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Nokia chief exec teases new developments, explains how Nokia will differentiate its Lumias

Posted: , by Victor H.

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Nokia chief exec teases new developments, explains how Nokia will differentiate its Lumias
Nokia is undergoing its toughest times, or as chief executive Stephen Elop puts it, has reached the “heart of the transition” to Windows Phone as its main platform. At the same time, the Finnish company is keeping R&D spending suspiciously high, while development efforts have rightly decreased after Nokia abandoned the “burning” Symbian and largely MeeGo. So where is that all money going to?

"We have increased our R&D spending [on low-end mobile phones], so there's clearly something being developed, underway. There's some excitement there," Elop teased.

Could Nokia be readying Meltemi?

Could Nokia be readying Meltemi?

At 14.5% of revenue, Nokia is spending comparatively much more than others in the industry and the first thing that you’d associate it with is a whisper about a Linux-based low-end platform Meltemi. Rumor has it that Meltemi will come to replace Series 40, Nokia's current platform for affordable devices, but we find it hard to understand why would Nokia want yet another budget platform in times when smartphones are eating out the low end.

Nokia might still need a platform to stretch its outreach down to the very bottom of the market where Windows Phone may or may not reach, it's just not clear how Meltemi will fit in between Series 40 and Windows Phone. In either case, there’s clear concern that Windows Phone will take a while to go down in price as quickly as Android .

At the same time, every platform needs developers and while the earlier planned MeeGo road accounted for a smooth transition with ubiquitous support for Qt, a set of developer tools consistent with Symbian, the Windows Phone adventure Nokia undertook cut off many of the company’s loyal developers. The reason? Only Microsoft tools were allowed in order to develop for WP. Now, however, a breakthrough is possible as Nokia is negotiating Qt support for Windows 8 (and possible Windows Phone 8).

Two years ago, 55% of Europeans bought Nokia smartphones. By 2011, the number has gone down to 11%, almost completely absorbed by Android.
Apart from that, in a recent huge piece by Wired, Nokia’s top management spoke about the future of the company and there’s tons of interesting details. First of all, there surfaced the big question about whether Nokia can go back to its 20% operating margins from Symbian times. Interestingly, chief executive Elop is not optimistic about that. His comment was a tepid “it’s possible,” but the likelihood seems that Nokia will gravitate towards the 10% margin in the best case scenario. OEMs traditionally score low margins, most often in the single digits, so that’s the reality of Nokia’s situation right now.

At the same time, we’ve heard over and over again how Nokia wants to differentiate. In reality, we’ve seen little except for the captivating design of the Lumia family. So where will Nokia actually stand out?

“Let them [Microsoft] build it, and we’ll place on top things that differentiate us.” Consumers really don’t care which OS powers their handsets.
The Finns’ strategy lays on four pillars, with their bases rooted deep in the Windows Phone platform. The first and most important one is camera technology. That’s where you can see some exclusivity in both the software camera application and the hardware technology, but problem is, all of this is still in the uncertain future.

Second comes location where Nokia has gained a huge advantage. Nokia’s turn-by-turn navigation is available in 100 countries and 50 languages. Biggest rival Google Maps offers limited language support and only 28 countries. But Nokia maps will end up in Bing, and accessible to all Windows Phone manufacturers, so it’s not that much of a differentiator. Its role is rather to show the dependance between Nokia and Microsoft with Nokia providing the maps, and Microsoft the software platform.

"Design matters a tonne. That's why Marko is in every discussion at the top level of the company."
Design is the third pillar, and one thing that’s changed in Nokia’s design department after the arrival of Elop is that it’s much more consolidated. Four offices on different continents with experts on materials, colors and everything design-related have been brought together under Nokia chief designer Marko Ahtisaari. 

Marko Ahtisaari, Nokia chief designer. Image courtesy of AP.

Marko Ahtisaari, Nokia chief designer. Image courtesy of AP.

“We brought together all of the industrial design, all of the colours and materials design, packaging design and all of the user-experience design into a single organisation,”
Ahtisaari explained. The biggest pressure is currently on them to provide the biggest differentiating factor for Nokia Windows Phones.

