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UNIVERSITY OF BRIDGEPORT
Graduate School of Engineering
Term Spring 2010
Manufacturing Strategy MEEG 575
Prof. Zheng Le
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Table of contents
My Position 5
Data Everywhere 7
What is the percentage of mobile phones sales? 8
The most successful brands 10
The less successful brands 14
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The world of parity has hit the mobile phone market just as it has many other
technology product categories. The product ranging from the simple to the complex, but
every manufacturer offers, of course, the latest features. In fact the overall market in
predictable, with Nokia, Motorola, and Sony Ericsson fighting it out at the top and
several less successful brands like Samsung, Philips, Siemens and Panasonic trying hard
to make inroads into their top competitors’’ market share.
Please analyses what makes the difference between the most successful and less
successful brands and how to meet the consumers’ requirement by setting up the proper
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I and my team met in the library to choose that project can be better for the team, so all
members accept first project that revolves around building a powerful technology brand of
mobile phone. Addition, hit the world of parity in the mobile market, as have many other
categories of technology products. A product ranging from the simple to the complex, but each
manufacturer offers, of course, the latest features. Great strides in sales between brands and often
occurs on the basis of design. But generally predictable in the market, with Nokia, Motorola,
Ericsson and fighting in the upper part and the number of marks less successful, such as
Samsung, Philips, Siemens, Panasonic is striving to make progress in market share above its
competitors. That is what makes the difference between the most successful brands and less
successful? It is certainly not the above features of the product. How, then, not consumers
choose? The answer seems to be what the brand names it means to them.
For me I chose Chief Information Officer CIO in the big manufacturer company that I can
affect the successful management strategy in the manufacturing strategy.
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The chief information officer (CIO) my job title is given to the most senior executive in
an enterprise responsible for the information technology and program systems that support
enterprise goal. Typically the chief information officer report to the chief executive officer
(CEO), chief operations officer (COO), and chief financial officer (CFO) (Wikipedia)
Chief Financial Chief Operartion
Officer (CFO) Chief Informationl Officer (COO)
The chief information officer who works with IT team has opportunities for influence the
information, so this officer is changing to information technology manager (ITM) plan,
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administer and review the acquisition, development, maintenance and use of computer and
telecommunications systems within organizations. The IT manager is often the most senior
person in the IT department and in large organizations may be called the IT Director or Chief
As IT systems become more important, it is the Chief Information Officer to be viewed in
many organizations as a major contributor to the formulation of strategic objectives. Typically,
the CIO in a large enterprise delegate’s technical staff decisions more details. Typically, the CIO
proposes the information technology required by the organization to achieve its objectives, and
then work within the budget for the implementation of the plan. It is also the role of the CIO are
sometimes used interchangeably with the official role of technology, and although it may be a
little different. When all the functions found in an organization and Congress of Industrial
Organizations is normally responsible for processes and practices that support the flow of
information, while the CTO is generally responsible for technology infrastructure.
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Data, data everywhere
Sometimes you can’t explain why does the data explosion? Because you can find bad
data than ever, new research can show that. Worse, some arguments between business and
information technology are standing in the way of a fix to data management risk.
Now many organizations are using information technology systems to capture and
analyze information such as in manufacturer. The simple information is coming from E-mail,
personal computer, and the internet, these types become among working professionals. They can
make easy life by enabling faster communication, providing tools for effective work, and giving
access to fast information by click on a mouse, on the other hand, if the computer faults or the
connection goes down, then you loses time and money.
In any organizations must use information technology (IT) specialist come in. it can bring
information and applications like word processing, spreadsheet, and presentation software. Also
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information technology specialist creates products and systems. Information technology
professional can wear many hats and go with different names, depending on their area of
expertise engineer, website producer, networking administration, and programmer. Although
database specialist makes skills to administer the changing information generated with enterprise
software applications and the company website, and files on visitors who have signed on as
members. Information technology professionals all the emphasis on ease of use and improve the
efficiency of systems and technological processes. Their goal is to smooth the computer network
free from defects, deficiencies, and stops, which provides an effective flow of information to
keep the dog on her firm to improve operations, retention and customer acquisition, and other
aspects of its work.
