Nokia is coming back with a couple of android smart devices. After being taken over by Microsoft in 2014, the ban on introducing “Nokia” branded devices is expiring in 2016. Industry experts opined that it was Nokia’s failure to adapt to the changing smart phone market that accelerated its decline in this segment. The question is: could it revive itself after coming back to the core trend? The answer could be a mild “yes” with “it depends”.
Global Smartphone market share is already dominated by Apple (23%), Samsung (15%), Huawei (8%), Oppo (5%) and geographical leader Xiaomi (4%). All of them have their own unique proposition to their target segments, with Apple and Samsung at the forefront of tech innovations. The question is: will Nokia be able to outsmart these established competitors with its novel design, features and innovative functionality? Recent past didn’t look so bright for its Lumia range (“Nokia Lumia” was marketed as “Microsoft Lumia” by Microsoft). While Lumia had the major share in the Windows phone market, the fact remains that Windows holds less than 1% of the global smart phone market share. Will its android devices offer anything new? That is something we will need to wait and see.
While Nokia had reputation for its engineering superiority of feature phones in the past, it is quite doubtful whether the same design skills are retained after all these ups and downs in the company. If it is another “me-too” product, only the brand name “Nokia” can hardly recover the reputation once it had.