Abstract as Apple totally change the mobile
In this report I am going to
discuss about Nokia company. From its humble beginning to its downfall. And
this is not secret what happened to the biggest brand their biggest competitors
crushed it especially Samsung and iPhone. Its Wrong decisions especially its
failure to switch to smart phones it was also its over smartness and believed
that we will win the Completion of smartphones. It’s true that Nokia had seen a
worst past but it was the only company who gave us some best phones
Nokia was the most trusted brand
in all over the world not only by its name but also by its efficiency and
strength to overcome the competitors brand. Nokia made its first smartphone in
2000 and it was called a first Symbian phone and it was marketed as smartphone.
In 2007 Apple introduced its first smartphone that supports multitouch screen.
Nokia stands for Network of known
internet Addicts. Nokia was one of the biggest industry of their known time. It
was founded by Fredtrik Idestrem. He took the first step in making the
foundation of Nokia to connect the people. Nokia famous saying is also “Nokia
connecting people”. Its previous background was almost unrelated to the
hardware and Software industry. As it was started as Paper, Rubber and cable
Industry. And then it jumped to Electronic Section and Telecommunication
Industry in 1967 and 1970 respectively. As Nokia’s major is in mobile industry
and they made on of their phone that is most used in 1970’s to 1980’s. And its
most popular phone in worldwide was Nokia 1100.
It was a failure to properly
manage as one of the biggest industry was going to be sold to a second party
name Microsoft. As Nokia was unable to compete the current mobile industry so
they took this step. Apple and Samsung were performing their very well on this
time. Nokia had stop their mobile market for some time but later it is said by
Nokia that “We will start making phones in 2016”
A rising graph of Nokia is making
some positive progress from 2017 to now. Nokia has made some of the most
demanding phones like NOKIA 8 and NOKIA 3310 etc. Nokia as other smartphones
see that revolution is coming so it is going to shape it according to the trend
but it is far behind as Apple totally change the mobile industry with iPhone in
2007 and then smartphone running Google Android arrived in 2008.
FAILURE OF NOKIA
Failure of Nokia can be described
in three words CLS Complacency Lack of innovation and Symbian to Windows. Nokia
was usually unware of the future and its self-satisfaction led into a deep black
hole. Nokia previous experience was very good as it was largest network of
selling & distribution. It also had customer relation because it had wide
range of products for all class. Including some strength their were also some
weaknesses in it as it has low voice quality it’s designs were not too good in
low price products. Its sets weight was too high and unlike Apple iPhone, Nokia
N series is complex, tough and not user friendly. Nokia could overcome its
weakness by finding some new opportunities as the market was newly growth it
could be easy to compete any industry by concentrating on smartphones as People
were going into smartphones trend because they were tired of button mobile
systems. They could also make their industry better by well-designed and styled
set. Mini notebooks were the new trend of Nokia. Some threads made Nokia
industry more decline when China Mobile made the exact copy of Nokia. Competitors
like Samsung and Apple were a bigger thread of Nokia. Sales of Nokia may
decline due to global economic downturn and also Standard and poor downgraded
Nokia with low grade.
Apple was testing smart Phones
with multi-touch screen features and Blackberry was adding Email Functionality
on their Phones but Nokia was very slow on this whole process. When every
mobile industry maker is busy in adding some unique features like multiscreen Nokia
felt that these features would be out of scope and would not capable to be used
by customers but customers overwrote their exceptions. We are still using touch
screen mobiles email like features and Now a Days smartphone will not be a
smart Phone without it.
One of the biggest factor to rise
company is to make something unique and keep its pricing low. This will increase
the chances of buying and also increases trust factor. Samsung adopt this trend
their Android phones are user friendly and budget friendly too.
As it was the fierce competition,
Nokia started losing grip on the market and started reporting financial losses.
Maybe it was due to bad management so they start looking for a management and complete
their search by finding Stephen Elop on September 21, 2010.
The company was in the burning platform
and main reason for this is that Nokia uses Symbian Operating System for the
long time. As this was very discouraging and Elop made his 100% to handle this
situation but company was already in a great loss. Nokia stated that we had a
loss of 368 million dollar euros in 2011. Its market share decreased from 45%
to 35% in 2011.
Here is a graph of market Share
of Nokia vs Samsung in Fig 1.1
In 2011, Nokia
made a partnership with Microsoft to fortify his position in supermarket.
Behind the leadership Stephen Elop Nokia decided to stick only and only with
Windows OS. Nokia lunched Window series and named this series Lumia. On this on
time Nokia came with full preparation. It started his Nokia Lumia series from a
520 to 920 and then award-winning Lumia 1020 its photography features are
unique. In September 2013 Nokia agree to make an agreement with Microsoft in
this agreement Nokia devices and Services would be purchased by Microsoft.
Stephen Elop signed this deal and his role as management is questionable.
smartphones industry is evolving into OS to make it better and better at this
time one result is came into being that although hardware has its importance
but software has more importance as compared to hardware. manufactures moved on
and adopted various OS like Windows, Bada, Meego and Nokia decided to stick
only with Windows OS. Nokia new technologies were almost reliable but they were
not very user friend.
As Android and iOS became more
popular but Nokia failed to get popularity.
Progress of Nokia
GSM phone was made by Nokia in 1992 name the
It launches the new series name 2100, the very
first Phones that had features the Nokia Tune ringtone. It was the biggest
turnover that this series goes on to sell 20 million Phones worldwide. It was
over there expectations because Nokia target was 400,000.
In 1998 Nokia was the Bos of all Mobile
Between 1996 to 2001, Nokia turnover increases almost
fivefold 6.5 billion to 31 billion EUR.
Elop was Nokia CEO during from 2011 to 2014. During these years
Nokia rating down from AAA to B’s. Nokia share dropped a maximum percentage
round about 60% and it lost minimum of
13 billion $ in value. According to Financial Times, While CEO Elop was
responsible for the worst condition of Nokia as Nokia payed 1 million $ for
every 1.5 billion EUR to Elop.
Stephen was former worker of Microsoft before moving to Nokia and
he is sent to Nokia and he is sent to Nokia to devaluate Nokia and make it
easier and cheaper to buy for Microsoft. Microsoft had a major in software firm
so they wanted to takeover hardware firm and Microsoft announced that it had bought
Nokia for 7.2$ billion.
After all this happened Stephen comes back to Microsoft and Vp of
Microsoft Devices and Services and signed a bonus of 25$ million.