The Finnish company Nokia (1992) was one of the most successful brands in mobile phone production and within 6 years of it launching its first GSM cellular phone it dominated the market as the leading phone manufacturing company. However, today the story is drastically different. With the launch of mobile phones by Apple (running on iOS) and Samsung (Android), Nokia’s shares have fallen 47% (Lynn, 2010). With a steady decrease in profit and market share, Nokia has today gone on to become one of the most disappointing companies ever.
Having had faced failure at such a large scale, Nokia tied up with Microsoft in order to create a range of smartphones which could help bring the company back from fallen glory. The Lumia series which was born as a result of this tie up initially had the public excited at the prospect of the beloved Nokia finally catching up with the times; however this wasn’t as easy as it sounded. First Apple and Samsung had a collective market base which left no place for any third company to flourish, even Research in Motions Blackberry was no competition for the collective forces of the two. Then the fact that the Windows OS had a relatively smaller market share, compared to iOS and Android, where apps were concerned and did not support many apps including the popular Instagram. Most shareholders wanted Nokia to make phones which supported Android after the 1st quarter of 2013 saw the company facing a loss of $196 million (Rodriguez, 2013)
However though the new range of Nokia phones was looking to carving a niche out for itself in the market resorting to Android doesn’t seem like the ready answer to help increase sales. Other than Samsung and LG no other mobile phone companies seemed to be able to sell their Android powered phones. True facing giants like iOS and Android would prove to be quite a task. The answer as of now lies in selling the phone to the people based on how easy it would make their lives instead of focusing on the specs. Nokia has a good camera for starters, and gradual development, albeit faster, could well facilitate Nokia managing to carve a niche for itself outside the duopoly that is Apple and Samsung.
Rodriguez, Armando, 2013: http://www.cio.com/article/736379/Nokia_s_Fall_From_Grace?page=1&taxonomyId=3061
Lynn, Matthew, 2010: