Nokia putting faith in regular launches of new products

By Amy Su  /  Staff reporter

Fri, Dec 07, 2012 - Page 13

Finnish handset maker Nokia Oyj is looking to regain its market share in Taiwan by regularly launching new smartphones on the market and adopting a more focused business model.

The mobile phone producer launched a five-day pre-sales promotion for its two new smartphone models with Windows Phone 8 (WP8) — the Lumia 920 and Lumia 820 — in Taiwan yesterday, before their official launch on Wednesday.

Nokia plans to launch another smartphone model, the Lumia 620, in Taiwan before Lunar New Year, which falls in February.

“We hope to raise our market share in Taiwan by continuously launching new products,” Gary Tsao (曹紋察), Nokia general manager in Taiwan, told a media briefing.

Vlasta Berka, vice president of sales and marketing in Nokia Pan Asia, said the firm has been reorganizing its corporate structure for a year to regain the global market share it has lost over the past few years.

The Taiwanese market has been included under the management of Nokia Pan Asia, along with other major markets such as Hong Kong, Japan, South Korea and Singapore, since the company implemented a regional strategic restructuring four months ago.

“With similarity in the market structure and technology development in these regions, we can better integrate regional resources for sales and marketing in these markets,” Berka said.

Nokia dropped out of the top five for global smartphone shipments in the third quarter for the first time ever, according to the latest report by market researcher International Data Corp (IDC), issued in October.

Its worldwide sales declined 21.9 percent to 7.2 million units in the third quarter year-on-year and its global ranking tumbled to the No. 7 with a market share of 4.3 percent, the IDC data showed.

Berka remains optimistic about Nokia’s ability to compete with Taiwanese smartphone maker HTC Corp (宏達電) in the WP8 market on the back of the company’s strategy for product diversification.

Nokia has been focusing on innovating technologies in images, design, and service to create differentiation, Berka said, adding that customers would see these unique qualities in the newly launched Lumia 920.