1.0 INTRODUCTION
1.1 History of Nokia
In 1865, engineer Fredrik Iderstam established a wood-pulp mill in southern Finland and started manufacturing paper. Due to the European industrialization and the growing consumption of paper and cardboard Nokia soon become successful. In 1895, Fredrik indestam handed over the reins of the company to his son-in-law Gustaf Fogelholm.
Nokia product were exported first to Russia and then to the United Kingdom and France. The Nokia factory attracted a large workforce and a small community grew up around it. A community called Nokia still exists on the riverbanks of Emakoski in southern Finland.
The Nokia community attract other company
The hydroelectricity (from the river Emakoski) which the wood-pulp mills use also attracted the Finnish Rubber Works to establish a factory in Nokia. In the 1920’s, the Rubber Works started to use Nokia as their brand name. In addition to footwear (galoshes) and tyres, the company later went on to manufacturer rubber bands, industrial parts and raincoats.
Expanding into electronics
After World War II the Finnish Rubber Works bought the majority of the Finnish Cable Works shares. The Finnish Cable Works was the company that had grown quickly due to the increasing need for power transmission and telegraph and telephone networks. Gradually the ownership of the Rubber Works and the Cable Works companies consolidated. In 1967, the companies of merged to form the Nokia Group.
The Finnish Cable Works had manufactured cables for telegraph and telephone networks and in the 1960 they establishmed the cable works Electronics department. At this time the seeds of Nokia’s global success in telecommunication were planted. In 1967, when the Nokia group was forms, electronic generated three percent of the Group’s net sales and provided work for 460 people.
The journey into communication
Nokia’s Cable Work’s electronic department started to conduct research into semiconductor technology in the 1960’s. This was the beginning of Nokias journey into telecommunications.
In the early 1970’s, the majority of telephone exchanges were electromechanical analog switches. Nokia began developing the digital switch which became a success. Nokia DX 200, which was equipped with high-level computer language and Intel microprocessors gradually involved into the multifaceted platform that is still the basis for Nokia’s network infrastructure today.
At the same time, new legislation allowed the Finnish telecommunications authorities to set up a mobile network for car phones that was connected to the public network.
The result was Nordic Mobile Telephony (NMT). Opening in 1981, NMT was the world’s first multinational cellular network. During the following decade, NMT was introduced in many other countries and launched the rapid expansion of the mobile phone industry.
At the end of 1980s, a common standard is known as GSM (Global System for Mobile telecommunication). In the 1991, Nokia made agreement to supply GSM networks to nine European countries and by August 1997 Nokia had supplied GSM system to 59 operators in 39 countries.
New product
During the 1980’s, Nokia operation rapidly expanded to the new business sector and products. The strategy was to expand rapidly on all fronts. In the 1988, Nokia was a large television manufacturer at the largest information technology company in the Nordic countries.
Focusing on telecommunications
During the deep recession in Finland at the beginning of the 1990’s, the telecommunications and mobile phone divisions were the supporting pillars of the Nokia. Despite the depth of the recession, Nokia came to its feet quickly as the company started streamlining its businesses. In May 1992, Nokia made the strategic decision to divest it non-core operations and focus on telecommunications. The company’s 2100 series phone was an incredible success. In 1994, the goal was to sell 500,000 units. Nokia sold 20 million.
It has been rumored that a group of businessman tried to offer Nokia to the Swedish telecom company Ericsson during the recession.
Today Nokia is a world leader in digital technologies, including mobile phones, telecommunication networks, wireless data solution and multimedia terminals.
1997- The first solar powered mobile phone
Nokia was the first manufacturer to introduce a solar powered mobile phone. The Nokia 1610 Plus had a solar battery, which could be charged with a standard charger or by being placed in the sun.
The mobile revolution
In 1987, GSM (Global System for Mobile communications) is adopted as the European standard for digital mobile technology. With its high-quality voice calls, international roaming and support for text messages, GSM ignites a global mobile revolution. As a key player in developing this new technology, Nokia is able to take full advantage.
A new direction
On July 1, 1991, Finnish Prime Minister Harri Holkeri makes the world’s first GSM call, using Nokia equipment. And in 1992, Nokia launches its first digital handheld GSM phone, the Nokia 1011.
That same year, new Nokia President and CEO Jorma Ollila makes a crucial strategic decision: to focus exclusively on manufacturing mobile phones and telecommunications systems. Nokia’s rubber, cable and consumer electronics divisions are gradually sold off.
