Nokia (the Po) CEO Stephen Evans the roper capable of talk of the art, always like on the proper business said before a small story thought-provoking. In February last year, take charge of the KangPeiKai nokia has the roper to all employees send internal memo, will nokia situation compared to the north sea oil "burning platform.
That's the roper, behind nokia's internal attitude is partially to blame, failed to timely innovation, resulting in smart phones behind The Times. He detailed points out: apple iOS and Google (the Po) Android has controlled the high-end market, nokia has been behind years; In the development of the market saiban slowly, in the developed markets without competitive power.
The original has been burning platform, we must choose a new ark. Worry in the Android machine the sea lost nokia only rely on is Microsoft (the Po). In February last year, two companies announced a strategic cooperation relationship; Nokia will use Microsoft's Windows Phone operating system, and will participate in system development.
In an the roper, under the leadership of the nokia started pain but determined to transform the way: will saiban outsourcing to accenture, Meego aside follow-up research and development, to dive into the Microsoft mobile r&d; At the same time in the global mass layoffs, and will r&d and manufacturing departments gradually moved to China and other regions, reducing operating expenses.
Transformation will be painful, it will directly influence short-term performance, is perhaps the most suffering last year nokia of time. Nordic culture makes the rigorous nokia choose steadily WP mobile r&d, but apple iPhone from further dominate high-end market, Android with battle group rob market share, nokia under unprecedented pressure.
"Pale" behind performance
In the past year, now nokia actually status? 1 at the end of the month, nokia announced the fourth quarter results. On the apple's dazzling earnings shadow, a lot of people see from the same period last year when nokia profit of 980 million euros to losses of $1.4 billion a dismal performance, but not on nokia mobile phone sales performance WP beyond.
But in fact, this is a huge losses including $1.88 billion of assets write-off, including $1.43 billion from nokia positioning and commercial business department of the offset the goodwill. If not including special project, nokia is actually being a profit of 297 million dollars.
And Microsoft announced the alliance in after eight months, nokia in October last year London released two paragraph WP mobile: high-end Lumia 800 and the 710 in. In the fourth quarter, these two section WP mobile phone sales of 1 million department, more than many analysts expected.
Due to the fourth quarter Lumia two phone only in the European market sales, considering nokia in WP platform only just started, the sales performance is not actually sent, and most of them from the 800 in high-end sales. Nokia share price in the market analysis digestion performance rose 7% after it proves it.
Give special treatment
According to market research firm Canalys data, last year global smart cellphone shipments (of 487.7 million) for the first time exceeded PC (of 414.6 million), and FaHuoLiang PC is more 15% comes from the tablet computer. As mobile equipment inevitably become the mainstream, the PC era dominance of Microsoft feeling never have pressure.
Apple iPhone with become the world's most valuable company. A quarter, only the iPhone revenue ($24.4 billion) and profit ($9.3 billion), more than the entire company to Microsoft ($20.9 billion and $8.2 billion, respectively). Last year, apple iPhone sales totaled 93 million in the world, only 6% market share, but get 75% of the profits.
Although Microsoft has a weak performance in the mobile area, but this is a loser war, defeat means lost the future, so they don't hesitate claims to dive into the mobile business. In view of the original partners samsung (the Po) and HTC (the Po) are more emphasis on Android platform, Microsoft urgently need a loyal cooperation partners, but nokia has become the only perfect choice and Microsoft.
Because of this, Microsoft to nokia unprecedented support. Nokia WP department Waldemar Sakalus said to President sina science and technology, said only nokia promised comprehensive use of WP platform, so actually enjoy the "difference" to treat. In line with the agreement, the next few years Microsoft will provide to the nokia dollar support, sheet is the fourth quarter to reach 250 million dollars.
Closeto the hardware
In addition to the 710 and 800 before the release, nokia and in January this year the CES releases during the flagship phone 900. Although rumours 910 has been nokia the officials denied, but according to the roper said Evans of the strategy, nokia is certainly more models, and, in the end and the high-end market of all.
For cellphone field years overlord, nokia mobile phones in the design of hardware and related services with deep accumulation. Lumia mobile phone in hardware is is well-grounded, high-end type of shell, and the screen and camera etc is not inferior at the apple iPhone. And nokia unique navigation, video and music services is has obvious advantages.
