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Nokia Designs First Windows 8 Tablet

Classic, minimalist design is present in Finland's everyday life. {complink 3847|Nokia Corp.} has honored this tradition by designing stylish mobile phones and smartphones. Now, in the midst of the tablet revolution, it is designing its own tablet.

Marko Ahtisaari, who was appointed executive vice president of design and a member of the Nokia Leadership Team on Feb. 1, said in an interview with the Finnish business magazine Kauppalehti Optio that he is spending one-third of his time developing a Windows 8 tablet.

Ahtisaari said he intends to get people to lift their heads from their devices. In other words, this tablet will be based on voice recognition. If Nokia made this feature highly efficient, it would be a key turning point in the competition with the iPad.

The Nokia tablet is expected to use Microsoft Windows 8 software. In November of last year, Digital Trends reported that Paul Amsellem, head of Nokia France, had told the newspaper Les Echos about the upcoming Nokia Windows 8 tablet. This means Nokia has been thinking about and planning this move for a while. It’s about time the company entered the tablet market.

Nokia could unveil this tablet in September at Nokia World 2012, which is being held for the first time in Nokia's homeland of Finland. That would make sense for several reasons. For example, Microsoft is going to announce its Windows 8 operating system in September or October, so announcing Nokia’s tablet almost simultaneously would be perfect timing. Hannu Rauhala, an analyst at Pohjola Bank who follows Nokia, says a 10-inch Windows 8 on ARM (WoA) tablet, equipped with Qualcomm processors, could be in the market in November.

The Windows 8 tablet market is going to be interesting to watch just before Christmas. Some vendors, such as Hewlett-Packard, Dell, Lenovo, Acer, and Asustek Computer, are planning to launch Windows 8 tablets in October, according to Taiwanese supply chain vendors. Companies such as Samsung Electronics, Sony, and Toshiba are expected to launch WoA tablets in early 2013.

Helsinki is the World Design Capital 2012, and Nokia is one of the World Design Capital 2012 partners. I can’t think of a better place for its first tablet announcement. The tablet is expected to be competitive with the new iPad, adding a new dimension to the tablet wars. Nokia’s tablet could also place itself first among Windows 8 tablets.

In September, I will be reporting directly from Nokia World 2012 — the first such event to be held in Finland.

54 comments on “Nokia Designs First Windows 8 Tablet

  1. Anna Young
    March 28, 2012

    Susan, I agree the windows 8 tablet market is going to be an interesting one to watch.I believe Nokia's Lumia 800 showed that Nokia is still able to innovate. Hopefully with the launch of its Windows 8 tablet later this year, it might once again prove that Nokia is not after all dead and buried. I'll watch out for your report in September.

  2. bolaji ojo
    March 28, 2012

    Does it matter how great the product is when consumers are so infatuated with Apple? I believe buyers would have to try rival products out first and that doesn't seem to be happening as much as Apple rival would like.

  3. Anna Young
    March 28, 2012

    True Bolaji. It's clear – Apple die-hards are hard to persuade. I'm aware that Tablet manufacturers have been keen to find a product to take on Apple's ipad. Who knows this might be the time Apple rivals will find a foot hold into Apple's stronghold. We just have wait and see.

  4. Susan Fourtané
    March 28, 2012

    Hi, Anna 

    I wonder if we could say that this year can be the “Year of The Tablet.” 

    “… it might once again prove that Nokia is not after all dead and buried.” 

    Indeed. It might also prove that Nokia still has Sisu. ( “Sisu is a Finnish term loosely translated into English as strength of will, determination, perseverance, and acting rationally in the face of adversity. The literal meaning is equivalent in English to “having guts”, and the word derives from  sisus , which means something inner or interior. However, sisu is defined by a long-term element in it; it is not momentary courage, but the ability to sustain an action against the odds.”)

    -Susan 

  5. Susan Fourtané
    March 28, 2012

    Hi, Bolaji 

    I believe Nokia's first tablet may awake interest and curiosity because:

    1. It's Nokia's first tablet ever, entering late in the game, and

    2. A tablet based on voice recognition can be very attractive and useful to many.  

    -Susan 

  6. bolaji ojo
    March 28, 2012

    Susan, Thank you. Why did it take Nokia so long  to get into the tablet market and is it likely it might suffer the same fate that dogged RIM's Blackberry Playbook?

  7. _hm
    March 28, 2012

    How much will it cost – little more to Apple's iPad? How about advanced display and app world? I wish Nokia sonn overcome these obstacles and give good alternate to Apple's iPad. I will eagerly await these tablet.

