about our design ethos,” says a post on the Nokia Conversations blog.

“Today, everything just became a lot more colorful,” Microsoft writes in the ad’s description on YouTube.

Soundtrack?

‘Not Like Everybody Else’ by The Kinks from the band’s Rock Bottom album, available on iTunes.

It’s interesting that Nokia has officially confirmed it will continue making the Asha family, the Lumias and the Android-driven Nokia X family.

Satya Nadella and Stephen Elop
Microsoft CEO Satya Nadella and Stephen Elop “share a moment” together.

More on the merger can be found in Microsoft’s and Nokia’s blog posts here, here, here and here. As charted below, Nokia under former CEO Stephen Elop’s short-lived leadership has crashed spectacularly, having lost precious market share and bled tons of cash.

According to the latest 12-week figures from Kantar Worldpanel ComTech, Windows Phone accounted for just 1.8 percent in the United Kingdom, France, Spain, Italy and Germany. In the United States, Windows Phone took just 5.3 percent of sales (Australia: under six percent; China: one percent:; Japan: under one percent).

Gartner smartphones H1 2013
How Nokia crashed during the first half of 2013. Data: Gartner.

As the numbers attest, the Nokia brand is still the force to be reckoned with in certain European markets such as Italy and a bunch of Eastern European markets.

Microsoft has a license to use the Nokia brand for ten years, but will it continue to use the Nokia branding on upcoming devices? According to Stephen Elop:

Microsoft Mobile Oy is a legal construct that was created to facilitate the merger. It is not a brand that will be seen by consumers.

The Nokia brand is available to Microsoft to use for its mobile phones products for a period of time, but Nokia as a brand will not be used for long going forward for smartphones. Work is underway to select the go forward smartphone brand.

This is unfortunate, if you ask me.

The Go forward smartphone brand sounds easily forgettable to me.

Elop, who as executive vice president now heads the Microsoft Devices Group, is assuring fans that Microsoft won’t use complicated branding like the ‘Nokia Lumia 1020 with Windows Phone on the AT&T LTE Network’ as some other device makers do.

This part from a Q&A with Elop is gold:

Q: You’re so cool killed Nokia …Thanks to you, Meego, Symbian, Meltemi buried …Once you get it all comes back to haunt

Stephen Elop: Thanks, I know that there is a lot of emotion around some of the hard decisions that we had to make. Back in late 2010 and 2011, we carefully assessed the state of the internal Nokia operating system efforts.

Unfortunately, we could not see a way that Symbian could be brought to a competitive level with, for example, the iPhone that had shipped THREE years earlier!

And the Meego effort was significantly delayed and did not have the promise of a broad enough portfolio soon enough. We had to make a forceful decision to give Nokia the chance to compete again.

Nokia used to be way more than a brand.

To a lot of people – this author included – the Nokia name represented a culture, a way of life if you will. That said, I think Microsoft would be foolish to abandon the brand and instead market devices as Windows Phone-something.

What’s your position?

Should Microsoft leverage the Nokia brand for new devices or push Windows Phone one?

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  • omrishtam

    R.I.P nokia.
    we will always remember you as thge strongest material known to man kind… T_T

    • Iphone5s&sgs2

      LOL

    • Qasim

      The 3310 should be placed in a museum

    • édith Dupont

      Oh my god the phone has colors , yeah that makes the best for sure #BS

      • felixtaf

        Nokia is not known for a phone with colours! #BS

      • édith Dupont

        Now it is … And I was talking about the idea of this ad not nokia #WTF!

  • ✪ aidan harris ✪

    By calling it ‘something different’ and ‘colourful’ it sounds like they’re trying to compete head-on with the iPhone 5C…

  • https://twitter.com/MrElectrifyer MrElectrifyer

    Only thing different is I’ll never consider that lego-pile UI phone. Until they can bring Aero to Windows Phone, never considering it.

    • felixtaf

      Nokia was and is popular in Asia and Europe with a huge fanbase. Windows phones are selling partly bcoz of the Nokia branding. Ditching the brand name will certainly limit their progress a bit!

      • https://twitter.com/MrElectrifyer MrElectrifyer

        True, was just talking from a personal point of view.

      • felixtaf

        I kno…. I gave WP a chance with Lumia 920. Not satisfied after using iOS and android. WP 8.1 looks promising, but not enuf to dethrone android or iOS.

