【正文】 D ALLIANCE – EXAMPLE In 1995, Nokia and Cisco Systems, ., established a strategic alliance to develop ATMbased work products to provide total tele service solutions to panies. Da te All ia 。D cycles, and the right timing of product launches.” Source: Nokia press release。 Network and Access Systems Division Objective To jointly develop ATMbased (broadband) service solutions for petitive tele operators in deregulated markets that provide services for ? Corporate customers: need to increase connectivity across the pany ? Residential customers: require advanced data and video (multimedia) services Cisco ? Data and private work/corporate applications knowhow (market leader in switched interworking。 press releases。T, . GSM ponents 1989 Qualm, . CDMA technology 1990 Cicso, . ATM works 1994 Geoworks, . Wireless products 1995 Psion, . Software for GSM 1996 Nokia has built extensive Ramp。 and when it?s necessary we form partnerships with other pioneers of technology。D centers exist in 14 countries on four continents. JOINT Ramp。 ., cellular data transmission ? Use of cheap industry standard products as a base rather than more expensive systems Every third Nokia employee works in Ramp。T) ? Focused Ramp。D investment through ? Numerous Ramp。D EXPENDITURES 1995 6 . 98 . 11 5 . 3Nokia spends relatively little on Ramp。 annual reports。ki, N o kia Vice P r e sid e n tInc re a s inge f f ic ie nc y a nds urf a c e a re a ofs a le s c h a nnel s? Join t ve n tu r e with Ta n d y Corp o r a tio n t o d e li ver mo b il e p h o n e sto mo r e t h a n 6 , 0 0 0 Ra d io S h a ck sto r e s? Di stri b u tio n co n tract wit h A Tamp。 press clippings。 primarily driven by alliances and partnerships. CAPABILITY PLATFORM BRAND DEVELOPMENT Starting in 1994, Nokia increased corporate brand awareness through vigorous advertising campaigns. Source: Annual reports。T) –Similar product design allows Nokia to use the same production line for multiple products and enables them to react quickly to changes in demand by shifting from one model to another Ramp。D –Cooperation with Geoworks to develop next generation wireless products –JVs with HewlettPackard, Cisco, Geoworks for hightech product development ? Low investment, high return Ramp。T Wireless Service for Nokia branded mobile phones Distribution ? Ramp。 e n h a n c i n g t e c h n o l o g y“ k n o who w ” in c o rpo ratec o m m u n i c a t i o n s a p p l i c a ti o n s1 2 /1 3 /1 9 9 9 Tel e w a re P rovid e s o l u ti o n s fo r m o b i l e In te rne t N/A S o ftw a re securi ty e x p e rti s e3 /6 /2 0 0 0 Ne two rk A l c h e m y P rovid e IP c l u s te r i n g s o l u t i o n s e rv i c e s $ 3 3 5 m i l l i o n P a te n te d I P c l u s te r i n g te c h n o l o g y 。T Wireless Services, Sprint Spectrum, and Powertel 1986 ? Launches own brand product globally 1988 ? Divests flooring, paper, rubber, and ventilation systems businesses 1986 1988 Early and mideighties ? Aggressively sought and signed OEM deals with numerous . panies (., GTE, Delco, etc.) TIMELINE OF KEY EVENTS IN NOKIA’S . BUSINESS CONTENTS ? Company overview ? . market entry strategy ? Products ? Capabilities ? Organization Fo c use s on hig hgrowt h m a r k e t s? A l te red c a te g o ry f o c u s o f p ro d u c t o ffe ri n g t o c a p i ta l i z e o n e x p e c ta ti o n s o f h i g h g rowi n g m o b i l e p h o n e m a rk e t i n t h e U .S .– Di v e s te d m a j o ri ty o f c o n g l o m e ra te (e. g ., fl o o ri n g , p a p e r, r u b b e r, v e n ti l a ti o n )– G rew m o b i l e p h o n e s e g m e n t from 1 6 % o f t o ta l s a l e s i n 1 9 9 1 t o 6 6 % i n 1 9 9 9? In c rea s e d f o c u s o n n e tw o rk s o lu ti o n – i m p o rtan t p a rt o f U .S . m a rk e t– De v e l o p e d i n te l l i g e n t n e two rk s y s te m s i n c o o p e rati o n wi th He wl e t tP a c k a rd– De v e l o p e d A TMba s e d n e tw o rk p rod u c ts i n c o o p e ra ti o n wi th Ci s c o? Ca u g h t d i g i ta l s h i ft e a rl y i n th e p roc e s s b e f o re c o m p e ti to rs (e. g ., M o to rol a )? A g g res s i v e l y l a u n c h e d n e w p r o d u c t l i n e s b a s e d o n i ts p red i c ti o n s o f wi n n i n g te c h n o l o g i e s– In trod u c e d 1 7 n e w p ro d u c ts i n 1 9 9 8– P rod u c e d wo rl d ?s fi rs t GS M p h o n e , fu lly c o m p lia n t wi th wi rel e s s a p p lic a ti o n p roto c o l (Nok ia 7 1 1 0 )– O n l y v e n d o r to a g g res s i v e l y p u s h e v e ry 2 .5 G t e c h n o l o g y , e m e rgi n g c l e a r wi n n e r i n GP RS (E u rop e )– Fi rs t m a n u fa c tu rer t o s i m u l ta n e o u s l y l a u n c h h a n d p o rt a b l e p h o n e s fo r al l m a j o r di g i ta l s y s te m s– Ul tral ig h t No k ia 2 1 0 0 p rod u c t fa m ily c a te red to GS M , P CN, A m e ri c a ?s TDMA a n d J a p a n ?s d ig ita l s y s te mTailor s p r od ucts ? Tai l o red p rod u c t to t a rge t c u s to m e rs– In trod u c e d i n te rc h a n g e a b l e , fa s h i o n a b l e c e l l p h o n e c o v e rs to a ttrac t y o u n g e r s e g m e n tsNokia made big bets as to which technologies would emerge, redirecting resources and pany focus to emphasize these categories. PRODUCT STRATEGY “ The choice of focus is extremely important. We constantly strive to make sure we are focused on targeted markets in which the growth rate is much higher than that of the total market, Nokia?s aim is to grow somewhat faster than the targeted markets do.” – Matti Alahuta, President, Mobile Phones Da te e ff e c ti v e Tar get nam e Tar get bu s i