Stephen Elop’s Plan für Nokia

„Nokia, unsere Plattform brennt!“ Mit diesen dramatischen Worten hat CEO Stephen Elop vor zwei Tagen Aufsehen erregt und für heute die Präsentation einer neuen Strategie für das Unternehmen angekündigt. Jetzt sind die Details bekannt und wenig überraschend ist der Kern dieser Strategie eine Partnerschaft zwischen Nokia und Microsoft. Eine Partnerschaft, aus der so wie für das iPhone und die Android Handys ein ganzes „Ökosystem“ (was für ein Wort für Handys und dazugehörende Services) entstehen soll – etwas, das Nokia mit OVI nie wirklich gelungen ist.

„Nokia ist an einem kritischen Punkt angelangt, an dem ein deutlicher Richtungswechsel notwendig und unausweichlich ist“, begründet Elop den Schritt nicht länger alleine auf weiter Flur gegen Android und Apples iOS konkurrieren zu wollen und zu können. Auch das Marktforschungsunternehmen Gartner kam in seiner am 8. Februar veröffentlichten Marktanalyse für das Jahr 2010 zu diesem Schluss. Darin heißt es:

„Strong smartphone sales pushed manufacturers like Apple and Research In Motion (RIM) up in our ranking of mobile device manufacturers, at the expense of traditional phone vendors: Sony Ericsson and Motorola lost places, while Nokia and LG saw their market share erode in 2010 as they came under increasing pressure to redefine their smartphone strategies.“

Dass Nokia auf Windows Phone 7 setzt wird von Analysten durchwegs begrüßt. Arthur D. Little Österreich Chef Karim Taga meint etwa, dass Nokias Stärke wäre, exzellente Handys zu bauen und nicht Software zu programmieren. Ob es für die Finnen aber tatsächlich der richtige Schritt ist, auf das Mitte Oktober 2010 vorgestellte Windows 7 als Plattform für alle Smartphones zu setzen wird sich zeigen. Die Anleger freut das zumindest kurzfristig nicht. Die Nokia-Aktie hat nach der Ankündigung zehn Prozent ihres Werts verloren und auch Microsofts Kurs ging nach unten. Schließlich ist auch Mirosofts Windows 7 Plattform bisher keine große Erfolgsgschichte. Die Verkaufszahlen der Windows 7 Handys sind trotz einer massiven Werbekampagne und breiter Unterstützung sowohl seitens der Handyhersteller als auch der Netzbetreiber hinter den Erwartungen zurück geblieben. Gartner analysiert dazu:

Microsoft and its licensees struggled to gain traction after sales of Windows Phone 7 smartphones started in October 2010. We estimate sales to users of about 1.6 million units in 4Q10, versus shipments of 2 million units. These sales fell below our initial expectations despite strong support for the platform from CSPs, an aggressive marketing campaign, a differentiated product and promotions in December 2010. Microsoft’s questionable brand equity with consumers, and the new platform’s weak ecosystem, held it back in an extremely competitive market environment.

Im gleichen Schritt gibt Nokia Symbian und MeeGo praktisch auf. Das aktuell auf rund 200 Millionen Handys laufende Symbian (auch das auf den High-End Modellen N8 und dem für Ende Februar angekündigten Communicator E7 laufende Symbian3) wird zu einem Franchise-System für Low-End-Handys reduziert.  Das lange Zeit als großer Hoffnungsträger positionierte MeeGo wurde zu einem Open-Source System erklärt. Wie es damit weitergehen soll ist ungewiss. Nokia will dennoch im Lauf des Jahres 2011 ein erstes MeeGo-Gerät ausliefern. In der Presseerklärung zu der neuen Strategie (siehe unten) ist von einem „MeeGo-related product“ die Rede. Um ein Smartphone dürfte es sich demnach nicht handeln.

Auch in Nokias Führungsmannschaft greift Elop hart durch. Zahlreiche Vorstandsposten werden neu besetzt. Nachfolgend Nokias Presseerklärung zum heute angekündigten Strategieschwenk:

Nokia outlines new strategy, introduces new leadership, operational structure

Nokia Corporation
Stock exchange release
February 11, 2011 at 09.45 (CET+1)

London, UK – Nokia today outlined its new strategic direction, including changes in leadership and operational structure to accelerate the company’s speed of execution in a dynamic competitive environment.

