Nokia – Then & Now

Nokia - Then & Now

Nokia- Then and Now!

The Nokia story in the Indian market goes back to early 1990s when Indian market was going through a big change due to the dot com boom and other changes in the economy. The brand Nokia almost became generic to cell-phones. The Indian mobile phone market grew at a burgeoning pace at that time. Nokia being a market leader in Indian market saw great growth. Also, it started one of its largest manufacturing facilities in India.

In the present scenario, the mobile market is dominated by the demand of smartphones. Nokia however is not able to cope up with the technical competencies demonstrated by the market leaders in the smartphone segment – Samsung.

Nokia was the world’s largest seller of mobile phones. However, it saw its  shipments down compared with Samsung, its core competitor.

Also, Nokia sold its main handset business to Microsoft. This deal is expected to raise the market share as it will strengthen the overall Windows Phone ecosystem.


Recommendations for increasing market share!

Nokia was synonymous to mobile phones in India, however Nokia could not match the pace with the rapid changing technology and increase in consumer expectations.

Samsung got the first mover advantage in the ‘Affordable Smart Phone’ category for the price sensitive yet tech savvy young consumers.

To make Nokia phones more attractive, some of the strategies that should be followed could be:

Lumia series interface should be made more easy to use, it has the same complexity problems as faced in Windows 8.

Nokia can target the difficulties faced by the people in the android phones, like high speed gaming, ease in using internet, provision of in built MS office applications, free apps download, plethora of new good apps by providing benefits to the app developers.

There can be two approaches to handle Nokia division in the coming decade:

Firstly, provide almost every feature of similar quality that is being provided by the most sought after android phones in lesser price or attractive handsets. While purchasing a smart phone, consumers mostly focus on the looks, screen size, sound, gaming, camera, app store and doesn’t bother much about the technicalities like speed and RAM

Secondly, focus on new and extra feature which is not yet present in the android phones just like few years ago the benefit app market provided to android phones, for e.g. extreme gaming experience, picture quality similar to a good camera and great editing features etc.

Today the social media, online shopping has provided the consumers a platform for sharing and reading reviews, so if a customer is happy with the product, information will pass on to the next customer, leading to exponential increase in number of customers, so the need of the hour for Nokia is to start observing the consumer trend, understand what customer wants, improve upon what is it that makes their phone attractive and remove those features which is making the operating system and thereby the phone undesirable, investment in technology and focus on the customer will help Nokia not only its current position but also increase its market share.

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22 Comments. Leave new

  • Good work. You’ve explained the whole thing really well. 😀

  • Thank You Kriti. 🙂

  • Informative one.Good job!

  • Rahul Singhai
    May 2, 2015 11:52 am

    Nice effort

  • Padmaa Murugesan
    May 2, 2015 3:21 pm

    You did it… Good work..!

  • Akshita Bansal
    May 2, 2015 4:35 pm

    Amazing written…well done!

  • Very informative! Nokia the big giant started off at a great pace than many others in the market but somehow lost its share because of the new phones coming up in the market. It can still again get a high by doing some major changes in its strategies as the trust in nokia still created within just need to revise itself according to the new demand

  • Thoughtful analysis 🙂

  • Aikankshi Gupta
    June 8, 2015 2:48 pm

    thorough analysis.

  • Stephy Paul
    June 9, 2015 7:40 pm

    Informative! Nokia has gone too behind in smartphone market as its platform don’t support many applications and updates.

  • Isn’t Nokia now overtaken by Microsoft? It’s just the goodwill that’s letting it keep its name.

  • Saumya Malhotra
    June 27, 2015 12:32 pm

    The Nokia marketplace is very good. The phones are more durable. Also, the size of the apps and games in Nokia are smaller as compared to the cirresponding android versions. I hope that Nokia comes back soon and acquires a big share of the smartphone market.

  • Prachi Srivastava
    June 27, 2015 12:41 pm

    nice and informative article

  • Dipesh Pote Shrestha
    June 30, 2015 8:40 pm

    A well structured analysis of the situation…well done

  • Vineet Agarwal
    June 30, 2015 9:36 pm

    A stark reality.the most promising brand once has become obscured. Very well explained

  • Vasundhra Maheshwari
    July 7, 2015 9:47 am

    a very interesting read

  • Rima Thakkar
    July 30, 2015 7:51 am

    The jargon that is used for Nokia’s failure in ‘Marketing Myopia’. Nokia behaved in a very short-sighted manner. When the companies of the world were shifting to big touch screens and android, Nokia resisted change and hence the market value dropped down. till the time Nokia realized its mistake and made a change it was already too late.

  • Shubhangi Sethi
    August 15, 2015 12:40 pm

    Informative 😀

  • Anirudh Krishnadas
    August 31, 2015 9:33 pm

    Once when you talk about phones we used to say nokia , nokia and nokia itself 🙂
    Nokia was wrong in understanding the market change that happned and that caused a major down fall in their market 😀
    But the quality and durability of nokia phones are really awesome
    you can use nokia 1000 series instead of a hammer lol 😛
    and the battery backup and the customer service that nokia provides is really remarkable 😀
    that cant be replaced by another brand 😀
    Good work 😀

  • Aishwarya Kakkar
    August 31, 2015 10:57 pm

    well compared

  • Very informative and detailed article 🙂

  • well written.. good job writing this!


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