{"id":657785,"date":"2013-05-14T06:43:26","date_gmt":"2013-05-14T10:43:26","guid":{"rendered":"http:\/\/gigaom.com\/?p=645034"},"modified":"2013-05-14T06:43:26","modified_gmt":"2013-05-14T10:43:26","slug":"nokias-real-innovation-is-happening-on-asha-not-windows-phone","status":"publish","type":"post","link":"https:\/\/mereja.media\/index\/657785","title":{"rendered":"Nokia\u2019s real innovation is happening on Asha, not Windows Phone"},"content":{"rendered":"

Nokia\u2019s new flagship has been revealed. Not the Lumia 928 \u2013 that was announced late last week<\/a> as a \u201chero\u201d device for Verizon \u2014 but the GSM-friendly Lumia 925. As predicted<\/a>, Nokia is highlighting the photographic capabilities of the device and its camera is slightly enhanced over that on the 928, but the real difference here is the 925\u2032s aluminium frame. <\/p>\n

Here in Europe, people don\u2019t like their phones too thick and plasticky, and that\u2019s been a consistent criticism levelled at the Lumia 920, Nokia\u2019s previous flagship, and for that matter the very similar-looking 928<\/a>. The 925 makes things sleek and metallic (I like metal; I used to be a proud owner of the Nokia E71) and is, at 139g, significantly lighter than the 920 (185g) and 928 (163g). <\/p>\n

The 8.7-megapixel camera has 6 elements, rather than the 5 found in the 920 and 928, and wireless charging comes courtesy of a snap-on cover rather than being built in, but otherwise it\u2019s really, really<\/em> similar to the 928: 1GB RAM; 1,280 x 768-pixel, 4.5-inch screen; dual-core 1.5GHz Qualcomm processor; and so on.<\/p>\n

Here\u2019s how IHS Screen Digest mobile chief Ian Fogg reacted as the unveiling happened:<\/p>\n

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Strong hardware similarities of #Lumia<\/a> 925 to 7 month old 920 shows how much #Nokia<\/a> is held back by Windows Phone\u2019s sparse hardware support\u2014
Ian Fogg (@ianfogg42) May 14, 2013<\/a><\/p>\n<\/blockquote>\n

And there\u2019s the thing. You can tell Nokia didn\u2019t have that much to shout about in hardware terms, because its main message around the 925 is the around the photo-centric apps it\u2019s preinstalling, namely Hipstamatic\u2019s Oggl and Nokia\u2019s own Smart Camera software, which clearly seeks to rival Samsung\u2019s recent efforts in the Galaxy S4<\/a>. This is all good and fine, but exciting? Not so much.<\/p>\n

Look lower<\/h2>\n

But even if the limitations of the Windows Phone platform don\u2019t allow Nokia to truly exercise its innovation muscles, that doesn\u2019t mean the Finnish handset maker is taking it easy. Just look at what it\u2019s doing at the low end of its range, once we\u2019re out of Microsoft territory.<\/p>\n

As I pointed out a few weeks ago, the QWERTY-enabled Asha 210<\/a> offers an incredible amount of social functionality for its $72 price tag (the Lumia 925 costs just north of $600). And just last Thursday, Nokia revealed the Asha 501<\/a>, a touchscreen device that runs the new version of Nokia\u2019s S40-derived operating system and also comes in at under $100.<\/p>\n

\"Nokia<\/a>The new version of Asha comes with features such as Fastlane, a second homescreen option that provides direct access to recently-accessed contacts and apps, rather than showing a convention grid of apps. This is all a result of Nokia\u2019s purchase in early 2012<\/a> of Smarterphone, a Norwegian company that tries to make so-called featurephones seem, well, smarter.<\/p>\n

Nokia has come in for a lot of flak for calling its all-touch Ashas smartphones, with many seeing this as a trick to inflate its real smartphone shipment figures. That may be one motivation, but I honestly think Nokia has every right to call these devices smart. When the 501 came out, Nokia also made a major push for developers to address the revamped Asha platform, releasing a new SDK and new in-app payment tools. Apps that are already on or in development for the platform include Facebook, Foursquare, LinkedIn and Twitter, and also games from the likes of EA and Gameloft. <\/p>\n

Sure, heavier apps are lacking, but frankly the kinds of apps we\u2019re talking about there might be better executed on a tablet than a smartphone anyway \u2013 particularly given the excellent battery life promised by Asha phones, Asha-plus-tablet is starting to look like a pretty tempting combo.<\/p>\n

Who\u2019s smart now?<\/h2>\n

Of course, the big promise with Windows Phone these days is that it will hit lower and lower price points, perhaps becoming a viable rival to low-mid-range Android devices at some stage (right now Nokia has only managed to cross the $200 threshold<\/a> with Windows Phone products, namely the Lumia 520). These Ashas are already targeting the same rivals, though, and they are more optimized for the price point than efforts based on Google\u2019s OS.<\/p>\n

Nokia is clearly putting a large amount of effort into industrial design and user experience for both the Windows Phone and Asha ranges. However, it has way more freedom to tinker with its own platform. There\u2019s also the small matter of price \u2014 the Lumia 925 costs 6 times as much as the Asha 501 so, if customers respond well to the new version of the Asha platform, the potential impact of the 501 will be greater than that of the Lumia 925. (That is admittedly a big \u201cif\u201d, though, as last quarter\u2019s results<\/a> showed roughly even sales for Lumia and full-touch Asha phones, with Lumia heading up and Asha down.)<\/p>\n

The Lumia 925 sure does look fine, and if I was in the market for a high-end smartphone I\u2019d give it strong consideration. However, in terms of making a real splash, the innovations Nokia is making at the low end come through more starkly than the tweaks made to its Lumia range. <\/p>\n

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