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Nokia- Connecting People or Disconnecting Customers (2012), A case study on Nokia
 

Nokia- Connecting People or Disconnecting Customers (2012), A case study on Nokia

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Case study was written solely to provide material for class discussion and publishing purposes. Areas covered in the case study are- ...

Case study was written solely to provide material for class discussion and publishing purposes. Areas covered in the case study are-
- Discussing the reasons of Nokia's decrease and Competitors increase in market share
- New market trends and changes in the Mobile Hardware industry
- Analysis of Nokia's efforts to come out of this disaster
Note- This case and its data was revised till September 2012. This does not cover newly launched Lumia series, Nokia's overtake by Microsoft and other activities and updates which happened in year 2013.
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  • hi dear

    would you please share the presentations with me as well
    hoggat@gmail.com

    WBR
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  • Nice Article! It would be a great help if you could send this material to lasikaft@ymail.com.
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  • Upside: Nice accumulation of data & representation.
    Downside: the case could have been more condense. Dearly misses the author's comoments on 'the future of Nokia ?'.
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    Nokia- Connecting People or Disconnecting Customers (2012), A case study on Nokia Nokia- Connecting People or Disconnecting Customers (2012), A case study on Nokia Document Transcript

    • Page | 1 Jindal Global Business School O.P. Jindal Global University REV: SEPTEMBER 26, 2012 Maneesh Garg Nokia: “Connecting People” or Disconnecting Customers This case is written solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. Any form of reproduction, storage or transmittal without the written permission from author is strictly prohibited. To request permission to reproduce materials, contact Maneesh Garg at 11jgbs-mgarg@jgu.edu.in Introduction: A decade ago, Nokia was the undisputable leader in India and globally in the mobile handset market. But Samsung Electronics shook the market and created the market competition through its flagship Android based phones. Nokia was relying on its existing strategy when there was product innovation needed (both in terms of hardware and software). Nokia chose to stick to existing attributes like ‘Symbian’ operating system and quality (in terms of hardware) of the product. It did not anticipate the power and potential of Android which opened new opportunities for its users. When Nokia realized its mistake it was very late, the market was already been occupied by the likes of Apple (iOS) and Samsung, HTC, Motorola, etc. To catch up the losing market share, Nokia then decided to concentrate on the features in phones like dual sim, high resolution camera, touch screen etc. It also decided to partner with Microsoft for windows operating system on its mobile phones, thus introducing the Lumia series. But all these efforts were in vain, because by the time these features were introduced, these had become the obsolete technology because competitors were offering much better features at much lesser price. As a result Nokia’s rivals left it behind in the rapidly growing smartphone market. Nokia’s profit and loss account is showing operating losses of more than 3 billion euros in the last 6 quarters. As a result Nokia was bound to cut 10,000 jobs, and sell assets.1 Its stock price 1 This piece of information is taken from an article published in www.newsmax.com on 07/09/2012. Link: http://www.newsmax.com/SciTech/nokia:smartphone:cell:phone/2012/09/07/id/451102
