Samsung, HTC tipped to undercut Nokia on price to build WP8 momentum

Samsung, HTC tipped to undercut Nokia on price to build WP8 momentum We're just a few weeks away from the first wave of Windows Phone 8 smartphones going on sale, and on the surface of things Nokia has every right to be happy with what the Lumia 920 and Lumia 820 have to offer.

But while Nokia may be confident that its partnership with Microsoft will lead to long-term success, that doesn't account for the possibility that rival Windows Phone 8 handsets might prove more appealing to consumers.

One way that could happen is if the likes of Samsung and HTC quite simply build better devices than Nokia. But a bigger danger is that they could offer comparable performance and quality at a cheaper price.

And that's exactly what both companies are looking to do, according to DigiTimes. The Taiwan-based news service claims HTC and Samsung plan to go aggressive on price to boost their WinPho 8 credentials and counter Nokia's preferred partner status.

Their reasons for doing so are very different, however. For HTC, Windows Phone 8 represents a chance to restore some upward momentum with its Android market share having taken a beating over the past couple of years.

Samsung, meanwhile, is coming at things from a position of strength. It's now by far the leading Android OEM, and could easily afford to trim its margins right back if doing so will give it the upper hand on Windows Phone 8 too.

Nokia, on the other hand, needs both sales and profits increasingly urgently, with its latest financial figures expected to tell yet another sorry tale when they emerge later today.

In terms of numbers, DigiTimes reckons the Lumia 920 and 820 will come in at around $600-$800 (SIM-free), versus $500-$600 for the HTC 8X and $700 for the Samsung Ativ S.

Those numbers themselves shouldn't be taken too literally, as actual prices are likely to vary from market to market, but they do illustrate broadly how the three companies are expected to line up in relation to each other on price.

That's assuming DigiTimes has its facts straight, of course.

Read more about: Windows Phone

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Pondlife  Oct. 18, 2012 at 13:06

If the ATIV s slots in between the 820 and 920 prices I think Nokia could be in serious trouble.

JanSt / MOD  Oct. 18, 2012 at 13:10

Nokia's Q3 numbers just published... ouch. Ouch.
And now it looks like the 920 will get a 6-months exclusive with AT&T in the USA. Oh boy...

Stelph  Oct. 18, 2012 at 13:36

I could definalty see HTC doing this, in fact due to the fact that the phones look so similar to the Nokia range I think the casual mobile buyer wouldn't really look in too mcuh detail at the specs and only really see the price and so go for the HTC


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