Today I woke up in the morning to the news that I had little idea of happening. Front pages of all the leading dailies flashed news of Microsoft taking over handset manufacturing giants Nokia. The deal is reported to have been finalized at $7.2 billion amounting to approximately 4830 crore Rupees. The deal comes at a crucial point of time, specially for Nokia when it was finding it difficult to maintain its existence in the handset industry that has widely been dominated by companies like Samsung and Apple. The market shares of Nokia has fallen dramatically over the last few years specially in India. In the current Indian market Nokia was finding it difficult to compete with the popularity of Android based Smartphones launched By Samsung along with domestic assemblers Micromax, Karbonn, Lava and Celkon. Well, what exactly happened to bring Nokia to the point of selling itself to US software giant Microsoft. Let us try to figure them out.
Firstly, the biggest strategic mistake that Nokia seem to have made is its decision to tie up with Windows platform to launch its smart phones while all other companies decided to go with Google's Android. With the large number of applications and features that Android easily provided to its users, made it extremely popular among the masses-specially among the younger generations. Android took the market by storm and everybody seemed to be impressed with it at the prima facie.Although Windows did have its share of useful and handy features but it could not win when compared to the might of Android. Secondly with the rise of Android, manufactures like Samsung quickly launched its range of smartphones at a very affordable price tag. Given the quality of the handsets and the features that it provided Samsung quickly saw a massive upsurge in its sales in the smartphone segment. Soon it came up with its galaxy series of mobiles and started to aggressively launch and market one product after another. All this while Nokia seemed to be pretty relaxed and didn't bother much about what happened around them . Coming to India Nokia were very much happy with their consolidated brand name and failed to acknowledge the changes that were going on around them. Nokia sat pretty much on their entry level and feature phones that were what made them such a big brand throughout the world and more specifically in India. India is still one of the largest market for Finland's Nokia and a loss of market share in India means a genuine loss of market grip. Thirdly, Nokia were very indifferent to the dual Sim strategy and that is what made the domestic players to come into the picture.Micromax, in this context deserves special mention. Within few years of its launch it has become one of the fastest growing Indian mobile handset producing company. In the second quarter of 2013 the market shares of Micromax were nearly at 26%, eating into Samsung whose market share dropped to about 32%, latter losing its value mostly to the rise of Micromax in India. By the time Nokia realized its flaws, it lagged significantly to its other competitors. To gain some of the lost ground and quickly restore its brand value as being the biggest cell phone giants of the planet, it came up with its own set of cheap feature phones and the smartphone series of Lumia. The Asha and the Lumia series surely helped Nokia to regain some of its footing and steadily started climbing into the charts of the market share. But still that wasn't enough to provide that sort of momentum that probably Nokia needed to give itself a real lease of life. Besides the windows OS did have some shortcomings that made it difficult for Nokia to find strong foothold among the young generations that is not really famous for being brand loyalists. The Nokia-Windows agreement didn't actually do much in the last couple of years to really increase the sales of Nokia phones in India and worldwide.
The developments of the last few years suggests that in this market of technology the changes are such subtle and brisk that if you do not keep track and cater to the demands and the needs of the public,, you are bound to make way for others. This is what happened to the other pioneers of mobile handset manufactures like Motorola and Ericsson. Motorola, the actual pioneer in the field of mobile phone manufacturing was taken over by Google a couple of years back and since then Google launched its smash hit platform- Android.
Now coming over to the deal it is probably logical for Nokia given the circumstances and the amount offered and that too in all cash, but will be interesting to see how much can Microsoft gain from the deal. Currently the deal is for 10 years with the option of extending it to perpetuity. Microsoft will now have access to the well established and highly recommended Nokia hardwares which is probably still the best in the market. This may add to the benefit of Microsoft to create a quality product. Microsoft will now try and promote the windows OS that is currently locked at the third spot after Android and iOS of Apple Inc. With both the forces combining one can hope that the Windows OS can make some significant progress in the coming times. In US, Apple enjoys most of the market share when it comes to the mobile phones along with the Android and the BB10 OS that the Canada based RIM uses. So with Microsoft's takeover of Nokia it can be assumed that US will now have some numbers of Windows handsets to show. Besides Microsoft can always look to strengthen and consolidate their position in the tablets and the phablets section, in not only US but also Worldwide. Some people are saying that the deal that Microsoft has managed to close is a huge win for the US based software giants considering that it bought the handset unit of Nokia for only $7.2 billions. Whereas Google had to shell out nearly 12 billion US Dollars 2 years ago to buy Motorola when the latter was at a poorer condition to Nokia's present state.