     

  8. Houngbo_Hospice
    March 28, 2012

    It is good to hear that Nokia is still fighting to stay viable in the handset devices' business. But it not enough to launch a new product. We will see if the new tablet will do well on the market or not. Only then could we be able to determine if Nokia is really back.

  9. Houngbo_Hospice
    March 28, 2012

    @Bolaji:

    is it likely  it might suffer the same fate that dogged RIM's Blackberry Playbook?”

    I'm sure many people are asking the same question. Will the new tablet have what it takes to compete in the saturated tablet market? Susan writes that “the tablet is expected to be competitive with the new iPad “. I cant wait to see how Nokia want to achieve that feat.

  10. Anna Young
    March 29, 2012

    Susan, I'll be surprised if Nokia failed to exhibit Sisu (lol). It is essentially important in the face of adversity. Yes you're correct to say its got the “guts despite all odds”. We must not forget that Nokia still has miles to cross, considering  its rivals are equally launching Windows 8 tablet at about the same time. Its going to be a fierce competition though.

  11. prabhakar_deosthali
    March 29, 2012

    We must remember that it is not just Nokia but so many other established players like HP, Toshiba and the lieks are also preparing to lauch w8 based tablets. For Nokia it is going to be their first time in tablet market and hence it is going to be a tough entry for Nokia.

    It will be interesting to see how the scene unfolds in the later part of this year.

  12. Anand
    March 29, 2012

    Why did it take Nokia so long to get into the tablet market and is it likely it might suffer the same fate that dogged RIM's Blackberry Playbook?

    @Bolaji, I totally agree with your opinion that Nokia was very slow to react. I wonder why it didn't adopt Android OS so that it could have retained its smartphone market. Companies like Samsung and HTC got an oppurtunity to expand their market thanks to the inaction of Nokia. I really hope NOKIA has learnt it lesson.

  13. Anand
    March 29, 2012

    I cant wait to see how Nokia want to achieve that feat.

    @Hospice_Houngbo, Nokia provides some of the best hardware features and this might work in favour of this new tablet. For example Nokia's 12MP (Lumia) camera captures some of the best quality images and I dont think any other phone can provide these features. Nokia and Windows should strive hard to build the app market which will help them  attract more buyers to this tablet.

  14. Anand
    March 29, 2012

    How much will it cost – little more to Apple's iPad?

    @_hm, I dont think Nokia willl price these tabelts more than Apple's iPAD because they have to initially capture the market. Moroever Apple has one of the highest profit margins per product sold and I dont think Nokia would want to follow that model.

  15. Anne
    March 29, 2012

    Can this be a return of Nokia? Hope it's going to pose a threat to the giant iPad.

  16. Eldredge
    March 29, 2012

    This late in the game, Nokia needs to enter the tablet competition with a clearly differenrtiating product. Perhaps they have found one?

  17. Houngbo_Hospice
    March 29, 2012

    @Eldredge

    It has been reported that the tablet will be a “breakthrough” in user interface. It will have a 10-inch screen, dual-core Qualcomm chip and a 12 MP camera. Those are very good features. But we can also expect Apple to launch a new “new” iPad with better specs by the time Nokia is ready to ship its tablet.

  18. Eldredge
    March 29, 2012

    @Hospice

    You're right – Apple isn't just going to sit back and see if Nokia can get traction in the tablet market. I'm sure it won't take them long to come out with competitve design that has similar or better features.

  19. Taimoor Zubar
    March 29, 2012

    Nokia has only recently launched it's first smartphone with Windows Mobile. Although a lot of success has been predicted, there are no concrete results out yet which can tell whether this was a smart move or not. Without confirmation of success, if Nokia still plans to launch a tablet in collaboration with Microsoft, I think it may be a bit too early.

  20. Taimoor Zubar
    March 29, 2012

    The tablet market is already a very growing market where the consumer base is expanding quickly. I don't think Nokia will try to compete with Apple directly. Instead, they'll be looking to target new tablet users who aren't yet hooked to Apple or Android. The differentiating factor can be the same look and feel that consumers are used to. Also, integration with Windows on their laptops and desktops can be a very strong point.

  21. Eldredge
    March 29, 2012

    @TaimoorZ

    Agree that the jury is still out on the success of Nokia'a smartphone introduction. Not sure I share the same opinion on the timing of a tablet introduction, but may have to wait and see how they do.

  22. Cryptoman
    March 29, 2012

     

    I think Nokia's attempt to compete with Apple's iPad is like fighting a battle that is already lost. Nokia could not even compete with iPhone in a domain where Nokia was the master for many years. Given the current success and the large user base of iPad, it would be unreasonable for Nokia to target Apple.

