Case Study: Analyzing Nokia's Mobile Product Innovation Strategy

This case study examines Nokia's strategy to re-enter the competitive mobile phone market with innovative features, focusing on a new touch and charge technology. The analysis includes a hypothesis that this feature will boost popularity and sales, along with key performance indicators (KPIs) such as sales figures and revenue targets, aiming for 70 million sales within 12 months and a revenue of 22 billion Euros by 2019. The study also identifies the target audience as young, tech-savvy consumers and considers the importance of controlling production costs. The analysis benchmarks against Nokia's past performance and competitors like Apple and Samsung, emphasizing the role of wireless charging in attracting new customers, particularly in developing markets, and the potential for a 40% sales increase. The study also references relevant academic sources supporting its analysis.

Assignment on Nokia Innovation
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Introduction
Nokia is an iconic name in the market of Mobil phone companies. It was once very
successful but due to the stringent policies and slow product development which killed its market
in many countries. Recent years has seen huge leap of technology in the field of Mobil. A new
word has been used for highly technical phones such as smart phone (Bala & Singh, 2016). It is
considered to beat the intelligence of human. The smart phone market is booming and Nokia lost
the market to Apple, Samsung, Lg and others. Nokia bought Microsoft but the company again
was not able to impress the mass. The market of iOs and android is much stronger than
Microsoft.
The Nokia company is planning to re enter the saturated market with new innovation and
high end technology. The new technology will not only enhance the Microsoft interface but also
increase eth battery life (Majava & Isoherranen, 2016).
Hypothesis: The new feature of touch and charge in Nokia phone will increase its popularity
along with sales.
The feature:
The new technology of touch and charge is already in the market. Samsung is playing
well by innovating new phones every quarter. The phone has to be designed according to the
taste of the young generation. The new feature will be highly smart with added space in GB and
then the new feature of wireless charging.
The new feature will not only enhance the battery life but also help other by charging
their phone. The feature relies on Nokia’s large battery to charge other devices. If your friend is

out of town and not carrying the charger or in the middle of something or somewhere you can
always assure them for extra battery you have for them. Just swipe down and enable wireless
power sharing by placing handset back to back (KC, 2019).
Key performance indicator- The sales figure and earned revenue will be the key performance
indicator. The sales record has to cross the 70 million sales for this product in 12 months. The
sales of Nokia was less than 70 million in the year 2017. This is been taken as the bench mark.
The sales will indicate the success of the added feature and also the popularity of Nokia among
the customers. How much are they willing to invest in to Nokia. Nokia was once the market
leader and it was known for its durability so the sales will decide its customer loyalty.
Baseline- The product production cost has to be controlled as the company is not in the condition
of making extravagant phone. The cost cutting will be done in important area that will never
affect the performance of the phone.
Target- The target will be to cross the sales of market king Apple and Samsung and to earn
revenue of 22 billion Euros in the year 2019.The target audience is all age group of who uses the
phone. The target is specified to the new generation young people, as they are the trend setters
and likes to use phones with many features. The wireless charging at competitive price will
attract new audience (Pai, 2015).
It is believed that adding the new feature will increase the sales by 40% especially in the
developing markets. This can be attributed to the increasing demand for Wireless charging
features.
Reference
Bala, M. R., & Singh, D. P. (2016). Nokia: Its not over yet, A Come Back in 2016. International
Journal of Management, IT and Engineering, 6(2), 222-234.

Pai, V. S. (2015). Nokia Ltd: Travails of a market leader. Vision, 19(3), 276-285.
KC, M. (2019). How innovative technology can be useful for the crisis management: nokia
saving lives (nsl) case, 1-100.
Majava, J., & Isoherranen, V. (2016, December). Excellence in integrating care into the product
development process: A case study of Nokia. In 2016 IEEE International Conference on
Industrial Engineering and Engineering Management (IEEM)(pp. 1131-1135). IEEE.