New Lumia phones: winning Nokia more time

Nokia's new Lumia smartphones are trickling into the market and early signs suggest they may sell well enough to give the handset maker more time in its fight against industry leaders Samsung and Apple.

But investors shouldn't expect a quick turnaround for the struggling Finnish cellphone maker, with rival gadgets vying for consumers' attention, analysts said.

"Positive reviews are a great start but as we have seen many times before these won't deliver strong sales volumes on their own," said Pete Cunningham, an analyst at research firm Canalys.

Successful sales of the latest Lumia 920 and 820 models are crucial for Nokia's survival. The former market leader is burning through cash while it loses share in both high-end smartphones and cheaper handsets.

FIM Securities analyst Michael Schroder forecast Nokia will sell 1-3 million of the new models this quarter. It sold 2.9 million older Lumia models in the third quarter, compared to Apple's sales of around 26.6 million iPhones in the same period.

"In any case the uptake will not be massive," he predicted.

Lumia's sales could serve a verdict on CEO Stephen Elop's decision in February 2011 to partner with Microsoft instead of using Google's Android or continuing to develop Nokia's own operating system.

Nokia is taking a gradual approach to launching the phones, and availability is expected to vary by market for the next few weeks, compared with Apple's iPhone models which usually go on sale on the same day to global fanfare.

"While we are very impressed with the hardware features of the Lumia 920 and the improved software functionality of Windows Phone 8, we believe a focused launch to drive steady sales growth is necessary," said Canaccord Genuity analyst Michael Walkley.

Analysts also expect tough competition during the pre-Christmas shopping season from the likes of Samsung's Galaxy S III and Apple's iPhone 5. Taiwan's HTC has also introduced smartphones running Windows Phone 8 software.

The stakes could not be higher for Nokia's Elop, who said in February 2011 the company's transition would take two years.

"This is absolutely a make-or-break phone for the Windows Phone strategy," FIM Securities' Schroder said. "If it fails, they have to take a whole new course."