Marketing Plan Nokia-Introduction
Transcript of Marketing Plan Nokia-Introduction
Marketing Plan Nokia
1) Producta. Latar Belakang Product
Beberapa Kelebihan Windows phone 7 ( regardless of the hardware)1) Kamera
Kamera Windows Phone 7 Memiliki fitur yang canggih dan memudahkan pengguna. Salah satu kemudahannya adalah, pengguna bisa langsung memotret objek secara langsung, hanya dengan menekan tombol walaupun keadaan handphone sedang dikunci. Jadi kita tidak akan kehilangan momen apapun. Selain itu, foto yang telah jadi bisa langsung di share kepada teman/keluarga dan bisa langsung di Upload ke Situs jejaring sosial , seperti Facebook, Twitter.
2) “Glance and Go”Ini adalah fitur yang paling canggih dan mutakhir yang dimiliki oleh Windows Phone. Pengguna tidak perlu repot-repot untuk mencari berbagai info seputar dunia maupun jadwal hariannya dengan mengubek-ubek folder yang terkadang sangat memakan waktu. Dalam penggunaanya, Windows Phone memilki fitur ‘Live Tiles”, dengan fitur ini pengguna dapat dengan muah melihat updates kegiatan teman-teman atau pun berita di dunia, serta bisa dengan mudah mengakses agenda harian kita. Semuanya bisa dilakukan karena, begitu kita membuka HP semua ada di satu layar dan real time.
3) Voice SearhIni adalah satu lagi kecanggihan yang dimiliki windows Phone. Voice Search meemudahkan kita untuk mencari sesuatu di internet atau di handphone kita. Saat kita sedang lapar dan kesulitan untuk mencari restaurant Pizza terdekat, kita hanya tinggal berbicara di depan handphone dan berkata “ Pizza Hut”. Seketika, muncul hasil pencarian resaturant pizza terdekat dari lokasi kita , beserta peta,nomer telepon dan keterangan lainnya.
4) BingWindows Phone sudah terintegrasi dengan mesin pencari milik microsoft yakni Bing. Jadi kita bisa mencari segala kebutuhan kita dengan handphone canggih ini. Ada beberapa fitur menarik , yakni Bing Music dan Bing Vision. Dengan Bing Music, kita bisa dengan mudah mengidentifikasi musik yang kita dengar, misalkan kita tidak mengetahui apa judul lagu itu. Hanya tinggal menggunakan Bing Music, semuanya dapat diketahui. Bing Vision memiliki kemampuan untuk membaca QR Code, Barcode, melalui kamera ponsel menggunakan teknologi OCR (optical character recognition).
5) HubsIni adalah salah satu fitur yang fenomenal dalam windows phone. Fitur ini memungkinkan pengguna untuk berbagi apa saja seperti musik, video,gambar, pasar, aplikasi, layanan office, dan banyak hal kepada teman,saudara ata pun keluarga kita. Ini memudahkan kita untuk bisa terus terkoneksi dan berbagi dengan teman dan keluarga ( Ini gw rasa salah satu poin penting dari Nokia & Microsoft, krena nokia punya tag line “ Connecting People”)
6) Fantastic AppsAda sekitar tiga puluh ribuan aplikasi tersedia di pasar windows phone. Apliaksi ini bervariasi dari games sampai bisnis. Walaupun belum bisa menyamai aplikasi iPhone yang berjumlah 450.000 dan Android sebesar 250.000 aplikasi, namun diperkirakan kedepannya semakin banyak aplikasi yang akan hadir di Windows Phone
7) Xbox Live at PhoneKelebihan terakhirnya adalah, Windows Phone telah terintegrasi dengan Xbox, sistem konsol laris milik Microsoft. Ada puluhan games disana yang bisa ditambah kapan saja.
Data- data Pesaing
The survey, which focuses on U.S. users, shows that the iPhone user base consists mainly of young early adopters about 75% of whom are previous Apple customers.
This coincides with other Apple-related findings just released regarding today's younger generation: a Morgan Stanley survey reveals that 40% of college students say their next computer purchase will be a Mac.