    If I were Nokia, I would try to come up with a good Windows based tablet and simply compete with only the Windows based tablets that are going to be rolled out after September. At least that way, I could stand a chance of getting a tablet market share.

    Of course, it will be interesting to see what laptop manufacturers such as Dell and Samsung will offer as a tablet. Success of Nokia's Windows tablet adventure will depend on what other manufacturers offer.

    My fear is Nokia is starting to compete in a domain that is new to it and given its failure in the smart phone arena, which has a direct technical link to the mobile phones that used to be Nokia's forte, I am not going to hold my breath on Nokia's new tablet.

     

  23. bolaji ojo
    March 29, 2012

    The tablet market has fragmented into two: the Apple iOS and the Google Android end. Nokia is opening up a third front with Microsoft Windows. My opinion is that consumers will lump these products into two categories: the Apple iOS and others. That's where Nokia will end up at least for the near future.

  24. _hm
    March 29, 2012

    They key differentiator will be Micorsoft. If they provide critical applications to this new Tablet it may have very good for Nokia.

     

  25. elctrnx_lyf
    March 30, 2012

    I'm really to happt to hear that finally Nokia has decided to come out with a tablet. This could definitely be a great profit maker for Nokia and will bring them back onto highway. And definitely there is no other better place than finland to launch the product.

  26. Susan Fourtané
    March 31, 2012

    Hi, Bolaji 

    “Why did it take Nokia so long  to get into the tablet market?”

    Honestly, I haven't been able to get to that answer yet. We have discussed many times about how difficult Apple's PR and press service can be; now it seems that Nokia wants to play the same secretive little game, which I find particularly annoying. However, I am still after getting that question properly answered.

    I believe a Nokia's tablet has many more possibilities of success than the RIM's Blackberry Playbook. 

    -Susan 

  27. Susan Fourtané
    March 31, 2012

    Hi, _hm 

    Nokia hasn't announced any official estimate price for the tablet. We have to wait. I assume this can be announced at the Nokia World in September. 

    About the apps, there is something very interesting going on. I will write about this soon as it deserves its own attention. 

    -Susan 

     

  28. Susan Fourtané
    March 31, 2012

    Hello, HH 

    Yes, I agree.

    On one hand I doubt that Nokia or anyone else is going to steal Apple's throne in the tablet world; on the other hand I believe Nokia might come up with something surprising after having taking its good time to enter the tablet market, don't you think so? 

    -Susan 

  29. Susan Fourtané
    March 31, 2012

    Hi, Anna 

    Yes, it's going  to be a massive Windows 8 tablet launch between October and the first quarter of next year. 

    -Susan 

  30. Susan Fourtané
    March 31, 2012

    Hi, Anandvy 

    ” Nokia and Windows should strive hard to build the app market which will help them  attract more buyers to this tablet.”

    I am glad you mention this. I will have interesting news about how Nokia and Microsoft are going to do this soon. 

    -Susan 

  31. Susan Fourtané
    March 31, 2012

    Anadvy, 

    “Apple has one of the highest profit margins per product sold and I dont think Nokia would want to follow that model.”

    I don't believe that either. However, if Nokia is really sure about the competitiveness of its tablet it might want to place it at the same price level of the iPad. 

    It depends on what the target market will be. It could be the iPad consumers. But then again, iPad consumers are too loyal to Apple to make a change. What do you think? 

    -Susan 

  32. Susan Fourtané
    March 31, 2012

    HH, 

    Nokia han not made any official announcements concerning tablet specs, as I was told by a Nokia's spokesman, other than what I wrote and what Marko Ahtisaari has said about it concerning voice recognition, which is quite a good one, I would say. 

    -Susan 

  33. JADEN
    March 31, 2012

    Nokia can bring a change in the tablet market with its first Windows 8 tablet.  Apple has been dominating the market, Android tablets so far have failed to bring any major change in the market, hope is resting on Windows 8 tablet.

  34. Susan Fourtané
    March 31, 2012

    Hi, Taimoor 

    Why too early? 

    -Susan 

  35. Susan Fourtané
    March 31, 2012

    Taimoor, 

    “I don't think Nokia will try to compete with Apple directly. Instead, they'll be looking to target new tablet users who aren't yet hooked to Apple or Android.” 

    Good point. New tablet users and also other tablet users who are going to be looking at all the Windows 8 tablet possibilities. Nokia might have some sort of advantage here. 

    -Susan 

  36. Susan Fourtané
    March 31, 2012

    Hi, Rich 

    I can send you a picture of the tablet in September if Nokia already has one to show at Nokia World. 😀 Would you like that? 

    -Susan 

  37. Susan Fourtané
    March 31, 2012

    Hi, Cryptoman

    “…simply compete with only the Windows based tablets that are going to be rolled out after September.”

