News topic: NOKIA Nokia
What can Nokia do in trouble to compete with Android? Nokia recently announced that it will cut nearly 10,000 jobs in the next 18 months. Many people were a little shocked to hear this news. It seems that Nokia has indeed had a problem. To be precise, Nokia has encountered problems in the Android field. Google's proxy forces have surrounded Nokia, the Finland-based mobile phone giant, and are chipping away at its power. Faced with such an embarrassing situation, can Nokia avoid the attack of the robot army and successfully regain the dominance of the mobile phone market? Let's analyze the problems and solutions faced by Nokia. Problem 1: High-end market
Nokia's arrival in the high-end smartphone market was seriously late. When Apple released the iPhone in 2007, Nokia did not immediately realize that this move would usher in a new era of mobile computing. Later, Nokia began to make its own operating system, Maemo, to compete with high-end rivals. Eventually Maemo merged with Intel Moblin and became MeeGo. MeeGo is now Tizen and has nothing to do with Nokia (so far, only a few devices have been equipped with MeeGo/Tizen). Since then, Nokia has entered a dead end.
After being seriously injured, what can Nokia do to compete with Android? But the emergence of the iPhone was just the beginning of Nokia's nightmare. The company's real failure came from the rise of Android phones, where Google's agency force, manufacturing partners, played an important role.
Nokia has to fight against many giants and try its best to gain a beachhead and customer attention in the high-end smartphone market. Google's generals (such as Samsung, HTC and Motorola) sell far more of all the top-end elite devices than Nokia. Samsung Galaxy S series, Motorola's Droid and Atrix, HTC's Evo, Bionic and one series, each product provides a unique Android operating system. When Android took off in March 2009, Nokia had no single product that could deal with these loyal Android fans.
In 2011, Nokia teamed up with Microsoft to create a high-end Windows Phone. The company had several options: build a product with MeeGo, partner with Microsoft, or join the Google war effort. If it had chosen to ally with Google, it would have instantly become Google's largest partner, even bigger than Samsung (which now occupies Nokia's position as the world's largest mobile phone maker). But when faced with multiple choices, Nokia made the mistake of choosing Microsoft.
This decision is akin to starting over. While high-end devices enter the market and Apple continues to gain market share, Google's army also begins to inject high-end products, while Nokia has to start over. Nokia's first Windows Phone phone (Lumia 800) was not released to the world until November 2011. Lumia 900, the first highly competitive device in the high-end market, did not enter the US market until April 2012.
After being seriously injured, what can Nokia do to compete with Android? There is friction for Nokia in this area. While high-end devices may only account for a portion of the global smartphone market share, they drive growth across the entire market. If you want to be successful, you need to first bring quality equipment to markets where your product can grow (primarily regions such as the United States and Western Europe). Top-tier devices get the most marketing dollars, get the most people talking about them, and spread sales to other device manufacturers.
High-end devices are the face of the company's entire product line. In recent years, Nokia has not had a device that can compete with the Galaxy S and Evo series or the iPhone. Nokia has released pretty good products since the fall of 2011, but the real problem is that the devices weren't groundbreaking and were far removed from each other.
Problem 2: Low-end
In February 2011, in a famous "burning platform" letter to employees, Nokia CEO Stephen Elop observed that competition between Asian manufacturers and Nokia was limited to price. A Nokia employee once half-jokingly said that in the low-end market, Chinese original equipment manufacturers develop equipment very quickly. It is an exaggeration to say that it only takes us one PPT time. Elop also admitted: "They are faster, cheaper, and they have been challenging Nokia."
When the whole world is switching from "dumb phones" to smart phones, Nokia's global situation becomes increasingly unstable. Changes in the ecosystem mean that Nokia's feature phone sales are not as good as before. At the same time, Nokia's pseudo-smart platform and Symbian operating system are simply not comparable to iOS or Android.
Google's army of lieutenants is rapidly encroaching on Nokia's most fundamental emerging markets, where manufacturers such as Huawei and ZTE can make low-end Android smartphones in the shortest possible time. Samsung is the dominant player in this field, and the battlefield can be both high-end and low-end. Facing such a wave of troops, Symbian simply had no power to parry. Nokia was outnumbered globally and was suppressed and squeezed out by competitors.
Solution: Integration and Focus?
Before being completely swallowed up by its competitors, Nokia needs to streamline its organization and focus on developing its own ecological niche in these markets. More or less, this is Nokia's ongoing strategy as the company implements a number of initiatives to address its shaky sales and competitive position.
In a recent conference call, Elop claimed that Nokia needs to fully and actively compete with Android. In order to do this, we must focus on research and development, and it cannot be solved by just releasing a Windows Phone in the United States. The Lumia 900 is a good device, but it's just combined with AT&T. Nokia needs to launch a major device for every major carrier in the United States. That means working with Microsoft to create some usable Windows Phones at entry-level prices around the world.
In short, Nokia needs to copy everything Samsung's Galaxy series does, and fast. Nokia is in a strange position right now, not copying other people's marketing strategies or leading smartphone design. But Nokia is no longer the incumbent and is now at a disadvantage, and it all comes down to whether smartphone users will adopt Windows Phone. I hope that this series of restructuring and reorganization can revive Nokia in the smartphone market and find a stable place.
Via ReadWriteWeb
*Source of this post: cnBeat*