    • Nokia: “Connecting People” or Disconnecting Customers Page | 2 also fell down from as high as US $40 in 2007 to as low as US $3 in 2012. [See exhibit 2] In 2007, Nokia’s valuation was €110 billion as of May 2012, which remained € 14.8 billion.2 Nokia took the first position from Motorola in 1998, but in the beginning of 2012 Samsung did the same with Nokia and became largest mobile manufacturer in the world. In this quarter Samsung shipped 93 million phones while Nokia shipped only 83 million. [See exhibit 3] The big question in front of Nokia was How to tackle this situation of lacking behind due to lack of product innovations and experimentation? How to increase the market share by maintaining its “Good Quality” image and inserting extra features and services by adopting more consumer centric approach? And last but not the least How to cop-up with the competitors by powerful marketing campaigns? Company Background: Nokia started its journey with the merger of Finnish Cable Works Ltd, Finnish Rubber Works Ltd, and Nokia Company. Finnish Rubber Works started operations in 1898 with manufacturing galoshes and other rubber products. Its founder was Eduard Polón. In the beginning of the 20th century, FRW began using Nokia as its product brand after establishing its factories near the Nokia town. Arvid Wickström started Finnish Cable Works in 1912, producer of telegraph, telephone and electrical cables. It was the stepping stone of Nokia's electronics and cable businesses. Nokia’s founder Fredrik Idestam established Nokia in 1865 which started with manufacturing paper. In 1868, Idestam started a second mill near the town of Nokia, with better resources for hydropower production (because of nearby Nokianvirta river). In 1871 Idestam converted and renamed the firm into a stock company. In 1896 Idestam's retired from the management and Mechelin became the company's chairman in 1898 and remained till 1914. Mechelin's always wanted to start the electricity business. Hence in 1902, Nokia included electricity production in its business activities. 2 This piece of information is taken from an article “Poor Nokia isn’t even the most valuable company in Finland anymore” published in thenextweb.com Link:http://thenextweb.com/eu/2012/poor:nokia:isnt:even:the:most:valuable:company:in:finland:anymore
    • Nokia: “Connecting People” or Disconnecting Customers Page | 3 In 1910 Finnish Cable Works acquired Nokia Company, when it was near bankruptcy (to ensure continuous supply of electricity from Nokia’s generators), and in 1922 it acquired Finnish Cable Works. In 1967 these three companies were merged to form new Nokia Corporation. The new formed company Nokia Corporation was involved in the production for many industries like production of car tires, bicycle tires, paper products, footwear (including rubber boots), televisions, consumer electronics, communications cables, personal computers, robotics, capacitors, electricity generation machinery, military equipments and communications (like M61 gas mask for the Finnish Army and SANLA M/90 device), aluminum, plastics and chemicals. Nokia established its 1st electronics department in year 1960, which became the beginning of Nokia's future in telecommunication. In 1990s company decided to stop the consumer electronics business and started focusing primarily on the telecommunications, fastest growing segment in that era. Further improvements and product launches: Nokia was one of the key contributors in the development of GSM (Global System for Mobile Communications). GSM was 2nd generation mobile technology which was designed to carry data and voice traffic together. Nokia’s first customer for GSM network was the Finnish operator Radiolinja in 1989.3 Prime Minister of Finland Harri Holkeri, made world’s first commercial GSM call over a Nokia supplied network, on July, 1 1991 in Helsinki (Finland) by a prototype Nokia GSM phone.3 Nokia introduced world's first handheld phone, the Mobira Cityman 900 in 1987.4 In 2003 Nokia launched its flagship handset Nokia 11005, with over 200 million units shipments. It was the bestselling mobile of that time and the world's top selling product in 3 This piece of information is taken from the article "Nokia – First GSM call – The move to mobile – Story of Nokia" published in Nokia forum on March 20, 2009. 4 This piece of information is taken from the article "Nokia – Mobira Cityman – The move to mobile – Story of Nokia" published in Nokia forum on May 14, 2008.
