Marketing Analysis: Microsoft Lumia 950

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Microsoft Lumia 950: One Phone … to beat them all?

Flagship devices offer consumers the finest products (Merriam-Webster Dictionary, n.d.) from a particular company. Nine months ago, Microsoft unveiled its new wave of flagship devices to the public (Myerson, 2015). Along with Microsoft’s goal of bringing its operating system, Windows 10, everywhere, they have released not only tablets (Microsoft Surface Pro 4) and laptops (Microsoft Surface Book), but also their uptake on the success of Apple’s iPhone and Google’s Android phones in the smartphone market. Certainly, Lumia 950 is Microsoft’s answer to the market competition. Microsoft Lumia 950 is a flagship phone with minimal disadvantages in its class since it offers a superior camera, incorporates
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Simply put it, the faster the hardware, the faster the phone in terms of responsiveness in user’s daily tasks, such as web browsing, social media applications, watching movies, receiving and responding to calls and text messages and a whole lot more. Besides the processor (CPU) and RAM, other factors such as the display, cellular, wireless technologies make up a great phone (Smith, 2014).
Microsoft Lumia has the latest Qualcomm’s Snapdragon 808, as its CPU, which has six processing cores for performance, and supports industry’s LTE-Advanced (Category 9), which offers download speeds up to 450 Mbps, Wi-Fi a/c technologies, and a massive 3 GB RAM. Its display offers QHD resolution or (2560x1440) in a gorgeous AMOLED display. The screen is protected by Corning’s Gorilla Glass 3 (GSMArena, n.d.).
Don’t worry about battery life, it has a great 3,000 MaH Battery, coupled with its fast charger. The fast charger will charge the phone from 0% to 50% in a span of 30 minutes. It also has a reversible USB-C 3.1 connection, a good news for those who are complaining about the non-reversible cords of USB-B. Don’t have time to charge? Place it in a Qi-Wireless charger too! If Apple’s iPhone 6S and Samsung Galaxy S7 both have fingerprint scanners, this one packs an iris scanner inside. It means you can unlock your phone by just looking at it, even in the total
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Universal Apps mean that you can run the same Windows 10 app on a PC, at the same time on a phone, without the loss of information. For instance, you are working on a Word Document, if you have a Microsoft Lumia 950, you can continue working there, as it will be the same Microsoft Word you’d expect to run on a desktop. Interestingly, the Continuum feature works like this: plug in your phone to a display via a cord or project wirelessly, then optionally connect a keyboard and a mouse, to make your desktop experience complete. Obviously, this is what Microsoft is aiming for, productivity with this phone. Its tagline, “the phone that works like a PC”, stays true to its

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