面對(duì)激烈的手機(jī)市場(chǎng)競(jìng)爭(zhēng)，諾基亞公司(Nokia)目前在 Lumia 智能手機(jī)的出貨量仍不足以為該公司帶來任何進(jìn)展或提升競(jìng)爭(zhēng)力。而諾基亞公司CEO Stephen Elop在針對(duì)該公司第一季財(cái)報(bào)發(fā)布獲利預(yù)警的聲明中表示，諾基亞公司仍處于新策略的轉(zhuǎn)型期。
我曾經(jīng)在先前的一篇文章中提到，Nokia在手機(jī)市場(chǎng)中面對(duì)著重大發(fā)展阻礙，而且可能發(fā)現(xiàn)正處于追逐著市場(chǎng)利潤(rùn)持續(xù)提升的蘋果(Apple) iPhone 與 Google Android 手機(jī)等競(jìng)爭(zhēng)對(duì)手之后的頹勢(shì)。
業(yè)界分析師們開始質(zhì)疑諾基亞奪回市占率的能力，甚至懷疑其與微軟公司(Microsoft Corp.)結(jié)盟的好處。這種結(jié)盟關(guān)系本來應(yīng)該能夠幫助諾基亞更有效地因應(yīng)蘋果和三星等公司的競(jìng)爭(zhēng)，同時(shí)為Windows智能手機(jī)操作系統(tǒng)賦予新生命。
然而，市場(chǎng)研究機(jī)構(gòu)IHS公司(HIS Inc.)分析師Ian Fogg在最近一份有關(guān)諾基亞的報(bào)告中指出，諾基亞公司的股東和其它利益相關(guān)者(員工、供貨商和客戶)必須大力督促管理這種可能讓該公司重現(xiàn)生機(jī)的政策改變。
Fogg 對(duì)于諾基亞公司的顧慮，就好象幾年前許多人關(guān)切摩托羅拉移動(dòng)公司(Motorola Mobility)的情形一樣。由于摩托羅拉移動(dòng)公司無法中止持續(xù)虧損，導(dǎo)致最終被網(wǎng)絡(luò)搜尋引擎Google公司收購。然而，諾基亞如果能夠處置得當(dāng)，或 許就能扭轉(zhuǎn)目前的處境。以下段落摘自Fogg的分析：
“諾基亞的智能手機(jī)策略再次濱臨失敗的邊緣。大約在一年多以前， 諾基亞在2011年2月選擇放棄 Symbian 操作系統(tǒng)，改采 Windows Phone 作為其主要的智能手機(jī)軟件。而今，諾基亞的 Lumia 系列已經(jīng)上市銷售約四個(gè)月了，仍難以為該公司帶來銷售動(dòng)力。在今年第一季中，每出貨一支 Lumia 系列的智能手機(jī)，采用諾基亞逐步淘汰中的傳統(tǒng)Symbian OS的智能手機(jī)就賣出了5支。”
“諾基亞的智能手機(jī)營收數(shù)字不佳。諾基亞所有的智能手機(jī)毛利只有16%。對(duì)于諾基亞來說，問題就在于當(dāng)手機(jī)出貨量低再加上營收數(shù)字差同時(shí)出現(xiàn)時(shí)，幾乎就沒有什么轉(zhuǎn)寰余地了。諾基亞所擁有策略空間十分有限，除非能盡快在Q2與Q3改善營收數(shù)字，否則這個(gè)僅存的策略空間也將會(huì)迅速消逝。”
諾基亞與 Windows Phone 結(jié)合的成效不佳，并不全然是諾基亞公司的錯(cuò)。在一個(gè)各家手機(jī)制造商努力尋求脫穎而出的智能手機(jī)市場(chǎng)中， Lumia手機(jī)算是一支擁有吸引力與差異化特色的產(chǎn)品設(shè)計(jì)。同時(shí)，諾基亞也以十分具有吸引力的價(jià)格準(zhǔn)時(shí)讓這款產(chǎn)品出貨了。但諾基亞公司的問題是微軟公司似 乎未能與其共同進(jìn)步。在 Windows Phone 7推出一年半后，這一操作系統(tǒng)至今幾乎不曾進(jìn)行過什么升級(jí)或改變。事實(shí)上， Windows Phone 與 Android 或 iPhone 之間所存在的功能差距正日益加深，完全未能達(dá)到諾基亞需要縮小與競(jìng)爭(zhēng)產(chǎn)品差距的目標(biāo)。
“對(duì)于諾基亞與微軟兩家公司來說，眼前的第二季更是關(guān)鍵的時(shí)刻。諾基亞剛在美國推出了第一支 Windows Phone 旗艦手機(jī) Lumia 900。 Lumia 900 只許成功。隨著美國龐大的銷售量帶來一個(gè)巨大且富吸引力的消費(fèi)市場(chǎng)，將刺激位于美國的網(wǎng)際網(wǎng)絡(luò)公司打造 Windows Phone亟需的高品質(zhì)應(yīng)用程序。但如果 Lumia 900 在美國上市銷售的移動(dòng)失敗，諾基亞將再次受拒于美國高階手機(jī)市場(chǎng)之外，而 Windows Phone也需要徹底重新檢討。”
“當(dāng)諾基亞CEO Stephen Elop做出擁抱 Windows Phone 的大無畏決定時(shí)，他曾說過沒有其它可行的替代方案(plan B)了。然而，從截至目前為止的成績(jī)來看，IHS Screen Digest公司認(rèn)為，現(xiàn)在正是諾基亞為當(dāng)前 Windows Phone 的努力結(jié)果建立一項(xiàng)備用策略的時(shí)候了！”
編譯：Susan Hong
本文授權(quán)編譯自EBN Online，版權(quán)所有，謝絕轉(zhuǎn)載
參考英文原文：：IHS: Nokia Windows Phone Strategy 'On Brink of Failing'，by Bolaji Ojo, Editor in Chief
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IHS: Nokia Windows Phone Strategy 'On Brink of Failing'
Bolaji Ojo, Editor in Chief
Nokia Corp. (NYSE: NOK) is not shipping enough of its Lumia smartphone to make a dent in the market or pull itself up to be more competitive. CEO Stephen Elop has said as much in a statement pre-announcing the company's first quarter results.
I also pointed out in a previous blog that the company faces major hurdles and may find itself chasing the tail of the opponents as Apple Inc. (Nasdaq: AAPL) iPhones and Google (Nasdaq: GOOG) Android devices accelerate market gains.
