AT&T on Lumia 900 Launch: This Is the Big One

Published on March 28, 2012
by John Paczkowski

The upcoming launch of Nokia’s Lumia 900 on AT&T will be the carrier’s biggest ever — and that includes the iPhone’s debut.

This according to AT&T device head Jeff Bradley, who tells CNET that the Lumia’s April 8 debut will be a “notch above anything we’ve ever done.”

Certainly sounds like it, given Bradley’s description of the rollout plan, which includes a massive television marketing campaign and can’t-escape-it signage in AT&T stores, where the Lumia will be given prime placement.

“Before you walk in to the store, you know this is our hero phone,” said Bradley. “We’re going big. We’re really bullish.”

Quite a statement, coming from an executive whose company was Apple’s exclusive iPhone launch partner in the U.S., and continues to sell millions of units of the device to this day. But it’s indicative of AT&T’s faith in the smartphone, and the promise its sees in Microsoft’s Windows Phone platform when it’s built into a slick piece of hardware like the Lumia 900. And it’s going to be interesting to see if AT&T can really give the device some momentum at market.

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