The Nokia World sales pitch (photos)

Nokia CEO Stephen Elop is pinning Nokia's recovery on Windows Phone, starting with the high-end Lumia 800 going on sale in November in Europe.

Nokia CEO Stephen Elop shows the three colors of the new Lumia 800 phone.

Nokia CEO Stephen Elop shows off his company's new Windows Phone products at Nokia World in London.

Nokia CEO Stephen Elop shows off the new flagship Lumia 800 Windows Phone model.

Nokia's new ad campaign is themed "Amazing Everyday." The company will spend lavishly to try to build its brand and to establish Windows Phone as a strong alternative to Android and iOS.

Nokia may not be dominant any longer, but it still makes 365 million phones a year.

Steve Overman, Nokia vice president of marketing creation, talked about Nokia's new "Everything Everywhere" marketing campaign.

Blanca Juti, VP mobile phones marketing for Nokia, unveiled the company's new Asha line of lower-end phones chiefly for emerging markets.

Blanca Juti, VP mobile phones marketing for Nokia, announced a deal to bring the Angry Birds game to Nokia's low-end S40 family of phones.

Blanca Juti, VP mobile phones marketing for Nokia, debuted the Asha 201 with a smaller screen and full keyboard.

Nokia CEO Stephen Elop speaking at Nokia World in London.

Kevin Shields, SVP of program and product management for Nokia smart devices, holds a Lumia 800 in his right hand and a Lumia 710 in his left.

The Lumia 800 will cost 420 euros before taxes--about $585--when the Windows Phone device goes on sale in November in several European countries. The Lumia 710 will cost 270 euros--about $376.

CEO Stephen Elop is banking on Windows Phone for Nokia's recovery, but he's also touting low-end phones for "the next billion" new customers.

Hundreds of bloggers and journalists descended upon Nokia World.

Nokia CEO Stephen Elop stands dwarfed by a mammoth Lumia 800.