Nothing in the above is new. However, analysts are beginning to question Nokia's ability to regain market share and even doubt the strength of its alliance with Microsoft Corp. (Nasdaq: MSFT). That relationship was supposed to help Nokia better compete against Apple and Samsung while breathing new life into Windows smartphone operating system.
I found a recent report on Nokia by Ian Fogg, an analyst with market research firm IHS Inc. both educative and alarming. I have reproduced it below. Nokia's shareholders and other stakeholders (employees, suppliers, and customers) need to forcefully prod management for the kind of shakeup that may revive the company's fortune.
The concerns Fogg raised about Nokia are similar to the ones many identified in the case of Motorola Mobility Inc. (NYSE: MMI) years ago. The company failed to stem the losses and ended up being acquired by Internet search engine provider Google. Nokia may be able to turn itself around -- if it gets the correct treatment. The following paragraphs were excerpted from Fogg's analysis:
Nokia stands on the brink of failing with its smartphone strategy, again. Just over a year ago, in February 2011, Nokia chose to switch from Symbian to Windows Phone as its primary smartphone software. Now, Nokia's Lumia range have been on sale for four months, but Nokia is struggling to achieve sales traction. For every Lumia smartphone shipped in Q1, Nokia shipped five smartphones running the legacy Symbian OS that Nokia is winding down.
Nokia's smartphone revenues make for no better reading. Across all of Nokia's smartphones their gross margins were poor at just 16 percent. The problem for Nokia is that when poor phone shipment results combine with poor revenues at the same time there is little room to maneuver. Nokia has a little tactical room, but it will rapidly vanish unless the results improve in Q2 and Q3.
Nokia's poor results with Windows Phone are not due to Nokia's failures. The Lumia devices have attractive and differentiated industrial design, in a smartphone market where every handset maker is struggling to stand out. Nokia shipped the launch devices on time and at attractive prices. Nokia's problem is that Microsoft appears to have stood still. A year and a half after Windows Phone 7's debut, it has changed little. In effect, the gap in features between Windows Phone and Android or the iPhone has widened and not shrunk as Nokia needed it to.
This current second quarter is the critical time for Nokia and for Microsoft. The Lumia 900, Nokia's first Windows Phone flagship in the US has just gone on sale. The Lumia 900 has to succeed. With large US sales will come a large attractive market of consumers that will encourage the US-headquartered Internet companies to build the quality apps that Windows Phone so desperately needs. With US failure, Nokia will be locked out of the premium part of the US handset market, again, and Windows Phone will need a complete rethink.
When [Nokia] CEO Stephen Elop made the brave move to embrace Windows Phone, he said there was no plan B. Given the results to date, IHS Screen Digest believes that now is the time for Nokia to create a back up strategy to the current Windows Phone endeavor.
