Nokia relies on Android to fight?

Nokia's first Android phone finally met with users. On March 24th, Nokia's first Android phone, the Nokia X, was officially launched at Jingdong Mall. Nokia's first Android app, plus Nokia X sells for only 699 yuan. Therefore, it has gained wide attention from users. In addition to the traditional sales model, Nokia has also conducted a mammoth appointment in Jingdong. According to statistics, more than 10 million people have made an appointment with Nokia X.

Of course, Nokia X is not the only Android phone Nokia has released. At 2014MWC, Nokia introduced three Android phones in one breath: the Nokia X, the Nokia X+, and the Nokia XL, priced at 89 euros, 99 euros, and 109 euros, respectively. The euro is not expensive, which means that Nokia wants to open the door to Android through the low-end market, and from the Nokia X's performance in the Chinese market, it seems to meet the market's expectations for Nokia.

Why is Nokia committed to the low-end market?

The first question is why Nokia is committed to the low-end market rather than attracting market attention by adopting high-end models from the outset. The author believes that there are two main reasons. One is if high-end models are introduced. Inevitably, there is an internal conflict with the Lumia series products and they share some of Lumia's users. The second is that Nokia is still in the stage of initial exploration of the Android market. With years of Nokia accumulation, it is not difficult to launch high-end Android phones, but it is relatively In fact, such risks are much greater.

Just mentioned, Nokia X's selling price is very cheap, this kind of close to the people's pricing strategy will undoubtedly help the market's rapid acceptance of Nokia's Android strategy, it can not only reawaken the user's emerging of Nokia, but also allows Nokia to play more Strength ------ If the Nokia X has a good response, this will inevitably contribute to Nokia's Android strategy; if the Nokia X does not respond well, it will not affect Nokia's overall plan.

In other words, Nokia's introduction of Nokia X has the meaning of “striking a stone”, and it is the lowest risk and lowest cost strategy.

Does Nokia Android Strategy mean WP's failure?

As we all know, before Nokia's main product is the Lumia series, and Lumia series is based on the Microsoft Windows Phone system smart phones, and now, Microsoft has acquired the Nokia mobile phone business, it stands to reason that Nokia should be more closely united around Microsoft, but This time, Nokia has unveiled an Android phone out of normal. What is this?

In my opinion, Nokia's Android strategy can not be regarded as a failure of the WP strategy. On the one hand, Nokia X and ordinary Android phones are somewhat different. Although they support all major Android applications, they have completely gone to Google. When users start up, they will Into the eye is the main interface with a distinctive Lumia-style dynamic tiles, and the system is equipped with Bing search from Microsoft and the free OneDrive cloud service, which seems difficult to reminiscent of Google's Android.

On the other hand, Nokia's senior vice president said that he will not be a high-profile Nokia X. According to Nokia's product strategy, Nokia X's positioning is always lower than the Lumia product line. Therefore, according to industry analysts, the fundamental meaning of the launch of Nokia X is to narrow the distance between Android and WP, ​​educate users, and let them accept WP. After all, when users are accustomed to Nokia X, they may further choose in the future. WP high-end models.

Just recently, Microsoft also held a developer conference, at which Microsoft officially released the latest Windows Phone 8.1 system. It was reported that its new intelligent voice assistant function also surpassed Siri and Google Now; at the same time, Nokia also Released the new WP8.1 Lumia 930. If the WP strategy fails, why would Microsoft and Nokia continue to increase in the WP area?

In fact, WP is a good system, very smooth, and very stable, but compared with Android, the biggest drawback is that the application is too small, affecting the integrity of the WP ecosystem, so, in fact, the problem facing WP is not the system itself, and It is the whole ecosystem of WP that is not yet sound.

Today, Microsoft is considering allowing Windows and WP to support Android applications. If this is achieved, this will solve the WP ecosystem problem in one fell swoop and directly drive the increase in WP market share. However, it is hoped that Microsoft will also be able to strictly control this ecosystem because At present, Android has caused a lot of problems because it is too open, such as security issues, user privacy issues, excessive resource consumption and other issues.

Nokia still faces other strong Android opponents

Although Nokia has positioned the Nokia X in the mid- to low-end market, it still cannot avoid the competitive pressures of other strong Android players. Because today's Android market has long been a warlord's pattern, and not to mention Samsung, HTC, or in the country, domestic brands such as China Cool Union and Xiaomi are enough for Nokia to drink a pot.

So how can Nokia combat other strong Android opponents? Nokia is not without an odds, because Nokia's successful experience can be used for reference in the early years, to enhance Nokia's product strength, in fact, in many people's minds, Nokia's impression is still "sturdy and durable." , "Reliable quality", I am afraid that many other mobile phones are difficult to match.

In addition, Nokia's Lumia series mobile phone response is not bad, many people have long been looking forward to Nokia's Android phone, the birth of Nokia X can be described as "long-awaited," this potential attention has always been a kind Invisible advertising. Based on this, in fact, Nokia can spend some time thinking about follow-up marketing, such as through the time and memory of Nokia's product history, let users recall the good past brought by Nokia, and these beautiful memories into Nokia's new In the product, this may achieve a good result.

In general, Nokia still has a lot of opportunities. The prerequisite is to make products well, set prices well, do a good job of service, and put advertisements well.