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Nokia Ace may get 'halo' status on AT&T, $100m marketing

updated 11:40 pm EST, Tue January 3, 2012

Nokia Ace may be treated as flagship on ATT

The Nokia Ace will get top-tier treatment when it arrives on AT&T in March, according to rumors on Tuesday. AT&T would give the phone hero-level treatment, BetaNews heard, both advertising and pushing it at every level. The carrier is considered the main partner for Windows Phone, but until now purportedly wasn't giving Microsoft's OS full attention.

To support the effort, the marketing run would cost $100 million. It's not clear which of AT&T, Microsoft, and Nokia would be spending the money. Microsoft is known to have paid billions to Nokia for the deal that might involve marketing subsidies.

Should the Ace be successful in the spring and summer, Microsoft might push another hero phone towards the holiday, the rumor source claimed.

If validated when Nokia reveals the Ace next week, the push would represent the best chance Windows Phone has had to get market share in the US. Microsoft's OS has just 1.5 percent share worldwide and doesn't fare significantly better in its home territory. Apart from brief initial promotion, AT&T hasn't heavily marketed Windows Phone and often prefers to pitch the iPhone or Android. HTC, LG, and Samsung also prefer to market Android.

by MacNN Staff



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