Nokia lose huge market share in their homeland

Nokia logoThere's a state of unease within Nokia at the moment and unsurprisingly so. With the first Nokia-Microsoft lovechild now out in the market (the Lumia 800, you might have heard of it) and an aggressive marketing strategy in place to drum up interest in Windows Phone-laden Nokia's coming fresh out of the factory, the Finnish company have been waiting with bated breath to see how consumers will receive this new-era Nokia.

They've shown a resilience to the tough times they've faced already and since the partnership announcement in February, many wondered just how this shift would affect the company's image. By bringing Microsoft in, they've inherently changed the way they operate and the way fans of the brand expect them to operate. Sure they brought the Asha lineup to maintain support for their Symbian products and the N9 is taking point in markets where the Lumia 800 isn't, but now Windows Phone is Nokia and as Stephen Elop so boldly said at Nokia World, the Lumia 800 is "the first real Windows Phone device."

Not only could a statement like that upset the likes of HTC, LG and Samsung, all of whom license Windows Phone from Microsoft, but the hardcore fans of what we could call the 'old' Nokia also might not welcome the change, and that is a notion that has the potential to hold water in this case.

The Finns have been proud of the globally recognized giant that is Nokia and it's probably one of the key things those from outside of the country associate with it, but a recent report from Helsinki's Taloussanomat shows that pride only takes support so far. In the last 12 months, Nokia have lost 45% of the market share taking their dominance from 76% right down to 31%.

Of course they still have the top spot, but the gap has dramatically narrowed, with the majority of their sales now in the possession of Samsung who have risen sharply from a mere 3% to 25% in the same amount of time. Apple then take third place with 16% in Q3 2011, with Sony Ericsson and Huawei sharing 11% each, leaving the remaining 6% of the market currently to ZTE.

This doesn't automatically spell the end for Nokia of course, far from it, but it still must be unnerving for them. The financial quarter in question actually precedes the announcement of the Lumia and Asha handsets, but as such, it does indicate that the change was necessary. It makes more sense for Nokia to have changed tack altogether, than continue along the road they were currently on and let's not forget the Finnish market is important for Nokia, but relatively speaking, it's a small one, with Finland's entire population around the 5 million mark.

Once the holiday season and the final financial quarter conclude we should get at least an initial indication of the impact the Lumia 800 is making. Until then however it's a case of crossing fingers and seeing if Nokia are able to reassure the old fans, as well as attracting new ones.

Source: GSMArena

Tags: mobile phones, Nokia, Windows Phone 7

Add comment

Your name:
Sign in with:
Your comment:

Enter code:

E-mail (not required)
E-mail will not be disclosed to the third party

Last news

Is this an error or it is really happening?
The proposed topic and architecture was originally presented to the JPEG Committee in 2016
The rest of the specs as seen on Geekbench include 8GB of RAM
Samsung is likely to be made official in February at next year's Mobile World Congress in Barcelona
Lumia 950 XL shown running Windows 10 on ARM
The company has studied such an option in the past
The Samsung Galaxy A5 (2017) Review
The evolution of the successful smartphone, now with a waterproof body and USB Type-C
February 7, 2017 /
Samsung Galaxy TabPro S - a tablet with the Windows-keyboard
The first Windows-tablet with the 12-inch display Super AMOLED
June 7, 2016 /
Keyboards for iOS
Ten iOS keyboards review
July 18, 2015 /
Samsung E1200 Mobile Phone Review
A cheap phone with a good screen
March 8, 2015 / 4
Creative Sound Blaster Z sound card review
Good sound for those who are not satisfied with the onboard solution
September 25, 2014 / 2
Samsung Galaxy Gear: Smartwatch at High Price
The first smartwatch from Samsung - almost a smartphone with a small body
December 19, 2013 /

News Archive



Do you use microSD card with your phone?
or leave your own version in comments (10)