From Love to hate: Why Microsoft gave up Nokia and WP brand?

Wen/Sun Yongjie after Microsoft's acquisition of the Nokia handset business was completed after the big layoffs (mainly the original Nokia employees), cut off Nokia's original Asha and S60 series features mobile phones and Nokia X series business, recently, there are rumors that Microsoft plans to start this year's Christmas holiday season, Stop using Nokia and Windows Phone brands in marketing materials. In fact, the integration of the brand after Microsoft's acquisition of the Nokia handset business has been a concern of the industry, including Microsoft, not long ago, analysts also said that Microsoft would continue to use Nokia's brand value to continue to use and develop Nokia's brand and benefit from its brand of functional mobile business. So why does Microsoft make such a big difference in such a short period of time? What is the reason behind this? The industry knows that in 2011, Microsoft, in an effort to bolster its performance in the smartphone market, persuaded Nokia to give up its own Symbian to join its Windows Phone camp. At the time, Microsoft valued Nokia's brand clout and its much more powerful mobile-phone base (smartphones and feature phones) than it does today. For this reason, in the last 3 years, Microsoft has invested a lot of money and is willing to offend other OEM partners to promote Nokia's Windows Phone handset. To Microsoft's disappointment, however, the huge mobile-phone base that Nokia was working with, far from being effectively converted into Windows Phone users, has created the so-called elop effect. The Lumia smartphone, based on the Symbian platform, has also grown slowly as shipments of smartphones and functional handsets have plummeted. More to Microsoft's fire, the Elop effect eventually reduced Microsoft to a 7.2 billion-dollar price last year to acquire the Nokia handset business. We have to use the word because if Microsoft does not buy Nokia, Nokia is likely to abandon Microsoft's Windows Phone platform to Google's Android camp, and Microsoft's mobile phone business and market share of the support only Nokia ( Nokia Lumia handsets, which use Microsoft's Windows Phone system, account for more than 90% of Microsoft's Windows Phone shipments. Microsoft, which had hoped to work with Nokia to bring hope to its mobile phone business, had failed to achieve its goal, eventually got burned, and ultimately acted as a fireman (because Microsoft's phone business would be hung up without the help of Nokia), and what made Microsoft vexed The latest statistics show that Microsoft's investment depreciation rate is quite alarming. Nokia, which also dominates the world's top 10 brands in 2008, did not appear on the top 500 list this year, and its brand value has shrunk to $3.2 billion, according to Brandirectory's survey. From this point of view, Microsoft gave up couldIt's not unreasonable to continue using the Nokia brand for 10 years. Perhaps some would argue that abandoning the Nokia brand would be understandable, so why give up your Windows Phone brand? In addition to the industry analysis, Microsoft in the future to create a unified Windows strategy, as long as a little observation and analysis can not see, since the Microsoft Windows phone release soon, it has reached a strategic cooperation with Nokia, since then, whether in the industry or the market, Windows Phone brand more is associated with the Nokia brand, the so-called a proud, a loss. Imagine what it would have been if Microsoft had not worked with Nokia to promote its own Windows Phone with its OEM partners. We are not here for hindsight, but from Microsoft and Nokia, Windows Phone's market share has gone down after Microsoft's acquisition of Nokia, even though Microsoft's worst results in promoting windows Phone alone Somehow there were other partners who supported and built their own Windows Phone brand, but today Microsoft has to bury the Windows Phone brand with the Nokia brand. To sum up, we believe that Microsoft has abandoned the acquisition of Nokia and its own Windows Phone brand, the inherent external analysis of the Nokia brand loss of influence and adapt to the future of Microsoft's Windows strategy, but from the depths of Microsoft and its cooperation with the history of Nokia Look, Microsoft's shift from love to hate is also an important reason to ignore. After all, Nokia let Microsoft not only delay the precious time and the promotion of its own brand, but also let it have to invest heavily to clean up the still declining of the mess. Of course, after abandoning Nokia and WP brands and logos, whether Microsoft will ultimately rely on its own changes in the mobile phone market downturn remains a variable. (Disclaimer: This article only represents the author's opinion, does not represent Sina's position.) ）