The sales volume of smartphones was 115 million units. Samsung's smartphone sales in the third quarter were 24 million units, while Nokia's smartphone sales were only 19.5 million units. Samsung successfully surpassed Nokia to become the largest smartphone manufacturer. Shipments of various brands in the third quarter of 2011 Compared with the same period last year, the Android operating system accounted for 52.5% of sales to end users in the third quarter, which was more than double that of the same period last year. Nokia's Symbian smart system share fell to 16.9 from 36.3 in the same period last year and 22.1 in the second quarter of this year. This also shows that the Android system represented by Samsung has completely suppressed Nokia's Symbian system. It is not difficult to understand why Samsung's smartphones have surpassed Nokia's. The system is also popular and has played a great role in the development of Nokia. , both positive and negative. Samsung's replacement of Nokia as the smartphone leader not only takes away Nokia's leadership position in smartphones, the Korea Times reported that Samsung plans to surpass Nokia and become the world's largest mobile phone manufacturer in the next three years. It is difficult to say that Nokia will not follow the footsteps of Motorola at the time. Following in the footsteps of Samsung, it was suppressed in the market by Samsung, which came from behind. Samsung's success has brought many inspirations to Nokia, which is in decline. Whether you support Samsung or Nokia, it is emotionally complicated. Introverted and closed strategy is taboo. Introverted and closed strategy is taboo. Needless to say, Nokia's failure is almost inevitable. Nokia has positioned itself as a hardware manufacturer for a long time. This comes from the GSM era. Nokia has shown strong technical advantages in mobile phone research and development and mobile phone manufacturing. Indeed, no one dares to deny that Nokia mobile phones have had excellent overall quality, stable signals, and durable batteries for a long time. However, these advantages of the GSM era have become a liability in the 3G era, especially after the popularity of large-screen multi-touch mobile phones. It has become a category with bulky body, rough screen and low performance. Especially in the face of the rise of iPhone and Android systems, Nokia's market strategy was too conservative and cautious, which ultimately led to slow response and continuous decline in share. In Western Europe, Samsung has already surpassed Nokia. The bigger the giant's body, the more difficult it is to turn around. As the saying goes, it is difficult to turn around the ship. Although during the Kallasvuo period, Nokia had begun to gradually move from hardware manufacturing to service industries such as Ovi Map and Ovi Store. In order to cope with iPhone and Android, Nokia hastily launched the S60V5 system. At the same time, it also stuck to the Symbian system and later launched The Symbian^3 system can be described as a minor facelift of the S60 V5. Nokia also tried hard to play Maemo independently, but it was later considered that it was not as recognized as Symbian. It made one wrong step and every wrong step. In the Elop era, Nokia's failure in MeeGo declared the failure of Nokia's previous improvement strategies. The success of Nokia's choice of Windows still needs to be tested. Samsung relies on its mobile phone strategy, from super entry-level functional design to the GALAXY S Ⅱ that competes with the iPhone 4S, Samsung mobile phones are in every aspect. Compared with Nokia, Samsung is younger, livelier, more dynamic, more changeable, and unreserved. Samsung can quickly give up the slide phones and rotating screen phones that made it rich. Whatever becomes popular, Samsung will quickly launch a destructive one. Strong products - Samsung's rapid market response far exceeds that of competitors. Especially on the Android system, although Samsung got involved late, the number of products and update speed are very agile. Samsung can handle Nexus, dual-core, built-in flash memory, and independent UI with ease. Just one GALAXY S II can produce so many versions. We can even say that Samsung is unprincipled. However, the market share is constantly expanding, and this is Samsung's style.
