Nokia Corporation (ADR)(NYSE:NOK) is adopting the tactics adopted by its rivals to counter competition.
Taking a leaf out of Samsung, the European company has made an ad that shows its Lumia 920 as a more colourful product compared to the iPhone 5.
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Shortly after the launch of the iPhone 5 by Apple Inc.(NASDAQ:AAPL), Korea's Samsung had put out ads saying "The next Big Thing is Already Here". Then it proceeded to list the features of its Galaxy S3 versus the features on the iPhone.
However, Nokia has instead focussed on the various colours that its smartphones are available in compared to the black and white colours of Apple.
Now when Samsung put out an advertisement like that, it carries a certain weightage with it considering that the Korean handset maker is the largest smartphone seller in the world.
Apple and Samsung have, between them, cornered the smartphone market with the rest of the players including Nokia being reduced to marginal roles.
Would Nokia's ad be able to convince the market, considering that it is not really a competitor to Apple or Samsung?
Taking digs at each other through advertisements is not new; it happens all the time and is accepted as part of the cut throat competition, especially when market share is at stake.
But such kind of ads is usually run between close rivals, who are attempting dominance of a market, where they are the leading players.
For Nokia to attempt something of this sort seems rather out of place. In fact, critics have already agreed that in many respects the Nokia Lumia 920 is a superior product to the iPhone 5.
The Finnish handset maker should have let its smartphone do the talking instead of resorting to such tactics.