January 26, 2012, 7:48 AM — Nokia's sales dropped and losses increased during the fourth quarter, as sales of Symbian-based smartphones suffered and Windows Phones got started.
The most anticipated data in the report concerned Nokia's sales of Windows Phones. But Nokia shared few details, only saying that it has "sold well over 1 million Lumia devices to date."
The company reported sales of €10 billion (US$13.2 billion), down 21 percent year-on-year, making a net loss of 1.07 billion, compared to a net profit of €745 million a year earlier.
Analysts had expected unit sales of about 1 million Nokia Windows Phones.
Nokia's massive marketing investment promoting the Nokia Lumia 800 contributed to shipping better than expected volumes, said Francisco Jeronimo, research manager at IDC.
"Well over" means about 1.5 million units, and that is an okay start, according to Carolina Milanesi, research vice president at Gartner.
"I think the 1 million mark is the important bit. We now need to wait to see the full power when more countries are added. The first quarter will give us a better sense," said Milanesi via email.
The results show that Nokia needs to sell Lumia phones in both North America and China, according to Milanesi. It has rolled them out in North America, but it must now do so in China, she said.
The success of the Lumia smartphones has varied from market to market, Nokia CEO Stephen Elop said during a conference call. Sales have steadily improved in Spain and Germany, but have struggled in the U.K., which is the hardest market to conquer in Europe because of the strength of competing smartphone operating systems, Elop said.
To help Nokia sell more Windows phones, the company will increase efforts to train in-store sales staff, Elop said.
Because consumers aren't as familiar with Windows Phone as they are with the iPhone and devices based on Google's Android, the knowledge of sales staff is key. For example, T-Mobile shops in the U.S. have staff who have been selling Windows Phone longer and are more comfortable with presenting the differences compared to other platforms, according to Elop.
The knowledge of the staff combined with a low price is making a difference, Elop said. T-Mobile sells the Lumia 710 for $50 with a two-year contract.
The company plans to increase the rate at which Lumia smartphones become available in new markets and the pace at which new models are launched, Elop said.