Seven Recommendations for Nokia

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

Seven recommendations for Nokia

Let me offer a number of recommendations. These are offered at "no charge." I'm happy to consult with you and your team to pursue any of these further as a consultant.

1. Industrial design: I commend the company for realizing that it needed to put a product creation center in San Diego, but the products that have come out of that center (for example, the E71) still have had basic Nokia industrial design elements: user interface, trade dress, square-shaped keys, and overall "foreign" look and feel. I recommend you have a "bake-off" with the top United States industrial design firms, and then test their proposed designs with users to find a path for future designs that relate well to customers.

2. Handsets: You know how to manufacture handsets, but Nokia fell out of grace in not building handsets that were relevant to the current customer. You need to look carefully at what HTC is doing (for example, EVO) as well as Apple (iPhone). Then, use the new industrial design firm to develop a basic, low-end product (10-key pad) and a higher-end (smartphone) product. You don't need 20 different handset designs. Don't worry: with software you can provide differentiation for these basic handset designs to a variety of separate geographies and markets.

3. Operating systems: The operating environment may present a bigger challenge to you than hardware. I recommend that you take Symbian and focus it on low-end products (Series 40/60 class) but redesigned. Then, for the high-end smartphone, I recommend you do something really innovative: make them adaptable to multiple operating platforms. There are a number of ways to do this, but using a special Subscriber Identity Module (SIM) card might be one way to approach it. Then, if the customer wants Android, you give them Android. If they want Phone 7, you give them Phone 7. If they want Palm WebOS, then you give that to them. If they want MeeGo, you give them that.

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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