Lumia: Nokia's new dawn - or just the sun rising over Microsoft?

Nokia has more to do to prove it can stand out in the Windows Phone crowd...

Is Nokia's first Windows Phone enough to revive the Once Mighty Finn's smartphone fortunes, asks's Natasha Lomas.

On Wednesday a super excitable Nokia exec team unveiled its first smartphone running Microsoft's mobile OS. It was the biggest day for the mobile maker since its Finnish leader Olli-Pekka Kallasvuo was replaced last year by the first non-Finn in Nokia's long history.

Nokia's hopes for its smartphone revival rest on Windows Phone. Thanks to CEO Stephen Elop's decision to abandon the company's homegrown mobile OS efforts to hitch a ride on Microsoft's platform, Nokia and Microsoft are joined at the mobile hip.

A Finn-less tag team of execs were marshalled for yesterday's big announcement, including a Canadian, an Australian, an Indian and at least one American. Two were former Microsoft execs. Elop - one of the ex-Microsoft workers - made a show of running on stage to make his contributions, with the eagerness of a puppy.

One exec danced, another sighed with emotion, and Kevin Shields, senior VP of program and product management for the smart device at Nokia, screamed "AWWWWWWWWWWEEEEEEEESSSSSSSSSSSSOOOOOOOOOOMMMMMMMMMEEEEEEEE" with such blood-curdling violence I thought Microsoft CEO Steve Ballmer had been hidden inside a Nokia man-suit and was clawing his way out.

Nokia Lumia 800

The Lumia 800: Is it different enough to stand out in the Windows Phone crowd? Photo: Nokia

And that was just the Lumia foreplay. The climax of Nokia's presentations was the unveiling of an oxymoronic marketing slogan - over-egged to match the exuberance of Elop and co: 'The Amazing Everyday'.

Elop said Nokia's aspiration with Lumia - beyond the obvious but unspoken aspiration of selling truckloads of Lumias to steal back market share from Android and iOS - is to "help people upgrade an ordinary moment into an exciting one".

In the case of Lumia, Nokia stands accused of trying to do just that - trying to manufacture excitement for a product that could be described as just another Windows Phone.

Why 'just another'? Because Microsoft tightly controls the look and feel of its mobile platform - vetoing customisation of the OS using proprietary skins, as well as stipulating minimum hardware specifications such as the three buttons on the front of every Windows Phone device. It also encourages developers to adopt its Metro interface style - so even third-party Windows Phone apps can come dressed in a Windows Phone uniform.

All this makes Windows Phones rather samey, regardless of whether its user has an HTC, LG or Samsung device in their pocket.

So when Nokia signed up to Microsoft's OS, the question on everyone's lips was how would Nokia differentiate its devices? What could it do to convince mobile users to buy a Nokia Windows Phone instead of A N Other Windows Phone?

At Nokia World this week, Elop's answer to the differentiation question was clearly incomplete: a selection of apps such as the free Nokia Drive sat-nav app, Mix Radio - free streaming music mixes, and a sports app in partnership with ESPN that would have feature sets exclusive to Nokia Windows Phones.

It's a start, say analysts, but Nokia will need to...