Nokia Missed Critical Migrations

By J. Gerry Purdy  |  Posted 2010-09-29 Print this article Print

Nokia missed critical migrations

I can remember sitting in a Nokia analyst meeting just a few years ago. There were too many feature phones all designed for micro-markets. Plus, the Nseries models, while advanced technically, were designed to focus on specific media such as music or video. Nokia missed the critical migration from single-function devices to integrated media devices such as the Treo, BlackBerry Bold and iPhone.

Nokia's early Nseries phones were out of synch with the demand for integrated multimedia in smartphones. Nokia missed the migration to touch-screen devices. Nokia missed the industrial design revolution and, in particular, didn't understand the design difference requirements between Europe and the United States.

Major changes are needed

I'll assume that Nokia's board did an extensive search for their new CEO. It wouldn't surprise me if they had even talked to Mark Hurd (formerly of HP and now with Oracle). I'll accept that they believe you have the right skills to lead Nokia going forward.

There's no way around the basic fact that you'll have to make a number of major changes. You can't keep designing products the way you have in the past. You can't keep doing operating system software the way you have in the past. You can't ignore major changes in the way in which people use their phones (highly-integrated multimedia and almost all oriented toward touch-screens).

You have to rebuild from the ground up. You have to re-create a culture around Nokia being "cool" again. You can't simply declare it. Rather, you have to actually do it.

J. Gerry Purdy, Ph.D., is Principal Analyst of Mobile & Wireless at MobileTrax LLC.
Dr. Purdy has been covering mobile, wireless, cloud & enterprise for the past 20+ years. He writes analysis and recommendations each week in an easy-to-read manner that helps people better understand important technology issues and assist them in making better technology purchasing decisions.

Disclosure Statement: From time to time, I may have a direct or indirect equity position in a company that is mentioned in a column. If that situation happens, then IÔÇÖll disclose it at that time.

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