    Most likely that's what is going to happen. 

    -Susan 

  38. _hm
    March 31, 2012

    Hi Susan,

    This is really interesting development. Nokia, MS to join and provide quite strong alternate to Apple. I will eagerly await your post for apps. They should also start new model for App world – like Netflix. Pay $2/month or so and have access to all good apps.

  39. Anna Young
    March 31, 2012

    It'll be an exciting time…

  40. Susan Fourtané
    April 1, 2012

    Indeed, Anna. 🙂 

    You're based in London, aren't you? Have you ever gone to a Nokia World there? 

    -Susan 

  41. Susan Fourtané
    April 1, 2012

    Yes, Rich, that's what I meant. 🙂

    Or better, I can post it together with a blog on Nokia World as illustration. That, if there is one existing tablet by then, of course. I assume there will be one; it makes sense. 

    -Susan 

  42. Susan Fourtané
    April 1, 2012

    Hi, _hm

    Thanks. They are planning something interesting concerning apps. More soon. 🙂

    -Susan 

  43. Susan Fourtané
    April 1, 2012

    Hi, Jaden 

    Yes, indeed. With a Windows 8 Nokia tablet in the market, would you give preference to Nokia or to one of the other upcoming Windows 8 tablets? 

    -Susan 

  44. Susan Fourtané
    April 1, 2012

    Hi,  elctrnx_lyf 

    “And definitely there is no other better place than finland to launch the product.”

    That made me think if Nokia could be trying to get Finland's enthusiasm for Nokia back holding Nokia World 2012 in Finland, and not in London as usual. 

    -Susan

  45. Susan Fourtané
    April 1, 2012

    Hi, Bolaji 

    “My opinion is that consumers will lump these products into two categories: the Apple iOS and others. That's where Nokia will end up at least for the near future.”

    Indeed, quite possible. Now, within the “others” category, would you give preference to a Nokia product rather than chosing any of the others? And why or why not? 

    -Susan 

  46. t.alex
    April 1, 2012

    I do hope Nokia plans things carefully and strategically, unlinke RIM's playbook. Is there any hint on the exciting features of this tablet?

  47. Anna Young
    April 1, 2012

    Susan,Yes I reside in the UK and no I haven't been to Nokia World.

  48. Wale Bakare
    April 2, 2012

    Why tablet not something else? Are there unique features integrated that would probably attract consumers more than Apple iOS or Android OS? Windows OS still a force to reckon with though.  I presumed nothing special, i may be wrong but wating to see Nokia launchs it come September or October.

    Nokia Tablet can rival iPad and Android tablets if and only if there is an  EXTREME RIDICULOUS PRICE TAGS as well absolute different apps.

  49. t.alex
    April 2, 2012

    It may have a reasonable price tag I suppose as Nokia knows very well how to do high-quality hardware good price for the consumers. Microsoft does not seem to push for something innovative – this is what we have felt so far. 

  50. Susan Fourtané
    April 3, 2012

    Hi, Anna

    This is the first time I am going to a Nokia World; I wanted to know about the experience. It's always been talked about as something really big and exciting. We'll see. I might be going to the UK for a little while in early September, if you are around we could have an EBN coffee.

    -Susan

  51. Susan Fourtané
    April 3, 2012

    Hi, t.alex

    The known and confirmed features of this tablet are the ones I mentioned in the blog, other than that, Nokia has not officially made any other tablet announcement. We have to wait a little more. I assume there is such mystery because the other Windows 8 tablets are going to come out to the market about the same time. 

    -Susan

     

  52. Susan Fourtané
    April 3, 2012

    Hi, Wale 

    What other thing could it be if it's not a tablet? 😀 

    With the apps we might have a good surprise. About the feautures, it's like I told t.alex just in one comment below. 

    I dare to say that consumers who have iPads or a Mac and an iPhone are not going to change to anything Microsoft, therefore, no Nokia tablet for them. I would be really surprised if a an Apple consumer purchases a Nokia Windows 8 tablet, especially for the Windows part of it. 

    Consumers who already have or are planning to purchase an Android tablet or upcoming Microsift 8 tablet may have a preference for a Nokia tablet due to the long history of high-quality hardware at not an awfully expensive price. I doubt a Nokia tablet would have a tag price of $500. 

    -Susan 

  53. Susan Fourtané
    April 3, 2012

    t.alex

    “It may have a reasonable price tag I suppose as Nokia knows very well how to do high-quality hardware good price for the consumers.” 

    Yes, yes! Exactly. 

    -Susan 

  54. t.alex
    April 3, 2012

    Susan, is there any leak on the spec of this tablet?

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