    • Nokia: “Connecting People” or Disconnecting Customers Page | 4 consumer electronics category.6 The new era of mobile phone started from the launch of this product. Nokia at present: Now Nokia Corporation is a Public Ltd. Finnish company listed on Frankfurt, Helsinki and New York stock exchanges. Its headquarter is in Keilaniemi, Espoo, Finland. The products in which company deals majorly are mobile handsets and portable IT devices. Company also offers media, music, applications, maps, games and messaging through its Ovi platform. Through its wholly owned subsidiary Navteq it also provides digital map information and navigation services free of charge.7 Nokia provides telecommunications network equipment and services through its joint venture Siemens Network. Nokia’s more than 122,000 employees spread across 120 countries. Nokia’s sales numbers come from more than 150 countries. Their annual revenue is around € 38 billion.8 In 2012 1st quarter with market share of 22.5%9 Nokia came down to 2nd place in terms of largest mobile manufacturer of the world by no. of unit sales (Samsung took over the 1st place). According to the Fortune Global 500 companies list Nokia is the world's 143rd largest company measured by 2011 revenues.10 For consecutive 14 years (from 1998 to 2012) Nokia was the world's largest manufacturer of mobile handsets. 5 This piece of information is taken from a press release "Nokia 1100 phone offers reliable and affordable mobile communications for new growth markets" on May 26, 2009 6 This piece of information is taken from the article "Nokia's cheap phone tops electronics chart" published in Reuters on May 14, 2008 7 This piece of information is taken from a press release "Nokia to acquire NAVTEQ" published in Nokia forum on October 1, 2007 8 This piece of information is taken from Nokia Corporation’s 2011 Q4 results. 9This piece of information is taken from a News article "Samsung overtakes Nokia in mobile phone shipments" published in BBC News articles published on May, 27 2012 10 This piece of information is taken from a News article "Global 500 2011 Fortune 2011" list published in Fortune magazine’s November 2011 issue.
    • Nokia: “Connecting People” or Disconnecting Customers Page | 5 However, over the past 5 years, its market share is continuously declining because of growth in use of smartphones, particularly the Apple iPhone and devices based on Google's Android platform. Corporate Structure: Since July 1, 2010, there are three business groups in Nokia: Mobile Phones, Mobile Solutions and Markets.11 All the 3 units receive operational support from the Corporate Development Office. Diagram showing Nokia’s corporate structure: Source: nokia.com about company section Retrieved 28 December 2009. 11 "Structure". Nokia Corporation. 1 October 2009. http://www.nokia.com/about:nokia/company/structure. Retrieved 28 December 2009. Nokia Mobile Solutions Responsible for Nokia's mobile computers and smartphones portfolio, including the more expensive multimedia and corporate:class devices Mobile Phones Responsible for Nokia's portfolio of affordable mobile phones and a range of utility services that people can access with them Markets Responsible for Nokia's sales channels, supply chains, brand and marketing functions, delivering mobile phones and solutions to the market
    • Nokia: “Connecting People” or Disconnecting Customers Page | 6 Subsidiaries: Nokia’s most significant subsidiaries as of 2009 are Navteq and Nokia Siemens Networks.12 Other subsidiaries include Qt Software, a Norwegian software company; Vertu, a British manufacturer and retailer of luxury mobile handsets; and OZ Communications, a consumer e-mail and instant messaging provider. Nokia was having major stake in Symbian Ltd. till 2008. In 2008 Nokia acquired Symbian Ltd. and created Symbian Foundation including many other companies, to distribute the Symbian platform royalty free and as open source. Indian Mobile Industry Indians proved themselves very enthusiastic in adopting the Mobile culture. Indian handset market is one of the fastest growing markets in the world. According to CMR’s 2- part study of the India ICT Industry titled ‘India IT, ITeS and Telecom Services and Mobile Handsets Industry Market View 2011’, Indian mobile handsets market, which included smart phones and feature phones, was expected to grow at over 30% during 2012 to touch approximate revenues of $18 billion (Rs 83,377 Crore). (Refer to Table). Table 1 : Indian Telecom Services and Products Sector, Year 2010-14 Categories 2010 2011 2012 2013 2014 CAGR 2010-2014 Telecom Services 159519 184207 205454 226741 248956 11.80% Mobile Phones Revenue (Rs. in Crores) 50714 64077 83377 105625 128729 26.20% Total India Telecom Services and Products Market (Rs. Crore) 210233 248284 288832 332366 377685 15.80% Total India Telecom Services and products Market (USD Billion) 46 54 63 72 82 15.80% Source: Cyber Media Research (CMR), 2011 12 This data is taken from Nokia.com’s about company section "Structure". Nokia Corporation. 1 October 2009.