The fourth pillar, is innovation with hardware. So overall, that’s the reality of Nokia today. The full article at Wired below will give you the complete picture, and we’d sum it all up by saying that there seems to be a slightly different attitude at Nokia now. The company seems different. Chief designer Marko Ahtisaari seems to have the right amount of idealism and optimism to paint a bright picture of the future, but chief executive Stephen Elop sounds very pragmatic, hopeful but not bullish on regaining the full glory of Nokia. 

The company is definitely facing some of its most severe challenges, and what do you think will happen to it in the future? What were the right and wrong decisions Nokia took? Let us know your opinion in the comments below.

source: Wired

46 Comments
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posted on 10 May 2012, 05:04 14

1. joeymk (Posts: 100; Member since: 26 Jan 2012)


I like Nokia, they are trying really hard.

posted on 10 May 2012, 06:54 3

15. PhoneLuver (Posts: 474; Member since: 05 Jul 2010)


Those comments are hilarious! These execs still haven't learnt jack!

People DO care about which OS is running their phone! Additionally, people would rather buy a lower rated Android "smart" device than a completely different "low-end" device running a "low end" OS.

While Android has a unifying effect on users Nokia is creating a class system with the WP vs Meltemi devices. (Oh, you're using Meltemi, because you can't afford WP!!)

posted on 10 May 2012, 14:58

38. xq10xa (Posts: 149; Member since: 07 Dec 2010)


I own a Lumia 900 and 800. I second your motion. Only reason I have Windows Mobile is because Zune Pass. thats it.

posted on 10 May 2012, 17:28

41. NateAdam8 (Posts: 225; Member since: 17 Feb 2012)


How is the Lumia 800?

posted on 10 May 2012, 05:17 9

2. RazaAsad (Posts: 100; Member since: 24 Nov 2011)


Nokia is definitely coming back. They are putting all the efforts and most of which is not understandable by people who do not know strategic management. I personally do didn't like many of Elop's early decisions but it seems if Nokia is able to come out of this tough time for once, it will gain its glory again in a few years. I wish Nokia to keep standing to provide us innovative products in future. WP 8 should bring many changes which Android and Symbian lovers seek for (I cross my fingers).

posted on 10 May 2012, 08:50 3

31. thelegend6657 (unregistered)


I want 2nd MeeGo phone .

posted on 10 May 2012, 05:25 15

3. refreak (Posts: 29; Member since: 18 Dec 2011)


i am a nokia fan..
I have been using nokia since begining..
So, I really want them to succeed

posted on 10 May 2012, 05:26 2

4. LordOfTroll (banned) (Posts: 54; Member since: 08 May 2012)


Nokia with Stephen Elop = Win.

posted on 10 May 2012, 07:06 5

18. I.P.H.O.N.E (banned) (Posts: 33; Member since: 09 May 2012)


Its u the huge troller.... With a diffrent name. Or is it Eaxvac
Nokia with stephen Elop = looose....

posted on 10 May 2012, 05:37 2

5. OuterHeaven1987 (Posts: 5; Member since: 10 May 2012)


"Biggest rival Google Maps offers 1 language and only 28 countries"

1 language? I was just navigated by a german voice by Google Maps. No English and dozens other languages in there?

posted on 10 May 2012, 06:47 1

14. Victor.H (Posts: 462; Member since: 27 May 2011)


Thanks, wasn't aware it supports German as well, will fix that in the article.

posted on 10 May 2012, 05:41 4

6. bobfreking55 (Posts: 866; Member since: 15 Jul 2011)


i think they should create a flagship series. Lumia is nice, but after a while the naming system would go haywire and we wouldn't know which is the high end one. right now there is only 610, 710, 800, 900 --- i see that higher is better but it doesn't seem catchy. there should be a name to any direct competitor to the Galaxy and iPhone.

gaaah, i'm so excited for WP8. can't wait till WP Fanboys show up and it's a 3-way OS War! hahaha. imagine the fanboy chaos when phone smackdowns are made.

iSheep, Fandroids, Windows Phone what? Suggestions? hahaha.

posted on 10 May 2012, 07:15 4

19. remixfa (Posts: 14151; Member since: 19 Dec 2008)


We will probably see a new name when the WP8 comes out, since then they can get hardware crazy.

