Stephen A. Elop
Analyst · Mike Walkley with Canaccord Genuity
Great. First of all, it's certainly appropriate to say that as we've been moving through the different launches and so forth, we've learned a lot. We've learned a lot in terms of the messages that, that's land, and making sure that we know how best to prepare retail sales associates. We also have understood quite a bit about focus. I'll say that T-Mobile, as a first example of this, made a very strong commitment right across the retail base, said this is a product that we're going to push if Nokia pushes it with us in a very substantial way. We aligned our interest, aligned our training, got the right price points, did everything we could and okay, it begins to move, which is good, albeit at a smaller scale given that T-Mobile is one of the smaller operators in the U.S. But the same pattern is visible at AT&T. Here we are with one of the nation's largest operators where they've identified this clearly as a key hero proposition where tens of thousands of devices are in the hands of retail sales associates. Training has taken place across the country. We have a variable army of Nokia employees working with those people to deal with objections and so forth. So we're really getting focused and really having an impact. And of course, the Lumia 900, as the product we're going to market within the U.S., with LTE, with the front-facing camera, with the larger battery and so forth, is clearly resonating, of course also because of the design. Now when we come back and look at some of the other markets, the United Kingdom being an example of this, the United Kingdom, it's a bit more difficult to get that much focus around a specific product given the degree to which there's operator segmentation, retail segmentation. You can't go to one place and say, let's get 2,500 retail outlets all doing exactly the same thing. It's a harder proposition. And yet there's lots that we have learned as it relates to retail execution about marketing messaging and so forth, that we will bring back to key markets like the United Kingdom and say, "Okay, what have we learned? Now, we're going forward, soon you'll see the Lumia 900, the 610 and so forth landing in other markets. Let's recycle from there and push forward." So it's about take a step, learn, share that information and keep pushing forward.