The kids like their Apple products.
Many of the iPhone users are young. Half are under thirty. Fifteen percent are students.
When asked to rate their level of technology expertise, most described themselves as technically sophisticated, a reminder that, for now, many of the iPhones are still in the hands of early adopters, a typically technically-savvy group.
The iPhone survey shows that half of the iPhone users replaced conventional mobile phones (most often the Razr) while 40% replaced other smartphones (like Blackberrys and Windows Mobile devices).
For the iPhone owners, email is the number one function utilized on the phone, with 70% of users checking their inboxes at least once per day. Web browsing runs a close second, with 60% of users surfing at least once per day. A majority of users, 75%, says that they do a lot more mobile browsing than they did with their previous phone, and with half of them coming from conventional cell phones, that's not a big shock.
What is interesting is that for a quarter of the iPhone owners, the iPhone is displacing the notebook computer. Twenty-eight percent of those surveyed responded that they are now often carrying an iPhone instead of their notebook computer. So it's almost as if the iPhone and Macbook Air are competing for the same customer. ( I Phone Bisa menggeser Macbook Air)
Despite the iPhone's ability to get more people surfing the web, 40% responded that the iPhone has trouble displaying some of the web sites they want to visit. This is most likely due to iPhone lack's of Flash (our coverage). And with Windows Mobile's licensing of Flash Lite, Apple's going to feel some pressure to resolve the issues preventing Flash from coming to the iPhone. (kekurangan Iphone)
AT&T For the Win
Despite the all the unlocking tools and hacks, 82% of those surveyed report their phone is not unlocked. This is good news for AT&T, who is raking in the profits - nearly $2 billion in increased revenues.
From the survey, here's how the $2 billion was calculated:
Some of that revenue gets shared with Apple - rumored to be at $18 per phone - but not all. And now that the switchers are AT&T customers, there's the potential to up-sell them from basic plans to ones that generate even higher revenue, like those pricier ones listed in the chart below:
For the iPhone users, switching to the iPhone meant phone bills that increased by an average of 24%. They don't seem to mind, though, since the typical iPhone use is richer than the average - in fact, iPhone users reported household incomes are about 40% higher than the U.S. median. However, this finding is consistent with early adopters for technology products.
So, What Does It All Mean?
Now, the challenge for Apple is to get their product beyond the youthful technophiles and into the hands of mainstream users in order to maintain sustained growth. While the early adopters are a great group for launching a product, without mainstream use, the early success won't last.
Apple's recently announced support for Microsoft Exchange is a step in the right direction in order to get business users on board, a move that may push more mainstream adoption.
But even so, the high price stymies some potential purchasers (cough cough), and the phone's relative success is currently US-only - its sales in Europe have not been as promising nor does it make use of Europe's 3G networks.
However, the iPhone has already had a lasting impact on the mobile industry: its very creation put pressure on other mobile companies to deliver more PC-like phones with better browsers which will push forward greater adoption of mobile web.
Verizon has gotten a little bit of criticism (mostly from the wimminfolk, really) for marketing the DROID the way that it has. The commercials are clearly geared toward men and a lot of chicks don't think that's fair.
However, it would seem that Verizon is just in targeting men in its advertising. AdMob recently ran an opt-in survey and garnered information from nearly 1,000 smartphone owners. The survey resulted in some very interesting gender- and age-related statistics.
Android users are predominantly male; just 27 percent of Android smartphone owners are female. This is the only smartphone group with such a large divide between male and female customer base but it seems as a whole, more men own smartphones than women.
As far as ages go, it looks like the 25-34 demographic are buying more Android phones than any other age group, with 30 percent of Android owners sitting within this age-range. Next in line is 35-44 year olds with 21 percent.
So how did everyone else do? For the iPhone, when it comes to men vs. women, things are pretty even with 57 percent male and 43 percent female. The 25-34 and 35-44 age groups accounted for 42 percent of iPhone owners (21 percent each).
