After Nokia said it would not make Symbian phones. Then bought by Microsoft and adopted Windows Phone as its operating system. Nokia disappear and change its brand to Microsoft Lumia. Microsoft’s attempt to compete with Android and iOS fail miserably. A few years later Microsoft gave up and stop making smartphones.
The Nokia brand name was later purchase by HMD Global and produce Android smartphones. Unfortunately, the fact Nokia is gone. Nokia Android circulating today is not very successful in capturing market share. Consumers already know which product they want.
The upper middle class prefers iPhone and Samsung while the lower middle class likes Xiaomi and other brands that are known for cheap quality. Nokia under HMD Global is practically struggling to compete. They do not have a strong target segment.
Ignorant When iPhone Appears
In 2007, Apple under the leadership of Steve Jobs shock the world with its revolutionary iPhone product. Google, which was working on Android at the time, respond to the arrival of the iPhone as something that should be “imitated” because it was true.
iPhone can change the direction of the world’s mobile phone industry. In contrast, Nokia seems to consider the presence of the iPhone as not a threat. Nokia even confidently launch a touchscreen HP that still uses a stylus in 2008. Nokia 5800 XpressMusic.
Prestige When Android Appears
The presence of the iPhone made Google launch Android which is an open-source OS, which means that any brand can use it freely. Various vendors flock to use Android, including Samsung. The success of Android does not make Nokia want to use it, they prioritize prestige.
Though this is one of the most fatal factors the reason for the fall of Nokia. If only Nokia adopted Android in 2009 or 2010 it might be a different story. Samsung, which uses Android, was able to overthrow Nokia through the Samsung Galaxy S in 2010.
Cooperate with Windows
Under the leadership of Stephen Elop Nokia instead adopted Windows Phone as its operating system to replace Symbian. Windows Phone is still not selling well even though the Lumia series was in demand, especially for low-end classes such as the Lumia 520. In 2013 Microsoft bought Nokia’s business which had reached its limit. Rebranded and made every effort to compete with iOS and Android, but both OS were too mighty to resist.
Nokia has a long history in the smartphone industry, but unfortunately, Nokia is too complacent with the Symbian operating system and the durability of its devices. Nokia forgot that devices will constantly change from voice to cellular data. This is what causes Nokia today to be unable to compete with other brands even though Nokia has been a pioneer in innovation and trends in the world’s gadget industry.
Now that Nokia has learn from the mistakes that have been made and are improving itself, now is time for Nokia to learn from other brands to be able to compete and occupy the largest market share in the world from 1990-2010.
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