Microsoft Lumia SWOT Analysis, USP & Competitors

Posted in Mobile Handsets, Total Reads: 3043

SWOT Analysis of Microsoft Lumia with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Microsoft Lumia

Parent Company



Mobile Phone Handsets



Tagline/ Slogan

“Microsoft is delivering the power of everyday mobile technology to everyone”


Windows operating system




Target Group

Tech savvy People looking for smartphones


Positioned as more than a smartphone

SWOT Analysis


1. Run on windows Phone operating system

2. The deal between Microsoft and Nokia resulted in future Lumia models being first-party hardware produced by Microsoft

3. Nokia was slowly phased out and replaced with Microsoft branding

4.  High end phones featured NFC, Qi wireless charging, “Pure View” camera with optimal view stabilization

5. Sales of Lumia had exceeded that of Blackberry in the same period


1. Extended Lumia brand to tablets too, but high price and heavy weight caused it to fail
2. Lumia update releases are dependent on carriers as they decide when devices are to receive them


1. Android based Lumia devices were tested but never launched, only Asha devices were bought to market

2. Improve experience to as rich as provided by Android and iOS

3. Need to work on visibility and innovation as per other competitors

4. Strong Application store needs to be in place


1. Updates on window’s phone are not that often as that on Android or iOS

2. Smartphones with slim designs and lightweight pose challenge to this segment



1. Android Smartphone
2. iPhone

The table above concludes the Microsoft Lumia SWOT analysis along with its marketing and brand parameters.


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