Nokia took the number one position from Motorola in wireless handsets in the 1990′s during the switch from analog to digital networks. They held that lead for a decade or more.
During the last few years Nokia has lost its edge as the industry switched again from regular handsets to smart phones.
Nokia has reached into their hat so many times hoping to pull out a rabbit, but each time they come out empty handed.
Even their latest effort with the Microsoft Lumia just can’t catch on fire. Why? They may have the technology, but they don’t understand the marketing. Both are key to success.
Now Nokia is trying something they should have tried before they started their rapid fall. Silicon Valley.
The Wall Street Journal talks about how Nokia is hitting the reset button on it’s US operations.
This is great news. So many incredible ideas comes from Silicon Valley.
The question is will Nokia understand the marketing magic or not?
The problem is they are sliding quickly. Is it too late for Nokia to be successful in the smart phone space? No, but each passing quarter makes it much more difficult.
It depends on what they come up with, and they don’t have much time. The fuse was lit years ago and we are getting ready for the explosion.
Customers like Nokia. That’s not the problem.
Nokia has two problems. One is a killer smart phone and technology. The other is marketing including advertizing, public relations and creating a buzz in the market to fuel their fire.
I don’t know if Nokia understands the marketing angle. They have not shown they do. Yet that is just as important as the actual technology.
We’ll see how well they do with this next step.
All we can do is hope for the best.
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Please attribute to Jeff Kagan, Tech Industry Analyst with www.jeffKAGAN.com
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Jeff KAGAN| Tech Industry Analyst www.jeffKAGAN.com
Analyst sharing perspective on the changing industry for 25 years
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