Microsoft and Nokia can make a comeback

Nokia as an independent handset brand will no longer exist. September 3 Microsoft and Nokia jointly announced that Microsoft will buy the Nokia Hardware and service business with 7.2 billion dollars.


News, Nokia's loyal fans sigh, and the market reaction is diametrically opposed. Nokia trading in Helsinki, Finland, Rose 40% in the opening.


Nokia, once the world's largest handset manufacturer, has a market share of more than 40% during the peak period. The first GSM telephone in China's history was 1994 years ago, when China's minister of Posts and telecommunications, Jichuan, used Nokia 2110 to dial out the mobile communications network provided by the Nokia.


Nokia has struggled since 2007, when Apple released the iphone and Google developed its Android system. Its market share and profits are falling, and several times the company is facing bankruptcy.


earnings show that Nokia 2012 annual revenue of 30.176 billion euros, a year-on-year decline of 21.9%, operating losses of 2.303 billion euros, the year-on-year expansion of 115%.


Microsoft's wishful thinking

According to
, a think-tank, the smartphone OS ranked in the second quarter of 2013, with Google's Android system taking the top spot with a 93.3% market share, with Apple's iOS ranking second in 4.6%, and the third Microsoft Windows The phone system accounts for only 1.4%.


in the three big smart-machine operating systems, Android is the most open, with Samsung, Millet and China Cool (Chinese handset maker ZTE, Huawei, cool and Lenovo, which occupy a large share of domestic handsets) and most smartphones use the system; iOS system for Apple The share of the iphone is the share of the iOS system. Microsoft's Windows Phone system is somewhere between the two, and although it is known as an open system, Nokia has a share of more than 80%.

Wang Yu, analyst at
think-tank, said Microsoft's market position was awkward in the face of a double squeeze between Google and Apple.


Microsoft has put forward the concept of "one Microsoft, one strategy" and has identified 4 engineering areas: Operating System (OS), Application (APP), cloud computing, equipment, which are highly collaborative in 4 areas. For now, the operating system and cloud computing are the core areas of Microsoft's resource injection. Microsoft's mobile operating system has become the core strategy of Microsoft, but the core strategy is limited to Nokia, other handsets are very few, the openness of the system is far from reflected.


"Microsoft almost put all the eggs in the Nokia basket." Wang Yu said that Nokia's every move touches Microsoft nerves, if in the future Nokia is another enterprise acquisition or development strategy changes, will be fatal to Microsoft.


Nokia has been interested in a number of companies since its troubles, and Huawei's terminal manager, Yu, said Huawei had been interested in Nokia's mobile phone business. And, internet companies are not the news of the acquisition of communications companies, in August 2011, Google has 12.5 billion of dollars to acquire Motorola's terminal business.


Wang Yu Analysis, Nokia is indispensable to Microsoft, can be said to be Microsoft's last bastion. Microsoft has long calculated to put Nokia under its wing, but has been waiting for the right time. Nokia, which had reached 110 billion euros at its highest market value, has been declining in value since 2007. 7.2 billion dollars is not much of a former handset-manufacturing powerhouse, since the 3-year-old Millet Company has a valuation of $10 billion trillion. Microsoft has never been a loss-making business, and Microsoft is a value-for-money acquisition.


in fact, Microsoft also has a crackdown on Nokia market value of suspicion, because of the previous version of the upgrade, leading to Nokia most WP7.5 models can not upgrade WP8, terminal equipment, a large number of inventory, forced to lower prices to clear goods, pushing its valuation further down.


in the end there are people and the Nokia CEO Elop, who worked with Microsoft, was the president of Microsoft's business sector, and in 2010 Nokia became the first non-Finnish CEO, and in his urging, Nokia gave up the Symbian system and stopped the newly developed Meego system. Reject Google's Android system and put it into the Microsoft camp. Because Elop to Microsoft's pie, and even some people jokingly elop is Microsoft's "Yu Cheng."


Microsoft through repression and wooing, finally embrace beauty return.


giant Figure Nokia


In the second quarter of 2013, the top 10 of Chinese smartphones were Samsung, China cool, apple and millet, and Nokia was not on the list, according to the Analysys think-tank. In the total number of mobile phone sales, Nokia ranked 4.1% in seventh place. Nokia has long had no say in China's high-end smartphone sector.


for Nokia's plight, in Beijing Zhongguancun, a mobile phone store for many years, Mr. Han has firsthand experience. He told the Chinese Youth Daily Reporter that at present, Nokia brand shipments accounted for the total shipments of 7%~8%, "Samsung and Apple is the main model, combined to account for nearly 80%, Nokia has been marginalized." In 2007 and 2008 of Nokia's China market, he sold 80% Mobile phones are Nokia, "at that time its new style, price guidance how much money, we shop to sell how much money, drop 10 of dollars to sell all dare not, afraid of being found by the Nokia punishment, this is at present is not dare to imagine things." ”


said, "Now in the shop to buy Nokia is mainly two types of people," one is curious about Windows 8 system, want to taste a delicacy, there is a favorite keyboard models of Nokia hardcore fans, the first more. "However, he is not optimistic about the future of Nokia to do smart machines," so many people are using Android and iOS platform, most customers still want to buy mainstream products, willing to do ' mice ' is only a minority.


