Trrying to turn the tide
Research showed that Lumia owners usually lived in more rural parts of the country and for many of them the Lumia was their first smart phone. They wanted less of a device and more of a partner. This insight helped us craft the new tone.
Lumia was now the phone you would chose because it was the right phone for you. The value came through the usefulness of the device, not simply a price point or feature list.