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MBA essay范文:改变市场手机销售方式的手机品牌——诺基亚

论文作者:www.51lunwen.org论文属性:短文 essay登出时间:2015-09-07编辑:zhanhuifang889点击率:5821

论文字数:1587论文编号:org201508311009017162语种:英语 English地区:英国价格:免费论文

关键词:Nokia诺基亚mobile business移动业务platform平台

摘要:诺基亚的前身是一家木材厂,直至成为世界上拥有市场份额超过40%的最大移动手机公司,现在诺基亚被认为是一个有发展前景和值得客户信赖的品牌。

在全球移动手机业务中,“诺基亚”品牌是大家都熟悉的一个品牌。诺基亚的总部位于芬兰,公司历史长达144年;诺基亚的前身是一家木材厂,直至成为世界上拥有市场份额超过40%的最大移动手机公司,这一路来诺基亚的发展历经了艰辛。现在诺基亚被认为是一个有发展前景和值得客户信赖的品牌。2007年,诺基亚在多媒体网络服务平台—Ovi上发布消息,Ovi由芬兰语翻译而来“门”,使消费者能够方便地访问他们现有的社交网络、社区和内容,以及作为诺基亚服务网关。它被设计成为访问网站和服务器内容的一个门户网站,包含音乐和游戏。此项服务包含五个关键领域:游戏、地图、媒体、消息和音乐。诺基亚也可能为第三方开发软件平台和他们的手机,更进一步的与网络服务业务相结合。因为iTunes的研发成功,诺基亚随之也开发了Ovi网络服务平台,这也表明它是iTunes的直接竞争对手。

 

In the world of mobile business there is one name that everybody knows - Nokia. Nokia is a company based in Finland with more than 144 years of history. Coming from a lumber mill, nokia walked a long way till becoming the world biggest mobile company with market share more than 40 per cent. Now Nokia is considered for a standard for a well developed and trustworthy brand. In 2007 Nokia announced the Ovi an Internet service multiMedia platform. Ovi, 'the door' translated from Finish, enables consumers to easily access their existing social network, communities and content, as well as acting as a gateway to Nokia services. It is designed to be a web portal for accessing sites, services, and content, including Music and games. The service contains five key areas: Games, Maps, Media, Messaging and Music. Nokia also made possible for third parties to develop software for the platform and their phones, which took them even deeper in to the internet service business. Because of the success of iTunes, Nokia developed Ovi. It proved to be a direct competitor to iTunes. This step clashed the two corporations for the second time in a matter of a year. In 2007 Apple introduced the iPhone. It is an internet based smartphone and with its unique features and friendly design the iPhone gave Nokia a serious rival. Ovi will open a new front battle with Apple for smartphone customers, providing an alternative to the iTunes service. Nowadays the business is changing form good dominant business to service dominant. Business has evolved to a stage where the product as a good is not enough. Companies strive to change their way of thinking and try to develop new products as a service. Nokia is one of those companies, turning their business from a headset making company to an internet service company. The service dominant logic (Richard Normann, Stephen Vargo and Robert Lusch, Christian Gronroos) is an important part of the new business order. The integration of consumers as a part of the production process (ideas, feedbacks and etc.) proves to be crucial for the success of the companies.

 

This paper is going to look through the changes that Ovi will bring to Nokia as a step of changing their business strategy. Also it will give attention to the clash that Nokia and Apple are going through, in means of competing the two services - Ovi and iTunes.

 

When we compare iTunes and Ovi we can see that they are very similar. iTunes is lightweight free to use program with a friendly interface that enables customers to buy music, movies and applications from the iTunes store, listen to music and synchronize their iPhones or iPods with a computer.论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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