The Story:
Nokia and Microsoft have recently announced a broad strategic partnership. They have agreed to work together to bring ‘Windows Phone’ to the consumer while allowing each brand to showcase their individual strengths. The Microsoft software will be used on various smart-phones made by an industry leader in hardware and imaging, Nokia.
Reflection and Analysis:
This is certainly an interesting partnership and one which seems to make sense. The question, however is whether or not these two strong brands combined will be enough to compete with the industry giants, Apple and Blackberry? This could be a great product since so many consumers are familiar with the Windows operating system, however it must ensure that product glitches are non-existent. Over the past years, apple has done a wonderful job at bringing to light all of the issues surrounding the Windows product and so if the new product for smart-phones has any complications at all, it will likely perpetuate a negative perception of the brand. However, if the product works and performs well, this could be a great opportunity for both companies to build and enhance brand equity.
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