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nokia case study |
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Development of Mobile Market 2 Divisions on Mobile Communication Market 2 The cellular telephone industry consisted of: 3 Main Cellular Phones producers at the beginning: 3 Number of analog subscribers: 4 The market implications of the technological change: 5 Competitors strategy: 6 MOTOROLA 6 ERICSSON 6 JAPANESE COMPETITORS 6 Nokia’s advertising strategy 7 Benefits of global brands and global advertising: 7 Trends in promotion in mobile phone industry: 7 Net sales by market area in cellular phone industry: 8 Flash content for digital cell phones, 8 Trends: 8 Nokia’s brand image, US market 9 Nokia – marketing strategy 9 Nokia on-line strategy 9 Internet & global promotion 10 Development of Mobile Market · Mobile Phone Industry was born as a result of the need for professionals to contact others on the move. ... The cellular telephone industry consisted of: · Production of phones · Infrastructure · Operators of the infrastructure Motorola, Ericsson and Nokia were active in areas of infrastructures and cellular phones. ... (USA) · Ericsson (Sweden) · Nokia (Finland) · Siemens (Germany) · Technophone Ltd. ... The digital standards were likely to replace the analog standards, but as it was in the case of the analog technology, several different standards already existed within the digital technology. ... · Increase in roaming agreements · New, more efficient, digital standard was implemented (DCS 1800) · Lower costs and therefore lower prices of mobile services · Higher number of subscribers especially in consumer segment · Differentiation of services and products Change in segments (Europe): Segment 1994 1998 Consumers 15% 40% Business 80% 45% Mobile Data 5% 15% Source: Nokia Mobile Phones Global sales of cellular handsets Year Unit Sales 1993 11. |
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Title: nokia case study
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