Name that tune
In 1994, Nokia launches the 2100 series, the first phones to feature the Nokia Tune ringtone. Based on Gran Vals, a classical guitar piece composed by Francisco Tarrega in the 19th century, it is probably one of the most frequently played pieces of music in the world. The Nokia 2100 series goes on to sell 20 million phones worldwide. Nokia’s target had been 400,000. 1994 also sees the world’s first satellite call, made using a Nokia GSM handset. Hear Gran Vals, the inspiration for the Nokia Tune.
Snake bites
In 1997, everybody knows their Snake high score. An instant classic, the addictive game is launched on the Nokia 6110 and by 2010 its successors are available on an estimated 350 million mobile phones.
On top of the world
By 1998, Nokia is the world leader in mobile phones. The strategic decision to focus on telecommunications, plus early investment in GSM, has paid off. Between 1996 and 2001, Nokia’s turnover increases almost fivefold from EUR 6.5 billion to EUR 31 billion.
2.0 Promotion
Promotion is one of four element of marketing mix ( product, price, promotion, distribution ). It s the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer's purchasing decision.
The following are two types of promotion:
Above the line promotion: Promotion in mass media (e.g. TV, radio, newspapers, internet, mobile phones, and, historically, illustrated songs) in which the advertiser pays an advertising agency to place the advertisement.
Below the line promotion: All other promotion. Much of this is intended to be subtle enough for the consumer to be unaware that promotion is taking place.
E.g. sponsorship, product placement, testimonials, sales promotion, merchandising, direct mail, personal selling, public relations, trade shows
The specification of five elements creates a promotional mix or promotional plan. These elements are personal selling, advertising, sales promotion, direct marketing, and publicity. A promotional mix specifies how much attention to pay to each of the five subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image. Fundamentally, however there are three basic objectives of promotion.
These are:
• To present information to consumers as well as others
• To increase demand
• To differentiate a product.
There are different ways to promote a product in different areas of media. Promoters use internet advertisement, special events, endorsements, and newspapers to advertise their product. Many times with the purchase of a product there is an incentive like discounts, free items, or a contest. This is to increase the sales of a given product.
2.1 Promotion made by Nokia
Nokia has its own way to promote their products, of how the campaign used by the Nokia is like the mass media, pamphlets, websites, information technology, internet and much more.
2.2 Below is an example for the promotion types using by Nokia
• Mass Media
Mass media campaigns to help the Nokia Store more to develop because the success and the means used by the mass media are effective from the first. Mass media has its own way to promote a product and how it is used by the Nokia to promote their products there. That way, customers get a lot of information from advertisements, and more familiar with the products issued by the Nokia. Nokia at the same time using model ads to promote their products to use and how to make the advertising product was as ambassador. Nokia store also using the other popular company like Maxis, Celcom and Digi's as their connecting people to be used as a means of promoting products.
Examples of the media campaign is like advertising on television, newspapers, magazines, billboards, and radio. All of which helped the Nokia in promoting their products.
• Flyers
Apart from that, the Nokia's store also use other alternatives to promote their products. One of them is using to promote their product is brochures. By means of a leaflet is also a great help in advancing Nokia and customers are also so many lives. This is caused by the existence of the information provided by the company or Nokia of some of their products, such as the type place of business and prices for all products manufactured by Nokia.
Flyers gives all information about the Nokia's style, business, smartphones, and essentials. When Nokia using flyers as their way to promote their product, they give more information as much as like a how to use a smartphone.
Nokia give you information about Nokia Phone's style. Yo can hang out with friends on the hottest online sites, grab the latest application that just topped the chart, chat about the "in" things, snap gorgeous picture to share or enjoy free and easy navigation for trips in town or abroad. You can see how Facebook and Twitter are always up-to-date, right on the homescreen, whenever you want.
Nokia also have a many types of smartphone such as Nokia N9, Nokia 701, Nokia 700, Nokia 500, Nokia X7, Nokia N8, Nokia C6-01 and many more.
• Websites
Furthermore, the Nokia also using Website or Information technology to promote their products. At present, people spent more time searching the web as information. Furthermore, there are several websites that also serve as a place to meet has become a centre for promoting goods or products which are sold by companies or the dealers themselves. This way, Nokia can compete and make the website as a place or a way to promote their products. Hence, buyers and customers to seek information and find new products.
Examples of websites that help promote the product from the gallery Nokia is like Ovi as a Nokia Store, Facebook, Twitter, Google, online buying, and many more. Nokia use Ovi as their websites centre to use to promote their product and give all information about their product. Ovi is a new technology that made by Nokia to make a promotion of product. Nokia also use Facebook and Twitter to promote their product like put more pictures of smartphone where public can see and know that Nokia also have a smartphone like Blackberry, Iphone and Samsung.