    • Nokia: “Connecting People” or Disconnecting Customers Page | 7 Table 2: Major Drivers of Growth for Telecom Services Launch and rollout of 3G and BWA/WiMax/LTE services and the consequent growth in usage of high speed broadband, VAS and data services.  Smartphone Market: "Smartphones are mobile devices with evolved operating systems, that include Symbian Series 60, Android OS, iPhone OS, Blackberry OS, Linux among others," according to Siddharth Neri, Analyst, Mobile Devices Research, Telecoms Practice, Cyber Media Research. The smartphones market in India is expected grow to over 10 million units in 2011 from 6 million units in 2010. The Android Operating System will continue to gain acceptance as a mobile operating system (OS) and 12% of all smartphones shipped in India during 2011 are expected to be based on the Android platform.  Tablet Market: The ‘early adopter' phenomenon in media tablets will become visible in India in 2011, but will fight shy of becoming mainstream. Cyber Media Research expects over 1, 00,000 Tablets to ship in 2011 alone, based on the current portfolio of players like Samsung, Apple, Olive and others. However, media tablets in their present form and currently prevailing price points are unlikely to excite the large majority of consumers. A 'game changer' in this space could happen in late 2011 / early 2012 if a players such as Reliance Infotel introduces a 'mass market' Tablet priced lower than Rs 10,000 per unit. Source: Cyber Media Research (CMR), 2011
    • Nokia: “Connecting People” or Disconnecting Customers Page | 8 Major contributors in Nokia’s rapid fall: Delay in launching dual sim phones: In the past few years, most of the Indian consumers have started maintaining multiple mobile accounts. The reasons being the need to have separate numbers for personal and official use, different call rates and plan costs provided by mobile operators. As a result of this, dual SIM handsets have become very popular. Nokia has lagged behind its competitors in bringing handsets with dual sim capacity to market. Limited Social Networking Capability: Indian teenagers adopted the social networking at very early stage. But Nokia was late in realizing the need to enter in social networking arena. While on the other hand, its rival Samsung succeeded in increasing its market share in India largely due to its early realization and adoption of social networking enhancements started from its flagship model Corby. Lack of additional features: Another reason for Nokia losing out market share is lack of additional features like applications, games etc. Though Nokia launched its OVI store in year 2007 to fill this gap but the main reason of lesser applications as compared to Android is Nokia’s Symbian platform not being an open source platform. New product strategy and focus areas: The new products that were launched had in them inbuilt set of new features such as Nokia suit, Music and apps download, Windows operating system, new updates for existing operating systems, Lumia series and Asha series etc. Nokia from its past learnings understood its needs to periodically update the customers in terms of new applications and latest revisions of the installed softwares. The company under its new strategy focused on consolidating features that earlier varied across its various product range. The company by doing this ensured that it could satisfy the tech savvy population for the middle income group and high end income group. Nokia in its products is following the similar style of application development like its competitors (Android and iOS) and is also focused on developing applications which are feasible now and will remain feasible in the long run.
    • Nokia: “Connecting People” or Disconnecting Customers Page | 9 The MinMax strategy followed by Nokia is meant to minimize its maximum losses which it had incurred in the past and avoiding to repeat the same in the present. The main focus areas of Nokia at present are  New product developments  Focus on additional features like Music, Apps etc.  Added security and backup features  Enhanced user friendliness  Emerging not only as a reliable hardware provider but also an equally competent software provider New Product Launch: LUMIA series: Lumia series was launched in December 2011 in India. Lumia 820 and 920 were launched on September 5, 2012 with colorful covers look. LUMIA drew thumbs down from many analysts, because it lacked the "wow" factor to make big inroads against rivals” in their view.13 In an attempt to win back market share from Samsung and Apple, Nokia cut down its LUMIA 900 mobiles’ market price sharply from $99 to $49.99 on a condition of signing up deal for 2 years.14 Microsoft and Nokia joined hand to boost their smartphone arsenal with two new Lumia handsets powered by Windows 8 software. The Nokia Lumia 820 and 920 are part of the Nokia's strategy of offering "an alternative to the faceless black and grey monoblocs that you see out there," said Nokia president and chief executive Stephen Elop at a launch event in New York. Lumia 920 is also having pure view camera and wireless charging kind of features. Nokia created "great hardware" for the Lumia line and loaded it with software that "outdistances it in a number of areas from Google and Apple," according to the analyst Gene 13 This piece of information is taken from a news article published in NewsMax on 07/09/2012. 14 This information is taken from a news article published in BBC news.
