General, no company can win forever. Simulator to 2G mobile phone, Nokia overtook Motorola. With the advent of 3G smart phone era, Nokia should be able to be surpassed, but it is not.
Nokia has the position of the world's mobile phone boss, overlooking many mobile phone manufacturers. When the iPhone came out in 2007, Nokia ridiculed that Jobs must first convert brand awareness into market share.
Then the Android phone came, Samsung and HTC got up because of Android, and the touch screen era came. Nokia still insists on the physical buttons of Symbian system and mobile phone.
As a result, Nokia's market share dropped from more than 40% in 2008 to 20 1 1 and was later surpassed by Samsung.
2, the boss mentality, refused to form an alliance with the operating system rookie.
Today, it is a foregone conclusion that Nokia belongs to the Windows Phone platform. Previously, there have been voices with illusions about Nokia's Android phones, and its share in Nokia has declined. As long as Nokia does Android, it can always pull back a city with its excellent hardware capabilities. No, he didn't. Nokia chose the operating system because it values being a leader, which is in line with its boss mentality. In Nokia's view, choosing Android is the best, and it is only Google's largest foundry, working for Google. Choosing Microsoft can build another mobile phone system ecosystem. However, from 20 1 1 to 20 13, the Windows Phone ecosystem lags behind other systems, leaving Nokia in trouble.
3. The strategy is vacillating and constantly tossing from scratch.
Nokia should have made full use of its own advantages and found a firm direction to go on, but it didn't.
Symbian has not adapted to the development of smart phone era. Except for Apple, almost all mobile phone manufacturers have turned to the Android platform. Nokia chose to cooperate with Intel to do Meego from scratch, but later gave up. All previous investments were made in Shui Piao.
Less than a week after the release of N9 based on Meego, Elop clearly responded that despite the huge response of N9, Nokia still had to give up MeeGo and concentrate entirely on the development of Windows Phone.
20 1 1 At the beginning of the year, Nokia formed an alliance with Microsoft and turned to the Windows Phone platform, almost from scratch. No matter how good the foundation is, it can't stand the toss.
4. Sticking to traditional thinking and closed strategy led to the failure of mobile Internet strategy.
In 2007, Nokia took the lead in launching the mobile Internet Ovi store in the world, which was 1 year earlier than Apple's App Store. Then Google launched Google Play, and the success of Apple and Google's app stores proved that we should not try to take away all the products in the industrial chain, but open cooperation, but it didn't.
Contrary to the open platform created by Apple and Google, Nokia's transition to the Internet is more like vertical integration of the Internet. In order to launch location-based services, Nokia spent a lot of money to acquire navigation software companies, map companies and even related operating websites. However, this model of taking all industries as a whole does not seem to improve Nokia's competitiveness in the Internet world. After spending a huge sum of $654.38+0.5 billion, Nokia Ovi strategy failed.
5, always underestimate the market, huge R&D investment can not be transformed into productivity.
As early as 2004, Nokia developed touch technology, even the popular 3D technology. Looking at Nokia's financial report, it is estimated that Nokia will spend 5.8 billion euros on R&D in 20 10, which is more than four times that of Apple. Nokia has the largest R&D resources, which should be weapons on the battlefield, but it doesn't.
They always say that the market is too small for anyone to buy and the cost is too high. It was not until one year after the release of the iPhone that Nokia launched the first mobile phone with touch technology. But at this time, Nokia has mastered touch technology for several years.
6. Poor employment. For Americans, running a European-style company is an adventure.
Nokia is a Finnish company. 20 10 September, Steven Elop, an American professional manager, took over Nokia and became the first non-Finnish "head", which was a gorgeous adventure in itself.
In a European team full of aristocratic atmosphere and a little inner beauty, Elop, who is more enthusiastic, needs time in his integration with the team. At that time, some insiders predicted that Elop's network and software experience would make Nokia "worse".
Sure enough.
After he took office, the market value of Nokia dropped from 30 billion euros in 20 10 to 10 billion euros this spring. Since Nokia announced its cooperation with Microsoft in February 20 1 1, the company's share price has fallen by more than 50%.
Steven Elop, the current CEO of Nokia, is from Microsoft. After taking office, he constantly made pro-Microsoft strategies and repeated strategies, questioning his undercover. There is a lot of distrust in Nokia. Some shareholders even launched Plan B, asking the board of directors to expel Elop.
Now, after the transaction between Nokia and Microsoft is completed, Elop will return to Microsoft and report directly to Ballmer. Everyone regrets the fate of Nokia, but Elop still smiles.