Nokia also use many types of technology to promote their product like social networking. Nokia connect with Google to promote their product. People can take easy to search a thing for Nokia and find out all information for Nokia product. You only just type and take a look what are you search about Nokia. Everything is there.
3.0 Problem faced by Nokia
By 2010, having dominated the mobile world for over a decade, Nokia no longer has things all its own way. Nokia once a well known powerhouse in hand phone manufactured in the world nowadays faced huge competition by other manufacturer which uses more advanced technology with the new generation of Smartphone thus making Nokia slightly left behind in sales. With Apple launching its own Smartphone the iPhone which is the global phenomena and Nokia is further left behind in the manufacturer race. Things worsen for Nokia when they try to compete with Apple by launching its own N97 which later being critics as the worst touch screen phone ever build. Moreover with Apple using Mac OS and iOS as the operating system and Nokia opted to used Symbian things comes to worse. An operating system (OS) is a set of programs that manage computer hardware resources and provide common services for application software. The more advanced the technology the more function of the phone can be used. Internally Nokia faced much serious trouble as most of the senior executive can be consider as deadwood as they do not contribute in helping Nokia to compete with other manufacturer.
3.1 Problem solving process made by Nokia
As part of the problem solving process, Nokia has appoint Stephen Elop as the new President and the CEO of the company and removing other senior executive which can be considered as the deadwood of the company. This move is required in order for Nokia to have new vision and goal for the company which will help to compete with other hand phone manufacturer. Stephen Elop previously works as top executive at Microsoft’s, business Juniper Networks and Adobe Systems Inc. He was elected as the new president and CEO because of his achievement and Elop have a strong software background and proven record in change management. His first moves as the president of Nokia is announcing that Nokia will part way with Symbian and corporate with Microsoft for the new Nokia model as the operating system. The goal is to establish a third ecosystem to rival iOS and Android. Nokia will also introduce MeeGo as the second operating system for the future but will remain in the transition period.
In order to regain leadership in the Smartphone space Nokia has formed a strategic partnership with Microsoft in order to regain and try to compete in the Smartphone market. Nokia and Microsoft also tend to build a global ecosystem that surpasses any rival. Nokia partnership with Microsoft as the new operating system comes with a certain goal and objectives which is:
• Nokia would adopt Windows Phone as its principal Smartphone strategy, innovating on top of the platform in areas such as imaging, where Nokia is a market leader.
• Nokia and Microsoft would closely collaborate on joint marketing initiatives and a shared development roadmap to align on the future evolution of mobile products.
• Microsoft development tools would be used to create applications to run on Nokia Windows Phones, allowing developers to easily leverage the ecosystem’s global reach.
• Nokia’s content and application store would be integrated with Microsoft
• Marketplace for a more compelling consumer experience.
Part of Nokia main goal is to connect people around the world by making communication easier through their product. In feature phones, Nokia’s strategy is to leverage its innovation and strength in growth markets to connect even more people to their first internet and application experience. By providing compelling, affordable and localized mobile experiences, particularly to emerging markets Nokia has continue to keep on renew of its product services to become more user friendly and convenient for others.
Nokia is also investing in the future by developing assets in terms of platform, software, apps, which will bring a modern mobile experience to consumers and enable business opportunities for developers.
To further challenge other competitors, by September 2011 Nokia has launched its very own mobile phone with collaboration with windows called the Nokia Lumia 800 and the Nokia Lumia 710. According to the Nokia president and CEO Stephen Elop Nokia will now launch new product with more competitive advantage compare to the previous model. Stephen Elop also said that Nokia will continue to improve in order to regain the status as the leader in the Smart phone space beating the other manufacturer. Nokia Lumia 800 and the Nokia Lumia 710 was build in with certain improvement in order to attract the consumer attention.
According to Nokia Representative, Nokia Lumia was build based on three criteria to make live easy. The three main criteria are live without barriers, live socially and live stylishly. Live without barriers explain that Nokia Lumia combines the best in stylish hardware with the best in stylish software. With the colourful touch screen phones that not only look great, but also keep close to all the important things for consumer’s world. With the introduction of the Clear Black display technology. It will give consumer the benefit of a super bright screen for greater visibility. Moreover Nokia also states that consumer can live socially using the Nokia Lumia as consumers are at the heart of Nokia Lumia. The People Hub gives consumers access to everyone in just a click. It’s where being social starts. Out-of-the-box consumers have no need to open separate social network apps to see what’s happening, because all the latest updates from Facebook, Twitter and LinkedIn can be opened straight from the Start screen. Nokia Lumia is packed with features designed to make consumers life easier and more entertaining Nokia Drive and Nokia Maps give consumer comprehensive mobile navigation and the insider knowledge to make them feel like a local anywhere. With the introduction of the Microsoft Office Mobile life will get easier for consumers who were always busy with deadlines. The other new features for the Nokia Lumia series are the Internet Explorer 9 which will promise the consumer a super-fast browsing. Stephen Elop then says that Nokia will keep on researching in order for Nokia to compete and established its name as one of the leader in Smart phone manufacturer globally as well as keep its status as one of the company in the world known for its user friendly towards consumers.
4.0 Technology use in Nokia
Bluetooth
Bluetooth technology in your device enables wireless connections between electronic devices within a range of 10 meters (33 feet). A Bluetooth connection can be used to send images, videos, text, business cards, calendar notes, or to connect wirelessly to devices that use Bluetooth technology. The two devices only need to be within a maximum of 10 meters of each other. Several Bluetooth connections can be active at a time. Features using Bluetooth technology increase the demand on battery power and reduce the battery life.
3G
3rd generation mobile communications. A digital system for mobile communications which aims at global use and provides increased bandwidth. 3G lets a mobile device user access a wide variety of services, such as multimedia.
Ad-hoc operating mode
A WLAN network mode where two or more devices connect to each other using WLAN directly without a WLAN access point.
DTMF tones
Dual-tone multi frequency tones. The DTMF system is used by touch-tone telephones. DTMF assigns a specific frequency, or tone, to each key so that it can easily be identified by a microprocessor. DTMF tones allow you to communicate with voice mailboxes, computerized telephony systems, and so on.
GPRS
General packet radio service. GPRS enables wireless access for mobile phones to data networks (network service). GPRS uses packet data technology where information is sent in short bursts of data over the mobile network. The benefit of sending data in packets is that the network is occupied only when sending or receiving data. As GPRS uses the network efficiently, it allows for quick data connection setup and fast data transmission speeds.
Internet access point
An access point is where device connects to a network. To use e-mail and multimedia services or to connect to the internet and browse web pages, must first define internet access points for these services.
Mobile VPN
Creates a secure connection to compatible corporate intranet and services, such as e-mail. Device connects from a mobile network, through the internet, to a corporate VPN gateway that acts as a front door to the compatible corporate network.
Example of comparison the old, now and new product.
Key facts | Old product | Now product | Future product |
 Nokia 100 |  Nokia C3-00 |  Nokia Asha 200 | |
Overview | • Long battery life • FM radio with stereo headset • Easy-to-use and comfortable design | • Set up for social networking • Full QWERTY keyboard • Fast Wi-Fi connectivity | • Use multiple SIM cards • Connect to social networks • Take music with you |
Camera | No camera | • 2 megapixels • No Flash | 2 megapixels |
Wireless connectivity | No wireless connectivity | Stereo Bluetooth version 2.1 with Enhanced Data Rate | Stereo Bluetooth version 2.1 with Enhanced Data Rate |
Primary camera sensor size | No camera | 2 megapixels | 2 megapixels |
Energy efficiency | - | • Unplug charger reminder | • Unplug charger reminder • Compact Travel Charger AC-15 |
Radio features | No FM radio | Stereo FM radio with RDS | Stereo FM radio |
Software and applications | Nokia OS (S30) | FOTA Firmware over the Air | S40 Asha |
Featured products
Name of product | Product | Information |
Sound / Speakers and headsets |  | This tool as a headset and portable speakers system to help hear more clearly and strongly. Using a 360-degree music gives high quality stereo sound from canceling Bluetooth headphones. |
Power / Charging and power supplies |  | E-mail, plans, pictures or games will depend on the phone to make calls. So Nokia Company has created a tool 2 in 1 to charge the phone and the USB to the computer. This tool can also be used in the car as well. |
Connect / Bluetooth headsets |  | Bluetooth headsets come in all shapes and colors to match style and keep talking. In a noisy situation can provide a clearer conversation. The instrument is made of stainless steel and are available in several colors. |
Travel / In-car equipment |  | These tools help to facilitate travel in a vehicle. It helps to make a call, charge the phone and stay organized. It can change with just one click without holding. |
Protect / cases and covers |  | There are some form of case for its own taste and personality. Created from leather, silicone or rubber for use in times of appropriate and specific, as appropriate. |
5.0 Conclusion
In this 21st century, Nokia is the best product that combine with technology. They have high potential to gain a best technology product. Nokia also can gain more technology uses in Nokia. Based on this, public would satisfied with Nokia product because the quality of product and the best tecnology that Nokia use to support their product. Overall, Nokia have connected with new technology and will make a new technology in future.
References
Flyers ; Style, Smartphones, Essentials, Business
Nokia websites ; www.facebook.com/nokia
Ovi Store
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