Lumia 900 won the best smartphone CES awards, this phone is nokia best reflects the hardware strength. In the image, nokia and optical giant CaiSi have long-term cooperation; Navigation, nokia's navigation service completely free, and navigation services and professional par; Music, nokia shop price advantage more than apple iTunes for the China market.
Nokia, senior vice President of Kevin Shields is currently leading the research and development of the WP department, he had been in Microsoft from 21 years resume can see the close relationship between Microsoft and nokia. According to Microsoft sources, nokia stationed Microsoft headquarters at least keep the engineer in 50 people scale, both parties in common with perfect WP platform.
Mentality positioning challenge
Nokia China a senior project manager to sina science and technology revealed that, in addition to product strategy of change, nokia top attitude has also had the obvious change, in a sharp fall in the market condition, high mentality from the previous "me" to "primarily by the market primarily" ego orientation also from "the sovereignty," into "challenger".
He explained, China executives had hard to persuade executives to understand China headquarters market demand, according to actual situation to make marketing and orientation strategy; But now, Mr The roper and other new management will be more active to according to the consumer demand and competitors, make the performance and pricing are competitive products.
Pricing is best example. As soon as possible in order to shares of market, nokia Lumia series pricing is "close to people". Lumia in 710 in the United States, in fact, have 0 yuan sold machine, the price of 800 or 3000 yuan, the flagship in 900 in the United States in two contract price to only $100.
And in the promotion, nokia and Microsoft is never had the spare no effort. Microsoft CEO Steve ballmer and also the roper appearance together many times issued by the new products, in addition to the $31 million in last year Microsoft promotion funding, more news that nokia and Microsoft is willing to spend $100 million for Lumia 900 promotion.
Focusing on the market
Even in the era of nokia seek hegemony, nokia in the American market and no leading position. Top on the us market is the biggest reason disregard, Europe and the asia-pacific market has brought great sales and profits, and the United States for nokia to more like an edge for market.
But Mr The roper after taking office, precisely, nokia has decided to turn to Microsoft platform, the market is of great significance. Here is not only the big three mobile platform location, the more come together as one of the most influential media global science and technology, and numerous application developers. In the United States market take share, no doubt, will be greatly boosted the popularity of nokia.
China is the most important WP nokia mobile phone market growth. China not only smart phone market sales huge, grading obviously, there is a huge space outside the iPhone, this is the best position WP mobile phone scale. Nokia a source said, the company will r&d and manufacturing to China, China in nokia executives the discourse right also has the obvious ascension.
Nokia China ZhaoKeLin President last year, said, Lumia series in China this year in three operators, in high school all low-end field for the China market. According to the latest news, China telecom (the Po) will be released in March Lumia 800 CDMA version, and with series 710 and 900 will also be on the market in succession.
Has the roper self-confidence
In addition, the application developers also to Microsoft WP platform brought the bottom spirit. The application of application store WP Microsoft has exceeded 60000 total paragraph, the growth rate of 400 a day, is three Pacific taichung the fastest. Although it is not and apple and Google compared to the number of stores, but users frequently used applications is a limited number of, at least at present has disadvantages WP is very small.
To developers, the rise of WP platform has a positive meaning. On the one hand may increase their and apple and Google platform bargaining space, on the other hand the Android platform fragmentation and pay channel is facing the developers not small obstacles, and can control the Microsoft platform brought them a no less than apple's good profit channel.
Up to 2011 at the end of the fiscal year, nokia have cash and cash equivalents is $13.7 billion, and Microsoft has promised investment of the dollar. And function mobile phones and Symbian in the markets thoroughly before, still can give nokia to bring the huge revenues. To be sure, the nokia have sufficient financial resources to support WP in popularization of cellphones.
If the fourth quarter of the WP strategy for nokia is just just start, so fiscal year 2012 the year of the final exam is nokia. Has the roper nokia redeemed strategy can be cured, Microsoft WP platform in apple and Google can under the shadow of the stand firm, everything depends on the market, depends on whether consumers choose Lumia series.
Has the roper said Monday, the company had been out of the danger zone, maybe his confidence from the Microsoft alliance, the software and hardware of the mobile phone from Lumia strength. But the market is everything, nokia really took to the back roads, will have to see the results of the 2012 final exam; If no consumer "rescue", perhaps has the roper will suddenly find themselves are still in the icy water.
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