There are many reasons why Nokia failed.
The industry believes that the decline of Nokia is not accidental for five reasons.
Reason one: the design concept is outdated.
For many years, Nokia's design philosophy has been to find out what users need and then meet their requirements as much as possible. Based on this concept, Nokia has invested heavily in ethnology, group survey or market segmentation strategy. Every designer has to receive a kind of training called "scene design", telling designers how to understand what users need and then design.
In order to meet the needs of different customers, Nokia has developed a large number of products, including 1000 models. Faced with so many choices, the final result is that consumers are at a loss. Therefore, from the perspective of controlling risks and satisfying use, consumers often choose the cheapest one. Therefore, the average price of Nokia mobile phones is getting lower every year.
This design idea of "better meeting the needs of consumers" may be useful for improved products, but when the society needs brand-new and multifunctional mobile terminals, when the era of mobile Internet is coming rapidly, users need revolutionary innovation instead of improved design. Obviously, this traditional design method cannot create products that make users "overjoyed".
On the other hand, Apple only has 1, 2, 3, and 4, and has not given much consideration to whether it is convenient for consumers to make phone calls and press buttons, nor has it specially developed children's edition, student edition, advanced edition and entertainment edition because of the differences in user groups, but this has not hindered its hot sale. At the same time, the relatively simple product model makes the image of the product in the eyes of users more accurate, profound and three-dimensional. Speaking of IPHONE, we can all imagine what it looks like. Speaking of Nokia, who can tell me what its image is?
Not only Apple, but also Samsung and HTC, laggards in the market, followed Apple's footsteps and launched products with distinctive features, exquisite designs and epoch-making signs, such as Samsung's GALAXY and HTC's FLYER. It is worth noting that MOTO keeps up with the market rhythm and has successively launched nearly ten products such as DROID, which is cost-effective and remarkable.
However, we haven't seen any innovative Nokia products on the stage. Today, with the rapid development of smart phones, Nokia's products still give us a rigid impression, which seems to have been far away from this era.
The second reason: ignoring the changes in consumer demand.
Why did Nokia decline in China? If you walk on the high-speed train, I guarantee that you will find the answer: 70-80% of the passengers are playing with their own mobile terminals, some are watching movies, some are playing games, some are reading books and documents … What are they holding? Are they mobile phones? Yes, and no.
Yes, because most terminals have the function of making phone calls and surfing the Internet, but consumers don't just regard them as traditional mobile phones. For consumers in China, it is their demand to get a hand-held terminal with more functions to make life more colorful, convenient, flexible and full. In this sense, the call is no longer handheld.
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The most important function of the terminal becomes the basic function.
From this demand, the product direction of handheld terminal should be "how to realize perfect customer experience, how to realize various entertainment and mobile office functions, and how to make users use it more conveniently and quickly." Unfortunately, Nokia's product ideas are still in the stage of making mobile phones, and the problem solved by the products is how to better realize the communication function.
Is this what consumers need? A simple example can illustrate this point.
As we all know, there have been a wide range of customer complaints on IPHONE4, saying that holding certain postures will affect the quality of calls; There is no doubt that this is the design problem of the IPHONE. If it is a mobile phone, the call function is the first and the call quality is not good. Why buy it? Even to remember. And what is Apple's answer? Give each consumer a plastic case and tell them to put it on their mobile phones. And this problem has not affected the hot sale of IPHONE at all.
This phenomenon illustrates a problem that Nokia still doesn't understand: what consumers need is not a smart person.