Nokia is the world's largest manufacturer of mobile phones with 132,000 employees in over 120 countries. In 2010, Nokia had global annual revenue of over €42 billion and operating profit of €2 billion. Nokia held 23% of the global device market share in 2011, placing it third in the global smartphone market behind Samsung and Apple. In 2011, Nokia announced a partnership with Microsoft where all future Nokia smartphones will run on the Windows Phone 7 platform. This led to an 11% decline in Nokia's stock price and a 40% drop in profits, turning to an operating loss in Q2 2011. Nokia unveiled its first Windows Phone 7.5 devices, Lumia 710 and 800, in October 2011.

1. NOKIA
By
Ranjit Achary

2. FACTS
132,000 employees;
120 countries,
Sales in > 150 countries; global annual revenue of over €42
billion and operating profit of €2 billion as of 2010
It is the world's largest manufacturer of mobile phones
its global device market share was 23% in the second quarter
2011.
Every major market segment and protocol,
including GSM, CDMA, and W-CDMA
In the global smartphone rivalry, Nokia held the 3rd place in
2Q2011, trailing behind Samsung and Apple

3. TERMS
Phones
Ovi
Navteq
Symbian
Meego
Microsoft WP7.5
NFC
Bing

4. Nokia & Microsoft
On 11 February 2011, Nokia announced a partnership
with Microsoft where all future Nokia smartphones will be
powered by the Windows Phone 7 (WP7) announced it
would replace Symbian and MeeGo with Windows Phone 7.
Decline in the stock price by 11%
July 2010, drop in profits by 40%, which turned into an
operating loss of EUR 487 million in Q2 2011
On 26 October 2011, Nokia unveiled its first WP7.5 powered
handsets Lumia 710 and 800

5. N & M contd…
reduce spending on research and development, instead
refocusing on customizing and enhancing the software line
for Windows Phone 7
Nokia's "applications and content store" (Ovi) will be
integrated into the Windows Phone Marketplace, while
Nokia Maps will be at the heart of Microsoft's Bing and
AdCenter.
Microsoft will provide developer tools to Nokia, to replace
the Qt framework which will not be supported by Windows
Phone 7 devices

6. OS Wars
Android
iOS
WP

7. OS Market Share

8. http://www.gartner.com/it/page.jsp?id=1622614
OS 2010 2011 2012 2015
Symbian 111,577 89,930 32,666 661
Market Share (%) 37.6 19.2 5.2 0.1
Android 67,225 179,873 310,088 539,318
Market Share (%) 22.7 38.5 49.2 48.8
Research In
Motion 47,452 62,600 79,335 122,864
Market Share (%) 16.0 13.4 12.6 11.1
iOS 46,598 90,560 118,848 189,924
Market Share (%) 15.7 19.4 18.9 17.2
Microsoft 12,378 26,346 68,156 215,998
Market Share (%) 4.2 5.6 10.8 19.5
Other Operating
Systems 11,417.4 18,392.3 21,383.7 36,133.9
Market Share (%) 3.8 3.9 3.4 3.3
Total Market 296,647 467,701 630,476 1,104,898

9. Competitions
Samsung
Apple
RIM
LG
HTC
Motorola…..
Sony Ericsson, HP, Dell…….

10. Could Do
Sub Brands
New Brands
Repositioning

11. Sub brands
Prestige and name of the parent brand
Credibility has to be ensured
Relations: endorser; co driver; driver/ descriptor
Product brand and company as a brand
Palm Top, Tablet, different products

12. “NO” New Brand
price
quality
Confusing
Return’s worth the risk
Retailers – distribution networks

13. Repositioning
Position - Everywhere
Image – Common Phone
Partners / Alliances -
A. Design – Form, logos, colour
B. Aesthetics – Body, screen
C. Apps – Business and Functional Apps
D. Hardware – Faster CPUs

14. Conclusion
To increase market share and fight off competitions
from samsung, apple, htc & other smartphone
makers.
Nokia needs to reinvent, reposition itself as a serious
OS, design and innovation developer as in it did with
N97.

15. THANK YOU