  • Parth Patel

    Irony is that the ad is not really different. I have seen many ads where one person is colourful and everything else is black and white.

  • Danuel Carr

    If it didn’t work for the 5c it ain’t gonna work for Microsoft.

    • édith Dupont

      What 5c …. Oh that one !

    • Arsanny Lintang

      before microsoft bought Nokia, their phones have been really outstanding, i bought nokia N9 2 years ago and it’s still perfect. there’s no crashes, baterry life can last you for almost 2 days and their design is diferrent and to me personally is unique. While iphone 5c to me is an ipod touch just adding more colour choices and it can call. and in some country the phone is just too expensive…

    • felixtaf

      It worked for Microsoft. Their major WP sales are coming form those COLOURED phones. Unlike 5C – An expensive BS from Apple!

    • https://twitter.com/MrElectrifyer MrElectrifyer

      The only thing wrong with the 5c for most, was the price. There’s no justifying paying that outrageous price for a plain plastic phone. Glad people weren’t fooled by the fruit on the back…though, it still works to Apple’s advantage; ’cause it forces more people to shell out $100 more cash to get the 5s. It’s an intentionally failed product to boost the sales of an even more expensive product.

      • ✪ aidan harris ✪

        Don’t forget that Apple has recently brought out an inexpensive 8gb model…

      • https://twitter.com/MrElectrifyer MrElectrifyer

        8GB is a blatant rip-off. Especially on a fixed-size storage device…the 5c is worth no more than a Moto X off contact.

      • ✪ aidan harris ✪

        This is where you’re wrong though. You are thinking for your usage 8gb is a rip-off to which I’d probably agree with. In reality though the 5C is not a phone for you or me. When you think of it this way the 5C is a great phone for someone who might want to take a few pictures, browse the web and use social media apps and shopping apps. To someone who fills this criteria the 5C is a perfect phone that will easily last a lifetime…

      • https://twitter.com/MrElectrifyer MrElectrifyer

        “In reality though the 5C is not a phone for you or me”

        The 5C is logically for no one with half a brain. The competition out there offers much more flexible, yet just-as easy to use devices that take just-as great pictures as the 5c, surf the web just-as fast and can browse social networks just-as fluently. The Nexus 5 and Moto X are such devices, yet they’re more premium looking than the plain 5c despite them being cheaper. There’s no justifying the 5c, and it doesn’t seem like Apple even wanted to do that…that’ll be saying no to an additional $100 (for the 5s).

      • ✪ aidan harris ✪

        You’re forgetting some people want an iPhone. Yes the competition out there is better but if you want an iPhone but don’t want or need all of what the 5s offers then the 5C is a great phone. The 5C will likely have constant updates to iOS where as with the competition there’s always a huge level of uncertainty (unless you have anything by Google / Motorola). The 5C is a great phone just not for you or me or anyone that doesn’t particularly want a decent smartphone. The 5C is great for someone that just wants something that works and doesn’t have a budget so price is no object but has no need for a more expensive iPhone…

      • https://twitter.com/MrElectrifyer MrElectrifyer

        “You’re forgetting some people want an iPhone”

        Yeah, it’s those people that don’t fit the category of having half a brain. They’ll probably just pick an Apple product ’cause it’s newer. If they just wanted an iPhone just for those basic stuff, they probably don’t even know what 3G is, thus there’s the 4s…

        “The 5C will likely have constant updates to iOS where as with the competition there’s always a huge level of uncertainty (unless you have anything by Google / Motorola).”

        Hence why I pointed out the Nexus 5 and Moto X.

        ” The 5C is great for someone that just wants something that works and doesn’t have a budget so price is no object but has no need for a more expensive iPhone…”

        Right, in other words, it’s for someone who just has money to throw away…probably why I only see it with a fraction of teenagers at the bus stop.

      • ✪ aidan harris ✪

        You’ve pretty much hit the nail on the head. It might be an extremely small demographic (which is probably why I don’t see anyone with a 5C) but it must be working fine for Apple otherwise they’d have pulled it by now…

      • https://twitter.com/MrElectrifyer MrElectrifyer

        “But it must be working fine for Apple otherwise they’d have pulled it by now…”

        Oh, it is working perfectly fine, as a marketing tactic, similar to this one they made on the iPod touch (http://bit ly/1mSlDNw). That one was probably them testing the strategy (on a non-flagship device), and it seems to have paid off, so now they brought it to the flag-ship category.

