Nokia's transition period: innovation or redemption

If it can bloom the application level of subversive innovation, change the conventional traditional telecom gene, Nokia is still possible to stage the return of the king. Author: Su Juan Global Mobile phone market share of the top 7 brand changes recently, Nokia CEO Elop was asked the most question is, when the Nokia phone was about to be acquired by Microsoft? As Apple continues to heat, Android's eminence is gaining momentum, as is the demise of Nokia, even as foreign media reports that Nokia will be acquired. In this respect, he shook his head firmly said: "We do not have the possibility of acquisition, cooperation will continue, Microsoft has a strong interest in smart phones, we have their own advantages in the function machine, the director is different." Acquisitions are often due to the intersection of business, but obviously we do not have overlapping parts, so there will be long-term cooperation. "Elop to China these days, Microsoft CEO Ballmer also came." Whether the two met is unknown, but can see that both sides in a common interpretation of a mobile internet new story. At the Microsoft Innovation Forum, Ballmer announced that Microsoft will invest 1.4 billion yuan in software and development tools in the next 5 years to support more than 3,000 Chinese start-ups. Mobile Internet is one of the most important. The loss of mobile internet dominance has left the investment market with confidence and become the world's third-largest High-tech company by market capitalisation. Ballmer has been trying to tell a new story. The story is "Microsoft + Nokia +skype". Earlier this year, Microsoft announced cooperation with Nokia, Nokia mobile phone research and Development department turned WP7 (Windows phone7), Symbian system continued, while abandoning the Meego.　　Although it does not directly indicate the timing of the WP7, Ballmer and Elop both say the time is this year. As a brand new mobile platform, Elop describes its unusual: "We don't allow users to choose a single application like Apple does, but to provide an integrated application experience that can be summed up with an ' application hub '." "The illustration is that if the user has an application requirement, it will be integrated into the environment box without having to choose the application single point." For example, if you find a contact person's name in your phone book, you will connect to his Twitter and Facebook. It sounds innovative. Because, whether it's Apple or Google, they're obviously just offering apps--shop or open downloads--if WP7 's "pivot" mode is as simple as it sounds, it would be a revolutionary innovation to intelligently divide the aggregate effect of mobile Internet applications. The details are not known and can be easily inferred: In addition to facilitating user experience, it provides the possibility for integrated marketing between applications; second, small applications to the docking of large platforms will also be easier to complete, and open API applications need to be connected with a user-like approach and logic.　　Of course, how to do, to what extent, is not an overnight thing, need to develop a new collation. Behind the platform to support theDevelopment is actually more optimistic than expected. "There will be a lot of opportunities for software developers, and the current number of platform developers is this: Apple first, Android second, WP7 ranked third." Much better than a few developers at the start of the year. "Elop said.　　In addition, he says, Nokia's global billing system is good enough to make sure developers make money. With a letter from Sony to set up a joint venture to do mobile phones, two more powerful matrix will carry out their respective advantages of division of labor. Nokia provides hardware support and the mainstream of the WP7 platform, and the use of maps and other advantages of the application of the new system, Microsoft is responsible for the main operating system research and development work. But at the same time, the operating system is also provided to Third-party handset terminal manufacturers. Thus forming a more subtle rebirth relationship. In the field of smartphone, Nokia has been developing its own operating system for many years Meego as a cloud, and resolutely give up, will be the future of the cooperation with Microsoft. And Microsoft, obviously, wants more hardware vendors to support themselves. Therefore, the cooperation between Nokia and Microsoft is likely to be a pair of troubled couples, the key period to each other, while there will be a circle within the wall to form a prisoner's dilemma. At present, it seems that the two steps are basically harmonious, in the common entrepreneurial period.　　Once Nokia can extend its brand potential energy to the era of smartphones, it will continue to be an important role in the traditional mobile phone industry, with at least the overall hardware and software environment that can be decided by itself. The key issue, then, is that Nokia needs to deal with the transition. First of all from the brand, how to restore the decline, establish a new image: When the iphone become a fashion standard, Android phone to become the love of mobile phone players, Nokia smartphone representative what? To save on promotional costs and strengthen the Nokia brand, Nokia has removed the name of Ovi from its own app store and replaced it with a "Nokia" brand. Second, even if not Microsoft acquisition, how to deal with the application of the relationship with Microsoft is also critical. In cooperation with Microsoft, Nokia needs to build its own application development kingdom, and as a platform provider of Microsoft, obviously will not give up the control of the application, so, who will ultimately make the rules or their respective needs for a long-term. In order to extend the advantage of the feature-machine era to the age of the intelligent machine, Nokia has to deal with many problems such as brand, developer, internal management and so on, from the Microsoft background of Elop to Nokia, this time it is a bit big and the odds are not as pessimistic as the outside world seems. According to Nielsen's latest data, 2011 years ago three months, 31% of users planning to buy smartphones said they would choose Android, and 30% would choose ios,11% to choose the BlackBerry system, and 20% had not yet made a decision. The data for the third quarter of last year (July to September) were 33% of ios,26% chose Android. Android's surpassing of iOS shows that users are becoming more receptive to open systems and need different options. If Microsoft and Nokia are working on a new handset that will be launched this year, the 20% who have not yet made a decision are mostMay be WP7 captive. Another important issue is that Nokia needs to deal with the mood of the existing Symbian platform developers to prepare them for migrating users ' potential energy toward the smartphone platform. Elop said: Nokia will continue to support the Symbian system in this transition with Microsoft, and will continue to expand the app Store, Symbian even today is very important, "at least until 2016 we will support Symbian." The 2016 point of time is the first public announcement. But it is well known that Nokia recently announced the outsourcing of Symbian research to Accenture. The child who is kept in the bag, the position is conceivable.　　In fact, more and more developers have abandoned Symbian, and the iOS and Android as the mainstream platform, it seems that the WP7 is not too much to look forward to, unless the platform can cover enough terminals, and generate good business model. Finally, the internal management problem. To save costs, Nokia plans to cut some 7,000 employees 2012 years ago, but on the other hand, China is another battleground. The global economic development so far, the United States and China, respectively, the symbol of science and technology Innovation Center and Market Center, originated in Finland, Nokia is not in these two centers. Today, for the Chinese market, Nokia has three big moves to bolster its position: first, to increase its research presence in China; second, to strengthen cooperation with telecom operators; third, to make changes in the structure of the company, particularly empowering the local team.　　In addition, China's LTE standards in many countries and markets around the world will be adopted, Nokia also said it will be prepared. In short, whether in time or market, Nokia still has the opportunity to restore the decline, after all, Google does not do mobile phones, and Apple has always been only a terminal upgrade, relying on these two "outsiders" long-term leadership of the world, from common sense is unlikely. If you can bloom the application of subversive innovation, change the traditional telecom gene, focus on mobile phone terminal Nokia is still likely to stage the return of the king.