Nokia has placed the emphasis on value with the unveiling of five new devices including the Android-compatible Nokia X, Nokia X+ and Nokia XL (pictured) at Mobile World Congress.
The new X range was devised to 'introduce the next billion people to Nokia', with a focus on the emerging markets. The three new handsets will be built on Android's open source software, but differentiation will come with the addition of Nokia's own service experience as users will benefit from apps like Mix Maps and Microsoft's cloud rather than Google's.
Speaking at the unveiling of the devices at MWC, Nokia executive vice-president of devices and service, Stephen Elop, said: 'They are great additions to the Nokia family. The Nokia X takes people to the Microsoft cloud, not Google's, and Microsoft will be able to reach people it never has before.
'The Nokia X family serves the fast-growing smartphone segment in growth areas and will generally have price points below the Lumia family. Lumia will continue to be Nokia's primary smartphone strategy with the greatest innovation and compatibility with Microsoft.'
The Nokia X, which will be the first device to be made available, will retail at EUR89 (£73), while the other handsets, the X+ and XL will hit the market at the beginning of Q2 and will retail for EUR99 (£81) and EUR109 (£90) respectively. The XL is a phablet-like device with a 5-inch touch screen with LED-flash camera and 2MP front camera. Elop added the range was 'a tremendous opportunity to reach new people' as the handsets will commence rollout in growth markets.
Additionally, the new Asha 230 was revealed, which will be the most affordable Asha touch device ever at EUR45 (£37), while Elop also revealed that users will be able to download a second full update for their Asha devices starting in April. The former Microsoft executive added that Nokia wanted to continue its 'leadership in feature phones' with the unveiling of the 'durable and colourful' Nokia 220 for EUR29 (£23), which gives customers the chance to use pre-loaded apps like Facebook and Twitter.
In terms of apps, Elop revealed that BBM, Adobe Photoshop Express and Food Panda had been added to the Nokia app store. Although the Finnish manufacturer now has four tiers of devices, he stressed the importance of the growing Lumia range in the company’s market share ambitions.
He said: 'Windows Phone has become the fastest growing OS in the world, from a standing start to 10% of the market. Lumia sales doubled year-on-year and the Lumia 520 is the highest selling smartphone in the EUR75-EUR150 price band.'