We’ve mentioned before that content appears to be emerging as a differentiator among handset manufacturers in India; Nokia (NYSE: NOK) has launched the N81 and N95 8GB preloaded with one of the most successful (and still popular) Hindi films of all time – Sholay. The N81, priced at Rs. 26,250 (around $675), also has the Top 10 English Music Videos, 10 Bollywood and Hollywood songs and 10 comedy scenes from Bollywood films. The N95 8GB at around Rs 35,100 (around $900). At that price, I doubt that the free content is going to impact purchase decisions since piracy is rampant. Content, like in case of Sholay, can be used to demonstrate features of the phone – particularly the space and picture quality.
In other cases, it can be used to associate the brand with a current success, which probably explains Nokia’s tie-up for content based on the Bollywood flick Om Shanti Om, including ‘OSO Crazy’ mobisodes, ring tones and wallpapers. The company is using the opportunity to promote non-NSeries handsets (details here), though I did see OSO content available for sale on Nokia Catalog on the N95.