Nokia Lumia: SWOT analysis

Strengths

Nokia Lumia 1020 with the 41-megapixel camera can take photos and video that no other smartphone can match.

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“With 1020 you'll shoot your pictures in super-high-resolution so you can zoom in as close as you want”, this is one of the ways in which Nokia intends to show the reinvention of your camera for Nokia Lumia.

Joining forces with Microsoft and Crispin Porter + Bogusky gives it access to a smartphone OS and stops it from having to spend billions of dollars of its own money to keep pace with cash-rich rivals Apple and Google in the phone wars.

Sales of the Lumia line-up hit an all-time high in Q2 this year with over 7.4 million units sold worldwide.

Adam Johnson (the UK marketing director) told Marketing Week that they're proud of this innovation since it is a product that tries to capture the attention of the audience and a technology leader in the large general public, something like a dream of marketing.

Weaknesses

Nokia is using better camera quality as its strategy. Even though this strategy hasn’t worked for the company much in the past, Nokia still insists that camera quality will help it take on the iPhone and Android smartphones.

Promoting the Lumia 1020 only as of the “41 Megapixel phone” is a problem because no consumer wakes up thinking, “What I really need is larger images from my phone.”

What Nokia is ultimately selling with the Lumia 1020 is an improved picture making experience. Even traditional camera makers have now pulled back from their megapixel wars of the last two decades, as it became clear to consumers that bigger did not necessarily mean better.

A survey IDC carried out showed that camera resolution is not the most important feature for the consumer when buying a smartphone. Out of the 23 most important features that consumers thought about when buying a smartphone, camera resolution ranked at 15. More important was audio quality, battery life, ease of use and operating system.

It runs the Windows Phone 8 OS, which raises the important problem of the lack of consumer interest in the Windows Phone platform, significantly limiting the potential audience to what it could have been on the Android platform.

The Windows 8 store still lacks big-name apps, so if somebody is looking for applications they're still going to look at iPhone, and in an Instagram age, relatively few consumers are disappointed because not only the Instagram app is not in the store, also turning a 41MP image into a low-resolution, filtered square makes no sense. Nokia and AT; T agreement. In the US, the Lumia 1020 is sold exclusively through AT; T, limiting exposure to current AT; T subscribers and those with expired contracts from rival cellular providers.

Opportunities

Social Networks

In 2013 it has been showing that people use their smartphones more regularly to access their social networking sites. Individuals are using their phones to upload directly to social networks. By having the new Nokia Lumia 1020, individuals will be able to have a better quality camera, meaning they will have better quality pictures to upload.

41 Megapixels, Nokia’s new handset is more advanced than its competitors The stand out quality of this phone is what distinguishes this product apart from its competitors. Even if you do not picture taking fan, this new handset will still provide the right specs for you still to have a wonderful phone.

• Nokia Lumia 1020
• IPhone 5s
• Display Screen 4.5 inches
• Display Screen 4 inches
• Talk Time 13.30 Hours
• Talk Time 10 Hours
• Camera 41 Megapixels
• Camera 8 Megapixels
• Weight 158g
• Weight 112g

Threats

Competition

The main problem for Nokia’s new handset will be the fierce competition that companies such as Apple and Samsung will provide. Their reputation has increased throughout the years while Nokia’s reputation has been declining.

Camera not enough to convince consumers

If people are not very interested in cameras they might just make their choice through reputation alone and they might not even be bothered to look
into the phone's specs.

Operating system

Some individuals might not feel comfortable with the windows 8 system, so they will make their choice based on previous choices such as Android (Samsung) and the IOS (IPhone).

Conclusion

In conclusion, we could say that Nokia has made the Nokia Lumia his best campaign, to market, promoting not only the quality of the product also the extraordinary camera that has the Nokia Lumia, i.e. that marketing campaign, to have been based on a show the qualities of the camera, its megapixel and high definition. Nokia has "reinvented" and thus has reinvented his image to the consumer.

Nokia Lumia 1020 is a product that is stylish, delivers great-looking photos and, all things considered, is reasonably priced, but none of that will mean much if the Lumia 1020 becomes defined as the “41MP phone” sitting in the back of your local retail shop, with a salesperson who can only tell you it takes big pictures.

References

1. (http://www.forbes.com/sites/amadoudiallo/2013/07/12/nokia-lumia-1020-41mp-hype-blessing-curse/)
2. (http://www.forbes.com/sites/danielnyegriffiths/2013/07/11/finally-pureview-will-nokias-41-megapixels-focus-takeover-rumors/)
3. (http://www.forbes.com/sites/parmyolson/2013/07/11/nokia-goes-for-camera-phone-crown-with-41-megapixel-lumia-but-will-consumers-care/)
4. (http://bgr.com/2013/07/11/nokia-lumia-1020-strategy-iphone-android-cameras/)
5. (http://www.dailymail.co.uk/sciencetech/article-2361661/Nokia-Lumia-1020-41MP-camera-A-ditch-attempt-Apple-Samsung.html)
6. http://edition.cnn.com/2013/01/30/tech/social-media/facebook-mobile-users/inde
   x.html http://www.phonearena.com/phones/compare/Nokia-Lumia-1020,Apple-iPhone-5s/phones/7876,7710
7. http://www.bloomberg.com/news/2013-04-18/nokia-sales-drop-more-than-estimated-on-slow-phone-demand.html
8. https://www.o2.co.uk/shop/phones/nokia/lumia-1020-black
9. http://www.nokia.com/global/about-nokia/about-us/the-nokia-story/
10. http://www.forbes.com/sites/davealtavilla/2013/08/20/sleeper-nokia-lumia-1020-price-cut-to-249-on-contract-at-amazon/
11. http://0-web.ebscohost.com.lispac.lsbu.ac.uk/COSTA, DENNIS/Caribbean Business. / 8/29/2013, Vol. 41 Issue 33, p29-29. 2/3p./” Nokia Lumia 1020: A good phone with a great camera.”
12. https://my.lsbu.ac.uk/page/bus-resources-business
13. http://0-web.ebscohost.com.lispac.lsbu.ac.uk/ehost/detail?sid=94468e97-9c7e-40d9-b57c-45d8d4db12bb%40sessionmgr11;vid=4;hid=26;bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth;AN=892881/ Nokia hopes Lumia 1020 campaign will make it 'famous' again. By: O'Reilly, Lara, Marketing Week (Online Edition), 7/16/2013

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