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Smartphones May Not Be The Best Battlefield Of Nokia. Is The Feature Phone The Way Out?
- Nov 05, 2018 -

Feelings are a noble state of mind, taste and mind. With the development of the times, the definition of feelings has also become generalized, and can also be used to express the nostalgia for past things. Staying with emotions can make people feel good and keep their minds. There are many things in the world that are worthy of people's feelings. Movies, songs, stars, literary works, works of art, scenery, and even products, but with the abuse of the word The feelings of this noble word are rapidly depreciating.


Nokia, which has won the world's highest sales mobile phone brand for 14 consecutive years, people have owned Nokia as a show of capital, but a generation of legendary mobile phone brands bid farewell to the historical stage in 2014. Three years later, Nokia returned with a sentimental card and brought the first product after the return - Nokia 6. But the feelings are not everyone will pay, Nokia's mobile phone is not warm after the return.


On October 16 this year, Nokia released the Nokia X7, which focuses on photography and cost-effectiveness, and once again tried to open the Chinese mid- to high-end mobile phone market.


Three stations to bid farewell to the Nordic legend Nokia


Nokia, the mobile phone brand, was once the absolute king of the mobile phone industry. It is famous all over the world, but after 2007, it slowly went downhill and eventually acquired the mobile phone business by Microsoft in 2014. So why is Nokia, the legendary brand in the mobile phone industry, decline?


First, the company made mistakes in decision-making. The birth of the 2007 Apple iPhone and the launch of the Android system in 2008 are two turning points for Nokia's decline.


In the face of Apple's birth, Nokia's chief strategy officer said in an interview in 2009 that the iPhone would only be a niche product; when the first mobile phone of the Google open source mobile phone system was born in October 2008, Nokia still dismissed it. Until 2011, after Android became the world's largest installed mobile phone operating system, Nokia realized the crisis, but did not want to cooperate with Google, choose the self-developed system MeeGo and Microsoft's windows phone system.


Two decision-making mistakes led to the fact that Nokia and IOS have a rich application ecosystem, and the two new operating systems have failed to save Nokia's decline.


Second, the system is backward. The mobile phone operating system can be said to be the direct cause of the Nokia mobile phone going downhill. The hardware of Nokia mobile phones is not backward. For example, the E90 launched in 2007 has a screen resolution of up to 352X800 and is still a 4-inch screen. The most avant-garde is the dual-screen design, while the iPhone screen at that time was only 3.5-inch 320×480 resolution. rate.


However, in terms of system, the situation is completely opposite. Nokia's Saipan system uses the traditional idea of PC, and the layout of mobile phone pages adopts hierarchical type, which increases the difficulty of finding applications. In addition, the software of different types of mobile phones on Saipan system Poor compatibility makes the Saipan system no longer adapt to the trend of the mobile Internet.


Third, the product lacks highlights. "Hardware is really good" has always been Nokia's philosophy, early Nokia has also done this, in 2002 set the world's four first Nokia 7650, ahead of the game phone Nokia N-GAGE, all metal full keyboard horizontal The Nokia E61 mobile phone, the Nokia N93 that rotates the screen, and so on, all have strong highlights.


However, by the end of 2008, Nokia phones began to lack bright spots in hardware and software, even behind Android phones and Apple phones. For example, there is no Android or Apple mobile phone on the screen, and the mobile phone flashes completely behind the Android mobile phone. It is also inferior in terms of mobile application ecology and experience. Later, the products launched such as the N9 equipped with MeeGo system have become self-help and have begun to cater to the market. The system and design are homogenized with ordinary Android phones on the market, and the N9, which is highly hoped and self-help, is not able to turn the tide.


Nokia returns to China's mobile phone market


Although Nokia was acquired by Microsoft for all mobile phone business, it only sold the right to use mobile phone brands for two years. By 2016, Nokia decided to return to the Chinese mobile phone market that was already a Red Sea. So why did Nokia, which has lost in the mobile phone market, return to the battlefield?


First, the Chinese mobile phone market has great potential.


In the first quarter of 2018, China's mobile phone shipments were 81.87 million units, down 27% year-on-year and 30% quarter-on-quarter. Although the growth is very weak, the Chinese mobile phone market is the world's largest mobile phone market, and the overall demand for mobile phones is still very high. Huge, this is an opportunity for Nokia.


In addition, Chinese users are more dependent on mobile phones. According to the latest report from market research firm eMarketer, in 2018, Chinese users have used smartphones for a total of 2 hours and 39 minutes, making them the longest staying hours except for work and sleep. As the life of the mobile phone will decrease, the mobile phone replacement cycle will also be shortened. According to the prediction of relevant research institutions, from the end of 2018 to 2019, it will be a small climax of mobile phone replacement, which provides an opportunity for Nokia mobile phones to seize the market.


