Microsoft gives new brand identity to Nokia stores

First Microsoft Priority Reseller Store was inaugurated in Chennai today

Microsoft, which acquired Nokia last year, has given a new brand identity to Nokia Priority retail stores by re-branding it to Microsoft Priority Reseller stores and Microsoft Mobile Reseller stores.

The company expects this to it address mass market, especially beyond Tier II cities. The first Microsoft Priority Reseller Store was inaugurated here on Wednesday .

TS Sridhar, director-south, Nokia India Sales Pvt Ltd, a subsidiary of Microsoft Mobile Oy, said 441 Nokia Priority branded retail stores would be branded as Microsoft Priority Reseller stores, which will sell and showcase exclusive products of Microsoft, while 8,872 stores will be known as Microsoft Mobile Reseller stores, which will sell multiple brands.

In total, the company will have around 10,000 touch points across the country.

He added, the new store launched today is the beginning of Microsoft's journey to becoming a consumer brand, reaching out to consumers via existing retail foot print.

The new store will be one stop destination where the customer can get connected to overall Microsoft brand. Besides showcasing range of Lumia products, these stores will have Xbox hardware and other accessories.

"In India, the company got significant presence in retail and if we can bring good amount of consumer confidence to the entire overall brand. India is a big market for a change, India will lead the way due to the market size and opportunity, dynamics in terms of the channels which are operated," said Sridhar.

Beyond tier II markets, Microsoft Priority Reseller will help the company to increase the footprint and to know what is the brand is all about.

Further down, growth in smart phones is very strong. In rural alone one million smart phones are sold in India.

"We don't want any opportunity to be left," said Sridhar and all the stores will give consumer a real time experience on Microsoft products.

While Nokia brand caters to the entry level segment, Microsoft Lumia caters to mid and top end mobile phone market segments. Lumia range of products starts from Rs 5,200 a unit.