Microfans? :)

posted on 10 May 2012, 07:55 5

22. bobfreking55 (Posts: 866; Member since: 15 Jul 2011)


Windows Pawn. ohhh the pun.

posted on 10 May 2012, 05:46 4

7. FoneAddict (Posts: 209; Member since: 05 Jul 2011)


Nokia still haven't distinguished their products compared to other Windows Mobile phones. As far as things stand, Microsoft appear to be the dominant partner in this relationship and I don't see that changing as long as Stephen Elop stays at the helm.

posted on 10 May 2012, 08:16 1

26. jackhammeR (Posts: 1548; Member since: 17 Oct 2011)


you have to look closer because so far you're blind a little bit. no offense.

posted on 10 May 2012, 09:51 1

34. Veigald (Posts: 240; Member since: 13 Jan 2012)


Haven't distinguished their products compared to other Windows Mobile phones? Probably not, since Windows Mobile phones are sort of outdated.

When compared to other Windows Phone phones however, it should be pretty obvious that the Lumia 800 and 900 are distinguished, why else would Lumia 900 sell in spades and HTC Titan not?

posted on 10 May 2012, 11:45

37. steelicon (Posts: 313; Member since: 02 Apr 2011)


This is a really cool article explaining Windows Phone 7.5 it is recommended that you read it thoroughly.

my-symbian . com/forum/viewtopic.php?p=392156#392156

Just remove the spaces before and after "com"

Happy reading!

posted on 10 May 2012, 06:04 4

8. maverick786us (Posts: 134; Member since: 20 Apr 2012)


Well I am bit pleased with Nokia after Lumia 900. Although only after the release of Windows 8 Apollo I will conclude how good the OS platform is. I think moving from Symbian to Windows might have been a nice way. But one big mistake that Nokia did was ditching MeeGo. It is the best OS platform. They still have time to consider MeeGo and keep it alive, use it for some of the high end smartphones along with Windows 8.
Don't know the future of S40 platforms as i hardly care for dumbphones

posted on 10 May 2012, 06:09 6

9. angelesmec (unregistered)


I am a Nokia fan & user for a very long time (Symbian days). I have nothing bad to say about Nokia, my years of using your phones was a pleasure. Even though I will be shifting to Android this July 2012 becaused it caught my interest and emotions xD rather than Windows Phone, I would still say goodluck and more powers to you old buddy. I learned so much from you and made me a smartphone enthusiast the way I am right now.

posted on 10 May 2012, 06:57 8

16. lubba (Posts: 1311; Member since: 17 Jan 2011)


Goodbye old chap. Enjoy your Android. We won't miss ya.

posted on 10 May 2012, 06:12

10. Mobile-X-Pert (Posts: 565; Member since: 20 Dec 2010)


Please Nokia, give us an sneak peek at your new WP8 phones.

posted on 10 May 2012, 06:29 5

11. joeymk (Posts: 100; Member since: 26 Jan 2012)


To much android funboys on this article. I know vote down.

posted on 10 May 2012, 06:36 5

12. Bluesky02 (Posts: 1439; Member since: 05 Dec 2011)


So many good memories with Nokia. Don't want them to go away...
Who can forget Nokia 3310 and Space Impact?

posted on 10 May 2012, 06:45 1

13. Raptor9142 (Posts: 41; Member since: 15 Apr 2012)


NOkia is loosing market.. Its not working hard for ppl.. its working hard to take ur money by any means.. even if they sell trash at cheap rates

posted on 10 May 2012, 07:01 7

17. APPLE_R0YALLY (banned) (Posts: 73; Member since: 08 May 2012)


Wow why all these thumbs down.... Looks like
Android fandroids fans?

posted on 10 May 2012, 07:54 5

21. neutralguy (Posts: 1152; Member since: 30 Apr 2012)


I really noticed that. :)) i know most of these people are fandroids and really want nokia to totally go down. Brace yourselves, WP8 is coming. *this comment is protected not to be thumbs down by trolls*

posted on 10 May 2012, 07:57 2

23. bobfreking55 (Posts: 866; Member since: 15 Jul 2011)


no. nokia fans are thumbed down, even androids are thumbed down, even apple fans are thumbed down. OMG blackberry fans are back!

posted on 10 May 2012, 08:20 3

28. PhoneLuver (Posts: 474; Member since: 05 Jul 2010)


Hahaha!!! Good one!

posted on 10 May 2012, 09:54

35. Veigald (Posts: 240; Member since: 13 Jan 2012)


Are there enough BB fans for all those thumbs down then? :P

posted on 10 May 2012, 07:22 6

20. steelicon (Posts: 313; Member since: 02 Apr 2011)


