Nokia back into the mobile phone market, the King could return? -Nokia-IT information

Function of the machine age Nokia announced after many years of silence the King back into the mobile phone market.

On February 22, CEO lajifu·Suli Nokia at the Mobile World Congress in Barcelona on MWC2016 external confirmed that Nokia are pushing ahead with plans to sell smartphones, and has developed a 10-year plan . Nokia really need to come back .

Patent is one of the largest capital

Just six or seven years ago, Nokia is synonymous with mobile phones, once occupied the global mobile phone market share 40%, says his generation's memory can't be overemphasized. Transitions appear in smartphones, Nokia's Symbian for initially remaining in our system, then Android into the mainstream still don't want to follow, instead of camp into Microsoft Windows systems.

"The age of intelligent machines the most clinical experience, affinity and convenience of the system is the core of experience, is stubbornly stick to Symbian Nokia losing key of the mobile phone market. "Industry observers told reporters Liang Zhen-Peng, and behind it is the Nokia team was stubborn and can't keep up the pace. 2013 phone business for $ 7.2 billion sold Microsoft, Nokia mobile phone Empire moments apart.

After 3 years, Nokia announced a return to the mobile phone market. Which sell mobile phones businesses Microsoft is laying at the time set. Because of its sale of provisions stipulated in the contract, Nokia can start over from the beginning in 2016 on a mobile phone using the Nokia brand.

Why did Nokia return to the mobile market? Billions of broad market space is coveted cellphone market, are not reconciled to defeat that year, or is it like the outside world say bled Lastly a brand value. "I think that for several reasons, Nokia patents, technology, brands are very good, it was defeated by themselves behind on systems thinking and stubborn. "Black aoweiyun Network Division General Manager Dong Min said.

In fact, 3 years Nokia has not completely left the mobile phone market. During this period, relying on a large number of patent technology authorized Nokia very high profit. As of November 2014, Nokia is 7 times the number of cell phone-related patent licensing as long as Apple, 8 times as long as HTC. As early as the 2011 patent war between Nokia and Apple, and Apple eventually to Nokia lump-sum compensation of about 420 million euros, each quarter to Nokia and Apple to pay € 95 million in follow-up costs. In 2014, the research institutes ValueWalk statistics, including Apple, Samsung, HTC, BlackBerry, LG, Sony, Motorola, Huawei, nearly 40 companies need to pay licensing fees to the Nokia.

Patents, brand reputation, Nokia cell phones back into the mobile phone market is also reasonable. "In fact, Smartphone threshold is not high, the difference is not between the phone and take advantage of inherent features products that occupy certain market share is not difficult. "Liang Zhen-Peng said.

Return also needs good faith

Long left the Smartphone market, Nokia, also could you put on the return of the King? In accordance with the previously disclosed information, Nokia will not own cell phones, but Nokia brand licensing to the manufacturer. Nokia, the company still has the impact potential of the Smartphone world, are likely to launch high-end equipment.

Media also disclosed a similar message, claiming that Nokia will be back into the mobile phone market by brand licensing, authorization object is locked honghaifushikang. It is reported that Nokia branded smart phones of the future will be designed by the Nokia, and cell phone production, Hon Hai will be responsible for brand marketing and sales. Previously both had been at the end of 2014 to launch Android Tablet N1, testing the waters ... But xury was not clear at the MWC2016, will cooperate with Apple's major contract manufacturer Foxconn.

"This model will return a suitable approach in the early, which can minimize the costs back into the mobile phone market and Nokia, but if Nokia wants to return to the mobile phone market in the true sense, this certainly is not a long-term strategy. "Liang Zhen-Peng said.

Of course, Nokia is not just paying lip service is ready to return to the Smartphone market, related to the research and development work is already in progress. According to foreign websites NPU disclosure, equipped with touch-screen size is 5 inch and 5.5 inch, will bring several new features, including hover touch interaction, and have new features in cameras and audio.

Dong Min believes that Nokia back into the mobile phone market drained the last brand value does, in fact, biased. But the mobile phone market is not the original appearance, Nokia is earlier than the original Nokia. At that time, Nokia owns a strong management, research and development and design team, Nokia's products from series 1 to series 9 brings economies of scale, and access to industry-leading companies. With the Nokia mobile phones businesses acquired by Microsoft, it doesn't have. Nokia brand has been frozen for several years, now in the mobile phone market appeal has changed, and the response from Nokia N1 flat-panel market can be seen.

Originally on the throne of the King began to lose heart and the market now after all these years, said to pick up the rivers and no easy task. "Feelings aside, the company must do genuine good will, a breakthrough highlights work, consumers will only pay back. "Liang Zhen-Peng said, but now the Smartphone market there is still a lot of unresolved blind spots, such as stand-by time is short, such as cell phone privacy, security and other issues.

