(by Brindaalakshmi K & Nikhil Pahwa)
Handset major Nokia is trying a Chat Buddy campaign on instant messaging app Nimbuzz in India, reports TechCrunch.
The Chat Buddy will apear on the list of all Nimbuzz users in India from Juny 30th 2013, and Nimbuzz users will be able to participate in contests (quizzes) which will be held by Nokia Lucky Sunday of the month, potentially winning prizes like discounts on Nokia products/accessories, as well as free merchandise. The top user on the national leader board will also win a free smartphone, every week.
Nimbuzz is largely a feature phone app, so this makes sense – the incentive will be for Nokia to help transition smartphone users to its own devices by offering freebies and discounts. Nimbuzz is preloaded on many feature phone handsets in India, so we wonder what their OEM partners make of this initiative. Nimbuzz has gotten distribution through them, now they’re letting a competitor try and acquire their users. Nimbuzz is available on platforms such as BlackBerry 10, Android, iOS, Symbian, Windows Phone, and J2ME, as well as Windows and Mac computers.
Nokia & Campaigns On Mobile Social Networks
This one is similar to, but not quite like, a campaign that Nokia had ran on RockeTalk called Nokia Antakshari, which was an audio reality game show, allowing registered RockeTalk users to participate in a quiz and involving singing, with points, win daily prizes and get shortlisted to compete with other winners for a gala prize.
The other interesting campaign with RockeTalk was where Nokia they introduced trending topics on the platform, in line with their trendify TV campaign.
Nokia & Messaging Apps
In April 2013, Nokia had partnered with WhatsApp to offer the service free for life on all Nokia Asha 210 devices. Messaging app Hike had also partnered with the handset maker Nokia to preload its app on select Nokia devices such as Lumia 510, Lumia 720 and all its Nokia Asha Full Touch phones to be sold in India. However, these were not marketing partnerships. This Nimbuzz example hits towards an option for monetization for messaging apps which is not subscription model. It also reminds us of IMSY, which had a really interesting integration of content with messaging.
Other initiatives by Nokia: In June 2013, Nokia had introduced a new venue-based map service called ‘HERE Venue’. This service will be available within HERE Maps and will offers details specific to a venue like specific stores, product offers, floor levels, elevators and restrooms within a mall. The service is currently available on Nokia’s Lumia and Asha range smartphones and its in-car mapping solutions across various automobile partners like BMW, Mercedes, Volkswagen and Hyundai.
In the same month, the company had also extended its Mail for Exchange app for Nokia Asha touch screen phones in India, about a month after its debut in May 2013. The company had said that the app is available as a free download on the Nokia Store and is compatible with Nokia Asha 308, Nokia Asha 309, Nokia Asha 310 and Nokia Asha 311.