      • Rowan09

        http://bit ly/1t0FXmY. The 5c is far from a flop, it served it’s purpose very well.

      • https://twitter.com/MrElectrifyer MrElectrifyer

        “Http://bit ly/1t0FXmY. The 5c is far from a flop, it served it’s purpose very well.”

        Uhm, your link is broken.

      • Rowan09

        http://bit ly/1tOFXmY

      • Rowan09

        How can you say the 5c is a flop and mention the Nexus and Moto X? It’s a fact the Moto X flopped and there is no sales figures for the Nexus 5.

      • Rowan09

        It sold millions is it wouldn’t be considered as a failed product. Samsung sells plastic phones for the same price as the 5c.

      • https://twitter.com/MrElectrifyer MrElectrifyer

        From a single product view, 1 million is something, but vs 40 million, you think that’s a pass?

        Samsung’s own plastic phones make up with functionality. Plus, they’re not plain like the 5C.

      • Rowan09

        You’re wrong. The 5c helped to bring people into the Apple ecosystem and it’s the first to get a heavy discount. You say the Galaxy phones are packed with features but that has nothing to do with being plastic. I’m not sure how the Galaxy phones aren’t plain, but it’s a matter of opinion.

      • https://twitter.com/MrElectrifyer MrElectrifyer

        You make no sense. If the soul purpose of the 5C was to attract new comers to the platform, why would you be giving a first impression of cheapass and overpriced? And what exactly do you mean by “heavy discount”? The $100 price drop for the 8GB version? They’ve been doing that for past generations of iDevices dude…nothing new besides the downgrade in appeal.

        “You say the Galaxy phones are packed with features but that has nothing to do with being plastic”

        You missed this part “make up with functionality”. Compare the GS3 to the 5s, and you’ll find loads of missing features from the 5s.

        ” I’m not sure how the Galaxy phones aren’t plain, but it’s a matter of opinion”

        You clearly are unaware of how plastic is molded, here’s some insight (http://bit ly/1kfDnQm). If it ain’t obvious enough; it takes just 1 molding to make the casing of the 5c. Whereas, It takes 1 molding to make the back of the Galaxy line, another for their chrome bezels. Also, as of the note 3, there’s the added step of making their backs feel anything but plain; back of the note 3 feels like leather, back of the S5 is very grippy.

      • Rowan09

        Tell me you’re joking, I care less about how plastic is molded, all I care about is the end result. Best buy and other stores have been giving the 5c for free for a while now and Virgin Mobile and some other companies offer then for a big discount as well. None of the GS3-4 exclusive features are missing from the 5s (multi-window is not exclusive) that i can’t get with a jailbreak or even care about using. Features are always subjective because I don’t use themes while some others are big on themes. If the 5c is a flop I need you to tell me the Surface Pro 1&2 is a flop as well and extremely overpriced. I can buy an Intel or dell touch screen tablet with the same ram and space for a fraction of the price.I care less if you try to brag about SSD because a Hybrid drive can give you identical speeds.

      • https://twitter.com/MrElectrifyer MrElectrifyer

        “None of the GS3-4 exclusive features are missing from the 5s (multi-window is not exclusive) that i can’t get with a jailbreak or even care about using.”

        Yeah, that’s the problem with Apple users; if they don’t have it, it’s useless. As I mentioned b4, jailbreaking is unofficial stuff and you think new comers would even know about that?

        ” If the 5c is a flop I need you to tell me the Surface Pro 1&2 is a flop as well and extremely overpriced.”

        Sounds like you have a dingbat-definition of the term overpriced? ‘Cause it sure doesn’t match the conventional definition:

        “Charges too high price for something”

        How is something that offers the functions of a toyPad ($500), an i5 U Series Ultrabook with SSD storage ($800) and an Intuos Wacom board ($350), yet priced at $1130 (with the Type Cover), considered as overpriced? The 5C on the other hand won’t officially do half the stuff the Moto X/Nexus 5 would, yet it’s almost double the price? Now that fits the conventional definition of overpriced…

        “I care less if you try to brag about SSD because a Hybrid drive can give you identical speeds.”

