Apple reigns Samsung, Nokia can put on the return of the King? -Samsung mobile phone, Android, Nokia-IT information
Not long ago, the mobile phone industry in two events, a Huawei bragging to say beyond Apple, another Nokia′s announced return to the mobile market.
As international markets have been most successful mobile phone company in China, Huawei bragging has not once twice, with the Huawei mobile phones last year after global sales exceed millet, it is all the more triumphant, not blowing any faster. But this article we try to break break Nokia′s return to the mobile market it.
Nokia announced the return to the mobile phone market
Nokia announced that it would return to the mobile phone market, Nokia and Microsoft′s contract is about to expire, Nokia announced the high profile return to the cell phone market has attracted a lot of attention. Nokia mobile phone, is the symbol of generation youth, so Nokia return phone messages out of the market, the Chinese market has a strong nostalgic atmosphere.
When I was in high school, Apple or fruit instead of mobile phones, Nokia N-series phone to a symbol of high-end level, is one of the rich second generation standard. As fresh senior high school student at that time, I dream was simply to get a Nokia N series machines. Well I remember high school friends had spent thousands of dollars buying a n-series machine, I even cheated to let him lend me a couple of days.
My memory of Nokia, is the most impressive and walnuts together. I wanted to eat the walnut in the dormitory, but the shell is too hard, can′t think of what to eat, a roommate said that he had a way, phone Nokia from his pocket square, walnut, and walnuts cracked open, I was stunned. So when I know that Nokia make a comeback cell phone market, has sent me the following friends, forget Nokia′s "hard quotients".
Nokia is the only of the year from low-end to high-end market take-all mobile phone brands in the market, at that time whether it be old, small, male and female, rich and poor are using the Nokia. If random spot checks in the street, six or seven out of ten say cell phone brands is Nokia.
Then Nokia is the mobile industry worthy of the King, starting from 1996 to 2010, sold the world′s first for 14 consecutive years, its global sales even more than the Samsung and Apple Sales add up to more than can be seen at Nokia have many cattle.
However, because of its cattle, cow looks even undefeated at the time, and when in the face of a new rise of the smart phone operating system, Nokia refused to use Google′s Android.
Nokia N9 is published when the machine, take fan called out "no follow" slogan, which Nokia how man of the year, the guts let it pay the cost of bankruptcy, with Nokia mobile phone operating system obviously can′t keep up with demand, Nokia phones are gradually becoming a tool to crack walnuts.
Nokia declined rapidly, almost incredible, 2010 sales of the first, reputation known throughout the world, 2011 will have to due to inability to pay debts and declared bankruptcy, and at the same time, turn off the Finland cell phone Nokia products have many delisting.
2013 package Nokia mobile phones businesses to 5.44 billion euros for the price of Microsoft, symbol of Nokia out mobile phone market. The King of the mobile phone industry was once considered invincible, sudden death is almost in front of consumers all over the world. Nokia failure cases are countless lessons from Internet companies, refused to the trend of the times, is equal to death.
Nokia′s sad exit had powerful mobile phone industry, until Nokia CEO lajifu·Suli not long ago to take the opportunities of the Mobile World Congress held in Barcelona, announced that Nokia would back mobile phone market, starting from the bankruptcy of Nokia, is five years, starting from the selling mobile phones businesses, already three years later.
"The century-old shop" Nokia
Now mention of Nokia, we think of mobile phones, Nokia was founded, let alone mobile phones, even the phone calls haven′t invented, because at that time was in 1865, also known distance of 151 years ago now, 21 years after the invention of the telephone is Nokia establishment in 1876.
Nokia′s main business is making initially, then gradually to develop in the field of rubber shoes, tyres, cable, decades before the development of Nokia, and cell phones didn′t half dime, until 1902, when her manager Mitch Lin Cai whim, convinced Frederick, founder of Nokia added a telecommunications sector, which later developed into the famous Nokia Cellphone company.
