NOKIA Case Study
P ag e |1
NOKIA STUCK IN THE MIDDLE
Two Sides of the Phone
Introduction:
WHATS GOING FOR NOKIA INDIA
PAUL BALAJI, Managing Director of Nokia
India,works late into the night and is often up at 3 am.Work gets to the point of addiction, he says.You start thinking about it in your sleep as well,to suddenly wake up and plan the next day or check response to mails sent around midnight. Giving him the jitters are not just market reports in his inbox of a general slowdown,but even crying headlines like the one last week: Samsung dethrones Nokia.A survey released byVoice & Data,a telecom industry journal,showed that Nokia India was dealt two embarrassing blows in
2012-13.First,the mobile handset marker ceded the top spot in revenues to Samsung.Second,in a market where the industrys revenues grew a brisk 14.7%,and its leading rivals by a multiple of that,Nokia was one of the two companies in the top 10 whose revenues tumbled (by 18%); the other was BlackBerry (down
23%).These numbers dont ruffle Balaji,who says
Nokia India is in the midst of executing a strategy it set into motion about two years ago and is where it wants to be.We are a company in transition, he says.
MODELS
Largest and widest portfolio 20 models covering all price points
SMARTPHONE FEATURES
Strong on camera (first to offer 41 MP camera),maps (courtesy its 2008 Navteq buyout) and entertainment (Indias largest music store,with 8 million songs)
BRAND
Former market leader still has strong brand recall
REACH
Good service capability and presence down till the village level
AND WHATS NOT
COMPETITION
Apple and Samsung rule the high end;local and
Chinese makers the low end
OPERATING SYSTEM
The transition that Balaji refers to is happening both globally and in India,and revolves around the companys belated entry about three years after its peers into the smartphone space. Built on the
Microsoft Windows software platform, these comprise the Asha series in the
NOKIA STUCK IN THE MIDDLE
Two Sides of the Phone
Introduction:
WHATS GOING FOR NOKIA INDIA
PAUL BALAJI, Managing Director of Nokia
India,works late into the night and is often up at 3 am.Work gets to the point of addiction, he says.You start thinking about it in your sleep as well,to suddenly wake up and plan the next day or check response to mails sent around midnight. Giving him the jitters are not just market reports in his inbox of a general slowdown,but even crying headlines like the one last week: Samsung dethrones Nokia.A survey released byVoice & Data,a telecom industry journal,showed that Nokia India was dealt two embarrassing blows in
2012-13.First,the mobile handset marker ceded the top spot in revenues to Samsung.Second,in a market where the industrys revenues grew a brisk 14.7%,and its leading rivals by a multiple of that,Nokia was one of the two companies in the top 10 whose revenues tumbled (by 18%); the other was BlackBerry (down
23%).These numbers dont ruffle Balaji,who says
Nokia India is in the midst of executing a strategy it set into motion about two years ago and is where it wants to be.We are a company in transition, he says.
MODELS
Largest and widest portfolio 20 models covering all price points
SMARTPHONE FEATURES
Strong on camera (first to offer 41 MP camera),maps (courtesy its 2008 Navteq buyout) and entertainment (Indias largest music store,with 8 million songs)
BRAND
Former market leader still has strong brand recall
REACH
Good service capability and presence down till the village level
AND WHATS NOT
COMPETITION
Apple and Samsung rule the high end;local and
Chinese makers the low end
OPERATING SYSTEM
The transition that Balaji refers to is happening both globally and in India,and revolves around the companys belated entry about three years after its peers into the smartphone space. Built on the
Microsoft Windows software platform, these comprise the Asha series in the