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The following article was published in our article directory on September 27, 2010.
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Nokia's Empire Strikes Back War

Article Category: Marketing

Author Name: xia zihui

EXCLE East London Convention Centre, the world 5,000 developers, media and customers gathered, waiting for the Nokia 2010 World Summit Conference and the opening of the developer.

Orderly scene, just can not see through a "Storm" marks - three days earlier, Nokia CEO Olli-Pekka Kallasvuo said the board stepped down, replaced from Microsoft.

In fact, as early as six months ago, Nokia has heard the message board to replace Olli-Pekka Kallasvuo. Nokia's poor performance in recent years, although still dominated the first global mobile phone industry, the throne, but in the field of high-end smart phones already changed hands in token Apple and Google, and the company's profits to drop. Coaching change is a foregone conclusion, but it is unexpected, the Nokia World Congress choose to hold this annual event suddenly announced a few days before.

The General Assembly had for many countries, journalists have arranged an exclusive interview with Olli-Pekka Kallasvuo, has now been canceled, and the Elop to September 21 to formally took office, temporarily unable to interview the reporters are paid for their careful preparation of east of annoyed.

9, the opening of the summit, instead of CEO for the opening keynote, executive vice president of Nokia Niklas Savander. Did not look as if the industry announced Meego strategy, which is the first half of this year, Nokia and Intel jointly launched the mobile terminal operating system, the industry many people think that Nokia and Android only with a fight it can compete with; did not talk about OVI program Nokia has been able to see the industry take action to improve this far behind Apple's App Store and Google Google Market's mobile application store, Niklas Savander's speech focused on Symbian - it seems that in many people's eyes, causing loss of Nokia smart phones king status of the culprit.

"Nokia sold 26 million a day in the global smart phone platform." Niklas Savander emphasized, Symbian is still the world's most powerful smart phone operating system - the global share of 40%. Then he announced that Nokia introduced three new products. He also highlighted about the OVI map, said that after three years of laying the foundation, OVI map has been quite a leader in the navigation, than the "other" of the map service faster.

"Today, we are to win the leadership position in the smart phone back in full swing." Niklas Savander passion loudly announced: "Nokia is back!"

Thunderous applause from the scene, but people still skeptical: Nokia empire after the regime change, really high-end smart phones to recapture the lost scepter on it?

The crime Symbian

Niklas Savander followed by a brief speech, the Ministry of Nokia's executive vice president of marketing Ansi Vanjoki half an hour with a Nokia introduces three new products - N8, C7 and E7, are invariably used Symbian platform. "N8 experience than all the outside phone." Ansi said. He deliberately aggravated the "outside" the tone.

And Niklas, like, Ansi re-emphasized, Symbian is the world's most popular smartphone operating system.

But the fact is, Symbian is the absolute dominance of 80% dropped to 40% now, which is, most of Google's Android leadership eroded, Android second quarter of this year's global share rose to 17.2%. China is no exception, according to Gartner statistics, Symbian has 70% share in China dropped 50%.

Forum founder of Mobile 2.0, as MediaTek, China Unicom, Deutsche Telekom and other telecommunications companies and foreign consultants Wang Lijie more than that, Android is caused by the rapid development of the majority of hardware vendors. "Android open-source the right time, one year earlier than Symbian." Wang Lijie analysis, was a cutting-edge manufacturers want to gamble, but for some slow response of the herd mentality with the vendors in, the time when the open-source Symbian announced , manufacturers have been valuable resources allocated to the Android, and Symbian have lost nearly half of which is an important reason for supporters.

In addition to Apple and Google menacing, Symbian biggest enemy is its own drawbacks. "Symbian's biggest advantage is energy saving." Symbian application development in a specialized programmer said, making some good games on this platform can not be developed, while the game is the best selling Apple's application store. He believes, Symbian has does not apply to high-end smart phones.

It is understood that there was a call overseas or even NITDroid organization, specializing in high-end smart phones Nokia transplant Android.

Wang Lijie will lose the support of the people described as Nokia, the king, he said, in China, the new operating system developers to choose the priority is always the first iPhone, Android second, Symbian third. In the U.S., Symbian their own market share to smaller, before the launch Android, Symbian to lost BlackBerry.

Nokia apparently already aware of this. Summit the next day, Sept. 14, Nokia announced a series of measures, including enhanced Nokia Qt Software Development Kit to make the necessary code for the Symbian development reduced by 70%; and free Java and Symbian Signed, reduce the access threshold for the development partners.

"We have a lot of the process is simplified, clear the obstacles." Purnima Kochikar, vice president of Forum Nokia, believes that this will convince more developers to develop applications for the Ovi stores. Forum Nokia Nokia is a global developer program.

"Marks the high and new N8, the new Symbian, but also the future new Meego, Nokia has begun to fight back." Nokia Mobile Phones business group responsible for the Mary McDowell, executive vice president, said in an interview: "Our ability to fight back very strong. "

But she also admitted that it was a tough battle.

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