Nokia Maps Face transformation: Or will be exerting the car market

After selling the handset business to Microsoft, Nokia currently has three departments: the Network Equipment Division (NSN), the Nokia Map business unit and the Advanced Technology department. As Nokia's only one by one heavyweight products in the mobile Internet field, the future trend of map business has aroused people's concern naturally. Had hoped to use the map layout mobile Internet 2008 years, the Nokia buys the Chicago map provider Navteq 8.1 billion dollars, the Nokia map coverage from 27 countries has increased to now 100. November 2012, Nokia released a new map application here. When the place map officially landed in the Apple App Store, in just 15 minutes, here the rankings from 101 to 32, and even once rushed into the Americas to apply the top five. It is not hard to see that Nokia has played a role in the accumulation of map data for many years, and it also shows that Nokia has arranged a new role for itself: mobile Internet service providers. Last year, just as Apple's map was criticized, Michael Habb, the head of Nokia's positioning and business department, said that Nokia wanted Apple to be criticized for highlighting the advantages of its multi-year investment map. In addition, here Map full support for Android, iOS and WP three platforms, and even Nokia's non-smartphone products have added here services, Nokia has its own map services to almost all corners of the market, which can also be seen Nokia used the map to enter the mobile internet determination. Hard to shake Google (micro-blog) map or will force emerging areas but the road to mobile internet Nokia is not smooth. Although here the map at the beginning of the release of the shock, but Google Maps always firmly occupy the map category application download the throne of the first. But after a short period of scenery, here Map of the rankings plummeted, even in Finland, here Map application has been ranked in the full range of applications of the No. 663 place, here Map platform Director Shaliven Gees Lundy also resigned earlier this year. Tony Kosta, a Forrester analyst at the City Institute, said the results of the Google map made it harder for Nokia to optimize its own maps. Here Map service to be successful, Nokia must first ensure that its core business is successful because, to some extent, it is dependent on the competitiveness of Nokia's hardware devices. But after Microsoft's acquisition of Nokia's mobile phone business, it has been analyzed that Nokia here map will enjoy greater freedom of platform development, while the Nokia map business must also be transformed. For now, Nokia is eyeing the car market. Data show that 80% of the world's car navigation system using Nokia map data. At the end of August, Nokia launched a mobile internet driving solution based on here map, which supports 95 countries and regions for full voice navigation services. In addition, Nokia also offers a mobile phone helper software here Auto CompAnion, when the mobile phone through the wireless and car system connected, through the mobile phone can know some of the current automotive basic conditions, including residual oil, tire pressure and other data. In addition, Nokia has reached a map cooperation agreement with Toyota, BMW, Mercedes, Volkswagen and Garmin, Pioneer and other entertainment manufacturers. At present, Google is developing unmanned cars, Apple is also brewing car voice services, but have been slow to see concrete action, and Nokia in the car market scramble to seize the opportunity. Do not rule out the possibility of acquisition by Microsoft yesterday, according to the New York Times and other foreign media disclosure of information revealed that Microsoft had hoped to obtain a Nokia map, but was rejected by Nokia. However, Nokia maps to Microsoft to provide technical authorization, Microsoft can visit the bottom of the Nokia map, and get enough personalized two development space, can develop the user needs of the map products. But some analysts point out that this is not the end result that Microsoft wants to consider in terms of long-term strategy. Because in the Map field, compared with Google and other companies, Microsoft does not have the advantage, and Microsoft naturally do not want to give up the market easily. The details of the talks revealed that Microsoft had been drooling over the Nokia map, but because of the company's insistence, it did not end up under its command. Nokia has a total revenue of € 5.695 billion in the second quarter of this year, with a revenue of 2.72 billion euros in its handset business and 2.78 billion euros in Novartis revenues, with a map revenue of 233 million euros, according to Nokia's latest earnings reports. It can be seen that after the sale of mobile phone business to Microsoft, after the reorganization of the NSN will become the main force of Nokia revenue, here map business, and the new technology sector to the overall performance of the contribution can be negligible. From the competition pattern of telecom equipment market, the network equipment business still needs to face formidable rivals such as Ericsson, Huawei, ZTE, Rung, among which Ericsson and Huawei occupy a large share. After many losses, layoffs, the future of network equipment will be able to achieve large-scale profit is still unknown. As a result, Nokia may face a financial dilemma once the network equipment business is unable to gain more market share and profit. It may be possible for Nokia to continue to take refuge in Microsoft, the tree, and sell the map business to Microsoft.