Microsoft: Flagships can wait as the Microsoft Lumia 535 overtakes the Nokia Lumia 520 in popularity

For a long time it seemed the Nokia Lumia 520 would never be dethroned as the most popular Windows Phone ever, but according to Microsoft Mobile Devices Managing Director in India, Ajey Mehta, that has finally happened, and the Microsoft Lumia 535 has surpassed the success of the Lumia 520.

The Microsoft Lumia 535 is priced around the same as the Nokia Lumia 520 was, at around 8000 INR ($126.65) but with a qHD screen and dual 5 megapixel cameras have much more to offer, and is clearly resonating with the Indian market and according to reports also in Brazil.

The data is consistent with adDuplex’s own survey, which shows the Lumia 535 neck and neck with the Lumia 520 in terms of market penetration.

Microsoft said it focussed consciously on the low-end market. “We clearly focussed our strategy on the affordable Lumia and launched nine devices in the sub-Rs 20,000 segment,” said Mehta, adding that 78 per cent of the market in India was still for phones priced under Rs 12,000 ($190).

He also had some news about flagship handsets however, saying they were important, but would have to wait till the launch of Windows 10, expected in around 2 quarters.

“People are looking for signature experiences and it is very important for us to offer those signature experiences,” he said. “We believe we have to offer the best possible experience to the consumers. Once we are ready with Windows 10 and our devices, that is the right time to launch,” he added.

Microsoft has recently re-entered the top 5 smartphone OEMs in India with 4.6% market share in January and hopes to build on that momentum.

For now Microsoft hoped to stimulate sales with the release of the new range of large-screened Windows Phones, the Lumia 640 and 640 XL, which offered 5 and 5.7 inch 720P screens for an affordable price.

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