Nokia's function machine sales? For the previous 160 yuan low price and in the Internet was fired as "God machine" Nokia 1050 models, Mr. Han told reporters, this is a often broken goods, "not because of selling good, but sell this kind of mobile phone is not profitable, dealers are not willing to purchase." ”


was founded in 1865 in Finland, Nokia has been 148 years, this century-old shop in the first 100 years with the technology almost no relationship, he is based on wood processing and paper industry, mediocre performance.


in the mobile communications technology changes, Nokia seized the opportunity to become the world's communications industry overlord. The first generation of mobile communication technologies and standards based on analog circuits and signal processing are completely monopolized by Motorola in the United States, in the second generation of mobile communications, the European Post and Telecommunications Commission set out to develop a new generation of GSM standards for mobile communications, a standard that was successful in Europe, followed by the world's acceptance of defeating American standards. By the GSM standard, Nokia defeated Motorola and became the world's leading leader.


Nokia, which has not developed its own operating system, is using the Symbian operating system, a joint injection with Motorola and Ericsson. Strong, Symbian smartphone shipments of up to 100 million, market share has been as high as 60%, other handset manufacturers need to pay expensive access fees to obtain permission to use.


, a consultant Sun Chonghui, said Symbian's old operating system is not suited to the trend of mobile Internet development, the Internet faster, more applications, more touchscreen effect of the iphone and Android phone is the direction of mobile Internet.


in Old comrade-in-arms Motorola and Ericsson (12.72, 0.33, 2.66%) into the Android camp, Nokia did the opposite, in 2008, when the Symbian system was born 10 years ago, Nokia announced the acquisition of all the Symbian company shares. Nokia will also join hands with companies such as At&t, LG, Samsung, Italian-French semiconductors, Texas Instruments (39.37, 0.73, 1.89%) and Vodafone (32.41, 0.40, 1.25%) to establish the Symbian Foundation.

Nokia, bundled with Symbian,
the impact of Apple and Google's Android system, and Nokia sought to work with Intel (22.64, 0.57, 2.56%) to launch the Meego operating system.


2011, Nokia completely abandoned the Symbian system, and 2,300 Nokia employees were also outsourced. Nokia also announced plans to lay off 3500 people.


, the world's largest handset maker, is taking a nosedive as it fails to keep pace with technological advances.


Nokia can be redeemed


Microsoft + Nokia can make a comeback?

The
industry has a skeptical attitude. When Nokia cooperated with Microsoft in 2011, Vick Gondola, Google's vice-president, predicted that "two turkeys will not be a single eagle." ”


Tencent (379,-0.80,-0.21%, real time, Vice President Lin Jun commented that Microsoft and Nokia were very unlikely to make a comeback, and Microsoft's idea of developing a mobile operating system was longer than Apple and Google combined, but Microsoft's mobile operating system still had a small market share. Users have no patience to try Microsoft's products again.


Mobile Internet is faster to replace, in the traditional era, a hardware manufacturer of the backward recession may last 10 years, in the mobile internet era, only need two or three years. "Its Xing also Bo Yan, its death also suddenly Yan."


Wang Yu that Google in view of its own absolute dominance in the market, as well as the implementation of open development strategy, for terminal equipment Enterprises adopt "non-discriminatory" attitude, there is no clear resource orientation. But for the current Microsoft, it is difficult to pry the Google industry chain of terminal Enterprises to the Microsoft Corps, while there is the risk of its own industrial chain turbulence. So Microsoft can only vitalize, on the defensive, difficult to attack.


"Two people can not swim together, I am afraid not only can not save themselves, but will sink faster." "Lin Jun said.


"Nokia's brand image took a turn in my mind in 2010, the year the iphone 4 came into China from the official channel. Feng Jian, a senior at a university in Beijing, said the first mobile phone in his life was Nokia, and before entering college, he had just bought a touch-screen, Symbian system Nokia. But one months later, the IPhone 4 mainland listings.


"I've also heard that Nokia has a Lumia series of smartphones installed in the Windows system, but it's always felt that it was a brand of the previous era, not my concern." "Feng Jian said.