In addition, Chinese users have a strong feeling for Nokia, and there are endless memories of Nokia on the Internet. The strong call for the return of Nokia mobile phones has made Nokia believe that there is still a great chance of success in returning to the Chinese mobile phone market, so Nokia will After ending the Microsoft brand license, they can't wait to announce their return to the Chinese mobile phone market.


Second, Foxconn's strong support for Nokia.


The exclusive use of the Nokia brand from Microsoft is a Finnish company called HMD. Most of its companies are from the original Nokia, but behind HMD is a Chinese company - Foxconn has a stake in it. investment.


Foxconn is a global foundry leader with extensive experience in the production of Apple products and globally outstanding digital products. It can help Nokia produce high quality products and enhance its competitiveness in the market. Nokia adopts Nokia product license, HMD sales promotion, and Foxconn design to survive the "light capital" model, which is conducive to maximizing Foxconn's support. Foxconn has close relationship with various component manufacturers in the supply chain, and is also conducive to reducing products. Production costs.


In addition, Foxconn has nearly 1.5 million employees in China, and its influence in China is quite large. For example, Foxconn's strong support for Nokia will produce the effect of “one plus one is greater than two”.


Based on the above considerations, Nokia can't wait to return to the Chinese mobile phone market.


Three scoops of cold water poured out Nokia’s “Huang Wei’s Dream”


Nokia has released a series of products since it returned to the mobile phone market in 2016, but none of them have been able to make waves in the mobile phone market. Why did Nokia, which has many fans in China, return to the past two years without any improvement?


First, the Chinese mobile phone market is highly competitive. The global mobile phone market has entered a bottleneck period, and the Chinese mobile phone market is also difficult to protect itself. The fierce competition in the Chinese mobile phone market has not been reduced by the coldness of the mobile phone market, but it has become increasingly fierce.


On the one hand, the Matthew effect in China's mobile phone industry is very obvious. The domestic “Hua Mi OV” + “Apple” top five accounted for 81% of the Chinese mobile phone market share, leaving Nokia and other brands with a smaller market share.


On the other hand, there are many manufacturers in the Chinese mobile phone market. According to ZDC data, there were 108 mobile phone manufacturers in the Chinese mobile phone market in the first half of 2018. In the overall cold market of the mobile phone market, there was a slight increase compared with 105 in 2017. But the market share left to these manufacturers is less than 20%. Nokia is also in this small part, showing the fierce competition in the mobile phone market.


Second, the product lacks innovation. At present, the differentiation of mobile phone hardware and software is becoming less and less obvious. The demand for differentiated products in the market is relatively larger, such as the first full-screen Xiaomi MIX, the screen fingerprint UV NEX, and the three-photo P20. Win the market recognition with enough innovation. Nokia's Nokia 6 and the subsequent Nokia 7, 8 and other models are lacking in highlights. The lack of innovation makes products unable to find competitiveness in the sea of torrents.


Third, the user experience is not good. Taking the newly released Nokia 8 as an example, the Carl Zeiss lens, one of its selling points, scores only 68 points in DxOMark, and the camera experience is not friendly; the almost native Android system is equipped to ensure the purity of the system, but the system Functionality and ease of use are very unfriendly for domestic users who are used to custom systems, resulting in a drop in user experience.


How does Nokia return to the top?


Although Nokia failed to launch a smartphone explosion after returning to the mobile phone market, its 8110 function machine launched at the MWC2018 new product launch conference was welcomed by the market. Therefore, Nokia should adjust its product development strategy and break the following aspects. The situation is not warm.


Products take the road of differentiation. Technological innovation and concept innovation are the best strategies to fundamentally enhance the competitiveness of products, but they cannot achieve significant results in the short term, but market innovation can.


The feature phone market is a huge renaissance market. IDC data shows that the global demand for the functional machine market increased by 17% in 2017. Another report pointed out that nearly half of mobile phone users in India have the desire to redeem 4G function phones this year. The feature phone market is another way for Nokia's revival. With its world-renowned reputation and experience in the functional machine era, the market for the functional machine has a greater chance of gaining market and consumer recognition.


Improve the user experience. User experience is a problem that any mobile phone brand needs to pay attention to. The product launched by Nokia after the comeback is not good because of the user's reaction. It is necessary to ensure that the hardware and equipment of the product are not behind, and try to be in the mobile phone system, appearance, Innovate and optimize photos and batteries to enhance the user experience.


Nokia, a legendary mobile phone brand, ended in 2014 and officially returned to the mobile phone market in early 2017, but its return to the peak seems to be nowhere in sight. After returning to the past two years and launching several smart phones, it is still tepid. Maybe Nokia should adjust its product direction. For example, its classic feature phone 8110 was unanimously recognized by the market and users, which proves that the feature phone is another opportunity for Nokia. Therefore, only the feeling of Nokia, the feature phone market will be its best way home.