Sullivan claims Brits are more aware of latest technology and Windows Phone
Microsoft has labelled the UK public as among the “smartest” in the world – after a spike in Windows Phone-run handsets saw market share rocket tenfold in 2013, to 10 per cent.
The comments were made by Microsoft Windows Phone director Greg Sullivan during an interview at this year’s Mobile World Congress in Barcelona.
Sullivan told Mobile News the UK has to date been one of its most successful markets for Windows Phone, highlighting sales of Nokia’s low-end £120 Lumia 520 as the driving force.
He claimed the UK public is more aware of the latest technology and its value – which he says the Lumia 520 has. In contrast, he described many comparable Android handsets in the same price bracket as running out of data software.
Sullivan said: “We have been exceptionally successful relative to the rest of our business in the UK, Italy and Latin America.
“The reason is for a combination of things. Firstly, there are differences in the way mobile operators go to market with smartphones. And also, this sounds shamelessly pandering but Brits are smarter – they’ve noticed that our offering is demonstrably better than competitors’ and that is the reason why the Nokia Lumia 520 is so successful in the UK.
“It has been updated to run the latest version of WP software, which is not true of those lower-end Android devices, which are running software that is two and a half years old.”
Brand name to remain post-Nokia takeover
The “Lumia” brand name will be retained once Nokia’s handset business has been sold to Microsoft’s Windows Phone director Greg Sullivan announced at MWC.
Under the terms of the deal, Microsoft has the right to use the “Nokia”, “Lumia” and “Asha” brands for 10 years.
Nokia has released 14 smartphones under the brand, including the recently released Lumia 1520 (pictured).
Sullivan said: “The Lumia brand will continue.”
He however declined to confirm whether the Nokia and Asha brands will be retained.