Nokia Case Study: Struggling in the Smartphone Age

• Publication date: February 2012
• Report size: 18 pages

Introduction Nokia's reign as the world's biggest seller of mobile phones is under serious threat and is forecast to end sometime in 2012. The fall of Nokia from the top spot has been fairly rapid and has coincided with the widespread use of smartphones. This case study shows how Nokia has struggled in the age of consumer-oriented smartphones and what steps the company is undertaking to rectify its decline. Features and be...

Introduction

Nokia's reign as the world's biggest seller of mobile phones is under serious threat and is forecast to end sometime in 2012. The fall of Nokia from the top spot has been fairly rapid and has coincided with the widespread use of smartphones. This case study shows how Nokia has struggled in the age of consumer-oriented smartphones and what steps the company is undertaking to rectify its decline.

Features and benefits

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Highlights

Nokia has fallen short in the smartphone era, and a lack of product innovation means that its status as the number-one phone seller in the global market is under threat.
One of Nokia’s biggest shortcomings has been its inability to significantly penetrate the North American market.
Nokia has been adversely impacted by the rise of the Android operating system, which has forced the company’s hand in partnering with Microsoft to stop its revenue decline.

Your key questions answered

* How has Nokia performed in the smartphone era against its competitors?
* Why has Nokia struggled in more developed markets, especially North America?
* How is the Nokia-Microsoft partnership structured?

Phones And Pda Industry in North America

OVERVIEW
Catalyst
Summary
ANALYSIS
Nokia is losing its dominant status in the market
SMARTPHONE WOES
Nokia fails to make mark in smartphone era
Nokia’s decline as the number-one force in the mobile phone market can be traced back to the launch of the consumer-oriented smartphone
Nokia has struggled in more developed markets
STRUGGLES IN THE NORTH AMERCAN MARKET
Nokia’s market share in North America has declined
One of Nokia’s biggest shortcomings has been its inability to significantly penetrate the North American market
North America is of major strategic importance
Nokia has attempted to rectify its position in North America
Nokia has a brand image problem in North America
AFFECTED BY THE RISE OF ANDROID
For much of its existence, Nokia’s smartphone range has operated on the Symbian operating system
The continued use of Symbian until the end of 2011 has impacted on Nokia’s overall fortunes in recent times
Symbian loses market share to Android
The impact of Android can be seen in the shape of Samsung
TEAMING UP WITH MICROSOFT
Nokia is trying to rectify its position with Windows
Nokia’s major attempt to fix its declining position has been to team up with Microsoft and operate its devices using the Windows 7 platform
The Nokia-Windows partnership is highly important for both companies
Microsoft's alliance with Nokia is essentially an original electronic manufacturer relationship
Conclusions and recommendations
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