Nokia is struggling in North America, its facing hard times competing with Android smartphones, but it continues to dominate Pakistani market. Although the lower end mobile market has now become more difficult to compete in because of growing dominance of Chinese mobile phones which offer more features in less price Nokia still dominates overall market share. Recently it has launched dual sim mobile phones keeping in view the market of emerging countries. We discuss here why Nokia continues to dominate in the local market , what are the factors that drive Nokia's dominance in Pakistani market.Durability:
Durability is one of the biggest preferences especially for low end mobile users who want to use their cellphones
for longer period of times that is more then two years. In such cases Nokia holds the best track record in the market and
people believe that Nokia cellphones last longer then other brands.
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| Nokia C1-01 Dual sim with camera popular in the local market |
Resale:
Believe it or not resale is one of the most important characterstick for a pakistani buyer. When people buy nokia phones
they are sure that if and when they will sell their nokia phones they will get higher resale price as compare to other
competing brands. This face holds true to an extent.
Easy parts availability:
It's a common problem to run into some kind of problem that needs hardware repair. Nokia's are most likley to be repaired
faster then other manufacturers by your local mobile repair guy because he can easily find any thing which needs to be replaced such an ic,
a LCD etc where as its really difficult to find a LCD or IC for some other brands.
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| One of the best selling business phones in Pakistan Nokia E72. |
It was quite common back in 2005 when telecom bubble was at its peak that mobile manufacturers used to dominate airtime on local tv channels
Nokia, LG , Motorola, Samsung , SonyEriccson you name it and it was there. Even lesser known chinese brands were advertising on moderate levels.
Since past few years though all other cellular companies seem to vanish except Nokia which continues to do its marketing in indoor as well as outdoor
media.
Value for money:
Finally , Pakistani users trust in Nokia and find that Nokia provides the best value for money because of the various factors we mentioned above as well
as its brand image is strong in local market. Brand name plays a significant role in buyers final buying decision and Nokia has worked hard to make its brand
image strong and thus it has created a positive brand perception.
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