Today, Nokia, which does not have a mobile phone business unit, has only three major businesses: Here map, network equipment business, and advanced technology. Among them, the network equipment business (ie Nokia Solutions and Networks, hereinafter referred to as "Noxi") is particularly important. According to its second quarter financial report, Nokia Siemens ’sales revenue is close to half of Nokia ’s total sales revenue, and adjusted EBIT accounts for 108% of Nokia ’s.
At this time, Nokia, which has a lot of money, will definitely increase its investment in the fist department Nosie. In addition to Nosie, Aran, ZTE and other global TOP5 equipment manufacturers, they are also eyeing the position of the top three, and the competition between them has quietly increased. For example, in the past, the third elder Aron poured chips into developed markets in the United States, while ZTE is preparing to accumulate in the 4G field. It is foreseeable that a new round of reshuffle will occur in the current pattern of the world's communications market.
In the recent bidding process of China Mobile's TD-LTE project, Nokia Siemens Networks won the bid at an unprecedented lowest price, but ultimately only gained 11% of the share. Reluctant to reduce the profit margin to the lowest point to seize the market, indicating that Nokia Siemens has realized that it is lagging behind in the 4G global layout, and this will prompt it to accelerate and progress.
But Nokia may be overwhelmed. In July of this year, Nokia's acquisition of a 50% stake in Nokia Siemens held by Siemens for US $ 2.2 billion will cause tremendous pressure on its balance sheet. Although the sale of Nokia's mobile phone business unit now exchanges a large amount of available cash, due to the cyclically obvious telecommunications equipment business will force Nokia to invest a lot of money. The analysis predicts that Nokia will probably burn out all its cash by the end of next year.
Nokia Maps is facing a transformation: or will force the car market
After selling the mobile phone business to Microsoft, where will Nokia Maps go? As Nokia's only heavyweight product in the mobile Internet field, the future direction of the map business has naturally attracted people's attention.
In 2008, Nokia acquired Navteq, a Chicago map provider, for $ 8.1 billion. The coverage of Nokia Maps increased from 27 countries to 100 now.
In November 2012, Nokia released the new map application Here. When Here Map officially landed on the Apple App Store, in just 15 minutes, Here's ranking rose rapidly from 101 to 32, and even once rushed into the top five apps in the Americas. It is not difficult to see that Nokia ’s accumulation of map data for many years has played a role, and it also shows that Nokia has arranged a new role for itself: mobile Internet service provider.
Last year, when Apple Maps was criticized, Nokia ’s director of positioning and commerce, Michael Hubble, said with anticipation that Nokia hoped that Apple ’s criticism would highlight the advantages of its multi-year investment maps.
In addition, Here Maps fully supports the three major platforms of Android, iOS and WP. Even Nokia ’s non-smartphone products have added Here services. Nokia has brought its own map services to almost all corners of the market. The determination to use the map to enter the mobile Internet.
However, Nokia's road to the mobile Internet is not smooth. Although Here Map caused a shock at the beginning of its release, Google Maps has always firmly occupied the throne of the map application downloads. However, after a short period of time, the ranking of Here map plummeted. Even in Finland, the HERE map application was ranked 663th among all categories of applications. The head of the Here map platform, Sullivan Glandi, also left early this year.
Tore Costa, an analyst at Forrester, a city research institute, believes that the achievements made by Google Maps make it more difficult for Nokia to optimize its own maps. For Here map service to be successful, Nokia must first ensure that its core business must be a great success, because to some extent, Here depends on the competitiveness brought by Nokia's hardware equipment.
However, after Microsoft acquired Nokia's mobile phone business, some analysts pointed out that Nokia Here map will enjoy greater freedom of platform development, and Nokia map business must also be transformed. From the current point of view, Nokia has set its sights on the automotive market.
Statistics show that 80% of car navigation systems in the world use Nokia map data. At the end of August, Nokia released Here Auto, a mobile internet driving solution based on Here map, which supports full voice navigation services in 95 countries and regions. In addition, Nokia also provides a mobile phone assistant software HERE Auto Companion. When the mobile phone is connected to the vehicle system through wireless, you can know some basic conditions of the current car through the mobile phone, including data such as remaining fuel level and tire pressure.
In addition, Nokia has reached map cooperation agreements with Toyota, BMW, Mercedes, Volkswagen, and in-car entertainment manufacturers Garmin and Pioneer. At present, Google is developing driverless cars, Apple is also brewing car voice services, but no specific actions have been seen, and Nokia has seized the opportunity in the battle for the car market.
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