In a couple of gray-hat marketing moves dating back to the end of January, Nokia’s CEO, Stephen Elop, first bashed the Android ecosystem, decrying its fragmentation, then went on to claim that quad-core smartphones are uncalled for, as they drastically reduce battery life.

In a Pocket-lint interview published back in mid-January, Elop was quick to point out that Nokia has a strong desire to differentiate their future smartphones as an alternative to both the iPhone and Android smartphones. He also left the impression that Nokia aims to further strengthen its association with Microsoft’s Windows Phone 7 OS. Moving on to pick on their biggest competitor, Android, Nokia’s CEO said: “We don’t want fragmentation being introduced into Windows Phone because we are beginning to see how in a certain other eco-system that fragmentation becomes a problem.”

In a interview released on the same day as the above mentioned declarations, this time in a discussion with TechRadar, Nokia’s Elop tried to undermine the technological accomplishment of having quad-core processors in a smartphone. In what’s obviously a marketing move destined to protect the honor of the 1.4GHz single-core Qualcomm CPU used in the first three Nokia WP7 handsets, Elop said: “You don’t need a quad-core phone unless you want to keep your hands warm in your pocket. We’re believers in the experience so, fine you have this camera density and you have that camera density. Let’s put the pictures side-by-side and we’ll show which ones are better.” If it feels like the quote above doesn’t make that much sense, rest assured: you are not alone!

Finnish cellphone maker Nokia is the perfect example of an once-glorious company that somehow managed to lose grip of a huge hunk  of market. On decline for the past decade, Nokia definitely had a unique approach to smartphones, one that not a lot of customers (especially those from the US) seemed to agree with, as sales figures suggest. As a quick refresher, Nokia decided to stop using their in-house Symbian OS, persuaded by a hefty $1 billion deal with Microsoft to move to Windows Phone 7. Before the deal was announced, many were hoping that the #1 cellphone maker in the world will jump on the Android bandwagon.

Does this look like a marketing move to you? Do you find any logic to Stephen Elop’s claims? Let us know what you think in the comment section below!