Looking at Nokia’s carrier exclusives differently and what is Verizon’s Lumia 822?

Nokia Lumias

With yesterday's declaration of the Nokia Lumia 820 and 920 coming to AT&T, the word that caught our eye and yours was "exclusive". Fifty-fifty Rogers is now in on the "sectional" activeness. The term was practical to both Lumia devices, although as pointed out in our forums, the 820's exclusiveness to AT&T was dropped from Nokia's site later in the twenty-four hour period.

The tech'o'sphere has responded quite negatively to the news if only because the Lumia 920 has built up such demand that many people are cheering for its success. That success though depends on how many people can actually buy information technology, which in plow translates into carrier availability. If the Lumia 920 is simply available on one of 4 major US carriers, well that's certainly less people than had information technology been on two or three carriers. A pretty obvious impact.

The notion that the masses will driblet their contracts with an existing provider and run to AT&T (or Rogers) for the 920 is misguided. The 920's hype is just not there yet and with "family unit plans" growing in popularity, switching is just not every bit feasible as it used to be. Sure, some will switch but churn for specific devices (as opposed to being fed up with service) is simply not that loftier anymore.

ATT specter

Why exclusive?

The first area we want to tackle is how this state of affairs even arises. Lots of folks are blaming Nokia for the determination just the fact of the matter is nosotros don't know the details. Hither are some scenarios though that come up into play:

AT&T could accept refused to conduct the Lumia 920 unless they had it locked in
Non-AT&T carriers and Nokia might not accept reached an amicable deal, with either side potentially turning down the other
"Exclusives" could exist timed. AT&T may take it all to themselves only only for a brusk period
AT&T/Rogers may take an sectional but only on that model number
Exclusive deals often pay more to the OEM upfront
Carrier deals oftentimes involve more than merely the telephone e.yard. support and advertising

Chew on those reasons for a bit as they all get mixed into the bag. Sure, Nokia needs to put this telephone on as many carriers equally they can—they know that—but they do have to play ball with the carriers and at least here in the US, those guys play for keeps.

AT&T and Nokia take a fairly strong relationship. The carrier embraced the Lumia 900 in the past with but a mediocre response (the 900 was hardly the run away success people were hoping for, though it did greatly raise awareness). It makes sense that the carrier would, in essence, demand Nokia requite them—and simply them—the Lumia 920.

That's not good for consumers only those who alive in the US should know past at present that the mobile phone business in the US is hardly heir-apparent-friendly. (Anyone else notice all the carriers take rolled back the xxx-twenty-four hours no-risk trial back to 14 days?). In essence, Nokia is trapped by the very system it needs to participate in—simply similar you and I.

Nokia Lumias

What does exclusive hateful?

Here's where we head into some speculation territory merely there is some evidence here to support the ideas being put forth. To put it bluntly, AT&T (and Rogers) may accept an exclusive on the Lumia 920 specifically but is that tied to the phone or the model number?

Verizon is expected to get the Lumia 820 or rather the Lumia 822--that much is known and that model number change should tell you lot something about what is going on here.

Verizon 822

Verizon's upcoming-phone database

Nokia in the past have said they volition work with carriers to have specialized, unique devices. Some other company actually knows this system very well: RIM. If you e'er found it difficult to keep upward with all the BlackBerry 9xxx model numbers, you're not alone. While that system is confusing to the consumer, to the carriers it means they have something special to cling to for advertizing.

We retrieve Nokia is taking the aforementioned tactic here and while the tech printing is getting itself all wrapped upward in the AT&T proclamation, they're forgetting that T-Mobile and Verizon have yet to announce anything yet for Windows Phone and Nokia.

We're not quite prepared to say that there is a Nokia Lumia 922 for Verizon—bluntly we have seen no testify that it exists, but we do know that at that place is an 822 and Nokia to the states appeared confident that this AT&T-sectional controversy will blow over.

Lumia 822 Arrow

Anyone remember me?

So what is the Lumia 822?

Anyone call up this image, thought to be the Arrow? Discover we take notwithstanding to actually see that phone announced? It'southward not the Lumia 920 (too rounded) and it's not the Lumia 820.

People who are familiar with Verizon know they don't like to be "just another carrier". They too, like AT&T, desire to offer something unique and we remember the 822 is merely that—a mix device between the 820 and 920. Could it be a four.three" more than rounded phone with the same PureView camera applied science? It could very well be though details are non-existent at this time.

Through the grapevine we've heard that a certain US carrier may an declaration as early on as Monday. Nosotros're thinking T-Mobile at this point and it volition be real interesting to meet what they go, though we're leaning on just the "820" model for them. So far T-Mo aims for "centre of the road" as opposed to "high end" for their customers.

Morpheus

And the have away is...

In conclusion, this whole exclusive mess may be much nigh aught. Nokia'southward Chris Weber said as much dorsum in January and reiterated in June—they're seeking to offer carriers "unique propositions" to aid them bite at the Nokia line. From Bloomberg in June:

"The key to getting more Lumia phones into consumers' easily is giving each carrier a "unique proposition," and so they tin evidence how the devices stand out from the iPhone or Android models, Weber said."

The fact of the matter is while consumers desire the Lumia 920 on every carrier the carriers do not, so Nokia will take to offer each something "unique". Nokia discussed this every bit recently equally July with the Financial Times.

How that translates to getting consumers what they want remains to be seen. Whether carriers get a modified Lumia 920 or something else will exist crucial—after all, it'southward about the PureView camera and other 920 specialties that people really desire.

For now though we would rather look for Verizon, T-Mobile and other carriers to testify their cards earlier lighting our torches and grabbing our pitchforks. Hopefully some of the evidence nosotros've shown here volition make you do the same.

Additional photograph credit: Anka Galuza

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