Nokia Microsoft's path to a sustainable position in the United States mobile market.
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Transcript of Nokia Microsoft's path to a sustainable position in the United States mobile market.
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Steve Bayley Strategic Planner@TheLincolnKing
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Celebrity Endorsements reek of DESPERATION
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As do OVER-THE-TOP public displays that are UNCLEAR how they are RELATED TO THE BRAND
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This all seems EERILY FAMILIAR...
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Nokia has about
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6 Billion reasons why it won’t go out like
Blackberry
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The biggest reason for that is valuable
proprietary technologypatents
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And the backing of Microsoft
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Windows has to be comfortable with who they are and what they can be in
the US mobile market.
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They will not be a market leader
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They can be a viable competitor
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Windows phone has to pursue a differentiation strategy
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Where is the window of opportunity?
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If iPhone has the mass aspirational angle
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and Android has a strong male base
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Where does that leave Nokia?
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The path to smartphone success is littered with the remains of failed
competitors
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The Corporate
PhoneThe Adventure Phone
The Rebellious Phone
The Creative
Phone
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Its not NOKIA
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Its the Windows Phone
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What is Windows?
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A Pioneer
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Not the cool hipster iPhone, Brooklyn gentrification pioneer
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But a real
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Honest to goodness
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EXPLORER
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One thing about Explorer’s...
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They tend to travel light
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And value functionality in the real world
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so as a result
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have little tolerance for
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extraneous bells and whistles
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Whether those bells and whistles are are about social status or tech one-
upsmanship
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In 2013, the “base models” still have a ton of desirable features
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When many American consumers hear NOKIA they see this
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That doesn’t have to be a bad thing
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But remember its NOT NOKIA
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its Windows
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Pre-Paid & Unlocked
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High Quality
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In the rest of the world these are not mutually exclusive propositions
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Microsoft will also need to ship more low-cost smartphones to high-growth emerging markets if it is to continue building on its recent nominal share increases. - Brad Reed BGR.com 9/5/13
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Traditionally, mobile technology has spread
from mature markets like South Korea, Japan, and
the United States to emerging markets
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For the first time, we are seeing the trend
reverse
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The saturated US market is taking mobile cues
from the Middle East & Africa
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Markets demanding hi-technology for low ARPU’s are the global
drivers of affordable innovation
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The
Smartphone
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At this price point
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is an emerging market
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NOKIA Asha: The $100 smartphone for Middle East & African markets
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And thanks to the Windows Phone, they no longer have to be in the
United States
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520
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This is why the 520 sold outon HSN and in Wal-Mart
on its introduction
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This is why Apple is scrambling to compete in
this space...
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iPhone 5c launch9/10/13
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But Windows has already secured the first mover
advantage
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and the word is getting out
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Although there are multiple Windows
phones, each owning a sliver of a sliver of the
market
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http://blog.adduplex.com/2013/08/adduplex-windows-phone-statistics.html
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The fastest growth is coming in the value segment
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http://blog.adduplex.com/2013/07/adduplex-windows-phone-statistics.html
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Its NOT 1999
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Conspicuous Consumption is NOT cool
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Pres
tige
Value HighLow
High Brand Positions of U.S. Handset Manufacturers - 9/13
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Rivalry BuyersSuppliers
New Entrants
•Rivalry is weak•Cost of switching is high(early termination fees), but falling (annual upgrade options)•Android brands are weakly differentiated among themselves•Overall buyer demand is growing slow, but value options are outpacing the general market•Apple and Samsung dominatethe market
•Buyer bargaining power is strong•There is a shortage of optionsmeeting customer performanceexpectations at the desired price point•Customers feel they have to make compromises on quality•Available products are notadequately differentiated•Buyers can easily stick with whatthey have and postpone purchase
•Suppliers bargaining power is moderate•Apple has deep backwardintegration and hand-picks suppliers•Androids are considered a commodity•Samsung has made strides in“un- commoditizing” the Android market•Developers have relatively freereign for Android & Windows
•Threat of New Entrants is weak•Barriers to entry are high - Only well capitalized multinationals compete in the handset game•Apple is willing to contest newentry with the iPhone 5c vs, the520•Apple is looking to expand byentering the value segment, where traditionally, small Android players have splintered the the market share
Substitutes•Threat of Substitutes is moderate•The 520 is a superior product vs. existing similar priced Androids•iPhone 5c is a potentiallybrand compromising move from Apple•First movers to differentiate will have significant advantage. Once the segment takes off the market will again commoditize
Competitive Analysis
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Apple made it cool to be smart...
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Yet convinced people it was “smart” to buy a $600 phone
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That old Apple magic has disappeared though
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Explorer’s know that if you’re
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In a line waiting with a bunch of sheep
to accelerate your road to poverty
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There is no way that could be cool!
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http://www.wpcentral.com/nokia-lumia-521-coming-metropcs-tomorrow-only-99
We already know the Windows junkies love it
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You can’t get double digit market share
catering to a tiny niche
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Explorers are not a tiny niche.
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They are basically any one who doesn’t really care about Apple or Samsung or bleeding edge tech
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They are too busy living life
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And just want a smartphone that
works.
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Where are these Explorers now?
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They are in the market, and shopping for a new
home
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Non Samsung Android is 37% of the U.S. Market
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HTC, Motorola, LG, these identity-less droids
are competing on features and price and
they can’t win
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Windows Phone is up to 4% of the U.S.
Market in Q2 2013
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That’s up from 1% at the same time last year
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In France over the same period Windows
Phone moved from 2.3% to 9%
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What are the driving forces in the U.S.
Market?
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Democratization of the Smartphone
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Changing Societal Concerns, Attitudes, and Lifestyles, away
from conspicuous consumption and toward value
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The United States as A PART of the global
community, not APART from it.
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The winds of change are at the back of the
Windows Phone
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Just keep both hands on the ball and your legs moving and 15% market share should be a given
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END