Nokia's home office appears to be quite focused on transforming themselves into a software and content firm built upon the back of their current device business.
What is lacking? Product education. Their customers simply don't have access to many of their devices in NA retail locations (though they're working to fix this) and when they do see them they're undifferentiated. One would think the world's premier mobile device marketing machine would commit to an inimitable retail experience. They have one of the greatest distribution systems in the world and yet it is not only not being leveraged but with the closing of their flagship stores their presence is even being marginalized.
In my typical less-than-humble opinion Nokia needs to use current marketing technologies (i.e. a platform such as Podo Technology's) to better educate their potential customers about their offerings.
Fear in retail plays an enormous role in a shopper's purchase decision. If they don't understand your devices they will NOT buy them. Nokia is huge but North American shoppers simply do not know them.
How much is a relationship worth?
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