Consumers haven’t yet weighed in on whether Nokia’s Lumia will become a viable competitor to the iPhone and top Android devices, but at least one marketer has voiced its support.
Red Bull plans to release its World of Red Bull app exclusively for the Windows 8-enhanced Lumia and Nokia’s Series 40 later this year. According to the video above, the app lets you pull your favorite content, Red Bull athletes and stories into a customizable platform. The app, which is also referred to as “My Red Bull,” also has a mapping feature that enables impromptu meetups.
The exclusive comes as Microsoft grapples with the classic chicken-and-egg marketing problem with its Windows 8 mobile platform: Developers won’t create apps for the the OS because consumers aren’t buying the phones and consumers aren’t buying the phones in part because there are so few apps. Microsoft is addressing the issue by subsidizing developers in some cases. Apple’s App Store hosts more than 700,000 apps while Google Play offers 600,000-plus Android apps. Microsoft passed the 100,000 mark for apps in June.
However, Nokia, Microsoft and Red Bull couldn’t be reached for comment about the Red Bull app. The brand offers other apps for the iOS and Android platforms.
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