Alarm Bells Ringing: Nokia in 2010

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Case Details:

Case Code : BSTR386
Case Length : 20 Pages
Period : 2009-2010
Pub Date : 2011
Teaching Note :Not Available
Organization : Nokia Corporation
Industry : Mobile Phone
Countries : Global

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Market leader in trouble cont...

According to analysts, problems began for the company with the increase in the global demand for smartphones, a segment in which Nokia was unable to find its footing compared to rivals like Research In Motion (RIM)⁵ and Apple⁶ . Nokia was not only slow in launching smartphones with the latest version of its Symbian⁷ operating system (OS), but also in catching up with the touch-screen technology, they said. Nokia’s major problems were development of new software services, hardware design, and North American distribution. The plunging market share price and dwindling investor confidence ultimately led to Elop replacing Olli-Pekka Kallasvuo (Kallasvuo), who had been CEO since mid-2006.

Experts opined that under Kallasvuo, Nokia had struggled to keep up with rivals in the smartphone segment, the most profitable and fastest-growing segment in the global mobile phone market.Analysts felt that Elop had a tough road ahead as he had to establish the company’s presence in the smartphone segment and increase its profits. Moreover, he would have to revitalize the Nokia brand and stand up against the competition.

Excerpts>>

5] Founded in 1984, Research In Motion Limited is a Canadian telecommunication and wireless device company, best known as the developer of the BlackBerry smartphone. The company’s revenues for fiscal 2010 second quarter were US$ 4.62 billion.
6]Apple Inc. designs, manufactures, and markets personal computers and related personal computing and mobile communication devices along with a variety of related software and services. In the third quarter ended June 26, 2010, Apple posted revenues of US$15.7 billion and a net quarterly profit of US$3.25 billion.
7] Symbian OS is Nokia’s mobile operating system for mobile devices and smartphones.

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