If you were old enough to have a mobile in year 2000 to 2008, probably you would have used a Nokia phone. I still remember my first mobile a Nokia 2600 (bought in 2004), I enjoyed playing soccer for hours on the tiny screen.
In 2006, I bought a Nokia N72, it was priced around Rs. 14,000 in those days, that was a big amount of money to spend on a phone (not even a smartphone). I simply loved it. The N72 came with a 2 megapixel camera which seemed as good as a Google Pixel Camera back then.
But things have changed a lot in the last 10 years. Nokia which once had a 70% share in the Indian mobile market, now has shrunk to Zero. Nokia global market share was also close to 60% and at that point of time it dwarfed Sony and Motorola. Samsung was no where in the market and Apple iPhone was not launched.
They lost the game to iOS and Android later on, a big mistake to stick with the Symbian OS. The experience on the iOS and Android was significantly better. People started switching from Nokia to iPhone and Blackberry and later on to the Android (around 2009 -10).
Lets talk of the positive aspects Why it is possible for Nokia To make a strong comeback.
1). Nokia’s biggest strength is its global fan following, which means people can give it shot again.
2). A strong Brand Name, Nokia was one of the top 10 brands in the world, it takes millions of dollars and years of advertising to create that kind of association.
3). HMD global is a strong partner which can help manufacture and distribute the Nokia smartphones globally.
Now lets understand why it will be difficult for Nokia to become a leading player in the market.
The current leading players in smartphone market have their own strengths :
Brand – Strengths
1. Apple – Great iOS meant for iPhone only , great hardware.
2. Samsung – Cutting edge technologies like OLED display, Processors manufacturing. Strong Distribution.
3. Google – Android OS and ability to leverage it for own hardware.
4. Huawei – Pioneered design and manufacturing of mobiles, own processor development.
5. Xiaomi – Low cost player with great consumer research and focus.
Other than these there are several smartphone brands in Android eco-system which are fighting for consumer share like LG, HTC , Sony, Vivo, Oppo and many more.
The market is highly competitive for Nokia and they don’t have a unique cutting edge technology or something tangibly different other than the Nokia brand name to leverage,. It is daunting to gain market share quickly for the brand.
Though the recent success of Nokia 6 in China suggests people are still backing Nokia. But it will be interesting to see how is the response of Nokia 6 and other upcoming Nokia Phones in global as well as Indian market.
Will Apple, Xiaomi or Samsung fans jump ships to join back Nokia, time will tell.
But will you buy the Nokia smartphone when it gets launched ? Share your thoughts in comments below.
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