In a story that refuses to die quickly, Nokia Corporation (NYSE:NOK) (ADR) is again apologizing for presenting at the introduction of its new Lumia 920 – and also uploading to YouTube – a video purporting to be a demonstration of its new PureView optical image stabilization (OIS) technology. It also released a number of still images with the implication that they had also been taken with the new smartphone. The problem was that the video and still photos were shot by a regular camera and not the new Lumia 920.
Nokia almost immediately issued an apology stating:
“In an effort to demonstrate the benefits of optical image stabilization (which eliminates blurry images and improves pictures shot in low light conditions), we produced a video that simulates what we will be able to deliver with OIS.
Of course, hindsight is 20/20, but we should have posted a disclaimer stating this was a representation of OIS only. This was not shot with a Lumia 920. At least, not yet. We apologize for the confusion we created.”
Nokia has also now uploaded videos shot by an actual Lumia 920 prototype and added qualifying language to any images not shot by the Lumia.
The miss-step is unfortunately distracting attention from Nokia’s new top-of-the-line, Windows Phone 8-powered smartphone – the company’s bid to reestablish itself as a leader in the mobile phone industry. It is possibly a make-or-break product for the company. And worst of all, by most accounts Nokia didn’t need to resort to fakery – their OIS technology is actually very good even though at this point the Lumia 920 has still not been fully developed.
So far the Lumia 920, which will not be released until November, has received very positive reviews.
It remains to be seen how this incident will play out for Nokia. But one thing is clear: at a time when Nokia should be basking in positive reviews of its new product, it’s instead announcing the initiation of an internal ethics probe.