Microsoft and Nokia Must Spend Much More than $100 Million on Marketing

This year Microsoft (NASDAQ:MSFT) and Nokia (NYSE:NOK) will be paying out much more than $100 million to market Windows Phone in the United States alone.

Microsoft’s only objective in this most important market is to persuade consumers to buy millions of Windows Phone handsets in the first half of 2012. Pulling this off will require a new set of phones, as detailed previously in Microsoft’s LTE Plans for Windows Phone. It will also require that the company increase engagement with tech enthusiasts and raise retail-worker recommendation rates through training, sales incentives and other means.

Nokia is helping, but so are other Windows Phone hardware partners like Samsung. (Nokia has said it will spend more money marketing Windows Phone in 2012 than it has on any previous enterprise.) The total cost of this marketing deluge is in the neighborhood of $200 million, not $100 million, according to internal Microsoft documentation. And again, that’s just for the United States. And at least on AT&T (NYSE:T), Nokia is outspending Microsoft 2-to-1.

Here’s how these stocks are trading to start the new year:

Microsoft Corporation (NASDAQ:MSFT): MSFT shares recently traded at $27.32, up $0.56, or 2.09%. They have traded in a 52-week range of $23.65 to $29.46. Volume today was 48,014,360 shares versus a 3-month average volume of 51,931,000 shares. The company’s trailing P/E is 9.93, while trailing earnings are $2.75 per share.

Nokia Corporation (NYSE:NOK): NOK shares recently traded at $5.08, down $0.06, or 1.17%. They have traded in a 52-week range of $4.46 to $11.75. Volume today was 14,408,131 shares versus a 3-month average volume of 28,917,100 shares. The company’s trailing P/E is 21.78, while trailing earnings are $0.23 per share.

AT&T, Inc. (NYSE:T): T shares recently traded at $30.53, up $0.15, or 0.49%. They have traded in a 52-week range of $27.20 to $31.94. Volume today was 18,120,906 shares versus a 3-month average volume of 24,792,600 shares. The company’s trailing P/E is 15.49, while trailing earnings are $1.97 per share.

To contact the reporter on this story: Gina Smith at staff.writers@wallstcheatsheet.com

To contact the editor responsible for this story: Damien Hoffman at editors@wallstcheatsheet.com