Nokia is lost without Symbian and MeeGo and all of the Open Source Software. Even Nokia 808 PureView, a technology 60 months in the making, is not spared from this childish approach not to launch it globally after spending so much R&D man hours not to mention a pile of $Millions, then not launch it to the global market. What a load of bull.

posted on 10 May 2012, 08:01 7

24. jackhammeR (Posts: 1548; Member since: 17 Oct 2011)


I hate Nokia for letting their maps to be available for the others. Let them stay with google maps.
It was one of those factors which gave Nokia advantage over competitors.
Luckilly they still have blisful photo pillar.

posted on 10 May 2012, 08:06 5

25. phil2n (Posts: 476; Member since: 30 Apr 2012)


when i heard the word ELOP.. i know it is trashtalk

posted on 10 May 2012, 08:17 4

27. jackhammeR (Posts: 1548; Member since: 17 Oct 2011)


fandroids are everywhere. They keep saying they don't care about Nokia but thumbing down like crazy every single user who says something good about Nokia.
probablby frustrated douchebags or kids who received their first phones a year ago. Just don't know what was before. Android is not everything babies. And not the best system either.

posted on 10 May 2012, 15:34 1

40. schecter7 (Posts: 99; Member since: 20 Apr 2012)


Hehe....true, dude. Most of these noobs would never know how cool N series was back in the day. I myself use android right now. But I see a lot of fags (a.k.a. fandroids) who are more annoying than the iphone fans. It's about freaking phones and OS's - not life and death - chill out, fools.

posted on 10 May 2012, 08:20 1

29. bayhuy (Posts: 307; Member since: 23 Jun 2011)


Nokia is back!!! (...on the "burning platform")

posted on 11 May 2012, 03:11

44. jackhammeR (Posts: 1548; Member since: 17 Oct 2011)


Personally I find fandroids more annoying and disapproving than apple-fans.

posted on 10 May 2012, 08:32

30. Mobile-X-Pert (Posts: 565; Member since: 20 Dec 2010)


bayhuy is back!!! (...on the ''burning pants'')...needs some water lol

posted on 10 May 2012, 09:07 3

32. KOUROS (banned) (Posts: 36; Member since: 25 Apr 2012)


I wonder what will happen to Nokia in the coming years?
Join BB, or or IOS, OS....

posted on 10 May 2012, 09:46 5

33. jackhammeR (Posts: 1548; Member since: 17 Oct 2011)


being thumbed down means I was right

posted on 10 May 2012, 10:17

36. -box- (Posts: 3878; Member since: 04 Jan 2012)


Wow, who has the troller accounts leaving swathes of thumbs down on innocent comments?

posted on 10 May 2012, 15:27 1

39. -RVM- (Posts: 329; Member since: 19 Oct 2011)


Ahtisaari should be new CEO.

posted on 10 May 2012, 22:14

42. azafirster (Posts: 44; Member since: 01 May 2012)


I think segmenting or fragmenting your product is ok, but fragmenting the OS is a downer. I don't know how many OS nokia has now. Learn from your rivals.

posted on 10 May 2012, 23:23

43. wp74ver (banned) (Posts: 62; Member since: 10 May 2012)


I love retards are like The should of go with meego lol pls you really thing the haven't seen and knew what is coming on wp8 plus the release of windows 8 and tables plus working with a company that is sitting on 58 billions cash money lol trust wp8 will be unbelievable.

posted on 11 May 2012, 11:55 1

46. rafael.roque (Posts: 78; Member since: 03 Jul 2010)


If we're gonna play the waiting game; then forget wp8 and just wait for wp9!! Microsoft can't keep on putting off their best efforts for later becasue by then it will truly be too late.

I pity Nokia for not having the courage to endure the tough times and go forward with Meego. As of right now for all the splash that wp is making they still can't break the 1% barrier; even their old windows mobile platform has a bigger share established.

My two cents by the way,
straight from my Meego powered Nokia N9 =)

posted on 11 May 2012, 04:33

45. madan325 (Posts: 2; Member since: 11 May 2012)


The only reason I am using a WP is Nokia backing it up. Nokia lumia 900 looks n feels superb. After more than 2weeks exp. Found out about its gorgeous looking display. Nothing comes closer to lumia 900, previous ios user.
No plan of switching back.

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