Nokia faces stiff challenge to stay on top

Nokia’s global marketing restructure will only be a success if the handset manufacturer plays to its core strengths, according to mobile sector specialists.

Over the past few months, the brand has strengthened its worldwide marketing team and this week appointed BlackBerry owner Research in Motion’s vice-president and managing director EMEA, Charmaine Eggberry, as senior vice-president of marketing with responsibility for go-to-market operations.

Nokia director of global brand management Steven Overman has also been promoted to vice-president, global head of marketing creation, as exclusively revealed by MarketingWeek.co.uk.

Both report to global head of marketing Pekka Rantala.

Although Nokia is the biggest mobile phone manufacturer, with a 36.4% market share globally, according to Gartner, it has lost ground in the smartphone market since 2007.

According to the latest wave of YouGov’s Smartphone Mobile Internet Experience study, Nokia has fallen further behind the newer handset brands. Only a third (34%) of respondents would consider buying a Nokia phone as their next mobile, a drop of 12% since December 2009.

Will Harris, telecoms director at Enders Analysis, says the brand needs to rethink its approach and not just focus on trying to rival the iPhone market.

“Nokia needs to accept that it simply is not Apple. It’s not about trying to create replica handsets, but accommodating all the markets and innovating with different options. Nokia’s customers are not just smartphone buyers and it can’t forget that,” he says.

Russell Feldman, research manager in YouGov’s technology and telecoms team, adds: “Where Nokia once led the market, it has fallen by the wayside. New products and apps are needed soon if Nokia is to keep up with its rivals.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here