While there are many positives and negatives one can list out for the announced Microsoft-Nokia deal, I have only one concern. The marketing team at Microsoft is completely different from the marketing team at Nokia. You can just tell the difference by observing them from the recent campaigns. Nokia’s marketing is always bold, straight-forward and nowadays takes on its competition directly and in-directly through various forms of marketing activities. It worked most of the time for Nokia and I fear Microsoft could change this. In his letter to Microsoft, Steve Ballmer revealed that Microsoft is planning to integrate global marketing under Tami Reller and Mark Penn.
We are planning to integrate all global marketing under Tami Reller and Mark Penn. It is very important that we pursue a unified brand and advertising strategy as soon as possible.
I don’t think Microsoft’s unified marketing strategy will work the way they expect. Marketing in Europe differs completely from marketing in Africa. Selling a $40 mobile device is completely different from selling a $400 device. Nokia’s marketing team is experienced in that and I hope Microsoft allows them to operate it independently. If Nokia’s marketing team is funded enough, they will do wonders!