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诺基亚重回手机市场有点难!解密不做手机原因
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Topic: 诺基亚重回手机市场有点难!解密不做手机原因 (Read 294 times)
Haslett5236
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诺基亚重回手机市场有点难!解密不做手机原因
April 28, 2015, 03:46:08 AM
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在被微软收购手机业务部门之后,有关诺基亚将重回手机圈儿的传闻就一直没断过。上周又有国外媒体报道称,诺基亚正在积极筹划重返手机消费市场,消息一出也是引来媒体、消费者的多方关注。但好景不长,本周一诺基亚通过其官方网站发表声明称,他们并没有这样的回归计划。好吧,又是空欢喜一场。诺基亚要想“重操旧业”就真的这么难?
难点一:品牌授权限制,2016年之前都不能“碰”手机
时间拨回到2013年9月3日,微软正式宣布以72亿美元收购诺基亚手机业务以及大批专利组合的授权。而根据微软和诺基亚签订的收购协议显示,在明年第三季度之前诺基亚不得利用原有品牌卖手机。所以说,即便是诺基亚现在上上下下都准备好“重操旧业”,无奈还是不能名正言顺地用“Nokia”这一Logo。除非,他们完全抛弃这个品牌再另开炉灶。不过,话又说回来了,诺基亚也没那么傻,肯定不会轻易放弃这么一个金字招牌,去重新创立一个新手机品牌。
难点二:人才缺失,短时间内难成气候
除去品牌方面的问题,诺基亚想重回手机圈儿还不得不面对较大的人才缺口。在和微软达成交易之后,之前不少在诺基亚从事智能手机开发的工程师也被划归微软(当然这些人也有直接离职改行去其他行业)。就算是诺基亚要重启智能手机业务,也得先把人马配备齐全才行啊。不仅要有合适的领导人选,还要有研发、设计人员,最后还得招聘数量可观的生产车间工人开工才行。要想重操旧业,可不是光动动嘴皮子这么简单。
难点三:缺乏专属系统,难以形成用户黏性
虽然我和诺基亚“结缘”也只是从高中时代开始,但搭载塞班(Symbian)和芒果(MeeGo)系统的手机还是拥有过几款。唉,到现在我脑子里还都是各种珍贵的回忆...但没办法,有了“新欢”就会抛弃“旧爱”。而当Android、iOS操作系统为主导的智能手机浪潮汹涌而来时,诺基亚似乎还沉浸在自己建造的手机王国之中固步自封。它既没有去调动研发资源优势去开发与时俱进的智能手机操作,也没有去大胆尝试新鲜事物。创新能力不足,没有新鲜感也最终导致诺基亚手机的逐渐没落。
而等到诺基亚弄明白真正的原因时,最好的发展、壮大时期已经过去。用户已经形成了新的使用习惯,诺基亚要想再开发一套新的手机操作系统让大家去适应,恐怕也不太现实;或许,诺基亚会选择转投Android阵营,但现在市面上Android阵营的手机品牌已经是多如牛毛,在质量、使用效果都基本相同的情况下,有多少人会冒险购买一个在Android阵营中没太多实践经验的品牌推出的智能手机呢?前期没有足够的用户黏性,再去做手机也是难成气候呀。
难点四:昔日手机界大佬,品牌影响力大不如从前
在之前塞班亦或是MeeGo系统的年代,一说谁谁谁买了一部诺基亚手机,那可真是不得了。而且当时诺基亚也推出了不少“爆款”手机产品,N78、N95、N97、E71、N9......反正,当时还在上学的我,心里一直是有个“诺基亚梦”。
后来,诺基亚放弃这两大系统,鬼使神差地选择了WP系统,并在2011年11月推出了Lumia 800后诺基亚正式进入了“Lumia时代”。但经过这几年的发展来看,诺基亚并没有尝到太多甜头,最后还把自己的手机业务也进行了出售。而在随后Lumia往微软过渡的过程中,消耗的其实也还是诺基亚的品牌,这对于诺基亚自身来说也是非常不好的。
难点五:关注重心发生偏移,战略方向难回手机
从出售手机业务给微软,再到最近巨资收购阿尔卡特-朗讯(下文简称“阿朗”),诺基亚的举动明显是在逐渐淡出手机界,将更多精力转向自己的网络设备业务,并借助阿朗贝尔实验室品牌开展与网络相关的研发。而诺基亚网络产品线也有了进一步的丰富,除了优势的移动网络业务外,还将吸纳来自阿朗无线、光纤和IP网络业务。
在失去智能手机业务的黄金时间窗口后,诺基亚和阿朗这次的合并也更像是在通信市场的一次主动下注。两家的强强联合,形成庞大规模之后,才会在激烈的竞争中获得主动权。这或许也是诺基亚在吸取手机业务失败教训后的一次自我救赎吧。
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诺基亚重回手机市场有点难!解密不做手机原因
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