Finnish electronics manufacturer Nokia (News - Alert) and camera lens maker Carl Zeiss signed an exclusivity deal today, according to Reuters (News - Alert). This is done in the hopes that Nokia can regain some of its share in the competitive smartphone market, banking on the belief that a better camera will mean a more desirable phone for consumers.
The deal will run for several years, putting Nokia in a favorable position as Carl Zeiss is a recognizable brand for consumers. This announcement follows a rough quarter for Nokia, which was ousted from its long-held position as most popular cell phone provider in the world by South Korean Samsung (News - Alert) Electronics during that time.
International Data Corporation (IDC) analyst Francisco Jeronimo concurs that the deal was indeed a good one for Nokia, and that cameras play an increasingly crucial role in smartphones and their popularity.
"Manufacturers will continue to improve the cameras with higher resolutions, better focus and several other features to differentiate their devices on a crowded market where touch screen smartphones look alike," said Jeronimo.
Nokia first smartphone with its new PureVirew camera technology, the Nokia 808 PureView, is to be launched this month. The phone will boast a 41 megapixel sensor – an unprecedented feat for a smartphone camera and of significantly higher megapixel count than even top-end cameras used by professional photographers.
Analysts don't think that an advanced camera will be enough to make the 808 PureView a success, however, as the phone will use Nokia's aged Symbian operating system which the company is in the process of phasing out in favor of Microsoft's Windows Phone (News - Alert) platform.
Nokia plans to include the technology in future Windows Phones, though, which may help the fledgling OS finally gain traction in a market flooded with Android (News - Alert) devices and the iPhone.
Edited by Braden Becker