Not surprisingly, Palm's WebOS devices were more popular with the 35-44 demographic than anyone else. This is what I like to refer to as Palm's loyalty demographic; the folks who owned
Palm devices in the past, when the company was in its prime, and were quick to adopt the Pre or Pixi when it was launched.
Data Pengguna Iphone,Ipod,Android dan WebOs berdasarkan Jenis Kelamin
Data Penjualan Smartphone (2008-2009)
Before moving to Android and iPhone, it is necessary to understandexisting smartphone operating systems in the market. Here is the list of mobileoperating systems: (1) Symbian OS (2) WebOS (3) RIM OS for Blackberry (4)iPhone OS (5) Windows Mobile (6) Android (7) Others. The table below showsthese operating systems market share and their respective deployments duringyear 2008 and 2009.
Proporsi Penjualan Smartphone by OS
Gartner Says Sales of Mobile Devices in Second Quarter of 2011 Grew 16.5 Percent Year-on-Year; Smartphone Sales Grew 74 Percent
ZTE Became Fifth-Largest Mobile Phone Manufacturer and RIM Dropped to No. 6
Egham, UK, August 11, 2011— Worldwide sales of mobile devices to end users totaled 428.7 million units in the second quarter of 2011, a 16.5 percent increase from the second quarter of 2010, according to Gartner, Inc. (see Table 1).
The channel built up stock at the end of the first quarter of 2011 in preparation of possible component shortages following the Japanese earthquake. As a result, sell-in demand slowed in the second quarter of 2011 to 421.1 million units, a 4.4 percent decrease from the previous quarter.
Sales of smartphones were up 74 percent year-on-year and accounted for 25 percent of overall sales in the second quarter of 2011, up from 17 percent in the second quarter of 2010.
“Smartphone sales continued to rise at the expense of feature phones,” said Roberta Cozza, principal research analyst at Gartner. “Consumers in mature markets are choosing entry-level and midrange Android smartphones over feature phones, partly due to carriers’ and manufacturers’ promotions." However, replacement sales in Western Europe showed signs of fatigue as smartphone sales declined quarter-on-quarter.
In smartphones, Nokia’s sales into the channel in the second quarter of 2011 were low. This was partly due to a very competitive market that deflated demand for Symbian, but also to inventory management issues in Europe and China in particular. The channel bought less and worked hard to reduce stock levels, partly by cutting prices on older products. These factors reduced Nokia's average selling price for smartphones, compared to the first quarter of 2011. “The sales efforts of the channel, combined with Nokia’s greater concentration in retail and distributors’ sales, saw Nokia destock more than 9 million units overall and 5 million smartphones, helping it hold on to its position as the leading smartphone manufacturer by volume,” said Ms. Cozza. “However, we will not see a repeat of this performance in the third quarter of 2011, as Nokia’s channel is pretty lean.”
Samsung achieved strong growth in sales of mobile devices. For example, the Galaxy S II sold well, and this model went on to chalk up 5 million sales by the end of July. A strong performance in the smartphone market helped Samsung increase its market share, to become the third-largest smartphone vendor. However, its overall share dropped year-on-year, and grew only marginally quarter-on-quarter, mainly due to Samsung’s weaker presence in more price-sensitive market segments.
Apple continued to exceed expectations, even though the iPhone 4 will soon be replaced by a new model. Part of its growth came from the 42 new carriers and 15 new countries that it entered in the second quarter of 2011, which brought its total coverage to 100 countries. This expansion caused its inventory to grow a little by the end of the second quarter of 2011, when sales to end users stood at 19.6 million units. In mainland China, Apple is the seventh-largest mobile phone vendor and the third-largest smartphone vendor.
Research In Motion’s (RIM’s) share of the smartphone market declined to 12 percent in the second quarter of 2011, from 19 percent a year ago. Also, the company lost its No. 5 position in the worldwide ranking of mobile device vendors to ZTE. Demand for RIM’s devices in the
second quarter was impaired by an ageing portfolio and delays in shipping products. In the coming quarters RIM will have to deal with increased competition to its messaging offering and manage a platform migration from BlackBerry 7 to QNX.
