Nokia's Asha range outselling Lumias 2:1

The Lumia range of Windows phones are doing quite well for Nokia, having shipped 4.4 million units in the last quarter; but the range that's doing even better for Nokia is Asha, their low-end smart and featurephones for emerging markets have been selling like hotcakes. An interesting and overlooked statistic on the Asha range is that, according to Nokia's own information, the devices are outselling the Lumia range by two-to-one after selling 9.3 million units for Q4 2012.

Perhaps even more telling of the success of Asha devices is that the 9.3 million units sold only include their touch models, meaning Nokia is probably selling even more of their super-low-end featurephone models. It also means 50% growth over the previous quarter, which saw 6.5 million units shipped, despite the fact that Asha devices run Series 40 – a relatively outdated phone operating system with limited functionality.

When speaking to AllThingsD, Raymond James analyst Tavis McCourt said that Nokia still has a lot to do to convince buyers in emerging markets to choose Asha over a competing low-end Android device. 

India, Eastern Europe, Africa and Latin America are examples of of regions and countries where Nokia likely has a strong opportunity with Asha, but even in these markets Android phones are growing rapidly as well... While the Asha’s recent growth is encouraging, it’s not yet clear if Nokia can sustain it... it’s probably a bit early to declare victory for Nokia against low end Android competitors in emerging markets.

With that said, it's still looking like the death of Nokia is greatly exaggerated, and with full-year financial results to be published on January 24, we'll get a better picture of how successful both the Lumia and Asha ranges have been.

Source: AllThingsD | Image via Nokia

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yes not a very good article, is good though seeing the asha sell good, but even with the 2 to 1 margin, the lumia is making more money.

This should be an opportunity for Nokia to develop a low-end Windows Phone to fill this market segment. Units shipped, are units shipped, regardless of the end user not being able to afford anything other than a low-end phone.

Edited by ahinson, Jan 14 2013, 3:07am :

I understand that there's the 620 and 510/505 in some markets, but it doesn't seem like they're taking off. Maybe they're just now becoming available?

...Or those Asha phones are in a segment that's so low on the hardware side that they're not capable of running WP.

ahinson said,
I understand that there's the 620 and 510/505 in some markets, but it doesn't seem like they're taking off. Maybe they're just now becoming available?

...Or those Asha phones are in a segment that's so low on the hardware side that they're not capable of running WP.


Nokia fairly recently began trying to move their WP offerings into these markets. I'm sure low end Lumia's will replace the Asha line as time goes by.

The Asha line are in a lower segment than ANY Lumia. Asha's are barely "smart" phones. They use extremely cheap and slow hardware with screens that are only 240x400 pixels. WP would never run on them.

For those who commented early above, The point of the article is to provide perspective for others who may not know as much as you.

Nokia sell a ton of phones and most of them are not Windows Phones. In fact some of Nokia's phones that are not windows phones continue to sell very well and year on year sales are increasing particularly in emerging markets.

derekaw said,
For those who commented early above, The point of the article is to provide perspective for others who may not know as much as you.

Nokia sell a ton of phones and most of them are not Windows Phones. In fact some of Nokia's phones that are not windows phones continue to sell very well and year on year sales are increasing particularly in emerging markets.


The posts above were not meant (I'm sure) to make anyone feel stupid, but when emerging markets are offering the most opportunity for growth AND would require low end hardware AND higher end hardware ALWAYS sells less than low end hardware than it's common sense. But then to write the article as if this should shock the world is just ridiculous. The article is written with a very weak understanding of what's going on, but then at the same time talks down to the reader.

With all that said, it makes a lot of sense to point out the flaws in this ridiculous article.

Well there isn't much competition in those markets. Nokia's last frontier if they don't turn thing around and really innovate instead of catching up.

volodoscope said,
Well there isn't much competition in those markets. Nokia's last frontier if they don't turn thing around and really innovate instead of catching up.

I'd argue that the only real innovation going on in the mobile space right now is from Nokia...

What? They don't even build their own OS anymore except for this outdated crap and you say they're doing the only real innovation in the mobile space. Is that some kind of joke?

matt4pack said,
What? They don't even build their own OS anymore except for this outdated crap and you say they're doing the only real innovation in the mobile space. Is that some kind of joke?

They obviously aren't doing much innovation on the consumer software side, but they are doing very well on the hardware side.

bviktor said,
Uh. Their own applications are in fact really good.

That's what I've heard too. Their maps app is supposed to be amazing, especially since you can download the maps of whole countries. You can do the same thing with Radio too apparently, download music for the whole day. And they have this augmented reality app where it shows nearby POI's with the camera. I can imagine it's better than turn-by-turn directions when you're walking.

i dont understand why not push symbian instead of s40 on lowend markets, the funcionaluity of symbian could really compete against lowend androids and without any effort have a app ecosystem that symbian currently have

eilegz said,
i dont understand why not push symbian instead of s40 on lowend markets, the funcionaluity of symbian could really compete against lowend androids and without any effort have a app ecosystem that symbian currently have

Probably because the hardware is so underpowered...

But in all reality, it appears Nokia's aim is to get low end WP's in these markets, so it would be a waste of time to replace s40 with Symbian as a stop gap just to then replace it with WP...

The Asha 311 is a very nice device actually. While I have a 920 coming it's not unlikely I will pick one up as a backup/spare for the €80 hey cost over here.

I just bought Asha 308 for my Mom. She doesn't need smart phone. All she need is a phone that look nice, make/receive a phone call, read messages and very easy to use, that's all she want.

Making a direct conversion from BRL to USD here in Brazil, a Lumia 800 price here is ~ U$442.00, while a Nokia Asha price is U$147.00. Well, i think it's clear why the low-end Asha outsells the Lumias. It's even cheaper than the cheapest Androids around...

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