手機廠商諾基亞日前表示，預計第三季度產品與服務凈營收將大大低于第二季度。先前預計第二季度凈營收是61億歐元(88億美元)-66億歐元(95億美元)。 諾基亞(芬蘭埃斯波)將其歸咎于以下因素：多個價格類別的競爭與市場趨勢，尤其是在中國與歐洲；產品組合偏向平均售價較低和毛利潤率較低的產品；諾基亞與某些同業(yè)采取的價格策略。 諾基亞此前表示，預計第三季度營業(yè)收入將大致與第二季度持平，并預計銷售將在第四季度出現(xiàn)季節(jié)性增長。但該公司周二表示，這些目標已不再有效。它通過聲明表示：“鑒于我們對第二季度展望的意外變化，諾基亞認為不宜再發(fā)布2011年的年度目標?！? “諾基亞在智能手機市場丟失份額已無庸置疑，但目前的情況顯示，它在低端低成本市場的處境也很困難，而以前它在該市場是非常強大的，”市場調研公司ABI Research的副總裁兼業(yè)務主管Kevin Burden表示。 Burden指出，諾基亞原來期望它的低端模式可以繼續(xù)在發(fā)展中市場有效運作，并幫助公司順利完成軟件平臺轉換和保持市場領導地位。“該消息表明，它在市場的兩端都面臨越來越大的壓力，諾基亞無法再指望其任何產品線可以充當橋梁，使其從業(yè)內領先的過去走向競爭更加激烈的未來，”Burden表示。 Burden認為，諾基亞的聲明還令人更加懷疑，它能否在2012年推出優(yōu)于競爭對手的、采用微軟Windows Phone操作系統(tǒng)的手機。 “諾基亞策略的關鍵在于，它相信憑借其首批Windows手機產品，可以超越現(xiàn)在生產Windows手機的競爭對手，”Burden表示，“諾基亞的內部混亂——始于管理層變動，因策略轉變而強化，現(xiàn)在又發(fā)展到疲弱的市場業(yè)績，增強了人們對于諾基亞能否實現(xiàn)上述目標的懷疑?！? 諾基亞周二表示，仍對Windows Phone策略方面取得的進展感到滿意。該公司表示，堅信將于2011年第四季度推出首批相關手機。 諾基亞表示，仍然堅持2013年全年初估產品與服務營業(yè)費用比2010年降低10億歐元(14億美元)的目標。該公司表示，計劃盡快有效地實施這些費用削減計劃。 “策略轉變是很困難的事情，”諾基亞總裁兼首席執(zhí)行官Stephen Elop表示，“我們認識到有必要推出優(yōu)秀的移動產品，因此我們必須加快轉變步伐。我們的團隊已準備就緒，我們堅信一定會在2011年第四季度推出首款采用Windows Phone的諾基亞手機?！? 本文授權編譯自EE Times，版權所有，謝絕轉載 參考英文原文：Nokia's miss casts doubt on Windows plan， by Dylan McGrath

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{pagination} Nokia's miss casts doubt on Windows plan Dylan McGrath SAN FRANCISCO—Cellular handset vendor Nokia Corp. said Tuesday (May 31) it now expects it expects net sales from devices and services to be substantially below its previously expected second quarter range of between 6.1 billion euro ($8.8 billion) and 6.6 billion euro ($9.5 billion). Nokia (Espoo, Finland) blamed the anticipated shortfall on the competitive dynamics and market trends across multiple price categories, particularly in China and Europe; a product mix shift towards devices with lower average selling prices and lower gross margins; and pricing tactics by Nokia and certain competitors. Nokia, which previously said it expected third quarter sales to be roughly flat compared to the second quarter and that it expected a seasonal pick up in sales in the fourth quarter, said Tuesday that those targets were no longer valid. "Given the unexpected change in our outlook for the second quarter, Nokia believes it is no longer appropriate to provide annual targets for 2011," the company said through a statement. "Nokia’s loss of ground in the smartphone market has been well documented, but this performance indicates that it’s also now struggling in the low-end, low-cost market where the company had been particularly strong," said Kevin Burden a vice president and practice director at market research firm ABI Research. Burden said Nokia had expected its low-end models to continue performing well in developing markets and to help the firm through its transitions in software platforms as well as leadership. "This news indicates that pressure is intensifying at both ends of the market, and Nokia can no longer count on any of its product lines to be a bridge from its industry-leading past to what it hopes would be a competitive future," Burden said. Burden said the Nokia announcement also intensifies doubts about whether Nokia will be able to deliver handsets running Microsoft's Windows Phone OS in 2012 that are superior to competitors' offerings. "Key to Nokia’s strategy is its belief that, with its initial line of Windows phones, it can vault ahead of competitors that are currently building Windows-powered phones," Burden. "The turmoil within Nokia—started by the changes in management, intensified by the shifts in strategy, and now boiling over into weak market performance—is cementing doubts that Nokia can pull it off." Nokia said Tuesday it remains pleased with its progress on its Windows Phone strategy. The company said it has increased confidence that the first Nokia product with Windows Phone will ship in the fourth quarter 2011. Nokia said it also remains committed to its target to reduce its pro forma Devices and Services operating expenses by 1 billion euro ($1.4 billion) for the full year 2013, compared to the full year 2010. The company said it plans to implement these reductions as quickly and effectively as possible. "Strategy transitions are difficult," said Stephen Elop, president and CEO of Nokia. "We recognize the need to deliver great mobile products, and therefore we must accelerate the pace of our transition. Our teams are aligned, and we have increased confidence that we will ship our first Nokia product with Windows Phone in the fourth quarter 2011."