Nokia Wants Differentiation, Not Fragmentation

The vendor will make apps compatible with third-party Windows Phones too

Finnish mobile phone maker Nokia is looking to differentiate in a market saturated with Android and iPhones, but it does not want to bring fragmentation to the Windows Phone platform.

Of course, Nokia devices will have their own specific features that will make them stand up in the crowd, but the company does not plan on isolating itself from the ecosystem.

"We don't want fragmentation being introduced into Windows Phone because we are beginning to see how in a certain other eco-system that fragmentation becomes a problem," Nokia CEO Stephen Elop reportedly stated at the 2012 International Consumer Electronics Show in Las Vegas, Pocket-lint reports.

Nokia’s Windows Phones will arrive on shelves with a series of features that will be entirely exclusive to them, but there will also be shared apps that should work on any other Windows Phone device out there.

One thing that is certain, however, is that the company plans on differentiating itself from today’s Android and iOS devices.

Nokia did say before that it chose Microsoft’s Windows Phone operating system instead of Android specifically because it could offer a level of differentiation that Google’s OS couldn’t.

"Our first priority, always, always, is to differentiate our experience from Android and iPhone. That is job one, two and three quite frankly," Stephen Elop said.

"Our primary challenge is to make sure that a consumer is aware of the products, understands the user experience with the Live Tiles and everything that makes Windows Phone what it is," he continued.

Nokia is set to better connect with users and to offer them a better understanding of the process that results in new, appealing devices being delivered to them. Moreover, the company plans on showing to users what the Windows Phone platform is all about on their devices.

“The point is, we are educating consumers about the tiles, about that experience; because what is out there in the industry today: people are most familiar with a grid of applications icons that don't do anything,” he explains.

“They aren't used to things that are scrolling, that are alive, and that are presenting information. So as we introduce them to that we are confident that we will see some good momentum.”

At CES, Nokia launched its third Windows Phone device, the Lumia 900, which is expected to hit the market in the United States in March, exclusively on the airwaves of AT&T.

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