What is the percentage of Mobile phones sales?
The phone manufacturers sold over billion mobile last year in the worldwide, the first
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time that passed the global appetite for the new hardware milestone, with Nokia making four out
of every ten sold by end of 2007.
New figures from industry experts Gartner was showing that the shipment of more than
1.15bn phones in 2007, an increase of 16% of the 990m sold in 2006. The sales in the fourth
quarter of 330m, was increase of 9.2% for the fourth quarter of 2006.
This shows that sales growth is likely to slow this year as the more mature markets in Western
Europe have become saturated. In some countries, such as the United Kingdom and Italy, there
are more phones already in circulation than there are people who to some users have more than
one device. After another strong year, it is expected that the growth in sales of mobile devices
will slow in 2008 and located in about 10% growth as mature markets become more saturated.
However, the global market for mobile phones remains relatively immune to a recession in the
United States and the economies of Western Europe, where the majority of growth in 2008 will
come from emerging markets.
It is expected that Western Europe and the United States represent about 30% of the
global mobile device market in 2008. In the last three months of 2007, was sold 55 million
phones in Western Europe, and that only 2% higher than the fourth quarter of 2006. In the
United States, has been selling phones 49m, an increase of 9.2% for the fourth quarter of 2006.
But the real growth came in the last year from emerging markets, particularly China and India. In
Asia and the Pacific sold 112m phones in the last three months of 2007, up 9.6% from the
previous quarter, while sales in Latin America, 38.8m in the fourth quarter of 2007 rose by
12.5% over the same period in 2006.
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As for the hardware manufacturers, Nokia was the market leader and clear the last three
months of 2007, selling more than 133m phones to grab a share of 40.4% of the market.
Samsung maintained second place, after beating American Motorola struggling manufacturer
earlier this year. Samsung has sold more than 44m phones in the fourth quarter for a share of
Motorola has sold just less than 40m phones in the period preceding the Feast of birth.
Decreased market share from 21.5% in the fourth quarter of 2006 to 11.9% in the end of 2007
after it failed to follow-up to 2006 the success of the Razr slim phone with any device like
gravity. (Wray, 2008)
The most successful brands
Globally, Nokia is the first successful brands is mobile phone because it is Succeeded
while other big brand names have failed, chiefly through the development of human rights in all
parts of the face of technology and domination on the ground an emotional high. Nokia has done
in the following manner.
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The first of all, Nokia personal brand, so Nokia detailed many of the personal
characteristics of the brand, but the staff did not have to remember all distinct. Do, however, we
must remember that the general impression from the list of attributes, as you do when you think
of someone you have met. Emphasis is placed on relationships with customers, and features such
as Nokia trusted friend. Building friendship and trust are at the heart of the type of Nokia. And
the human dimension has resulting from the features of carrying more than a brand positioning
strategy for the brand.
Then when the positions of the Nokia brand in the crowded market mobile phone, you
must achieve its mission clearly to the technology and the human side of the display in a
powerful way. The selected message that is passed on to consumers in each market advertising
and communications (but not necessarily in these words) is "only human Nokia Technology
allows you to get more from life". In many cases, this is the logo from before, "We call this
technology rights." This gives consumers a sense of confidence and consideration by the
company, as if to say that Nokia's understanding of what they want in life, and how it can help.
He knew that the technology is really just enabling so that you and customers enjoy a better life.
Nokia therefore uses a combination of ambition, features, and the benefit on the basis of
emotional, and strategies for the GPS-driven competition. He owns the "rights" after the mobile
communications, leaving his competitors wondering what has (or how to put themselves), after
taking the best position for himself.
