Windows Phone Marketing Plan to Exceed Double Earlier Estimate?


Earlier today, we told you about plans we heard for the marketing of the Nokia Ace/Lumia 900, with an estimated $100 million to be spent between Nokia, Microsoft, and AT&T. Considering the slow start Windows Phone has had, that’s the kind of big money that might be necessary to really get smartphone users tempted into trying out an unfamiliar platform. It turns out, though, that might just be the tip of the iceberg, with even grander plans in store for marketing the operating system in 2012.

According to Paul Thurrott, we’re looking at something more in the range of $200 million, just for promoting Windows Phone gear in the US alone. That’s not only with Nokia involved, but engaging other handset manufacturers, as well. Even still, Nokia is supposed to be a major part of the effort, and for certain aspects of the campaign will be putting up at least double the money for marketing compared to carriers also involved in the effort.

Besides paying for the usual media buys, some of this money is earmarked to end up in the hands of retail employees as incentives to promote Windows Phone sales. After all, all the commercials in the world won’t do much good if those involved with selling smartphones are steering their customers to Android or iOS.

So, yes, it does look like there will be a huge marketing push for Windows Phone just over the horizon, but the scale of this effort could far exceed what’s been rumored already.

Source: Paul Thurrott

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About The Author
Stephen Schenck

Stephen has been writing about electronics since 2008, which only serves to frustrate him that he waited so long to combine his love of gadgets and his degree in writing. In his spare time, he collects console and arcade game hardware, is a motorcycle enthusiast, and enjoys trapping blue crabs. Stephen’s first mobile device was a 624 MHz Dell Axim X30, which he’s convinced is still a viable platform. Stephen longs for a market where phones are sold independently of service, and bandwidth is cheap and plentiful; he’s not holding his breath. In the meantime, he devours smartphone news and tries to sort out the juicy bits

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