Nokia has launched its first near-field communication enabled magazine product guide on newsstands.

The magazine – produced by Dennis Publishing for Nokia – is part of a wider Nokia push to promote the handset manufacturer’s latest range of NFC-enabled smartphones.

Yesterday, Nokia launched its smallest ever smartphone, the Nokia 700, which runs on the Symbian Belle operating system and has NFC capabilities. The manufacturer is hoping to regain market share it has lost to Apple and Google’s Android handsets.

The Nokia Smartphone Guide, edited by Know Your Mobile editor Clare Hopping, goes on sale today, priced £5.99, initially exclusive to WHSmith, and followed by Morrisons, Tesco and Sainsbury & Asda. It’s intended as a companion aimed at existing Nokia customers who want to find out more about other services and products, as well prospective customers thinking about buying a Nokia smartphone.

It also looks at Nokia’s future plans, including its partnership with Microsoft, developments of its Symbian platform and new technologies.

The guide links readers automatically to Nokia’s official Facebook page via communication between their Nokia mobile phone and an NFC microchip embedded in the MagBook. By engaging with NFC, readers also automatically ’Like’ Nokia.

Dharmesh Mistry, magBook publisher at Dennis Publishing, explained that by linking to Facebook through NFC, Nokia is looking to both increase its followers and social network, as well as creating a direct-response element to a static print medium.

“It’s because they wanted to communicate directly with customers. They want to grow their database, and to be able to acquire and retain. With NFC linking to Facebook, you’re getting a direct response from someone in real-time,” said Mistry.

The NFC magazine will have a print run of 30,000 copies, with Dennis Publishing thought to have been paid a six-figure sum for editorial, production, print, distribution, retail placement and listings.

Nokia’s smartphone sales dropped by 32% during the last quarter due to its Windows Phone strategy getting off to a slow start. Smartphone sales revenue dropped to €2.4bn (£2.1bn) for the three months to June 30, resulting in a 7% year-on-year fall in total revenue to €9.3bn (£8.2bn). (new media age 21 July)

Dennis Publishing’s MagBook division – magazine-sized, one-off specials, covering a range of topics including technology, fitness, photography and motoring – has been running for three years. These are sold for between £5.99 and £9.99.


Published 25 August, 2011 by NMA Staff

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