Nokia services

To distinguish itself from other makers of Windows phones like HTC, Samsung and LG, Nokia is betting on a range of services.

The BBC’s Rory Cellan-Jones interviews Nokia boss Stephen Elop

Key among them is the integration of location-based services like Nokia Maps, real-time navigation software Nokia Drive, a live-streaming music service Mix Radio and Liveview, an augmented reality service.

Nokia’s navigation service Drive will be free. It will not run in an app but will use HTML 5 technology, and will be updated with traffic information in real-time.

Nokia will also deliver its phones with the ESPN sports hub, which will provide free access to text and video news from ESPN.

The biggest innovation, though, could be Nokia Pulse, a service that combines elements of social networking with location services. It allows users to share with friends and family experiences – from pictures to whereabouts to activities, integrated with Nokia’s mapping service

Cold water

Shortly before Mr Elop announced the switch to Microsoft Windows Phone, he sent an email to his staff, in which he compared the company to a man on a burning platform, who had the choice of burning to death or jumping into the icy waters below.

The launch of the new phones is Nokia’s splash landing. Mr Elop will hope that the new hardware and software offering will be popular enough with consumers to allow the company to swim.

The Lumia 710 is a cheaper alternative to the 800 model

But it is not just Nokia that has a lot riding on the launch of these phones.

Software giant Microsoft has been struggling for years to break into the mobile phone market. Its most recent offering, the Windows Phone 7 software, has been well received but gained little traction in the market.

The company will hope that Nokia’s close relationship with mobile phone network operators around the world will give it the access to consumers that has been lacking so far.

The Lumia launch, with 35 network operators, will be accompanied by a campaign called “The Amazing Everyday” involving viral marketing stunts.

Microsoft is reportedly supporting both Nokia and Samsung with tens of millions of dollars to advertise new Windows Phones in the market.