Finally, Nokia product design, although Nokia is a big business because he knows that
the essence of the brand must be reflected in doing everything that company, particularly those
that affect the consumer. Product design is clearly critical to the success of the brand, but how
Nokia can manage to inject the attributes in the design of the product? The answer is that it gives
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a great deal of thinking about how the user can phones will see the brand, and how it can reflect
on the experience of a personal brand. Large display screen, for example, is the "face" of the
phone. Nokia designers and described as "eye for eye, the soul of the product. Soft-touch key
pads also add to a sense of friendliness, and expressed his personal brand. Summed up the
product design and consumer-focused and needs, and it is up in the slogan "Technology Rights".
(Nokia- Building a Power Technology Brand)
Motorola's operating environment is the main supplier of wireless infrastructure products,
and support equipment that makes pagers, and two-way radio systems, cell phones work. Main
source of income is usually from the big phone companies that have large orders to update or
expand the infrastructure for the network. These customers seek innovative technologies that
require large investments in research and development. Economies of scale can provide the
largest equipment manufacturers with a competitive advantage in pricing when filling large
orders of this kind. Motorola has also been a great deal of business from individual or personal
Motorola's major competitors in the wireless infrastructure sector, Nokia and Ericsson,
along with Lucent and Nortel. Competitive environment for communications equipment requires
that vendors provide attractive financing terms to its customers as an important part of their sales
packages. Motorola leads the market with a cable modem to share 41%, followed by Toshiba at
18%, and multimedia Thomson 13%. With price competition was severe pricing pressure as
strong as ever in 2002 in markets such as wireless phones. Has helped new competitors in the
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field such as Samsung and Siemens to accelerate the pace of innovation by pressing the
companies set up to protect market share.
In order to improve market share and profit income, and Motorola re-organized in three
major projects to reduce competition among them, and encourage the exchange of ideas, and
reduce development costs, and coordination of actions between the business units from
Motorola. Faced has a big problem though Motorola is a decentralized approach to running its
various divisions. Nearly 90,000 employees of Motorola, which speaks more than 50 different
languages and belonging to many cultures and or more. We must educate the staff of the beliefs
of other cultures, customs, and lifestyles. Unfortunately, Motorola, together with many other
companies in the industry, and are forced to make reductions in the workforce to remain
competitive, laid off 32000 employees in 2001, equivalent to about 22% of its workforce
Most major manufacturers decide to maintain the communications infrastructure in major
operations overseas. Motorola, together with other companies, and is subject to economies of
foreign currency risk. Companies based in the United States with sales abroad translated from
local currencies to the dollar so that a strong dollar hurt the profits, and help the weak dollar. We
must keep the Motorola also watch carefully the specific risks such as protectionism and the
impact of fluctuations in economic growth, political instability, when investing in foreign
countries. Foreign Corrupt Practices Act is the law of another concrete that must be followed by
Motorola to the fullest extent possible, and know that what is considered acceptable business
practices in the United States is considered acceptable in any other place. (exonmor, 2005)
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The less successful brands
Samsung Electronics has focused on building a good relationship with distributors, where
heavily influenced by the consumer choice of product recommendations and sales agents. Visited
about 3,000 employees Samsung distributors in the country, and held working meetings to
launch a new product. Some staff members and presented gifts distributors of health supplements
east to allow them to feel they are being taken care of. Samsung has also begun a program to
transmit the agent, and distributors who test the quality of Samsung mobile phones and allows
their names and photographs for use in newspaper advertisements for Samsung.
Advertising campaign was run out as well. By casting some of the actors the most famous
and respected in Korea in advertising and Samsung is able to create a strong relationship
between the Samsung brand, quality, credibility and patriotism.
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Customer Testimonials also worked in a positive way. He called many of the customers
Samsung to present their views of the Samsung mobile phone. According to one customer that
the phone still works even after a car ran over him. Another said the phone saved his life because
he was still able to call the fire department until after the Anycall phone which was half years
old. Also, they use these stories in a series of television commercials which promotes
communication between Samsung and quality in the minds of consumers.
