Latest model: The Lumia 900.
Elop claimed that Windows Phone provided a genuine alternative to models pushed by Apple and Google’s mobile operating systems, which share basic design features like the way apps appear as icons. “The product itself has to stand for something, it has to be differentiated,” said Elop, praising the “live tiles” of Windows Phone. The tiles are both shortcuts to apps and also notification areas that can show things like Facebook activity and Twitter messages. That design is much more valuable, said Elop, than “yet another collection of static applications on a grid.”
He conceded that Nokia would have to make efforts to communicate that to consumers more familiar with Apple and Google’s offerings, saying that 2012 would see the company spend money on that. Such is Nokia’s need to see Windows Phone charm consumers that Elop even said he welcomed competition from other companies launching phones with that operating system. “I’m happy that Samsung and others are introducing Windows devices, because our principal competition is other ecosystems,” said Elop.
Asked whether Nokia would release tablet computers, perhaps based on Microsoft’s forthcoming Windows 8, Elop said that it would depend on being able to offer something different from existing tablets. “You want to ensure differentiation, as we have for phones, with camera optics, design, and the operating system,” he said. “If we believe we can bring differentiation to tablets, whatever it may be, then clearly, it’s an opportunity for Nokia.”