深陷困境的诺基亚近日先开了lumia 900的面纱

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Lumia 900 WP7

Nokia

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AT&T

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On Monday Nokia unveiled theLumia 900, its latest attempt to takeon the iPhone and Androidsmartphones. The Windows Phone-running device has all the makings of a popular smartphone -- sleekhardware design including a large

4.3-inch screen, a major carrier partner in AT&T and super-fastnetwork capabilities known as LTE.

But that doesn't mean it's a slamdunk for Nokia (NOK). The market isalready flooded with devices that doall of the above. And despite Nokiaand Microsoft's (MSFT) best efforts,both companies still have aninsignificant piece of the U.S.smartphone pie, which belongs to

Google (GOOG) and Apple (AAPL).To take on the competition, the duowill have to prove that their partnership can result in a trulydifferent -- and better -- mobileexperience for consumers. that'seasier said than done.

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Fortune

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"Differentiation matters," StephenElop, CEO of Nokia, told Fortune inan interview following the company'sannouncement on Monday. "Many of those other devices -- if you squintyour eyes a little bit -- are blurringover because they're all the sameexperience. They all have the samestatic collection of applications thatdon't do much when you just look atit."

Nokia chose to partner withMicrosoft because it didn't want tobecome just another Android phonemanufacturer. But while the Lumia900 is a good-looking piece of

hardware and Microsoft's "tile-centric"user interface has gotten goodreviews, it's hard to see how thatalone can be enough of adifferentiator for Microsoft and Nokia.Even exclusive applicationpartnerships with brands like ESPNand Sesame Street Workshop areunlikely to help give the Lumia 900 anedge, because many developers stillfeel there's no compelling reason tocreate apps for Nokia's Windows

phone devices. At least not yet.

At the company's press conferenceon Monday, Elop called the Lumia900 a "beachhead" in the war of ecosystems. It's clear Nokia realizesit's no longer about coming out withone "iPhone killer" -- it's aboutcoming out with a killer ecosystemthat encompasses hardware,applications, a dedicated developer base and more. It's also clear that

Nokia and Microsoft realize that theywill have to fight with all their might tobecome a viable "third platform."

Microsoft has already said it willgive developers a slightly bigger cutof app revenue than Google and Apple do. And since February, Nokia

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has moved as fast as possible tochurn out new Lumia smartphonesthat run Windows Phone.

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To be sure, there is room for a third

ecosystem, especially with theweakening of Research in Motion's(RIMM) hold on the enterprise. Nokiadevices could take advantage of Microsoft's success in the office to tryand appeal to IT departments as analternative to both BlackBerries and the"bring your own device" trend.

"The Windows Phone environment onLumia devices has many of thecapabilities required in a business

setting," Elop told Fortune. "Microsoftprovides much of the software thatbusinesses use for office productivitylike Microsoft Office."

But even Elop admitted there was stillplenty of work for Nokia to do as it triesto crack the U.S. market yet again. TheLumia 900 will be out "in the comingmonths," although it's still not clear exactly when and (for how much) it willsell, let alone whether it can help Nokia

in its battle against iOS and Android.

Nokia World 2011 windows Phone

Nokia LumiaWindows Phone Lumia

Lumia 800 Lumia 710

Nokia moves device assemby unit to Asia for efficient smartphone

production

Nokia has announced its plans to make changes in its factories in Komarom (Hungary);

Reynosa (Mexico) and Salo (Finland). The measures follow a review of smartphonemanufacturing operations that Nokia announced last September and aim to increase the

companys competitiveness in the diverse global mobile device market.

The above three factories are planned to focus on smartphone product customization,

serving customers mainly in Europe and the Americas while device assembly is

expected to be transferred to Nokia factories in Asia, where the majority of component

suppliers are based.

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With the planned changes, our factories at Komarom, Reynosa and Salo will continue to

play an important role serving our smartphone customers. They give us a unique ability

to both provide customization and be more responsive to customer needs, said Niklas

Savander, Nokia executive VP for markets.

Shifting device assembly to Asia is targeted at improving our time to market. By

working more closely with our suppliers, we believe that we will be able to introduceinnovations into the market more quickly and ultimately be more competitive. We

recognize the planned changes are difficult for our employees and we are committed tosupporting our personnel and their local communities during the transition, said

Savander.

The above statement is an indication that the move of the device assembly unit to Asia,

where the relevant skilled labour is more readily available and cheap, would result in

the loss of a substantial number of jobs for Nokia employees.

As a consequence of the plans, the number of steps in manufacturing and the amount of

work carried out at the sites in Komarom, Reynosa and Salo are expected to decreasesubstantially. The changes are anticipated to impact approximately 4,000 employees in

total, leaving, reads the Nokia media release issued today.

Personnel reductions are planned to be phased through the end of 2012, while Nokiawill offer a comprehensive locally-tailored support program, including financial support

and assistance with local re-employment .

Nokia to axe 4,000 employees, Hungarian headcount to be

cut to less than half

Finlands Nokia has announced on Wednesday that it will lay off around 4,000employees from its factories in Komárom, Hungary, Reynosa, Mexico and Salo, Finland.

