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Full Text: Nokia CEO Stephen Elop’s ‘Burning Platform’ Memo
Keywords:
The "Burning Platform" memo by CEO Stephen Elop, seeks to confront Nokia with the reality of what is happening, as it has fallen years behind competitors who have completely changed the space Nokia was in. Apple's iPhone has redefined the space for smartphones and Apple now owns the high end market. In 2008, Apple's market share in the $300+ price range was 25%, by 2010 it was 61%. Newcomer Android has in 2 years created a platform that by attracting application developers, service providers and hardware manufacturers, is winning the mid-range down to 100 euros. And in 2008, MediaTek provided complete reference designs for phone chipsets, so that Chinese manufacturers in Shenzen could produce phones at an astonishing pace. They now own the low end of the market, producing an estimated one third of the phones sold globally. A crtical part of the memo is about ecosystems. He says it is no longer about hardware and device to device competition, but about ecosystems that include not just hardware and software. It includes developers, applications, ecommerce, advertising, search, social applications, location-based services, unified communications and so on. And Elop says the decision confronting Nokia, is how to build, catalyse or join an ecosystem.
Nokia failing competitiveness and the Stephen Elop memo
01/24/2008
The "Burning Platform" memo by Nokia CEO Stephen Elop, tells Nokia employees that Nokia in 2011 is like a man in the North Sea who hears an explosion on his oil platform and sees it burning. He has to choose between standing there or to jump into the icy waters, and he chooses to jump and makes it against all odds.
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Fast moving change as technologies add new capabilities for cell phones,new design as with Apple's I phones and new features as with Nokia's different phones for different segments and regions, fast internet access and navigation.
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The Elop memo in 2011 and the sale of Nokia's mobile phone business to Microsoft in 2013- the startling change of fortunes for Nokia
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Nokia was a pioneer in the development of mobile phones in an earlier era when fixed lines were the norm. It dominated the mobile phone business in the period before 2009 for 2 decades before the coming of smartphones. The change in Nokia's market came quickly and suddenly with the advent of the iPhone and Nokia was unprepared for this development. This is a classic case of obsolesence and disruptions caused by innovation and new technologies. Other companies from the previous era before cloud computing and the internet, H-P, Oracle, IBM, and Microsoft, face the continuing challenge to adapt or lose to new competitors.
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