Editorial | Nokia: a renewal in the form, content and target audience

The Amazing Everyday. This is the new slogan of Nokia, which has accompanied the London event and highlights the new point of view dell' Microsoft / Nokia. Simplicity, immediacy and beauty are the focus of the new world and with Windows Phone Nokia today offers not only a renewal in content and in their choice of system, but a shift towards a younger market, attention to aesthetics and decided in wanting immediately find a phone, nice and pleasant.  The Amazing Everyday.

We all know how the transition to the MS ecosystem has created quite a few reactions in the blogosphere, but at Nokia World the many participants from all over the world have been able to better understand what Nokia has thought of, imagined, and he is creating.

Not just a phone, but a new philosophy and a new target to attack the market of young people between 20 and 30 years. Lumia 800 is not surprising the experts who know the system and does not bring anything new WP7 to the aesthetic and the tiles software, but added "only" some custom software that make the experience even better every day.

In fact, Nokia seems to have found the key to correct interpretation of why Windows Phone 7 creating a mix of colors, graphics, accessories and tools that can capture your attention. We tried many devices from other manufacturers with this system, but Lumia 800, although not bring significant changes, seems to be "different" most pleasant and nice.

The choice of bright colors, strong contrasts sharply with the black background of the tiles, colorful accessories, young and happy, the quality of materials, cameras, and the name Nokia seem to be able to move again as before .

Although one of the key points when it comes to smartphones, the price of 499 € of 800 Lumia has never been taken into account, you have not created a debate or discussion. The phone and its experience has always been at the center of attention.

Nokia has been able to find the right key to this new operating system, which in reality is not so new, but a renewal is in the range Lumia did the same style of the phone and not by the software itself. A device like that, and that seems to be fascinated by all these happy with the result.

Do not miss your concerns, questions and concerns. But Nokia, in an interview made during the event, explains why Lumia and how it will proceed with the project WP7 Nokia.

Nokia has signed an agreement with MS in a moment of creation of the same system and had to create a device in a few months given the marketing arrangements by 2011 of a Nokia Windows Phone. The manufacturer then has done the most to "personalize" the experience of WP7 with the means available and with reduced operating margins, currently offered by MS.

Not being able to work deeply on the operating system, Nokia has chosen to concentrate on what's around the OS, or smartphone, beauty, accessories and services. This work was undoubtedly great, and Lumia, his whole world, and it seems like convincing.

Lumia 800 is still the phase 1.0 WP7 experience and with the next update there will be major changes and also in software implementations. In fact, developers are already working to bring new expectations from the upcoming release and seem to be very positive. Nokia points out, however, that immediate experience, and simple graphics Tiles will not be affected or modified and that this is the pivotal point of the system that will not be altered in any way.

We'll see how and with what software the Windows experience will differ from Nokia. Today we have the Nokia Music, Nokia Drive and 800 Lumia immediacy and simplicity of a phone designed and created for users who are not geeks, do not look absurd features of a device , but they want an immediate, simple, fast and complete in a phone beautiful, lively and ... Nokia ...

Nokia Music and Nokia Drive, here are the first exclusive applications for Windows Phone from Nokia Lumia 800 and 710

The first Windows Phone from Nokia, or Lumia Lumia 800 and 710, will have no customizations at the interface but, as has already been discovered and thought , will have applications pre-installed Nokia Music and Nokia Drive.

Drive will be the Nokia Maps for Windows Phone, then a real personal navigation device (PND) turn-by-turn vehicular access and dedicated user interface. The software will integrate 2D and 3D maps, voice guidance and display portrait / landscape.

In order to constantly improve its offering localized, Nokia introduced the new version of Nokia Maps and Nokia Drive for Windows Phone. These and other applications relating to the maps presented at the Nokia World 2011 Nokia Maps link to make an important tool for commuters and for those who want to find the most interesting places in the city where they live. In addition to the navigation system for pedestrians and vehicular access and high quality for more than 100 countries worldwide, the Nokia Public Transport shows the public transport system of over 430 cities in the world right on your mobile and includes last-minute updates for the paths of trains and buses in 45 cities. Nokia also introduced Nokia Pulse, which allows you to privately send updates on the location of users and photos, adding the location where you are only in conversations with loved ones. Nokia also introduced Nokia Live View, which transforms the camera's view finder in an augmented reality tool. With Nokia Live View you can point your phone to a building or street names because they appear superimposed on images of places and with one click you can access detailed information on shops, restaurants and attractions. All applications announced today are available from Nokia's Beta Labs (betalabs.nokia.com).

Nokia has also announced:

• The Nokia Maps now on Yahoo! Maps, since the U.S. and Canada;

An agreement with the Metropolitan Transit Authority of New York to develop a payment system using smart phones equipped with NFC technology. The pilot project will run for the regional commuter trains in New York by the end of 2011.

• Nokia Music with MixRadio, however, is a mobile application free streaming music and global, which will provide hundreds of local music channels. With a next update, which will be launched later this year, device users can create custom channels Lumia drawing from a catalog of millions of tracks worldwide. In Nokia Music, also Gigfinder is also integrated, allowing you to search for local live music for a full musical experience, and to share the songs found on social networks and buy concert tickets through the Nokia Music software update expected during year. Finally, in order to use all its features will not even need to have to have an account and traces can be saved on your device for later playback without the use of the data connection.

It is still unclear for Nokia Music, but both applications will be exclusive to Nokia !