Smartphone market share in the third quarter of 2011. After Elop took office, he cleaned up the mess of Nokia: giving up MeeGo and focusing his main efforts on Windows Phone 7 system. Of course, mid- and low-end mobile phones will obviously not give up Symbian. For feature phones, Series 40 is probably still the best choice. When Nokia can be inspired by Samsung's flexible strategy will be of great significance to Nokia's return to the throne. According to Moore's Law, the speed of mobile phone replacement does not allow Nokia to hesitate. Nokia needs a more flexible, faster, and more targeted strategy, such as deeply customized mobile phones. Products that are in line with localization are what Nokia should learn from. At least in China, Nokia no longer has any affinity with civilians. Lack of people-centered technology Lack of people-centered technology Nokia has always advertised that "technology is people-centered". In terms of the number of patents in the mobile field, Nokia has 2,655 core patents, ranking second among all mobile phone brands, far exceeding Samsung Electronics' 1,529. Nokia's technology accumulation in the GSM and 3G fields is unmatched by Samsung. However, Nokia's patents do not seem to bring corresponding market performance. In other words, Nokia's technical advantages have not created real value. Is the people-oriented spirit of science and technology still there? To put it simply, Nokia's software, UI interface, communication protocols, and architecture technologies are still obscure and unknown. It can even be said that many of Nokia's technologies are as advanced as web OS, but it is difficult for Nokia to form a global leader. Differentiated competition. For example, Nokia focuses on NFC payment, CBD high-contrast screens, signal reception stability and energy consumption control, but it cannot make these technologies obvious business advantages. For example, Nokia spends a lot of energy on the research and development of folding screens. It is advanced and full of innovative spirit. The competitiveness of its products cannot be demonstrated in the foreseeable time. The results will be as popular as transparent screens and naked-eye 3D screens. I really don’t see much use for the folding screen. Nokia’s large number of patents seem to be useless. Samsung is very clever. Whether it is Super AMOLED screen or Exynos dual-core technology, it can always make its products shine and make ordinary users see it. It's tangible. Most consumers are irrational, not to mention that mobile phones are updated so quickly. Samsung relies on its obvious technology to make people choose it. Perhaps its absolute strength is not as good as Nokia's, but Samsung has maximized its strengths. What's more, Samsung has been in the communications industry for decades. Its integration capabilities in processors, screens, and memories are something Nokia does not have, and its cost digestion is even more difficult. outstanding. Nokia needs an open attitude. It seems that Nokia is developing in an all-round way and seizing the high-end communication technology field, but in fact, Nokia has the typical stubbornness of Europeans. For example, Nokia was not very active in the LTE network. When Motorola, HTC, LG and Samsung all launched LTE network phones, Nokia seemed careless. Not to mention that Nokia has never paid attention to CDMA networks. It is far behind its competitors in the US market and is also very indifferent to TD-SCDMA in China. Samsung is like an omnivore, embracing all technologies. This tireless and open attitude is worth learning from Nokia. Moreover, Nokia is not closed like Apple and should not be picky. Instead, it is an international and open company. . Constantly cutting off operator relationships Nokia has always relied too much on retail, but has ignored other sales channels, especially the lack of close cooperation with operators. Perhaps Nokia has begun to cooperate with operators recently, but Nokia's traditional advantages in retail distribution channels have allowed Nokia's willfulness and stubbornness to develop a comprehensive cooperative relationship with operators. Obviously, times have changed. In the 3G or "4G" era, operators dominated the market and mobile phone manufacturers increasingly turned behind the scenes. This is a problem Nokia has to face.
Samsung has obviously opened up too much. Let’s take the now hot GALAXY S II as an example. China’s three major operators have customized it. In addition, there are also AT&T version, T-Mobile version and even Tencent customized version, which has driven the overall sales. . Moreover, Samsung is adjusting its retail channel sales, tightening its ties with agents such as Aishide, Tianyou and Zhongyin, increasing direct supply to stores, and achieving flat management. Nokia's sales were too single-minded, and there was even a situation where agents rebelled and the whole situation was out of control. However, Nokia still has huge advantages, which is why the author has high hopes for Nokia. Transform faster, be more open and humble, focus on collaboration with operators, product differentiation, and put the most valuable new technologies into mobile phones. This is what Nokia should face. Samsung has taught Nokia a heavy lesson. It has lost its No. 1 spot and should strive to catch up. For users, the most important thing they can’t let go of is their early love affair with Nokia. Why wasn’t this Nokia’s most valuable resource? ?