    • Nokia: “Connecting People” or Disconnecting Customers Page | 10 Munster. Actually it’s Nokia's bid to catch up with Android phones like Samsung and Apple's iPhone. Asha series: Nokia Asha series was launched in the end of year 2011. This series was launched to cater to the needs of middle class consumers who are most interested people in social networking, internet surfing and light gaming applications. Along with this some phones in Asha series are powered by the cloud based Nokia Browser, which compresses the web up to 90 percent and provide higher speed and a more affordable access to the Internet. Apart from this Touch and type feature, duel sim and gaming apps are some extra features in Asha series. Nokia has also preinstalled Facebook Chat, Angry Birds Lite, latest version of Nokia Maps and WhatsApp messaging for Series 40 (for selected markets). Picture: Nokia Asha Series Source: www.Nokia.com Nokia Pure view: Nokia Pure View was launched in February 2012. The 808 Pureview offers 41 megapixels camera with Symbian operating system, enhanced low-light performance as well as
    • Nokia: “Connecting People” or Disconnecting Customers Page | 11 sophisticated image compression designed to help users share pictures. Hence by launching these kind of products Nokia strategy is to differentiate itself from its competitors and to prove that company still has potential to innovate and drive the market. But some analysts think that this product is not going to be Nokia’s landmark product in terms of its utility and differentiation. Picture: Nokia Pure View Source: www.Nokia.com Some interesting applications: For starters, Exchange, Microsoft OneNote, SharePoint and Lync had already been integrated into phone. Besides these, there was Public Transport, Doc Connect, Joiku Spot, Broadcast, Quick Office, Shazam and Poken. The standard Nokia apps were naturally part of the ecosystem. These included Nokia Maps, Nokia Drive, Ovi Music, Check In and Nokia Recommends. Apart from these there is Nokia’s City Lens which is an augmented reality (AR) application that allows users to find things to do — and get more information about a location — simply by pointing their phone’s camera at a location. By launching these applications Nokia is trying to follow its competitiors strategy of increasing the product utility and revenues by sales of these applications.
    • Nokia: “Connecting People” or Disconnecting Customers Page | 12 Operating systems: Though Nokia’s main operating system Symbian is lacking behind but Nokia is releasing frequent updates for its operating systems. Major platforms for Nokia phones are Symbian: Previously Nokia mobile phones had a customized Nokia OS operating system designed particularly for Nokia phones. N90, the first Nseries device, based on older Symbian OS 8.1 platform was launched, as did the N70. From here onwards the journey of Symbian OS started. It is regarded as inferior to the apps and social media driven operating system. Even after becoming two decades old Nokia did not change much in this operating system. Customers and Apps developers are completely fed up with Nokia’s inferior operating system especially when so many better options are available in the market. According to Nokia’s view about Symbian approx. 200 million people use Symbian worldwide, and Nokia is trying to modernize the platform by investing in completely new devices loaded with a lot of new features, hardware improvements like significantly increased graphics speed and GHz+ processing capabilities, as well as software improvements. In 2008 Nokia took over Symbian Ltd and, created the Symbian Foundation along with many other companies, to distribute the Symbian platform royalty free and as open source. Until 2008 Nokia was the major shareholder in Symbian Ltd. Windows: Nokia started strategic partnership with Microsoft in February 2011. At this time Nokia also announced that Symbian and MeeGo will soon be replaced by Microsoft's Windows operating system except for mid:to:low:end devices, which would continue to run under Symbian. Nokia’s plan was to, customize and enhance the software line for Windows Phone 7 by reducing spending on research and development.15 By this strategic partnership Nokia’s strategy was to make Microsoft Windows phone a stronger contender against Android and iOS. 15 This piece of information is taken from an article published in engadget.com on 11/02/2011.
