The accessory in question is the DT-601 Wireless Charging Pad, which we recently reviewed on the site. The DT-601 is a small puck shaped charging pad around 6cm in diameter, 30cc by volume, and 55g by weight. The accessory is well matched to the Lumia 930, which unlike the Lumia 925 and 1020, has support for Qi based wireless charging built directly into the phone (i.e. no need for a charging cover).
Nokia UK's market research indicated that consumers love wireless charging, but that getting an accessory can be something of a stumbling block because people aren't always willing to pay out extra when they purchase the phone. The bundle will solve this issue, at least for those buying a Lumia 930 in the UK, and is also designed to cement the idea in consumers minds of Nokia being a leader in the wireless charging space.
Consumers who pre-order a Lumia 930 in the UK will get an even better offer. In addition to a DT-601 Wireless Charger Pad, a DT-900 Wireless Charging Plate, a MD-12 Bluetooth Wireless Speaker, and a £20 app voucher will also be bundled with the handset (approximate value of bundle is around £130). Nokia UK says the thinking behind this is that the majority of users need to be able to charge their phone both at home and at work and that once you start using wireless charging it's hard to go back to anything else, a sentiment that certainly chimes with our own experience.
Both offers apply to UK variants of the Lumia 930s ordered in the UK. In practise that is likely to mean devices order or purchased through recognised retail channels. This will include all operators (3, EE, Vodafone, O2, Virgin Mobile, Tesco Mobile) and larger scale high street retailers (e.g. Carphone Warehouse), along with most online retailers (e.g. Amazon, Clove, Expansys, Mobile Fun).
To go along with the UK offers, Nokia and Microsoft are also in the process of planning one of their biggest ever joint marketing campaigns (though by the time it kicks off it'll two parts of Microsoft). It's clear that Nokia sees the Lumia 930 as its best opportunity, since switching to Windows Phone, to gain share at the higher end of the market. How sucessful this will be remains to be seen, but the bundling offers outlined above will certainly give the new flagship an extra push in retail.