Nokia brings new devices in October, “Sirius” to be unveiled

Nokia Corp. plans to present six new mobile devices including its first tablet at an October event in Abu Dhabi, which would be its first major product launch since announcing a deal to sell its devices unit to Microsoft Corp., according to people familiar with the plan.

The product blitz to be unveiled in Abu Dhabi Oct. 22, will include several Lumia smart devices that run Microsofts Windows phone platform, and lower-end devices based on Nokias S40 software, these people said. Nokias first tablet device will also debut, and will run Windows 8 software.

The long-awaited Nokia tablet, is named “Sirius,” and will enter a crowded segment that has evolved over several years. Apple Inc. is expected to launch another edition of its iPad tablet in the fourth quarter, and Microsoft recently revamped its Surface tablet.

Nokias Lumia phones have run the Windows platform exclusively since 2011, and it has launched a number of new editions, but a tight marketing budget and a lack of significant demand for the software has seen Nokias market share continue to fall.

In a recent interview, Nokias marketing chief Tuula Rytila said the short term goal is to point buyers to the silver lining the Microsoft deal is supposed to represent.

“Things are better now than they were before,” Ms. Rytila said, referring to the Microsoft deal. “We are part of a big company that is very profitable, a company that has cash and is future proof.”

Nokia and Microsoft, however, argue that better funded and coordinated advertising efforts will help resist the rivals that have been stealing Nokia buyers in recent years.

“Our competitors are pouring money into their marketing,” Ms. Rytila said, adding that she expects the budget to grow under the new owner. “I think every marketer would like a larger marketing budget, so if this is an opportunity for me to say that I need more money I will definitely say so.”

Last year, Nokia spent $21 million marketing its phones in the U.S., according to research firm Kantar Media, while Samsung Electronics Co. spent $401 million and Apple spent $333 million over the same period.

Nokia shares rose more than 68% year-to-date.