A new player is entering the American telecommunications game, but it’s a name you might recognize. Swedish mobile phone manufacturer Nokia plans to reenter the United States market with the release of its new phone. The Nokia Lumia 900 is Nokia’s first smartphone product and its first major U.S. product since the days of clunky, monochromatic, antennae phones from the early 2000’s. But how will Nokia fair against well-established smartphone brands?

It seems the company is off to a good start. The Lumia phone has already begun generating buzz thanks to Nokia’s clever “Smartphone beta test” ad campaign. The mysterious ads left consumers wondering about the nameless new phone. The big reveal came on April 8^th when Nokia announced that the Lumia was now available to AT&T users. According to Nokia execs, initial sales of the phone have exceeded expectations, but will that success continue?

Nokia’s marketing efforts around the Lumia phone indicate the company is looking to reinvent its brand image to compete against the big players. There is a long road ahead, but the goal is not impossible. What steps can Nokia take to ensure their repositioning is successful? How can they promote their products to compete against well-established smartphone brands?