The measures follow a review of smartphone manufacturing operations that Nokia

announced last September and "aim to increase the company's competitiveness in

the diverse global mobile device market." Device assembly is expected to be

transferred to Nokia factories in Asia.

These three factories are planned to focus on smartphone product customization,

serving customers mainly in Europe and the Americas. Device assembly is expected to

be transferred to Nokia factories in Asia, where the majority of component suppliers arebased," the mobile communication equipment producer said in a statement today.

"With the planned changes, our factories at Komarom, Reynosa and Salo will continue toplay an important role serving our smartphone customers. They give us a unique ability

to both provide customization and be more responsive to customer needs," said Niklas

Savander, Nokia executive vice president, Markets.

Shifting device assembly to Asia is targeted at improving our time to market ," he

added. By working more closely with its suppliers, Nokia believes that it will be

able to introduce innovations into the market more quickly and ultimately be

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more competitive.

"We recognize the planned changes are difficult for our employees and we are

committed to supporting our personnel and their local communities during the

transition."

As a consequence of the plans, the number of steps in manufacturing and the amount of

work carried out at the sites in Komárom, Reynosa and Salo are expected to decreasesubstantially. The changes are anticipated to impact approximately 4,000 employees in

total.

The Komárom plant has a 4,400-strong headcount, 2,300 of which will be let go by the

end of 2012, the company told Hungary's state-run newswire MTI.

Personnel reductions are planned to be phased through the end of 2012. Nokia will

offer a comprehensive locally-tailored support program, including financial support and

assistance with local re-employment.

Nokia announced a number of massive layoffs over the past few months. In April 2011 it said it would let 7,000 employees go and in September it decided on a 3,500-strong

headcount slash. It seems the situation has changed a lot over the past year. Thecommunications director of the Hungarian Nokia unit said a year ago no layoff was

threatening the plant because the parent companys new strategy would not affect

production there.

Nokia intends to strengthen its competitiveness on the smartphone market via its

cost-cutting measures, as it slipped back in the cut-throat race last year. The Finnish

mobile company was by far the biggest smartphone producer in the world last year, but

in early 2011 it decided to abandon the mobile operating system that comes on itsphones, Symbian OS, and cede control of the software experience to Microsoft

(Windows Phone). This move threw the company back in the tough competition. By Q4its market share slumped to 12%.

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Nokias Hungarian unit, Nokia Komárom Kft. posted revenues of HUF 1017 billion or

3.6% of Hungarys GDP in 2010 in 2010, according to Opten data. In 2009 it booked HUF1,075 bn revenues and an even heftier HUF 1,292 bn before the global crisis in 2008. In

2010, Nokia was the third-largest revenue maker in the country after MOL and Audi.

In his annual state of the nation speech, Prime Minister Viktor Orbán highlighted Nokia

as a positive example. Not only should those companies come to Hungary who squeeze

out local entrepreneurs from the market and then take their profits out of the country,

he said. The PM noted he definitely counts on companies as Audi, Mercedes, Opel, Boschand Nokia that create stable jobs for Hungarians. Therefore he believes lowering the

corporate tax to 10% from 19% was a useful decision.

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Lumia

Lumia

84 200

JR V

Q aeiou

Lumia

Lumia

Lumi LumiaLumi

Lumia Lumia

Lumia

Lumia

Lumia

60% Lumia

Windows Phone Nokia Lumia

Lumia

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[1 ]

2007 2008

30 2011 12 14 5 60%

PC

NPD Group Android 2011

53% 29%RIM 11%

Windows Phone WP 7% Gartner

WP 1.5% Android 52.5%

1/35 iOS15% 1/10

WP Lumia

Lumia

Lumia

Lumia800

2011 10 26 4 (Nokia World 2011)

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Nokia Lumia 800(39 ) CEO ·Windows

Phone Lumia 800 N9

Windows Phone N9

Lumia 800

Lumia 800 KPN Lumia 800

Lumia 800 Phone House

Carphone House

Lumia 800 Phone House

12 27

MeeGo

CEO ·(Stephen Elop)

560

N8 10

E7

MeeGo 2011

2006 6 50%

(Nokia Siemens Networks) 250 2007 4

2011 11 23 2013

17000 (Nokia Siemens NetworksNSN)

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Siemens COM Enterprise

Network Business Group 50%/50%

2006 6 19 2007 4 1 [1]

V

2005 150

6 V

2006 6 19

50%

158 6

V

Simon Beresford-Wylie

Peter Schönhofer 2007 7 1

(NOKIA SIEMENS Networks, NSN) (MOTOROLA)

12

2011

NSN MOTOROLA

WiMAX NSN

MOTOROLA MOTO

NSN

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2011 4 26

12 9.75

4 30

GSMCDMAWCDMA

WiMAX LTEMOTO WiMAX 21 41 CDMA 22

30 GSM 66 80

7,500

iDEN

深陷困境的诺基亚近日先开了lumia 900的面纱

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