Microsoft Lumia 535 Dual SIM now available in UAE
Budget smartphone comes with 5-inch display, 5MP cameras
Microsoft Devices today announced the UAE availability of the Microsoft Lumia 535 Dual SIM in UAE stores for AED499.
Microsoft Devices' UAE branch unveiled the 535 for the media in November, as the company laid out its plans to compete in the budget smartphone market.
"Microsoft was founded on the vision of a PC on every desk, in every home," said Jon French, vice president, Microsoft Devices Middle East at the unveiling. "And I don't think any of us could argue that Nokia's done more to proliferate mobile technology around the world than any other mobile company. So with the two companies coming together, we're able to reach new and exciting price points and make sure personal computing and mobile reach more and more people."
The Lumia 535 runs the latest build of Windows Phone 8.1 and offers a number of integrated Microsoft services, wide-angle 5MP front- and back-facing cameras, and comes with 5-inch qHD display.
Microsoft's play for the budget market comes from a desire to get a greater number of consumers using its services. Earlier this year, the company's devices arm U-turned on its previous commitment to Nokia's legacy X series of handsets, which are Android-compatible. CEO Satya Nadella instead chose to focus on a Microsoft-only devices strategy, and go after consumers in emerging markets.
Last month, French cited UAE regulator figures that claim 46% of connected devices in the Gulf nation are Nokia phones. He is hopeful that those consumers, and others across the region, can be persuaded to identify with the Lumia brand.
"Lumia will become one of those brands that helps us light up the world of Microsoft services," he said.