Finnish handset maker Nokia Corporation (ADR)(NYSE:NOK) is fighting back. The company is expected to reveal its new smartphone operating on Windows 8 software a few days ahead of Apple Inc.(NASDAQ:AAPL)’s expected launch of its new iPhone on September 12.
Nokia boss had promised that the company will be unveiling its new smartphone soon and tech industry circles expect that launch to take place at a trade show in Helsinki on September 5 and 6.
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Both Samsung and Apple have overtaken Nokia in the smartphone segment but the company has been making its own moves to retain its market share, including getting into an alliance with Microsoft to use its operating system for its mobile devices.
Investors expect Nokia to come out with a phone that would be a rival to Samsung's Galaxy series and Apple's iPhones.
In fact the latest market share figures from market research firm Gartner, published on Tuesday, appear to be encouraging reading for Nokia. Though Samsung is widening its lead as the largest seller of mobile devices the figures also show that Nokia has held on to its share compared to the previous sequential quarter. At least the company has not lost ground.
Nokia shares were trading up more than 3 percent at $2.57. Its shares have fallen nearly 50 percent between Feb 15 and now.
Nokia's Lumia series were the first phones from the company to use Windows operating software. So far they have failed to set the market on fire but Nokia's Chief Executive Stephen Elop has said that the company would continue to use Windows.
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"In today's war ... (between) Android, Apple and Windows, we are very clear, we are fighting that with the Windows phone," said Elop, who was in Oslo for a meeting with Telenor chief executive Jon Fredrik Baksaas.