Who needs a Nokia store anyway?

Nokia needs to focus, and retail sales under its own banner aren't necessary.

Nokia's plan to close flagship stores in New York and Chicago makes perfect sense.

Here's a company that, at least in the United States, is struggling for some direction. When it comes to phones, for example, it seems Nokia can't quite decide what market it wants to court. Nokia's new N900, a luxurious smartphone powered by the company's budding Maemo operating system, was supposed to be geared towards enthusiasts while Nokia builds more high-end phones on par with the iPhone or Motorola's Droid.

But then came a report that only one Maemo-based phone will be released in 2010, followed by Nokia's assertion that it's still dedicated to Symbian and will upgrade the old operating system to sell more cheap phones.

Then, there's the Booklet 3G, Nokia's first foray into netbooks. It's a nice enough machine, covered in aluminum and packing a 16-cell battery for up to 12 hours of battery life, but as netbooks go, it's pricey, selling for $300 with a monthly 3G service plan and $600 without it. What's really interesting, though, is how Nokia thought this would be a consumer machine, not a computer for enterprise, as it's turning out to be.

The point is that unlike Apple, which shoots for consumer-friendly luxury, or Samsung, which appears to enjoy its middle-class status, Nokia doesn't have a strong identity. So while the company searches its soul, perhaps grand storefronts in New York and Chicago aren't the best idea.

With all that in mind, Nokia's official stance seems logical: You can get Nokia products elsewhere, either at its 600,000 smaller retail outlets around the world, or at other retailers. Best Buy, for example, is the exclusive Booklet 3G seller through the holidays; and Amazon sells the N900 at a considerable discount. At least in those venues, the individual products don't have to say anything about the brand.

Join the PC World newsletter!

Error: Please check your email address.

Tags retailmobile phonesNokia

Our Back to Business guide highlights the best products for you to boost your productivity at home, on the road, at the office, or in the classroom.

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Jared Newman

PC World (US online)
Show Comments

Essentials

Microsoft L5V-00027 Sculpt Ergonomic Keyboard Desktop

Learn more >

Lexar® JumpDrive® S57 USB 3.0 flash drive

Learn more >

Mobile

Lexar® JumpDrive® S45 USB 3.0 flash drive 

Learn more >

Exec

Lexar® JumpDrive® C20c USB Type-C flash drive 

Learn more >

Audio-Technica ATH-ANC70 Noise Cancelling Headphones

Learn more >

Lexar® Professional 1800x microSDHC™/microSDXC™ UHS-II cards 

Learn more >

HD Pan/Tilt Wi-Fi Camera with Night Vision NC450

Learn more >

Budget

Back To Business Guide

Click for more ›

Most Popular Reviews

Latest News Articles

Resources

PCW Evaluation Team

Michael Hargreaves

Windows 10 for Business / Dell XPS 13

I’d happily recommend this touchscreen laptop and Windows 10 as a great way to get serious work done at a desk or on the road.

Aysha Strobbe

Windows 10 / HP Spectre x360

Ultimately, I think the Windows 10 environment is excellent for me as it caters for so many different uses. The inclusion of the Xbox app is also great for when you need some downtime too!

Mark Escubio

Windows 10 / Lenovo Yoga 910

For me, the Xbox Play Anywhere is a great new feature as it allows you to play your current Xbox games with higher resolutions and better graphics without forking out extra cash for another copy. Although available titles are still scarce, but I’m sure it will grow in time.

Kathy Cassidy

STYLISTIC Q702

First impression on unpacking the Q702 test unit was the solid feel and clean, minimalist styling.

Anthony Grifoni

STYLISTIC Q572

For work use, Microsoft Word and Excel programs pre-installed on the device are adequate for preparing short documents.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?