诺基亚重返手机市场，王者能否归来？ - 诺基亚 - IT资讯

功能机时代的王者诺基亚在沉寂多年后宣布重回手机市场。

2月22日，诺基亚CEO拉吉夫·苏里在巴塞罗那举行的世界移动通信大会MWC2016上对外证实，诺基亚正在推进销售智能机的计划，并制定了一个10年计划。诺基亚手机真的要回来了。

专利是最大的资本

就在六七年前，诺基亚还是手机的代名词，一度占据全球手机市场份额40%，说他是一代人的记忆也并不为过。转折出现在智能机的到来，诺基亚起初固守在自己的Symbian系统上，后来安卓系统成为主流之后依然不愿跟随，反而投身于微软的Windows系统阵营。

“智能机时代最讲求体验，系统的亲和力和便捷性便是体验的核心，固执坚守塞班系统正是诺基亚逐渐失去手机市场的关键。”产业观察家梁振鹏对记者表示，而这背后反映的是诺基亚团队当时的固执、跟不上时代步伐。2013年手机业务以72亿美元卖身微软，诺基亚手机帝国瞬间支离破碎。

时隔3年，诺基亚宣布重回手机市场。这其实在当时变卖手机业务给微软时已经打下伏笔。因为其出售合同中有条款约定，诺基亚可以从2016年开始重新在手机上使用诺基亚品牌。

诺基亚为何要重返手机市场？是觊觎手机市场千亿元的广阔市场空间，还是不甘心当年的失利，还是像外界说的榨尽最后一点品牌价值。“我想这几个原因都有，诺基亚技术专利、工艺质量、品牌都上佳，它是败在自己的落后系统和固执思维上。”奥维云网黑电事业部总经理董敏说。

实际上，诺基亚这3年来并未完全离开手机市场。这期间，依靠大量的专利技术授权诺基亚实现着非常高的盈利。截至2014年11月，诺基亚的手机相关发明专利授权数量仍7倍于苹果、8倍于HTC。早在2011年诺基亚和苹果之间发生过专利战，最终苹果向诺基亚一次性支付的赔偿金大概在4.2亿欧元，且苹果每个季度可能都会向诺基亚支付9500万欧元的后续费用。2014年时，研究机构ValueWalk曾统计，包括苹果、三星、HTC、黑莓、LG、索尼、摩托罗拉、华为等近40家公司都需要向诺基亚缴纳专利授权费。

技术专利在，品牌口碑在，诺基亚手机重回手机市场也在情理之中。“其实现在智能手机门槛不高，各款手机间差别都不大，利用自身固有优势推出特色产品，占据一定市场份额并不难。”梁振鹏表示。

归来还需诚意

离开智能机市场许久的诺基亚，还能上演王者归来吗？按照此前透露信息看，诺基亚将不会自己生产手机，而是将诺基亚品牌授权给制造商。诺基亚相信，公司依旧具备影响智能机世界的潜力，为此很可能会推出高端设备。

媒体也披露了类似消息，声称诺基亚将以品牌授权方式重回手机市场，至于授权对象则锁定鸿海富士康。据悉未来诺基亚品牌智能手机将由诺基亚自行设计，而手机生产、品牌行销及销售都将由鸿海负责。此前两者曾于2014年底联合推出了Android平板N1，颇具试水意义。但苏里并没有在这次MWC2016上明确表示，是否将同苹果的主力代工厂商富士康合作。

“这种模式会是回归初期的一种合适做法，这可以最大限度降低诺基亚重回手机市场的风险和成本，但如果诺基亚想真正意义上回归手机市场，这肯定不会是长久之策。”梁振鹏表示。

当然，诺基亚并不是仅仅在口头上准备重返智能手机市场，相关的新机研发工作其实也早已经在进行中。据国外网站NPU披露，所配的触控屏尺寸分别为5英寸和5.5英寸，将会带来一些新的功能，包括悬停触摸交互，以及在摄像头和音频方面有新的特色。

董敏认为，诺基亚重回手机市场榨干最后一点品牌价值的说法，其实有失偏颇。不过手机市场早已不是原来模样，诺基亚也早不是原来的诺基亚。当年，诺基亚旗下拥有强大的管理、研发和设计团队，诺基亚的产品从1系列到9系列带来规模效益，而且能得到业界一流公司配合。而随着诺基亚手机业务被微软收购，这一切都没有了。诺基亚的品牌被雪藏了几年，如今在手机市场的号召力已经今非昔比，这从诺基亚此前推出N1平板市场反应平平就可以窥见一斑。

在原先王者宝座上逐渐失去人心和市场，如今时隔多年后说要重拾河山谈何容易。“抛开情怀，诺基亚必须拿出真正有诚意、有突破亮点的作品，消费者才会重新埋单。”梁振鹏说，好在如今智能手机市场依然还有不少未解决的盲点，比如待机时间短，比如手机隐私性、安全性等问题。