Nokia and NTT DoCoMo aim high with Vertu Club MVNO

When Nokia announced it would be withdrawing from Japan and starting a new MVNO, we weren’t sure what it had in mind. History shows that MVNOs typically aren’t very successful because of the small market for such operators (almost always being dwarfed by mega-carriers), but Nokia has really shocked us with this one. Their new venture is called Vertu Club, which is essentially further isolating an already lonesome market. This particular MVNO is, you guessed it, only going to carry Vertu handsets. The first Vertu store will be the Ginza Flagship store opening in February 2009, but since the MVNO won’t launch until the second quarter, customers will only be able to buy unlocked Vertu models when the store opens. When you think of an MVNO and the reputation it carries, and the fact that Nokia and NTT DoCoMo’s joint venture will operate on a premium membership basis, the Vertu Club almost seems like an oxymoron, doesn’t it? Oh well, the exclusivity premise worked out great for Voce

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