The Dual-sim king

For the first time the com­pany has shown neg­a­tive growth, the blame goes to low Lu­mia up­take and non-ag­gres­sive ap­proach on smart­phones

Voice&Data - - NOKIA -

It was a mixed year for Nokia as the com­pany took a beat­ing on smart­phones but in­creased its mar­ket share in dual-SIM by be­com­ing a clear leader. The over­all rev­enue num­bers have slightly gone down as Nokia is not the first choice in smart­phones but the com­pany has per­formed well in fea­ture phones and has also in ex­ports.

The fight­back for dual-SIM paid off as the com­pany launched a range of hand­sets. The com­pany an­nounced Nokia Asha 202, a dual-SIM touch & type phone de­signed for en­hanced and cost­ef­fec­tive web browsing. Also Nokia Asha 200, a stylish QWERTY and Nokia X2-02. It also in­tro­duced the in­no­va­tive, stylish, and af­ford­able Nokia C2-00 dual-SIM in­ter­net phone and Nokia X1-01 du­alSIM mu­sic phone. And touch & type slider phones, Nokia C2-03 and Nokia C2-06. Nokia C2-03 was also in­tro­duced al­low­ing the user to per­son­al­ize up to 5 SIM cards. A premium ver­sion is also avail­able with Nokia C2-06. The com­pany also launched the most af­ford­able Nokia 101 dual-SIM mu­sic.

On smart­phones, Nokia launched Asha 303, a stun­ning touch & type with QWERTY key­pad and Nokia E6 and Nokia X7, aimed at busi­ness pro­fes­sion­als and en­ter­tain­ment en­thu­si­asts. In April 2011, Nokia and Mi­crosoft for­mal­ized Win­dows Phone as the pri­mary smart­phone plat­form and the com­pany had a lot of ex­pec­ta­tions from Lu­mia se­ries as it was a turn­ing point for Nokia in In­dia. In terms of in­vest­ment, it was one of the big­gest launch in the fis­cal for any hand­set brand. Nokia Lu­mia 800 and the Nokia Lu­mia 710 based on Win­dows plat­form were launched on Me­cem­ber 15, 2011, but the re­sponse was not as per the ex­pec­ta­tions due to high price of the hand­set.

On the apps side, the com­pany has a strong po­si­tion as it has more than 200,000 app de­vel­op­ers and over 60 mn down­loads a month. The Nokia Store is presently the largest app store in In­dia with over 50% of all down­loads. The com­pany is also sup­port­ing apps de­vel­op­ers with tools and in­sights so that they can come up with more in­no­va­tive ap­pli­ca­tions.

The com­pany has launched many use­ful apps such as Nokia maps & drive, real-time traf­fic ser­vice, city lens, Nokia trans­port, etc. Nokia maps & drive de­liv­ers a full-fledged voice guided nav­i­ga­tion de­vice in 50 lan­guages for 2,195 cities in In­dia. Real-time traf­fic ser­vice gives traf­fic up­date for Melhi and Mum­bai to get more ac­cu­rate routes and bet­ter es­ti­mated travel tim­ings.

City lens gives users an eas­ier way to find nearby lo­ca­tions through aug­mented re­al­ity or through a sim­ple map view whereas Nokia trans­port makes avail­able lo­cal pub­lic trans­port in­for­ma­tion for 11 cities.

Avail­able in 12 lan­guages, the SMS based Nokia life ser­vice of­fers ser­vices in ar­eas of par­ent­ing, life skills, ed­u­ca­tion, health, en­ter­tain­ment, and agri­cul­ture. The com­pany has also launched traf­fic man­age­ment project called ‘3rdEYE’ in Gur­gaon aimed to curb traf­fic vi­o­la­tion.

The Chen­nai fa­cil­ity is the largest fa­cil­ity in the world and on May 5, 2011, crossed pro­duc­tion of 500 mn hand­sets. The com­pany achieved its mile­stone in the fifth year. Presently, the com­pany is ex­port­ing hand­sets to 50 coun­tries.

Nokia’s suc­cess in the smart­phone mar­ket will de­pend on its abil­ity to in­tro­duce at­trac­tive, com­pet­i­tively priced prod­ucts on Win­dows plat­form phone that are dif­fer­en­ti­ated from com­peti­tors, but one has to see how the new Lu­mia se­ries fares against Sam­sung, Ap­ple, HTC, and Black­berry. Get­ting to num­ber one po­si­tion in the smart­phone in­dus­try would not be easy, but it would be make or break for Nokia In­dia.

But the Fin­nish tele­com gi­ant has to put up a brave fight in or­der to re­claim its lost glory. It has to bring out a com­plete change in per­spec­tive in how it is go­ing to do busi­ness in In­dia in the com­ing years. In­no­va­tive prod­ucts, fo­cused R&M, im­proved cus­tomer care, qual­ity brand cam­paign, and a bit of luck are what the com­pany des­per­ately needs now.

Nokia, the name that is still syn­ony­mous with mo­bile phones in many parts of the world and in In­dia, though in a tight spot at present, but look­ing at its po­ten­tial, it would not be sur­pris­ing to see the leader run past its com­peti­tors in times to come.

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