The number one global mobile telephony, Nokia, seeking new product highlights to face with their new competitors, the Canadian Blackberry RIM and especially the U.S. Apple's iPhone, though the road is still long, analysts said.
New smart phones (smartphones) with touch screens, a portable minicomputer, a cooperation agreement with Microsoft to adapt its Office programs to their phones, various services ... Nokia multiplies the announcements of new releases from two weeks ago.
The Finnish giant has been in fact jeopardizing their leadership position in recent months. In the very lucrative segment of smartphones, multimedia phones that allow these mostly surf the internet and watching videos, its market share in a year has fallen from 47.4% to 45%.
At the same time, Apple grew by 2.8% to 13.3% and RIM progressed from 17.3% to 18.7%, according to figures from Gartner cabinet during the second quarter.
In the overall market, Nokia fell from 39.5% to 36.8%, although still far from its top competitors, the Korean Samsung (second market to 19.3%) and LG (third with 10.7 %).
Among other reasons, the decline was due to different failures of the signature on the mobile phone industry, especially the delay in incorporating the touch screen devices, this was not done until June 2008, long after Samsung, LG and Apple.
For analysts, Nokia has not yet launched a product that can compete directly with the iPhone, which transformed the market.
His new "smartphone" high-end, the N97, which was presented as Nokia's answer to Apple's phone, has generated modest enthusiasm. According to Gartner, since its launch in June, Nokia had sold only until early August to 500,000 units this model, while the new iPhone 3G S sold millions of units in a single weekend.
In addition, the operating system Nokia, called Symbian, is considered too complicated. "You shall have the right program until 2011 to have a truly competitive product," says Nomura analyst Richard Windsor.
"Finding the good high-end product and focus on services and content are vital for Nokia to rejuvenate its brand and meet investors with better margins," noted for its part, Gartner analyst Carolina Milanesi.
In fact, Nokia was late to market applications (ringtones, videos and games) online, and was clearly overcome by Apple, App'Store his shop and all the marketing that accompanies the U.S. firm.
His efforts in the fields for games or music arrived later and its success was limited.
To try to recover, Nokia has increased its agreements. Besides Microsoft, Nokia will work with Linux and Facebook.
"They have realized that certain things make sense to partner with someone," assessed the CCS Insight analyst Ben Wood.
"Nokia can not create a single product to beat Apple or Google. You must create a partnership between their phones and applications that go with them, they are so unbeatable that the client says, 'I want the whole package,'" he said.
The economic crisis does not facilitate the work. In a bear market this year after six years of uninterrupted growth, the net benefit of Nokia, which has 1,100 million customers, fell 66% in the second quarter, while revenues fell by 25%.
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