All said, millions of Nokia fans are bound to feel a bit sad-me included- because the iconic Nokia will no longer be existing as the independent unit. Specially the deal has not gone down too well within some sections of Finland for whom Nokia meant their identity to the world. Technologically this is probably the biggest news of the year so far and it only remains to be seen if the development actually helps Nokia go back to the days of glory. For the time being it is only a guessing game.
Firstly, the biggest strategic mistake that Nokia seem to have made is its decision to tie up with Windows platform to launch its smart phones while all other companies decided to go with Google's Android. With the large number of applications and features that Android easily provided to its users, made it extremely popular among the masses-specially among the younger generations. Android took the market by storm and everybody seemed to be impressed with it at the prima facie.Although Windows did have its share of useful and handy features but it could not win when compared to the might of Android. Secondly with the rise of Android, manufactures like Samsung quickly launched its range of smartphones at a very affordable price tag. Given the quality of the handsets and the features that it provided Samsung quickly saw a massive upsurge in its sales in the smartphone segment. Soon it came up with its galaxy series of mobiles and started to aggressively launch and market one product after another. All this while Nokia seemed to be pretty relaxed and didn't bother much about what happened around them . Coming to India Nokia were very much happy with their consolidated brand name and failed to acknowledge the changes that were going on around them. Nokia sat pretty much on their entry level and feature phones that were what made them such a big brand throughout the world and more specifically in India. India is still one of the largest market for Finland's Nokia and a loss of market share in India means a genuine loss of market grip. Thirdly, Nokia were very indifferent to the dual Sim strategy and that is what made the domestic players to come into the picture.Micromax, in this context deserves special mention. Within few years of its launch it has become one of the fastest growing Indian mobile handset producing company. In the second quarter of 2013 the market shares of Micromax were nearly at 26%, eating into Samsung whose market share dropped to about 32%, latter losing its value mostly to the rise of Micromax in India. By the time Nokia realized its flaws, it lagged significantly to its other competitors. To gain some of the lost ground and quickly restore its brand value as being the biggest cell phone giants of the planet, it came up with its own set of cheap feature phones and the smartphone series of Lumia. The Asha and the Lumia series surely helped Nokia to regain some of its footing and steadily started climbing into the charts of the market share. But still that wasn't enough to provide that sort of momentum that probably Nokia needed to give itself a real lease of life. Besides the windows OS did have some shortcomings that made it difficult for Nokia to find strong foothold among the young generations that is not really famous for being brand loyalists. The Nokia-Windows agreement didn't actually do much in the last couple of years to really increase the sales of Nokia phones in India and worldwide.
The developments of the last few years suggests that in this market of technology the changes are such subtle and brisk that if you do not keep track and cater to the demands and the needs of the public,, you are bound to make way for others. This is what happened to the other pioneers of mobile handset manufactures like Motorola and Ericsson. Motorola, the actual pioneer in the field of mobile phone manufacturing was taken over by Google a couple of years back and since then Google launched its smash hit platform- Android.
Now coming over to the deal it is probably logical for Nokia given the circumstances and the amount offered and that too in all cash, but will be interesting to see how much can Microsoft gain from the deal. Currently the deal is for 10 years with the option of extending it to perpetuity. Microsoft will now have access to the well established and highly recommended Nokia hardwares which is probably still the best in the market. This may add to the benefit of Microsoft to create a quality product. Microsoft will now try and promote the windows OS that is currently locked at the third spot after Android and iOS of Apple Inc. With both the forces combining one can hope that the Windows OS can make some significant progress in the coming times. In US, Apple enjoys most of the market share when it comes to the mobile phones along with the Android and the BB10 OS that the Canada based RIM uses. So with Microsoft's takeover of Nokia it can be assumed that US will now have some numbers of Windows handsets to show. Besides Microsoft can always look to strengthen and consolidate their position in the tablets and the phablets section, in not only US but also Worldwide. Some people are saying that the deal that Microsoft has managed to close is a huge win for the US based software giants considering that it bought the handset unit of Nokia for only $7.2 billions. Whereas Google had to shell out nearly 12 billion US Dollars 2 years ago to buy Motorola when the latter was at a poorer condition to Nokia's present state.
All said, millions of Nokia fans are bound to feel a bit sad-me included- because the iconic Nokia will no longer be existing as the independent unit. Specially the deal has not gone down too well within some sections of Finland for whom Nokia meant their identity to the world. Technologically this is probably the biggest news of the year so far and it only remains to be seen if the development actually helps Nokia go back to the days of glory. For the time being it is only a guessing game.