Major elements of the new strategy include:

  • Plans for a broad strategic partnership with Microsoft to build a new global mobile ecosystem; Windows Phone would serve as Nokia’s primary smartphone platform.
  • A renewed approach to capture volume and value growth to connect „the next billion“ to the Internet in developing growth markets
  • Focused investments in next-generation disruptive technologies
  • A new leadership team and organizational structure with a clear focus on speed, results and accountability

„Nokia is at a critical juncture, where significant change is necessary and inevitable in our journey forward,“ said Stephen Elop, Nokia President and CEO. „Today, we are accelerating that change through a new path, aimed at regaining our smartphone leadership, reinforcing our mobile device platform and realizing our investments in the future.“

Nokia plans to form a strategic partnership with Microsoft to build a global mobile ecosystem based on highly complementary assets. The Nokia-Microsoft ecosystem targets to deliver differentiated and innovative products and have unrivalled scale, product breadth, geographical reach, and brand identity. With Windows Phone as its primary smartphone platform, Nokia would help drive the future of the platform by leveraging its expertise on hardware optimization, software customization, language support and scale. Nokia and Microsoft would also combine services assets to drive innovation. Nokia Maps, for example, would be at the heart of key Microsoft assets like Bing and AdCenter, and Nokia’s application and content store would be integrated into Microsoft Marketplace. Under the proposed partnership, Microsoft would provide developer tools, making it easier for application developers to leverage Nokia’s global scale.

With Nokia’s planned move to Windows Phone as its primary smartphone platform, Symbian becomes a franchise platform, leveraging previous investments to harvest additional value. This strategy recognizes the opportunity to retain and transition the installed base of 200 million Symbian owners. Nokia expects to sell approximately 150 million more Symbian devices in the years to come.

Under the new strategy, MeeGo becomes an open-source, mobile operating system project. MeeGo will place increased emphasis on longer-term market exploration of next-generation devices, platforms and user experiences. Nokia still plans to ship a MeeGo-related product later this year.

In feature phones, Nokia unveiled a renewed strategy to leverage its innovation and strength in growth markets to connect the next billion people to their first Internet and application experience.

New leadership team, operational structure
This new strategy is supported by significant changes in Nokia’s leadership, operational structure and approach. Effective today, Nokia has a new leadership team with the commitment, competencies and innovative thinking needed in today’s dynamic environment.

The Nokia Leadership Team, previously the Group Executive Board, will consist of the following members: Stephen Elop, Esko Aho, Juha Akras, Jerri DeVard, Colin Giles, Rich Green, Jo Harlow, Timo Ihamuotila, Mary McDowell, Kai Oistamo, Tero Ojanpera, Louise Pentland and Niklas Savander.

Alberto Torres has stepped down from the management team, effective February 10 to pursue other interests outside the company.

The renewed governance will expedite decision-making and improve time-to-market of products and innovations, placing a heavy focus on results, speed and accountability. The new strategy and operational structure are expected to have significant impact to Nokia operations and personnel.

New company structure
As of April 1, Nokia will have a new company structure, which features two distinct business units: Smart Devices and Mobile Phones. They will focus on Nokia’s key business areas: high-end smartphones and mass-market mobile phones. Each unit will have profit-and-loss responsibility and end-to-end accountability for the full consumer experience, including product development, product management and product marketing.

Smart Devices will be responsible for building Nokia’s leadership in smartphones and will be led by Jo Harlow. The following sub-units now in Mobile Solutions will move under Smart Devices:
– Symbian Smartphones
– MeeGo Computers
– Strategic Business Operations

To support the planned new partnership with Microsoft, Smart Devices will be responsible for creating a winning Windows Phone portfolio.

Mobile Phones will drive Nokia’s „web for the next billion“ strategy. Mobile Phones will leverage its innovation and strength in growth markets to connect the next billion people and bring them affordable access to the Internet and applications. The Mobile Phones unit will be led by Mary McDowell.

Markets will be responsible for selling products, executing compelling marketing and communications, creating a competitive local ecosystem, sourcing, customer care, manufacturing, IT and logistics across all Nokia products. It will be headed by Niklas Savander.

Services and Developer Experience will be responsible for Nokia’s global services portfolio, developer offering, developer relations and integration of partner service offerings. Tero Ojanpera will lead the Services and Developer Experience unit in an acting capacity.

NAVTEQ, an integral part of Nokia’s location and advertising business, will be headed by Larry Kaplan, and continue as a separate reporting entity.

The CTO Office will be responsible for Nokia’s technology strategy and forward-looking technology activities, including Nokia Research Center. It will be headed by Rich Green.

Design, responsible for Nokia product and user experience design, will be led by Marko Ahtisaari.

The CFO Office, responsible for all financial activity, will be headed by Timo Ihamuotila.

Corporate Development, responsible for driving implementation of Nokia’s ecosystem strategy and strategic partnerships, will be headed by Kai Oistamo.

Corporate Relations & Responsibility, responsible for Nokia’s government and public affairs, sustainable development and social responsibility, will be led by Esko Aho.

Human Resources will be led by Juha Akras.

Legal and Intellectual Property will be led by Louise Pentland.

Nokia Siemens Networks continues in the Nokia Group as a separate reporting entity.

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