Frederick and Michelin
Until in the 1960 of the 20th century, the Nokia is a large integrated companies, its industries include pulp and paper, chemicals, rubber, cable, pharmaceutical, gas, oil and other, as early as vanke, is basically what money will do, like a chowder, and does not have any signs that lead the industry trend.
In 1960, when he was President of Nokia weisitelunde think that the future of the telecom industry is the trend of science and technology, and he further established the Nokia electronics, by 1980, of Nokia is Europe′s largest telecommunications company, Nokia is the Apple of today, have strength to lead the development of an industry.
In 1982, the production was the first mobile phone Nokia Senator, then developed the Talkman, was perhaps the most advanced products in the Nordic market hit, is Nokia′s very successful war of the mountain into the mobile space, since then, Nokia began to King, until 1996, when international markets open, far more sales than the second place as the world′s biggest maker of mobile phones.
From 1996 to 2010, Nokia sold the world′s first for 14 consecutive years. In 2011, the operating system can′t keep up with user demand for smart phones, while the impact of the Android Smartphone operating system, Nokia′s failure, quickly move from glory to bankruptcy. In 2013, the Nokia mobile phones businesses selling packages to Microsoft, even the sign in front of the headquarters building to the Microsoft logo.
After the acquisition, headquarters sign replaced by Microsoft logo
Now, Nokia has finally put his logo
According to Microsoft buy Nokia mobile phones businesses contracts require Nokia mobile device market in the next 30 months, this contract will expire in late 2016.
And Microsoft′s contracts expire when no doubt Nokia will return the mobile phone market, Nokia seems to be stretching out over the years waiting for this day to come, then Nokia′s return, the odds can have much?
The return of the King is after all a dream
Nokia′s return, diversity of online comments, here to talk about my personal views.
Nokia as a century-old shop, plus once the deterrence and Lakes up to 14 years old, accumulated brand value itself is a huge advantage is the combination of a generation of youthful memories, feelings can also become one of its thrust.
Nokia communications, greater China Chief Executive Mike Wang said Nokia in North America, Europe, Asia Pacific and other regions have done market research, an average of 95% people know that the Nokia brand, Nokia had market penetration still has power, markets returned to Nokia has built a very high potential.
Nokia classic products to see which
Nokia′s advantages, I must mention the technology, according to Nokia′s earnings, despite Nokia isn′t involved in the mobile phone market in recent years, but in the communications and technology sectors have made rapid development, Nokia patented technology in these areas, Nokia this return undoubtedly the most solid foundation.
Although Nokia has more advantages, but I′m still not optimistic about the return of Nokia. Had to admit to Nokia in the cell phone market, occupy little place is okay, but going back to the King, at least for the short term, is impossible. (Long term, cell phones will be replaced with other devices not yet! ）
Where is Nokia′s disadvantage?
First of disadvantage, is Nokia has away from phone market up three years, away from it back Xia King of bit has fast five years has, known, phone industry is Diego generation very strong of industry, because phone user of taste and preference in constantly to occurred changes, this on means with master can analysis user habits of big data is very important, and this capacity is currently Nokia lacks of.
Followed by the mobile phone industry is already a Red Sea, other than Apple, other manufacturer′s profits lower and lower. In 2015, the Apple 17.2% per cent of global mobile phone sales, profit is the entire profession 91%, also slowly that most phone companies do not rely on mobile phones to make money, and most phone-based extension of the business to make money.
Now the mobile phone industry′s ecological, and Nokia, era of industrial ecology already is very different, as Nokia is not able to adapt to the environment is more or less a problem.
Nokia′s former CEO: Stephen Elop
We again to see Nokia itself of problem, when can "miracle" like to down off, which main reasons one of is no a has drive and has forward sex of leader, cannot insight out market wind of changes, only stupid to shouted out "not followed" of slogan, wants to wants to if had Nokia even lost has opportunities, if reaction even, mend, also not fell to later of horror.
Replaced in 2014 despite Nokia′s leader is now lajifu·Suli, but according to Nokia′s corporate culture, seems less likely tide products like Steve strongman, so lajifu·Suli have the ability to lead Nokia′s return to glory, is still a great deal of uncertainty.