    • Nokia: “Connecting People” or Disconnecting Customers Page | 13 Nokia revealed in a press conference that Microsoft paid it $250 million in the 4th quarter of 2011 to produce Windows Phone devices like the Lumia 900, and that it expects to receive billions more as Windows Phone "platform support" payments. This makes the Lumia line the most expensive phone going, from the standpoint of Microsoft. Android or iPhone support more than 500,000 applications while Windows phone support only 100,000 applications. This is the major contributor in the limited success of Windows phone. The software holds a lot of promises, but despite that most app developers are still lacking the inspiration to take its user interface principles and make their apps fly.16 Pie chart showing the split of platforms by its market share: Source: Canalys estimates © Canalys 2012 16 This piece of information is taken from an article published in BBC.com. Link: http://www.bbc.com/news/technology:17958274 Android, 68.10% iOS, 16.40% BlackBerry, 5.40% Symbian, 4.10% Windows Phone, 3.20% Bada, 2.10% Others, 0.80% Global Market Share 2012 Q2, %, split by platform
    • Nokia: “Connecting People” or Disconnecting Customers Page | 14 Ovi Store: Ovi was announced on 29 August 2007 in London at the Go Play event. The public beta was released on 28 August 2008. After last stable released version 7.1 of Nokia PC suite on December 22, 2011 Nokia decided to discontinue PC suite and started recommending its customers for Ovi suite. While introducing Nokia OVI suit Nokia’s main focus was on easy, user friendly, and fast responsive interface, providing better support for software updates and better security and backup features, one spot shop for Nokia Apps and Music, single window for all the utilities and features, and making it “One For All” kind of application. After launch of Ovi it has remained pretty successful. Table 3 is showing comparative analysis of Nokia Ovi and PC suite. In July 2011 the Ovi brand was discontinued and the services rebranded under the main brand Nokia. With over 8 million downloads a week Ovi Store was the No. 1 app store in the country. Table showing the comparative analysis of Nokia Ovi suite and Nokia PC suite in terms of features and utility Table 3 : Nokia OVI Suite vs. PC Suite Utilities/Features Services OVI Suite PC Suite Text Message Conversation View  X Send X  On screen notification  X Contacts Call X  View/Edit   Import/Export   Backup/Restore   Calendar View/Add/Edit/Backup Only Backup Available  Gallery  X Music Backup/Restore/view   Download  X Music Manager X  Video Transfer and Conversion Only Transfer  Playback  X Video Manager X  Maps   File Manager X  Software Updates   Application Store Download/Install  X Connectivity Internet   Support Fast Service More Less Responsiveness Slow Fast Overall User Interface Speed Fast Slow User friendliness More User Friendly Less User Friendly Security Features Automatic Backup  Only Manual Backup Customization  X Synchronization (Phone and PC)   Utility One for all Nokia models Model Specific
    • Nokia: “Connecting People” or Disconnecting Customers Page | 15 User Interface: Nokia PC suit and Nokia Ovi suit
