Knallhart, Stephen Elop

In 2008, Apple’s mar­ket share in the $300+ pri­ce ran­ge was 25 per­cent; by 2010 it escala­ted to 61 per­cent. They are enjoy­ing a tre­men­dous growth tra­jec­to­ry with a 78 per­cent ear­nings growth year over year in Q4 2010. Apple demons­tra­ted that if desi­gned well, con­su­mers would buy a high-pri­ced pho­ne with a gre­at expe­ri­ence and deve­lo­pers would build appli­ca­ti­ons. They chan­ged the game, and today, Apple owns the high-end range.

And then, the­re is Android. In about two years, Android crea­ted a plat­form that attracts appli­ca­ti­on deve­lo­pers, ser­vice pro­vi­ders and hard­ware manu­fac­tu­r­ers. Android came in at the high-end, they are now win­ning the mid-ran­ge, and quick­ly they are going down­stream to pho­nes under €100. Goog­le has beco­me a gra­vi­ta­tio­nal force, dra­wing much of the industry’s inno­va­ti­on to its core.

Let’s not for­get about the low-end pri­ce ran­ge. In 2008, Media­Tek sup­pli­ed com­ple­te refe­rence designs for pho­ne chip­sets, which enab­led manu­fac­tu­r­ers in the Shen­zhen regi­on of Chi­na to pro­du­ce pho­nes at an unbe­lie­va­ble pace. By some accounts, this eco­sys­tem now pro­du­ces more than one third of the pho­nes sold glo­bal­ly – taking share from us in emer­ging markets.

While com­pe­ti­tors pou­red fla­mes on our mar­ket share, what hap­pen­ed at Nokia? We fell behind, we missed big trends, and we lost time. At that time, we thought we were making the right decis­i­ons; but, with the bene­fit of hind­sight, we now find our­sel­ves years behind. 

Den gan­zen Brand­brief hat „Engad­get“. Und ich bin immer gespann­ter, was der Nokia-Chef dem am Frei­tag ent­ge­gen­set­zen will.

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