According to a Financial Times article, Nokia is considering to quit its traditional mass marketing approach when it's launching its first Windows Phone 8 smartphone later this year, but instead Nokia considers to go carrier-exclusive. According to FT.com information, Microsoft's premium Windows Phone manufacturer has already entered negotiations with European carriers, giving them an opportunity to launch Nokia's first Windows Phone exclusively. Unlike Apple in the very beginning but like every other manufacturer, Nokia's usual approach was to get out as many phones in as many channels immediately. However, this new strategy is said to create dedicated support for its smartphones, initially through one or two networks in Europe only.
According to FT.com information, this kind of relationships would also give the operator a financial stake in the success of the range, which Nokia hopes will incentivize carriers to give the devices as much support as possible through retail channels and in special offers to their customers.
Nokia already had a similar approach in certain countries when it launched the Lumia 800 back last fall and according to our information, Microsoft paid some good money to Deutsche Telekom which was the German launch-partner of the Lumia 800. So it seems, Nokia wants to broaden this kind of launch-exclusivities and maybe even keeping it after launch. Furthermore, the strategy rethink reflects a similar approach in the US, where Nokia had a similar exclusivity agreement with AT&T. However, these kind of exclusivities are far more typical in the U.S. than in Europe.
Cheers ~ Arne