AT&T: Lumia 1020 is our flagship for back-to-school season

AT&T: Lumia 1020 is our flagship for back-to-school season

ATT Mobility CEO Ralph de la Vega (right) and Nokia CEO Stephen Elop introducing the Lumia 1020.

(Credit: Sarah Tew/CNET)

ATT appears to be planning a serious campaign for the Nokia Lumia 1020.

Nokia's latest flagship smartphone will also be front and center as ATT's "hero" device for the crucial back-to-school season, ATT's senior vice president of devices, Jeff Bradley, told CNET on Thursday.

Bradley said that ATT plans to launch a more visible campaign than what it has previously done with the Lumia 900 and Lumia 920, which were also products that were exclusive to the carrier.

The end of the Lumia 1020 press conference grew tense when someone in the audience asked Nokia CEO Stephen Elop if his newest phone would receive better treatment at ATT, which the person called "a crummy partner." The comment caused some members of the audience to stir in agreement.

Bradley called the comment a "cheap shot" and said it was difficult promoting a different operating system. ATT has been vocal about its support of multiple platforms and phones, but continues to largely sell iPhones.

Elop answered the question by saying the burden of building awareness for Windows Phone and its product is on Nokia, and added that he is pleased with the support that ATT has provided.

The back-to-school season is the second biggest window for smartphone sales after the holiday season, Bradley said.