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Nokia’s 3-Tier Expansion Strategy: High Volume, High Fashion & High-Tech
Mar 03, 2006
In order to maintain the existing spirit of competition in the market Nokia has declared its plans for further broadening its R&D and also a reduction in handset prices. According to Nokia the potential market of 600 million customers in the lower priced handset segment is waiting to be exploited. Nokia is planning to move from volume production of low-end mobile phones for millions of new users, to a wide range of low and high-tiered devices.
As per Nokia’s Vice President Jorma HakKinen, a correct business plan for the potential growth sector along with terminals, communication equipments and services, can generate huge profits for the service providers.
In order to assist the mobile phone operators in increasing the subscriber’s base per site and thereby decreasing the total sites required, Nokia has unveiled plans to introduce pre assembled base station merchandise and a new communication program.
The mobile operators are expected to accelerate the execution of the plan and minimize the visit to sites with the help of customary site products. Functional costs can be brought down effectively through remote maintenance and a central communication system.
The market research report by RNCOS, titled “Mobile Handset Industry Asia (2004-2009)” analyzes marketing patterns, new product designs, schemes and the controlling factors.
The team of experts at RNCOS has provided the profile of the 6 major operators in the mobile handset industry. The report also compiles a comprehensive comparative study of these players including their fiscal achievements and marketing schemes.
According to the report, out of the 67 million units sold by Nokia in Q3 of 2005, nearly 8.6 million units were wrapped up by China, contributing to about 12.75% of the market share, and the Asia Pacific region added 19% with the sale of about 12.7 million units.
The report gives an in-depth financial review of Nokia revealing that though the annual global sales were around 30%, however, markets with high mobile penetration like China notched up sales figures of about 86% while the Asia Pacific region could offer a mere 43% of sales.
Analysts at RNCOS have declared that notwithstanding a drop in sales and profits in the FY01 in Nokia, the expenditure on R&D has increased from 2585 million Euros in FY01 to about 3735 million Euros in FY05.
It has been Nokia’s continuous endeavor to improve the company’s image and consumer awareness. These attempts seem to have paid dividends, as Nokia is now the global brand leader in the field of mobile handset, having successfully displaced Motorola from the spot. It has achieved this position solely by adhering to the above-mentioned theory and remains the most sought after brands in markets all around.
With a wide array of mobile phones, Nokia intends to lure consumers into upgrading, whilst at the same time maintaining or extending its presence in every regional market.
For more information visit: http://www.rncos.com/Report/COM14.htm
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