Google and Apple are the obvious winners in the smartphone ecosystem. The combined share of iOS and Android in the smartphone operating system (OS) market doubled to nearly 62 percent in the second quarter of 2011, up from just over 31 percent in the corresponding period of 2010 (see Table 2). Gartner analysts observed that these two OSs have the usability that consumers enjoy, the apps that consumers feel they need, and increasingly a portfolio of services delivered by the platform owner as well.
“We expect manufacturers and distributors to remain cautious about raising their stock levels in the second half of 2011, following the recent uncertainty on the world financial markets,” said Annette Zimmermann, principal research analyst at Gartner. Gartner expects sales of mobile devices to grow around 12 percent in 2011.
Gartner Says Android to Command Nearly Half of Worldwide Smartphone Operating System Market by Year-End 2012
Egham, UK, April 7, 2011— Worldwide smartphone sales will reach 468 million units in 2011, a 57.7 percent increase from 2010, according to Gartner Inc. By the end of 2011, Android will move to become the most popular operating system (OS) worldwide and will build on its strength to account for 49 percent of the smartphone market by 2012 (see Table 1).
Sales of open OS* devices will account for 26 percent of all mobile handset device sales in 2011, and are expected to surpass the 1 billion mark by 2015, when they will account for 47 percent of the total mobile device market.
“By 2015, 67 percent of all open OS devices will have an average selling price of $300 or below, proving that smartphones have been finally truly democratized,” said Roberta Cozza, principal analyst at Gartner.
“As vendors delivering Android-based devices continue to fight for market share, price will decrease to further benefit consumers”, Ms. Cozza said. “Android's position at the high end of the market will remain strong, but its greatest volume opportunity in the longer term will be in the mid- to low-cost smartphones, above all in emerging markets.”
Tabel ini merupakan Forecasting dari Smartphone selama 3 tahun kedepan
Gartner predicts that Apple’s iOS will remain the second biggest platform worldwide through 2014 despite its share deceasing slightly after 2011. This reflects Gartner’s underlying assumption that Apple will be interested in maintaining margins rather than pursuing market share by changing its pricing strategy. This will continue to limit adoption in emerging regions. iOS share will peak in 2011, with volume growth well above the market average. This is driven by increased channel reach in key mature markets like the U.S. and Western Europe.
Research In Motion’s share over the forecast period will decline, reflecting the stronger competitive environment in the consumer market, as well as increased competition in the business sector. Gartner has factored in RIM’s migration from BlackBerry OS to QNX which is expected in 2012. Analysts said this transition makes sense because RIM can create a consistent experience going from smartphones to tablets with a single developer community and — given that QNX as a platform brings more advanced features than the classic BlackBerry OS — it can enable more competitive smartphone products.
Gartner predicts that Nokia will push Windows Phone well into the mid-tier of its portfolio by the end of 2012, driving the platform to be the third largest in the worldwide ranking by 2013. Gartner has revised its forecast of Windows Phone’s market share upward, solely by virtue of Microsoft’s alliance with Nokia. Although this is an honorable performance it is considerably less than what Symbian had achieve in the past underlying the upward battle that Nokia has to face.
Gartner analysts said new device types will widen ecosystems. “The growth in sales of media tablets expected in 2011 and future years will widen the ecosystems that open OS communications devices have created. This will, by and large, function more as a driver than an inhibitor for sales of open OS devices,” said Carolina Milanesi, research vice president at Gartner.
“Consumers who already own an open OS communications device will be drawn to media tablets and more often than not, to media tablets that share the same OS as their smartphone,” Ms. Milanesi said. “This allows consumers to be able to share the same experience across devices as well as apps, settings or game scores. At the same time, tablet users who don’t own a smartphone could be prompted to adopt one to be able to share the experience they have on their tablets.”
Note *: An open OS makes a software developer kit (SDK) available to developers, who can use native application programming interfaces (APIs) to write applications. The OS can be supported by a sole vendor or multiple vendors. It can be, but does not have to be, open source. Examples are BlackBerry OS, iOS, Symbian, Android, Windows Phone, Linux, Limo Foundation, WebOS and bada.