The launch of the Lumia 900 smartphone in Johannesburg this week was accompanied by plenty of drama, with Batman-inspired goons adding to the action.

In a way, things aren't so different at Nokia either - no, the Caped Crusader isn't running amok in Finland. We're of course, referring to the well-documented challenges facing the company, with the mobile giant trying to shake off stiff opposition.

The company is phasing out its Symbian line while also cutting jobs and forecasts. It's an ugly yet crucial step for the giant, but there is light at the tunnel, according to Gerard Brandjes, Nokia South and East Africa Vice-President.

The Lumia line-up

The Finnish giant has produced some stellar hardware in the form of the Lumia 800 and 710, both running Windows Phone 7. And the reception to the range has been exceptional, Brandjes says, with business partners and networks happy with the devices.

"But I think the most important thing for us is the positive momentum we're starting to see from a consumer perspective, so certainly, consumers are starting to understand that there's a very new and different proposition."

Now, with the Lumia 900 being launched in the country, Nokia is aiming for bigger numbers (obviously).

But why should consumers opt for Nokia Windows Phones when there are devices like the HTC Titan II, replete with a 16MP camera?

That's where Nokia's phone design plays an important role, says Brandjes.

"If you look at our focus on design and build quality, at the reliability and user experience; it's a combination of different things that makes us stand out from the crowd," Brandjes elaborates.

Looking at the Lumia range, with the 800 and 900 featuring that slick polycarbonate build, it's hard to argue otherwise.

Differentiation is the name of the game

Nokia's been keen to show off its range of exclusive applications as well, with Nokia Drive, Nokia Maps and MixRadio filling the gaps Microsoft has left.

Then there's local content, being touted as an integral part of the Nokia Windows Phone experience, with the Nokia Music Store available and local developers supporting the device.

"Sometimes, it's great to have the international content, but you also want stuff that makes a difference to you as a South African, whether it's content from Huisgenoot, Sowetan, Pick N Pay or whatever."

In any case, the Lumia 900 has proven to be quite a hit in the United States, with even Apple's Siri voice assistant calling it the "best smartphone ever" - something that wasn't lost on Nokia.

"It's quite pleasing to note..." Brandjes explains, "It spread very very quickly and it was very viral, so it was perhaps an honour for us."

The other issue raised during our interview was whether existing Windows Phone 7 users would be receiving the Windows Phone 8 update, with Nokia remaining cryptic at the time of the event.

"We don't comment on products that are not launched yet, but what I will tell you is that we focus on the consumer experience that we have today."

"So if you look at the whole Lumia range... it's really an attractive proposition," he explains.

"And no doubt we'll continue to have fantastic propositions in the future."

Of course, we now know that existing Windows Phone 7 users, including Lumia 900 owners, will be receiving the 7.8 update instead of the fully fledged WP8 experience.

It's a bitter pill to swallow for current Lumia owners, especially with the Lumia 900 yet to be officially released in the country.

It's a necessary evil on the part of Microsoft though, with the new update ringing in fundamental changes to the platform. Still, it's hard not to feel betrayed by both companies if you bought a Lumia 800.

A long-term plan

Despite all the focus on Windows Phone, the company has also created a buzz with the Symbian-powered 808 Pureview device, featuring a gargantuan 41-megapixel camera.

Nokia has previously stated that the 808 runs Symbian as a consequence of the five-year-development timeline. So the next question that popped into mind was, "when will we see the tech on Windows Phone?"

Although there's no firm date on it, the Pureview technology will find its way to the new platform, Brandjes reassured us.

Most of the world can't afford a 41-megapixel superphone of course, so there's also the Asha range, a line-up of cheaper phones targeting the emerging market.

"If you look at our portfolio now, we really believe we are well-placed. We really believe we have a portfolio that caters for all South Africans."

Instead of representing Nokia's recovery, the Lumia 900 simply represents just another step towards the firm's renewal, it seems. And while Windows Phone 8 won't be supported on current devices, the company has demonstrated a strong commitment to supporting current phones anyway.

But the real challenge will come as Microsoft readies the updated platform for a release later this year, with Nokia expected to lead the charge.

If anyone knows how to get the techies talking, it's the Finnish giant. We just hope for the mobile world's sake that consumers are fired up too.