Current CEO of Nokia: lajifu·Suli
Nokia also has a problem, as a century-old shop, employee benefits, but efficiency is low. Nokia employees at ten the company, 10:30, to take a NAP for lunch at 11:30, 1:30 P.M. and start work, 4:30 work, work only four or five hours a day, basically just one-second his opponent.
The last disadvantage is also one of the most important disadvantages, mobile phone market already occupied by several major mobile phone manufacturers separatist .
First look at the high-end market, Nokia faces opponents as long as Apple, Apple knows that Apple is an addictive product, so to grab customers from Apple′s hand, it is very difficult, at least for now, Apple at the high end of the market there is no opponent, so industry-popular phrase: "Apple has been competing with ourselves. ”
Then see Terminal markets, there are Samsung and Huawei, Samsung′s market share in sales last year were to 26.6% became the top handset makers, Huawei than Samsung, but it also has a 6.6% market share, ranked fourth in the ranking. Mobile phone to do the two companies have a long history, and more importantly, the two companies never exit the mobile phone market.
Last see low-end machine market, but I think Nokia should not so since off worth, kill low-end machine market, low-end machine market of brand on more has, global sales maximum of is Lenovo, tight bite subsequently of is millet, and LG, and TCL, China brand, price are in 2000 within, profit points very low, China of phone company in this block Basic has do extreme has, plus various sold feelings sold design, Nokia in this block competition, odds is unlikely to.
So, Nokia at all levels are not very obvious advantages in the market, to say that it the return of the King, I′m not so sure, and can even survive it needs a crack the day before.
苹果三星君临天下，诺基亚能否上演王者归来？ -
