Showcase: Technology/Consumer/NPD

Consumer technology

Lumia

As the number of cheaper competitor smartphone brands increases the ability to be able to charge a premium for your product becomes increasingly challenging. So, against this background how does a brand like Lumia justify its prices particularly when everyone is describing their product as a luxury or premium product? Our task was to help Microsoft examine exactly what this meant from a consumer perspective and how, from an NPD perspective, a smartphone can truly overcome the generic description of just being a ‘premium’ product.