Additionally, I add some information which Samsung invested $ 3 billion or 8% of total
revenues in R & D. It acquired 1,313 US patents in 2003, ranking it 11th in the world in US
patent awarded. Samsung has about 19,700 researchers working in R & D. Researchers account
for approximately 34% of its total employees. Every year, R & D engineers developed about 100
new technologies and they work on the development of core technologies in the fourth
generation (4G) mobile communications and in next generation memory chips. (Boon & Seung,
In sum, Samsung tried to follow a strategy of Nokia's how to take control in the market, it
takes many decisions for:
One of the factors of success of Samsung mobile phones, designs and innovative
functionality. The company has developed unique designs but easy to use that were
closely integrated with the concepts of innovative products, allowing them to unlock
many of the first destination in the world of mobile phones.
Samsung made good strategy in the global marketing, so it played an important role
in raising lifting Samsung’s image from that of low-end that the leader of the digital
world. For an effective global marketing and branding, and the establishment of a
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new organization to deal with Samsung its integrated global marketing activities.
Has been appointed Eric B. Kim, who was working at IBM, to lead the Ministry of
global marketing. The most important decisions to cease all existing contracts with
advertising agencies 55 for the signing of the contract 400 million dollars with a
single ad agency, FCB Worldwide. Since then, Samsung unveiled a series of
campaigns, corporate branding and the slogan "Samsung Digital: Everyone was
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Reference to information based on the my writing and I glad to hear it concluded that in order to
guarantee the success of the company must provide all the data and diagrams on this basis can
CEO take appropriate decisions to preserve the organization of the loss also I found that the
success of any company depends on its influence to the global market in terms of providing
resources the lowest price and high quality and an attempt to reduce costs of information
technology as well as to look at how to market their products in densely populated areas.
In sum, we should learn more about
we should know how Nokia really become a brand that people can trust him. Rates of
error or accident of Nokia phones is very low. Will dump when you need this phone. This
may be simple, but still, Nokia and confidence this thing going in his favor. And people
can blindly trust Nokia in Asian countries. And not to mention, Nokia has acquired this
place is disturbing.
The view of the price of each mobile phone is very reasonable.
We can learn from Nokia, Samsung, and Motorola, which is the largest manufacturer in
the world mobile phone market share to rivals in anywhere near the volume of sales.
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They know the world in mobile phone service more than anything else. Ages of their
experience, and hundreds of success stories, and dozens of smartphones in the current
portfolio. That will help them to develop and thus nurtures our needs.
4. Marketing Strategy
One major reason behind the success of their mobile phones is their marketing strategy.
Main source of income is a popular phones in the Asian market. China is making phone
designs / programs specific to the region. For example, since many rural Chinese were
not familiar with the transliteration system of Romanization that most cell phones use to
input Chinese text messages, Nokia developed two phones with software that allows
them to write letters with the pen. For India, Nokia launched two models in particular
India, which included a flashlight, dust covers, and slip-free grip (handy during India's
hot, sweaty in the summer). They also included some of the software in regional
languages that have made many of the Nokia success
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1. Boon, Y., & Seung, J. (2004, May). Social Science Research Network. Retrieved Apr 24,
2. exonmor, U. b. (2005, Aug 6). Case Study, History, and Strategic Analysis of Motorola
Inc. Retrieved from http://www.echeat.com/essay.php?t=27569
3. Nokia‐ Building a Power Technology Brand. (n.d.). Retrieved Apr 25, 2010, from
Branding Asia.com: http://www.brandingasia.com/cases/nokia.htm
4. Wikipedia. (n.d.). Retrieved April 2010, from
5. Wray, R. (2008, Feb 27). Mobile phone sales pass the one billion mark. Retrieved Apr 28,
2010, from Guardian.co.uk: