Is there any hope for Nokia?

by Kris_Tuttle on October 19, 2009

Back in Decem­ber of 2008 we posted our con­clu­sions on why Nokia would yet again fail to gain any trac­tion in the smart­phone mar­ket. (See Five Rea­sons why the new Nokia N97 doesn’t mat­ter.) Since then the mobile Inter­net has con­tin­ued to be dom­i­nated by Apple, Google Android, and Research in Motion.  Recently we added Motorola to our list of win­ners in this space because their Android-based strat­egy appears very solid to us.  Palm con­tin­ues to be in the group but a high val­u­a­tion cou­pled with con­cerns we have on long-term oper­at­ing mar­gin push it lower on our pri­or­ity list.

The meta issue for Nokia seems to be the fact that they see the world through their own lens of “lead­er­ship” and believe they are actu­ally ahead of com­pa­nies like Apple and Research in Motion.  Obvi­ously this isn’t a good place to start if you plan on improv­ing.  Nokia mea­sures things like their total num­ber of dif­fer­ent phones and their rank as a global brand.  So they can suc­ceed on their terms and fail on ours at the same time.   Recently it came to light that the Nokia “Comes With Music” pro­mo­tion has gar­nered just over 100,000 users after nine months in the mar­ket.  Given the vast resources Nokia can wield their abject fail­ures in new mar­kets are sim­ply stunning.

We’ve com­mented here before that Nokia man­age­ment has been hos­tile to us in the past if we sim­ply men­tioned prod­ucts like the iPhone or Black­berry dur­ing dis­cus­sions.  Based on the use­less­ness of this “exchanges” we haven’t had a brief­ing from them in the past 12 months or so but we haven’t felt that we were miss­ing any­thing based on the pub­licly avail­able information.

This month Nokia is launch­ing their “Book­let 3G” in Best Buy stores in the US.  It’s a good qual­ity small lap­top what falls into the “net­book” cat­e­gory but will run Win­dows 7.  It will com­pare favor­ably to sim­i­lar mod­els offered by Asus, Dell, HP, Sam­sung, MSI, and oth­ers.  Nokia is offer­ing it both with and with­out a 2-year data con­tract with AT&T.  At the time of this writ­ing it seems that the price with the data plan will be $299 and the best guess on a price for the sys­tem with­out a data con­tract is $599.

The new Nokia Booklet

Noth­ing about the Book­let or the cur­rent plan is going to change any­thing in the mar­ket.  (The same can be said of Dell decid­ing to enter the smart­phone mar­ket.)  Nokia will have a prod­uct in the cat­e­gory and can add it to their “unri­valed breadth of devices” slide and draw another “so what” from the user and invest­ment community.

The cen­tral prob­lem with Nokia is that they have not aligned them­selves to any sig­nif­i­cant seg­ment of the smart­phone mar­ket.  We hinted at this in our review of the N97 which noted that the devices “was nei­ther sexy nor busi­ness like” which means it has mod­est appeal to many but great appeal to few.  Nokia has been abysmal in the con­sumer and enter­tain­ment space ver­sus a device like the iPhone and sim­i­larly unable to come close to match­ing Research in Motion with busi­ness fea­tures and enter­prise appeal.

We haven’t seen any evi­dence that this iden­tity cri­sis is going to resolve itself soon.  At the same time Android promises to fill another gap for con­sumers and car­ri­ers look­ing for a robust but more open and cus­tomiz­able device.  Motorola, HTC and many appli­ca­tion devel­op­ers are focused on Android as a plat­form alter­na­tive to the pro­pri­etary iPhone.  This is yet another seg­ment of the smart­phone mar­ket that Nokia has not seized.

We have no axe to grind on Nokia and although we haven’t per­formed a full Intrin­sic Value analy­sis on the com­pany their val­u­a­tion prob­a­bly already reflects a good mea­sure of despair for them.  At the same time we won­der if and when this giant might wake up and be felt in the mobile Inter­net / smart phone seg­ment.  Is Nokia really going to leave it all for Apple, Research in Motion, Google and a host of Android suppliers?

[Dis­clo­sure: Nei­ther the author nor Research 2.0 has any invest­ment posi­tion in Nokia at the time of this writing.]

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