Nokia Corporation (ADR)(NYSE:NOK) on Wednesday announced a deal-sharing partnership with Groupon Inc(NASDAQ:GRPN) whereby users can buy offers from the discounted coupons retailer from their phones and will be guided to the locations, to redeem the offers, on Nokia Maps.
The location where the offers are available will show up as a green `G' on the maps.
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Nokia is obviously trying to differentiate itself in a crowded market and giving owners of its phones some value-addition for the usability of its maps.
Location-based services, such as directions on smartphones, are critical to Nokia's overall strategy even if it means that competitors get to include the services on their phones, CEO Stephen Elop told reporters in Chicago.
Reuters said that Nokia could also be looking at other ways to monetize its maps such as giving users easier ways to make reservation or bookings, citing Nokia's Executive Vice President of location and commerce, Michael Halbherr.
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The Finnish handset maker is lagging behind industry leaders Apple (AAPL) and Samsung in the fast-growing smartphone segment and is playing catch-up with different strategies.
Nokia will soon launch phones running on Microsoft's new Windows 8 operating system.
Android is Google's operating system while Apple's products run on its proprietary iOS software.