三星手机,安卓,诺基亚 - IT资讯
前不久，手机行业出现两件大事，一件是华为又吹牛逼说要超越苹果，另一件是诺基亚宣布回归手机市场。
作为中国国际市场做得最成功的手机公司，华为吹牛逼已经不是一次两次了，随着去年华为手机全球总销量超越小米之后，就更显得志得意满，不吹不快了。不过我们这篇文章要掰掰的是诺基亚回归手机市场这事。
诺基亚宣布回归手机市场
诺基亚宣布将要回归手机市场，因为诺基亚和微软的合同即将到期，诺基亚这次高调地宣布回归手机市场吸引了不少市场注意力。诺基亚手机，是一代人青春的标志之一，于是诺基亚回归手机市场的消息一出，中国市场弥漫了一股浓浓的怀旧气息。
在我高中时，苹果主要指的还是水果而不是手机，诺基亚N系列的手机才象征着高端上档次，是富二代的标配之一。那时作为鲜嫩高中生的我，梦想之一就是能有一部诺基亚N系列的机子。我记得高中的好基友曾花了几千块买了一部N系列的机子，我连哄带骗才让他借我用两天。
我关于诺基亚的记忆，最深刻的还是和核桃绑在一起的。一次我在宿舍里想要吃核桃，但苦于壳太硬，一时想不出用什么弄开来吃，一舍友说他有办法，从口袋里掏出诺基亚方块手机，往核桃一砸，核桃裂开了，当时我就惊呆了。所以当我知道诺基亚回归手机市场时，我发了下面这条朋友圈，实在难以忘怀诺基亚的“硬商”。
当年的诺基亚是唯一能够从低端机市场到高端机市场通吃的手机品牌，那时候无论是老的、少的、男的、女的、富的、穷的都在用诺基亚。如果在大街上随便抽查，十个中少说有六七个所用手机的品牌是诺基亚。
那时的诺基亚，是手机行业当之无愧的王者，从1996年开始到2010年，连续14年销量世界第一，它的全球销量甚至比三星和苹果的销量加起来还多，可见当时诺基亚有多牛。
然而，就是因为它牛，牛得在当时看起来甚至是不败的，于是在面对新操作系统的智能手机兴起时，诺基亚拒绝使用谷歌开发的安卓系统。
诺基亚曾在发布N9型的机子时，借范冰冰之口喊出“不跟随”的口号，这让当年的诺基亚显得多么有骨气，这份骨气却让它付出了破产的代价，由于诺基亚手机的操作系统明显跟不上人们的需求，诺基亚手机也渐渐沦为了砸核桃的工具。
诺基亚衰败之快，简直匪夷所思，2010年还是销量第一，口碑享誉世界，2011年就不得不因为无法偿还的债务而宣布破产，并在同一时间，关掉芬兰的手机厂，诺基亚的产品也纷纷在多国退市。
2013年诺基亚将手机业务打包以54.4亿欧元的价格卖给微软，象征着诺基亚彻底退出手机市场。这个手机行业曾被认为无敌的王者，几乎是猝死在了全世界消费者的面前。诺基亚失败的案例被互联网公司无数次引以为戒，拒绝时代潮流，等于找死。
诺基亚黯然退出曾呼风唤雨的手机行业，直到诺基亚CEO拉吉夫·苏立在不久前借着在巴塞罗那召开的世界移动通信大会的机会，宣布诺基亚将强势回归手机市场，如果从诺基亚破产算起，已经五年过去了，如果从卖掉手机业务算起，已经三年过去了。
“百年老店”诺基亚
现在一提起诺基亚，我们会想到手机，其实诺基亚在刚成立时，别说手机，连电话都还没发明，因为那时候还是1865年，也即距离现在的151年前，电话的发明是在诺基亚成立21年之后1876年。
诺基亚最初的主业务是造纸，后来又逐步向胶鞋、轮胎、电缆等领域发展，诺基亚发展的前几十年，基本和手机没有半毛钱关系，直到1902年，其管理者米其林才突发奇想，说服诺基亚创始人弗雷德里克增加了一个电信部门，这个部门后来发展成了鼎鼎大名的诺基亚手机公司。
弗雷德里克和米其林
一直到二十世纪60年代，诺基亚依然是一家综合型的大公司，其产业包括造纸、化工、橡胶、电缆、制药、天然气、石油等，就像早期的万科一样，基本上是什么赚钱就做什么，像个大杂脍，还不具有引领一个行业潮流的任何迹象。
在1960年时，时任诺基亚总裁的威斯特伦德认为未来的电信行业是科技发展的趋势，于是他进一步建立了诺基亚电子部，到1980年时，诺基亚已经是欧洲数一数二的电信巨头了，当时的诺基亚就像是今天的苹果，已经有实力引领一个行业的发展。
1982年，诺基亚生产了首台移动电话Senator，随后又开发出Talkman，是当时最先进的产品，在北欧市场一炮打响，是诺基亚进入移动领域非常成功的开山之战，自此，诺基亚开始走向王者之位，直到1996年，国际市场打开，销量远远超过第二名成为全球销量最大的手机制造商。