        Sounding like a noob there, guess your technician job doesn’t require you to know such basics. The hybrid drive would be caching files that are continuously accessed by processes (especially background processes), and it’s only those info it caches in the SSD portion that would offer the same speed. OTOH, a full-around SSD would always give you those top performance regardless of how often you use those files. That’s only talking of the SSD, not even the Processor, and does your dell offer the pressure sensitivity and palm-rejection of an Intuos Wacom board, no.

      • Rowan09

        Wrong if Apple users didn’t care about features they wouldn’t jailbreak their phones. A lot of those gimmick exclusive Samsung features are just gimmicks. Is it nice to have access to gimmicks sure, but it’s not a necessity. If you say the iPad is overpriced the $500 price tag should not be included up there. The toy iPad is eating the Surface alive and enterprise as well, so this toy is doing very well. The Surface Pro is overpriced I don’t care how you try to spin it. I felt the Note 3 back and it doesn’t feel like leather but who cares the 5c and Note 3 are both made cheap. I know the difference between the performance a SSD drive gives, but my point was to illustrate that for the price given other can make the sacrifice. You continuously say the iPhone is overpriced when it’s a phone made by a luxury brand company, Apple never tried to be the cheapest. Nevertheless the iPhone eats all those other phones breakfast when it comes to benchmark results, so you pay for what you get.

      • https://twitter.com/MrElectrifyer MrElectrifyer

        “A lot of those gimmick exclusive Samsung features are just gimmicks. Is it nice to have access to gimmicks sure, but it’s not a necessity”

        Yeah, when you have no idea of the uses, just call it a gimmick…typical.

        ” If you say the iPad is overpriced the $500 price tag should not be included up there.”

        K, drop the price to $350 for a standard Intel Atom 2-in-1 that’s far from overpriced, the total worth drops to $1500, yet it’s priced at $1130. How can you consider that as overpiced, besides for having a dingbat-definition of the term “overpriced”?

        ” The toy iPad is eating the Surface alive and enterprise as well”

        Enterprise as well? Yeah, probably the ones that picked it due to it being available first in a slick and easy to handle form factor, nothing more.

        “The Surface Pro is overpriced I don’t care how you try to spin it”

        Yeah, ’cause it doesn’t have an Apple logo, it’s overpriced…typical fanboy dingbat-logic.

        “but my point was to illustrate that for the price given other can make the sacrifice”

        Yeah, sacrifices, nothing stops people from going even further to “sacrifice” the need for a tablet or an ultrabook for that matter…a cheap $300 laptop would do their computing

        “You continuously say the iPhone is overpriced when it’s a phone made by a luxury brand company”

        Right, so the branding is what justifies the price now, right…

        “Nevertheless the iPhone eats all those other phones breakfast when it comes to benchmark results, so you pay for what you get.”

        These results speak different (http://bit ly/1mSSZOW). Adios.

      • Rowan09

        Yes I know all phones need eye scroll, all those Samsung features are so killer all Android OEMs are following them. Surface Pro is overpriced because the obvious reason you call the iPhone overpriced is because there are alternative even if they don’t give the same experience or speed it doesn’t matter to you. If only being first makes companies like Verizon Corp, Price Waterhouse, multiple hospitals, etc get the iPad I guess they didn’t see the spectacular Surface. Man you are just a hater. The YouTube link must have been a joke by the way, but nice try though.

      • https://twitter.com/MrElectrifyer MrElectrifyer

        “Yes I know all phones need eye scroll, all those Samsung features are so killer all Android OEMs are following them.”

        Sucks that it doesn’t work always, but if it did, I could see that coming in handy for those situations where I’m waiting at a bus stop with non-touchscreen gloves on and I want to read some news article. That way, I don’t have to always take off my glove just to scroll. Such a gimmick it is to have that possibility…

        “You call the iPhone overpriced is because there are alternative even if they don’t give the same experience or speed it doesn’t matter to you”

        Yeah, I specifically mentioned the 5c for a reason dude.

        “Man you are just a hater.”

        Yeah, I hate overpriced products, whoever they come from. You on the other hand, don’t mind them so long as they come from Apple…you’re a blind follower man.

        “The YouTube link must have been a joke by the way”

        Yeah, it’s a joke when the iPhone doesn’t win…it’s the truth when it does…typical fanboy ding-bat logic.

