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AT&T said spending up to $150m on Lumia 900 ad push

updated 12:55 pm EDT, Mon April 9, 2012

ATT and Microsoft ramp post-launch Lumia efforts

AT&T has earmarked as much as $150 million for promoting the Lumia 900 launch, insiders claimed Monday. An Ad Age leak had AT&T going beyond conservative estimates depending on conditions. AT&T declined to comment on the assertion, although it has publicly promised a major ad campaign with TV ads and other promos in effect.

Some of Microsoft's own marketing swung into place the same day with a new campaign. Locations such as Chicago's Pioneer Court, New York City's Bryant Park, and San Francisco's Union Square now have "Free-Time Machines" meant to show how Windows Phone can allow for more leisure. Each location will have matching "Engineers" that can potentially save the user time, such as waiting in line at a restaurant or a mass transit queue.

Special prizes will give access to celebrity help, such as Chicago chef Stephanie Izard, fashion and shopping help from Kourtney Kardashian's boutique DASH, and personal help from San Francisco 49ers tight end Vernon Davis. The locations should be active immediately.

The combination, along with Nokia's own campaign, shows the deep ties between AT&T, Nokia, and Microsoft to drive the Lumia 900's sales. All three of them consider the 4G flagship a make-or-break for proving an alternative to Android or the iPhone. The Google and Apple platforms together have 80 percent of US smartphones and so far have been leading towards an OS duopoly that would render Microsoft and Nokia irrelevant and give AT&T less negotiating power. [image via Kasey at Nokia]



By Electronista Staff
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Comments

  1. Paul Huang

    Mac Enthusiast

    Joined: Sep 1999

    -1

    Let's say 1M is the goal

    For the first 30 days of sales, that's $15 per phone.

  1. climacs

    Forum Regular

    Joined: Sep 2001

    +2

    I think

    AT+T would love to wean itself from its costly iPhone addiction. They hate paying the subsidy but they love the subscribers and revenue iPhone owners bring.

    But you're just not going to convince people to switch from iPhone (or not get an iPhone in the first place) and get a Lumia 900 instead. It's not about you, AT+T. People don't come to you because your service is so awesome.

  1. DaJoNel

    Fresh-Faced Recruit

    Joined: Aug 2010

    +7

    In other news

    AT&T is said to be wasting $150 million.

  1. Paul Huang

    Mac Enthusiast

    Joined: Sep 1999

    +1

    Like the Chinese saying goes

    Hitting dogs with meat buns—money down the drain.

  1. SockRolid

    Forum Regular

    Joined: Jan 2010

    +6

    It's do-or-die time.

    Re: "All three of them consider the 4G flagship a make-or-break for proving an alternative to Android or the iPhone."

    Nokia and Microsoft have barely 5 months until all eyes are focused on the 2012 iPhone. Make hay while the sun shines, Ballmer. Time's running out on the "make Microsoft relevant again" clock.

    The 2012 iPhone is looming on the horizon. The 2012 iPad is setting sales records. And does Ballmer really think that Windows 8 on ARM-based tablets / phones will turn around Microsoft's dive down the technology world has-been staircase?

    Hey Ballmer: the way to get Microsoft (and Nokia) back on track is not by throwing lavish parties. Not by doing public relations stunts. Not by buying air time for snarky, bitter-sounding TV ads. It's by making great products at the right time. Too bad for you that the right time may have already passed.

  1. pairof9s

    Mac Enthusiast

    Joined: Jan 2008

    +3

    For what?!!

    Couple hundred million here & there to say what...."Hey, look, we have a phone that's just like everyone else now!"

    /

  1. garmonbosia

    Fresh-Faced Recruit

    Joined: Aug 2002

    +4

    For most of us it's a Meh

    I just spent this weekend using the Lumia. I'll have to say that I do think the larger sized screen is going to be the future of smartphones. It does fit neatly in my front jeans pocket and the extra size makes reading a browser a little easier.

    Like other iPhone competitors, it does lack the quality build that iPhone users are used to. It feels plasticy and cheap in my hands. And if I hear one more reviewer say that Windows 7 is unique I think I'll barf. It's the typical M$ knock-off of a good GUI. Nothing special. Just take the IOS icons and explode them them up six to a screen. It's just gaudy.

    All in all the Lumia Windows phone would be good competition for the Android phones except there are no apps. This is something M$ has to solve very quickly or even Android phones will "smoke" them.

  1. climacs

    Forum Regular

    Joined: Sep 2001

    +2

    the Fisher Price interface

    is what the WIndows Phone 'tiles' look like to me.

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