从1996年到2010年，诺基亚连续14年销量全球第一。2011年，由于操作系统跟不上用户对智能手机的需求，同时受安卓智能操作系统的冲击，诺基亚遭遇滑铁卢，迅速从辉煌走向破产。2013年，诺基亚将手机业务打包卖给微软，连总部大楼门前的牌子都改为了微软的标志。
被收购后，总部指示牌换成微软的标志
现在，诺基亚终于又换回自己的标志
按照微软收购诺基亚手机业务的合同，规定诺基亚在此后30个月内不涉及移动设备市场，此合同将于2016年下半年到期。
和微软的合同到期时候，毫无悬念地诺基亚会重回移动手机市场，而诺基亚似乎也在这几年卯足了劲等这一天的到来，那么诺基亚的回归，胜算能有多大？
王者归来终究是一场梦
对于诺基亚的归来，网上的评论五花八门，这里讲讲我个人的看法。
诺基亚作为一家百年老店，加上曾经在威慑江湖长达14年之久，所积累起来的品牌价值本身就是一个巨大的优势，更是凝聚了一代人青春的回忆，情怀因素也会成为其推力之一。
诺基亚通信大中华区总裁王建亚曾透露，诺基亚曾在北美、欧洲、亚太等地区做过市场调研，平均95%的人都知道诺基亚这个品牌，可见诺基亚曾经对市场的渗透力到现在还留有威力，市场中对诺基亚的归来无形中已经垒起了很高的势能。
诺基亚经典产品，看看用过哪部
诺基亚的优势，不得不提的还有它的技术，根据诺基亚财报显示，尽管这几年诺基亚不涉足手机市场，但在通信业务和技术部门却取得了长足的发展，在这些领域诺基亚所拥有的专利技术，无疑成为诺基亚这次回归最扎实基础。
尽管诺基亚有以上优势，然而我依然不看好诺基亚的这次归来。不得不承认诺基亚要在手机市场上占得小小一席之地是没问题的，但要重回王者之位，至少短期来说，是不可能的。（长期来说，手机会不会被其他设备代替都未可知呢！）
看看诺基亚的劣势在哪？
首先的劣势，是诺基亚已经远离手机市场长达三年多，离它退下王者之位已经快五年了，众所周知，手机行业是迭代非常强的行业，因为手机用户的品味和偏好在不断地发生变化，这就意味着掌握能够分析用户习惯的大数据显得非常重要，而这个能力是目前诺基亚欠缺的。
其次是手机行业已经是一片红海，除了苹果之外，其他生产商的利润点越来越低。2015年，苹果销量占全球手机销量17.2%而已，利润却占整个行业91%，也即大部分手机公司慢慢不靠手机赚钱了，而大多靠以手机为基础的延伸业务赚钱。
现在手机行业的生态，和诺基亚时代的行业生态已经有非常大的不同，至于诺基亚是不是能适应这样的生态，多多少少是一个问题。
诺基亚前任CEO：埃洛普
我们再来看看诺基亚本身的问题，当年能”奇迹“般地垮掉，其中主要原因之一是没有一个有魄力且具有前瞻性的领导者，无法洞察出市场风向的变化，才愚蠢地喊出“不跟随”的口号，想想如果当初诺基亚即使丧失了先机，如果反应即使，亡羊补牢，也不至于落到后来的惨状。
尽管在2014年诺基亚的领导者换成了现在的拉吉夫·苏立，但依照诺基亚的公司文化，似乎不太可能出现像乔布斯这样力挽狂澜的产品强人，所以拉吉夫·苏立有没有能力带领诺基亚重归辉煌，依然是一个很大的不确定性。
诺基亚现任CEO：拉吉夫·苏立
诺基亚内部的运作也有问题，作为一个百年老店，其员工福利好，但效率却低。诺基亚员工十点来公司，十点半正式工作，到十一点半就吃午饭睡午觉，下午一点半又开始工作，到四点半下班，一天下来工作时间只有四五个小时，基本只是其对手的二分之一。
最后一个劣势，也是最重要的一个劣势，手机市场已经被几家大的手机厂商割据占领。
先看高端机市场，诺基亚面临的对手只要是苹果，用过苹果的人都知道，苹果是一种容易让人上瘾的产品，所以要从苹果手里抢客户，难度非常大，至少目前来说，苹果在高端机市场还没有对手，所以行业才流行这样一句话：“苹果一直在跟自己竞争。”
然后看中端机市场，主要有三星和华为，其中三星在去年销量更是以26.6%的市场份额成为销量第一的手机产商，华为虽然比不过三星，却也有6.6%的市场份额，在排行版中排名第四。这两家公司做手机都历史悠久，更重要的是，这两家公司从未退出过手机市场。
最后看低端机市场，不过我觉得诺基亚应该不会如此自掉身价，冲杀低端机市场，低端机市场的品牌就多了，全球销量最大的是联想，紧咬其后的是小米、LG、TCL等中国牌子，价钱都在两千之内，利润点非常低，中国的手机公司在这块基本已经做到极致了，加上各种卖情怀卖设计，诺基亚在这块比拼，胜算不大。
所以，诺基亚无论在各层次市场中都没有非常明显的优势，要说它能王者归来，我是不太信的，甚至它需要有一段夹缝求生的日子可过。