Nokia's fightback in Emerging Markets

Nokia has been subject to huge battering in the last one year. The Finnish company has had a much needed change in leadership with Stephen Elop taking on the role of president and CEO. Nokia has lost market share, suffered from declining profit margins and scrapped its smartphone operating system for future models, creating significant uncertainty for the firm’s future.

There have been five major problems for Nokia.

Transition from Symbian to Windows Phone 7 : This has brought about uncertainty in the minds of investors and has been seen as a sign of Symbian’s failure.
Android based devises have gained market. Samsung was the highest gainer.
Success of Low-cost emerging market firms like ZTE, Micromax, etc, have hurt Nokia.
iPhone apart from Samsung has individually hurt Nokia in the touch screen segment and Blackberry in the business phone segment. Moreover imagine what a cheaper iPhone in emerging markets would do to Nokia?
Price pressures in Europe have caused Nokia to cut margins in Europe.

The fightback in emerging markets shows a change of strategy. Nokia is planning to change the rule. Their new strategy has a clear focus on after sales service, a factor very important in repeat purchase. It has the potential to thwart all phone manufacturers due to Nokia's extensive coverage and service centers. This is lacking for Apple, RIM and low cost handset manufacturers. Moreover the shift to a franchisee model to increase the after sales service touch points is a good aggressive move to regain share.

Social Networking on Mobile - The Big opportunity for marketers

Facebook has been the dominant social network for quite a while and has an active user base of more than 1.3 billion. Its proliferation in the 18-35 years of age group (52%) makes it ideal for most advertisers. An interesting statistic to observe is the number of people accessing Facebook through Mobile. One of the biggest shifts in social media behavior has been its greater usage through mobile devices (in particular smartphones). According to a report , the internet traffic on mobile accounts for one forth the total internet traffic. Even more important is its growth, which is over 1.5 times per year and according to analysts would stay the same way in the years to come. This shift is even more significant for emerging economies where in a sector such as e-commerce organizations are witnessing close to 65% sales through mobile.

How do brands use Instagram to connect with fans?

Instagram is increasingly becoming a favorite platforms for Brands globally to engage with their customers. It's importance can be gauged by the fact that it is the world's largest mobile ad network. Instagram now has a community of over 500 million users liking over 4.2 billion photos and sharing over 95 million pictures daily. The format of Instagram makes it a great medium for visual story telling.

Your Customer - Another line in a database

Email marketing can be the trickiest thing in the online marketing jigsaw. Most promotional emails end up as being marked as read or spam. No one cares! Well because most of the time, the ones sending it through a database also don't care.

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