The Lumia 900 smartphone that launched yesterday has the backstory of a summer blockbuster: Two aging veterans of the tech industry, Microsoft and Nokia, team up for one last caper. It seems like only yesterday that these titans ruled the computer and mobile phone industries. But then phones became computers and it all fell apart. Microsoft couldn’t translate Windows’ desktop success into the mobile space, and Nokia stumbled by betting on the Symbian OS while other device-makers embraced open source Android. Apple, once a relative dwarf compared to Microsoft, now towers above it in market capitalization thanks to its mobile dominance. Windows Phone 7 has been out for a while, but until now it has lacked a prestige, top-tier phone. Nokia’s Lumia 900 is supposed to lead Windows into the mobile promised land and upend the rapidly emerging Apple/Google duopoly.
The stakes are high, too, for the Lumia 900’s exclusive carrier in the United States, AT&T. When the iPhone was first unveiled, AT&T took a risky bet on a new entrant and it paid off big time. But since the iPhone came to Verizon last year, AT&T has lost its key competitive edge. Verizon has rolled out its high-speed LTE network in more cities, and AT&T desperately needs a new flagship to cover up the relative weakness of the network.
The three collaborators promised the biggest rollout ever of a new phone, with AT&T device chief Jeff Bradley telling CNET last month that it would be “a notch above anything we’ve ever done,” including the iPhone launch. Less than 48 hours in, I’m underwhelmed by the marketing push. If this is a do-or-die product for Microsoft in the mobile space, then it’s going to die.
The problems start with a stunning lack of attention to detail. On Sunday afternoon, I strolled from my apartment to the nearest AT&T store to see what the launch looked like on the ground. The store was closed. I took the Metro to another AT&T store in Northern Virginia. Also closed. I called up an AT&T store downtown: closed. It was, of course, Easter. Who launches a product on Easter?
When I tried again Monday afternoon, the AT&T store near Dupont Circle was not exactly suffering from excessive demand. Smack in lunch hour, store employees outnumbered customers—a literally unthinkable scenario at an Apple retail store 24 hours after the launch of a flagship product. The pre-launch hype had promised that the Lumia would “be the centerpiece at AT&T stores, with massive signs and posters promoting the device.” There was, in fact, a poster. On the other hand, there was no Lumia 900 on display. Comp phones had been provided to AT&T retail personnel, so someone was able to show me one, though she had to go to the back to get it, as if she hasn’t actually decided to use it. Once in hand, the Lumia 900 at first seemed like a cool device. But then things went a bit off the rails.
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