      • Rowan09

        The Surface Pro is overpriced but you’ll fight against the truth. I agree the iPhone should be cheaper but that’s like asking Google to stop killing us with ads. Eye scroll is a gimmick man, having a gimmick doesn’t mean someone won’t use it at all but if it was removed the phone experience would be the same. I never said gimmicks were bad, I just said they are not needed features. In regards to the YouTube link who is that person? I gave you a link from phonearena and we all know Samsung lied on the benchmark tests. I don’t care about benchmark results, but I know Android fangirls do and you love specs. I wasn’t even looking for iPhone specs I was looking for the Nexus 5 specs since it’s the best phone apparently on the market. The Nexus is a good phone because of the price, but it doesn’t beat any of the luxury devices.

      • https://twitter.com/MrElectrifyer MrElectrifyer

        “The Surface Pro is overpriced but you’ll fight against the truth.”

        Despite the convetional facts I’ve pointed out, you keep claiming it’s an overpriced device without anything to back-up your claims…that’s just ignoramus fanboyism.

        “I agree the iPhone should be cheaper but that’s like asking Google to stop killing us with ads.”

        Uhm, mind clarifying on what you mean there? The iPhone 5C should definitely be reduced in price, ’cause it’s both older hardware and a downgrade in quality. If the 5s should decrease in price, so should every other flagship phone selling at similar prices. SmartPhones cost ~$250 to build, yet sell for ~$750 off-contract due to ads. Ps. The new OnePlus One (http://bit ly/1iwgc1t) is about to change that.

        ” Eye scroll is a gimmick man, having a gimmick doesn’t mean someone won’t use it at all but if it was removed the phone experience would be the same”

        Same can be said about 64-Bit, ’cause the bump in performance can be obtained by other means (like the Snapdragon 801) and the experience would be no different to the end-user.

        “The Nexus is a good phone because of the price, but it doesn’t beat any of the luxury devices”

        The nexus 5 beats the 5c for sure (http://bit ly/1iwjTnI) all around (from price, to performance), so, I guess the 5c doesn’t fit your definition of a luxury device?

      • oralarts

        How much is Samsung paying you?

      • https://twitter.com/MrElectrifyer MrElectrifyer

        The same amount Apple paid you to be their sheep…

      • oralarts

        If you despise everything Apple, why do you waste your time trolling a blog dedicated to iOS devices?

        I don’t read a single blog dedicated to predictably cheap plastic and faux leather Samsung phones.

      • https://twitter.com/MrElectrifyer MrElectrifyer

        “If you despise everything Apple, why do you waste your time trolling a blog dedicated to iOS devices?”

      • oralarts

        Samsung S4 sales dropped from 17 million to only 9 million during the holiday q. Thus, it’s safe to say the 5c outsold Samsung’s flagship plastic phone.

  • Tom

    hey guys a off the topic question.
    I want to download the iOS 7.1.1 ipsw from iDB but i dunno my iPhone 5 is gsm or global?

    • Parth Patel

      GSM : A1428
      Global : A1429

      • Tom

        Thank you.

      • Tom

        Download via iTunes. it’s much faster.

  • SkyFall

    Nadella kinda look like Jobs in the photo above.

  • Smuys

    I’m not too fond of their advertising or their devices but they should have had someone eating an apple, that would have been clever.

  • Andrew Roth

    I’m the biggest Apple fan you’ll ever meet but testing the three personal assistants and voice recognition and stuff I’d have to rank Cortana the best. Google Now is second. Siri is worst.

  • Tom

    Not Like Everybody Else. Yep, you are worse.

  • Laszlo Gaspar

    They need their own branding, the Nokia name has been damaged too much.

  • https://twitter.com/MrElectrifyer MrElectrifyer
    • Alberto Espinal

      I didnt even read the whole thing i stop in the second line and you waisted your time thinking i was going to read your whole rant, poor trollifyer (just made up that word for you) full of hate in a blog that doesnt even belong to, stick this to your head “WE ARE NOT GOING YO CHANGE OUR MINDS” you are waisting your energy here, can you you see we are the biggest fanboys, yes we are so stop your T R O L L I N G

  • Mozaik

    Nope

  • Fahad Tariq

    Guess where the idea of Lumia came from?

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    • https://twitter.com/MrElectrifyer MrElectrifyer

      Flagged.

  • Umut Bilgiç

    I don’t know about you, but I have started to see much more Nokia Windows Phone devices lately.

  • Abhinav Chaudhary

    If Windows Phone give people the power to control their phones like Android, then iOS is so dead.