At a Nokia partner conference held recently with 120 Nokia dealers Nokia vice president of Western Europe Conor Pierce asked Nokiaâ€™s partners to help the company become a disruptive force in the market.
Pierce said: â€œWe want to become a disruptive force in the market, but not just a reckless force landing something almighty on the market, we need to be very clever about how we do it.
â€œThey are quite strong words, but we are now a challenger brand and we can do things differently.â€
He noted that after losing its 10 year phone leadership to Samsung the company was now free to do things differently, and appealed to dealers to get behind its push to once again become the number one player in the smartphone market.
Pierce said Nokia was happy with the progress of Nokiaâ€™s new Windows Phone strategy but said sales are not where they should be.
Calling the Nokia Lumia 800 â€œgreat startâ€, he insisted the company could and will do better.
â€œAlmost half of the UK population is aware of Lumia,â€ he said. â€œIs it enough? No, itâ€™s not. Do they consider it? Many do. Are they buying? Many do. Do enough people buy? No, they donâ€™t. Weâ€™ll continue to drive the awareness and build the consideration through yourselves, retail and call centres.
â€œWe have driven the business, but is it enough? No, itâ€™s not. Weâ€™re a big machine, we need big numbers and weâ€™ll get them.
â€œWe have a great portfolio, great partnership with Microsoft and a great start but that wonâ€™t make any difference unless we as individuals, and Nokia as a company, do something radically different. Itâ€™s about knowing what we need to do and doing it fast, but not recklessly.
Read more at Mobile News here.