    • Nokia: “Connecting People” or Disconnecting Customers Page | 16 Music Store and “Comes with Music”: In 2007 Nokia started their "Nokia Comes With Music" service, in partnership with Sony BMG, EMI, Warner Music Group, Universal Music Group International and hundreds of independent labels and music aggregators, which allowed customers to download fee unlimited music for 12, 18, or 24 months with the purchase of a “Nokia Comes With Music” edition mobile phone. Nokia stopped this service in January 2011 in 27 countries, due to its failure to gain attraction from customers or mobile network operators. In 2007 Nokia also launched Ovi Music store. Due to competition from iTunes Ovi music was withdrawn from several markets globally, but in India this was not the case. Nokia Music Store was a high success in India. Having a collection of approx. 6 million songs it was largest online music seller of India. With approximately 2 million downloads a month India was among the Top 3 countries in terms of online music downloads. Nokia Messaging: Nokia launched a beta version of "Nokia Email service", a push e-mail service, since incorporated into Nokia Messaging on 13 August 2008. More focus on accessories: After analyzing the consumer and its competitors Nokia realized that the way from where Nokia can pull more revenues is the accessories section. To cop-up with its competitors and cover the losses through extra revenue in this section, Nokia launched a completely new range of accessories with bright and funky colors and exciting features in the end of 2011. Table 4 : Nokia Accessories Carrying Case
    • Nokia: “Connecting People” or Disconnecting Customers Page | 17 Entertainment Accessories Headset
    • Nokia: “Connecting People” or Disconnecting Customers Page | 18 Charging Equipments Source: http://www.nokia.com/global/products/accessories/
    • Nokia: “Connecting People” or Disconnecting Customers Page | 19 Exhibits Exhibit 1: Nokia’s performance revenue vise Source: Report “Nokia in 2011” from i.nokia.com Source: Nokia Financial Report 2011 -5000 0 5000 10000 15000 20000 25000 30000 35000 40000 45000 50000 55000 2007 2008 2009 2010 2011 0% -1% -19% 4% -9% 0% -42% -93% 417% -211% EURm 2007 2008 2009 2010 2011 Net sales 51058 50710 40984 42446 38659 Profit 6746 3889 260 1343 -1488 Nokia 5 year Sales and Profit
    • Nokia: “Connecting People” or Disconnecting Customers Page | 20 Exhibit 2: Nokia’s stock performance chart and fall in Market capitalization Source: Nokia Financials section at www.Nokia.com Source: Nokia Financial Report 2011 2007 2008 2009 2010 2011 Market Cap 101995 41046 33078 28709 13987 0% -59.76% -19.41% -13.21% -51.28% 0 10000 20000 30000 40000 50000 60000 70000 80000 90000 100000 110000 EURm Nokia Market Cap EURm
    • Nokia: “Connecting People” or Disconnecting Customers Page | 21 Exhibit 3: Nokia’s performance split by Shipments in terms of No. of phones and platform Global mobile phone shipments and Market Share % (Q2) Shipments Units (millions) Market share % Company 2010 (Q2) 2011 (Q2) 2012 (Q2) 2010 (Q2) 2011 (Q2) 2012 (Q2) Samsung 63.8 70.2 93 19.4 19.2 25.7 Nokia 111.1 88.5 83.7 33.8 24.2 23.1 Apple 8.4 20.3 26 2.6 5.6 7.2 ZTE 12.2 16.6 16.5 3.7 4.5 4.6 LG 30.6 24.8 13.1 9.3 6.8 3.6 Others 102.3 145 129.7 31.2 39.7 35.8 Source: IDC Worldwide Mobile Phone Tracker, July 28, 2011 and Strategy Analytics Global Smartphone Market Shipments into the channel, split by platform, Q2 2012 and Q2 2011 Platform Q2, 2011 shipments (million) % share Q2, 2012 shipments (million) % Share Growth Q2'12/Q2'11 Total 107.7 100.00% 158.3 100% 46.90% Android 51.2 47.60% 107.8 68.10% 110.40% iOS 20.3 18.90% 26 16.40% 28.00% BlackBerry 12.5 11.60% 8.5 5.40% -32.10% Symbian 18.1 16.80% 6.4 4.10% -64.60% Windows Phone 1.3 1.20% 5.1 3.20% 277.30% Bada 3.1 2.90% 3.3 2.10% 5.10% Others 1.1 1.00% 1.2 0.80% 15.20% Source: Canalys estimates © Canalys 2012