Nokia quietly establishes U.S. beachhead at T-Mobile

From CNET News.com: Nokia's Lumia 710, often lost in the shadow of its higher-profile brothers, has actually gained a modest foothold at T-Mobile USA.

While not a blockbuster, the Lumia 710 has gotten decent traction at T-Mobile's online store. Web sites such as Amazon and Wirefly similarly have the device ranked high among T-Mobile customers.

Its performance marks a promising start to Nokia's attempt to reenter the U.S. market. And unlike conventional strategy, the Lumia 710 didn't achieve its success through the best specifications or the latest network connection. Instead, its attractive price tag and bang-for-the-buck value have convinced some consumers to veer off from the usual track of buying an Android smartphone.

The device, which initially sold for $49.99, but is now free with a service plan, has also helped T-Mobile steer basic phone customers into upgrading to a smartphone. The carrier is eager to tap into the upgrade market as it looks to re-establish itself as an independent carrier after a failed attempt to merge with AT&T.

"If you're new to the smartphone space, and there's no lock-in to the iOS or Android ecosystem, it's a great alternative," said Christopher Collins, an analyst at market research firm Compete.

The success of the Lumia line of phones is likewise critical to Nokia's turnaround efforts and Microsoft's ambitions to regain its status as a major player in the mobile devices business. As the first Nokia Windows Phone in the U.S., the Lumia 710 has the burden of creating a strong first impression.

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