Ever since Nokia has been losing ground to major players, such as Apple and Android, they have been desperately trying to find a way to reestablish a strong presence within the consumer cell phone market. Nokia devices themselves are not terrible devices in their own right, but the brand itself has loss recognition. It wasn’t long ago when Nokia was at the forefront of the industry and was going to head to head with manufacturers, such as Motorola. They introduced new models, as well as their own native operating system, Symbian, which never got off to the right start and turned into a disastrous failure.
In recent news, Nokia announced a partnership with Microsoft that would include the Windows Phone operating system on Nokia phones. The company has clearly recognized the gravity of their situation and has restructured their strategy to adapt. The most recent news being the shift in strategy towards the exploding Asian market, where Nokia has chosen to begin producing low-end devices .This announcement coincides with Nokia’s Connection 2011 Conference that will be held in Singapore.
The mobile Asian market is forecasted to grow 40% over the next five years and will continue as economic growth continues to move forward in the region. If Nokia is to sustain itself, this strategy is certainly a promising move. The brand power they have lost in major North American markets may be too significant to make-up, but looking to other developing markets where they can make moves is a superior strategy.
A struggling company, such as BlackBerry, should follow Nokia’s strategy and shift its focus in more developing and attainable markets. BlackBerry’s recent PR nightmare, which put the spotlight on RIM forcing carriers to accept their faulty devices, is guaranteed to haunt them as the company continues to fall. It also doesn’t help them their major investors have sued and threatened to back out. BlackBerry it scrambling to build itself back up, but it will be an uphill. Meanwhile, Nokia has taken steps forward that may provide them with a growing future.