Nokia teams up with Groupon
Heralding the release of Nokia Maps
2.5, the Finnish mobile phone company have gone a step further with the introduction
of two new features- the ‘Groupon Now!’ and journey planner services. These
services will allow Lumia smartphone users, currently only in the US, the
chance to find local deals advertised by Groupon, a description of the company
and clear directions to get to the chosen destination. So when searching for a
destination on Nokia Maps, Groupon will highlight potential deals in the surrounding
area and a chance to purchase these by being redirected to their site.
Speaking on Nokia’s blog, Pino
Bonetti notes that the aim of Nokia Maps has ‘been to make you feel local
anywhere, every day’. This function will allow users to make the most out of
their surroundings and hopefully help stimulate local business. Whilst it is
limited to the US at the moment, it is expected to branch out to the UK due to
Groupon’s presence here.
In what appears to be a significant
partnership, both parties have it all to gain. Following turbulent times at
Nokia, having posted a $1 billion loss during the April-June quarter, this
could generate some hype for their faltering Lumia model. Groupon, on the other
hand, have been criticised for their incapacity to often connect with local settings so this move could address this. Furthermore, it could help smaller
businesses instead of merely supporting the bigger brands. Current CEO of Nokia
Corporation, Stephen Elop, has seen the move as a ‘logical extension’ for
Groupon and fully expects it to be adopted by other manufacturers. Elop is
content with this though, viewing their main competitors as Google in this
instance.
Although Nokia have found it
difficult in the smartphone market recently, their Location and Commerce division
has flourished. After acquiring Navteq in 2008, a digital mapping company, it
was decided to set up this aspect of the company. They can now claim that around
‘nine out of 10 cars with in-dash navigation systems use Nokia mapping
technology’. Now the location-based market is expanding it seems Nokia could be
in the perfect position to take full advantage of this. The increase in
location-based apps will certainly help Nokia in this case. Apps like Roamler,
for example, could easily be tied into the Nokia Maps service, providing users
with more location-based activities. Having captured the minds of a large
proportion of smartphone users already, this can only be a good thing for Nokia.
Despite this deal seeming like a small step for Nokia in the smartphone market;
it could just turn out to be key in their re-emergence.
Josh Bennett, Content Writer
@JoshAtSMF
Nokia teams up with Groupon
Reviewed by Mili and Paul
on
Friday, August 03, 2012
Rating:
Reviewed by Mili and Paul
on
Friday, August 03, 2012
Rating:
Mili and Paul
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