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Changing for the better
By James on 01 May 2008
USA – Recognising that one size doesn’t always fit all, Nokia is embarking on a raft of changes in the USA which are designed specifically to better cater for customers there.
Hopefully we might even see changes such as those suggested by Amy Gahran rolled out in the near future too.
Right now though, the focus is on ensuring the right products are in the right places. To do that Nokia has assigned 300 product managers each to AT&T and Verizon with a view to tailoring devices specifically for the US market. This means more phones designed with US customers in mind, and ultimately better experiences had by those customers.
Mark Louison, Nokia’s North America chief, is behind the changes which have seen staff moving closer to Verizon and AT&T’s offices as well as increased spending on R&D for US-specific products. Louison sums it up neatly for AmericasNetwork.com “We are literally repositioning our entire approach to the US”.
Last year saw the arrival of the 6555, the first thin clamshell rolled out for the US market – highlighting how Nokia is already working together with the likes of AT&T (the the design was tweaked by moving the Push To Talk button to a more prominent position) ensuring it better catered for the US market.
These are just the first steps and there’s still lots to be done, from the service issues Amy highlighted, to the calls for the US version of the Nokia Music Store. At least changes are happening now and they’re for the good.
Do you live in the US? What other changes do you think Nokia needs to make there?
Photo from PSE
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Tags | 6555, AT&T, Mark Louison, Nokia Music Store, R&D, usa, Verizon
May 4th, 2008 at 9:54 pm
The biggest problem that Nokia faces is support. For example, the N95-3, designed specifically for the U.S. market, is the only N95 model that hasn’t yet received the Flash Lite 3, Demand paging, and Web Runtime support that the other 3 N95 models have. That’s incredibly frustrating for U.S. N95 owners, who paid ~$500 for this device that’s now being forgotten.
It’s not the first time, either. Nokia managed to get AT&T to offer the E62 and N75 handsets in 2007, as well. Both weren’t even recognized by Nokia’s own Software Update service, unless they were unlocked, showing that Nokia was removing service at the behest of AT&T. Neither handsets ever saw a firmware update, either, save for the N75’s ‘tab-top’ nonsense.
The U.S. warranty service is a joke, as well, as has been well documented across the internet.
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May 4th, 2008 at 9:58 pm
The biggest changes are those that have been stated here and other places:
- a little attention in terms of releasing devices at or very close to the same time as their Euro counterparts
- leverage the carrier relationships as well as well as the healthy market that Nokia has here of those who are more than willing to purchase out of contract (whether that is separate devices or more Nokia outlets and support places is where this can be explored).
- the N95-3 is a model that should have received a firmware update inline with the rest of the N95 line; as it stands, it would have been a heck of a choice for not just the blogging/journalists community, but also as a device that makes waves for the other devices to come. Personally, I’d have this one already if it weren’t for the firmware and finances.
I will say this also:
Its kinda sucky for such a large company to have to make marketing and devices just for one country. Sure, we spend a lot here, and in most cases aren’t small and quite loyal when we do purchase anything. The fact that Nokia has to in a sense make a company inside of itself that would handle this market speaks towards the competition and difference of this market, but also towards what is and isn’t organic about how areas use mobiles.
Considering that Nokia is making the changes to address this market better; it can only work out as a solid bet in the end. But it will take a bit of time, as well as some attention to the reputation that is already here and being fostered by fans and customers all over.
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May 4th, 2008 at 11:54 pm
Let’s not forget that Nokia was once incredibly successful in the US market in the late 90s with TDMA. What were the factors that contributed to success then, that are different now?
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May 5th, 2008 at 12:47 am
Nokia’s success in the TDMA (analog) market was before style, various device ranges, and more than %50 penetration of mobile handsets were an issue to consider.
The field is a lot different now, and much more controls on the side of carriers to control what is sold and how. Of all the companies that have the ability to maneuver with and around this, Nokia has that – fans ask that they exercise this, and the market here probably is probably dictating that if Nokia wants to continue on its upward trend in established and new markets that they would have to exercise that innovation as well.
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May 6th, 2008 at 12:53 am
Tommi – after more thought today, I think the reasons that Nokia plummeted in the U.S. was after the TDMA-GSM switch. Don’t forget, Nokia produced the 6340i, one of 2 GAIT-enabled handsets that allowed handoffs between TDMA and GSM networks. They also offered several of the first GSM devices on Cingular/AT&T and T-Mobile.
From my perspective, the two biggest pitfalls in the U.S. was the lack of clamshell handsets, and when Nokia dropped out of the CDMA market.
Unfortunately, CDMA is half of the U.S. market, and to not have a presence there has really hurt the market share, specifically against Samsung and LG.
The clamshell thing was a gamble that Nokia took, seemingly deciding that clamshells were a fad that would pass (a wrong guess).
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May 7th, 2008 at 7:56 pm
Sorry I’m coming to this thread late, I was on a business trip last week.
While these product-focused steps sound positive, and they may yield results in the US market in a year or two, they kind of miss the immediate point.
Which is: Nokia USA’s main problem — and the thing that concerns its current and would-be US users — is NOT its products. The problem is the inadequate level of service you offer US users.
Product-focused measures aren’t going to address the service issue. I understand that Nokia is probably used to viewing itself as mainly a product company, but with your current US situation you need to also be a good service company in order to be a player in this market.
More about this here, with some suggestions: http://urltea.com/35t6
Looking forward to hearing more about what, if anything, Nokia USA plans to do to upgrade its service,
- Amy Gahran
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May 10th, 2008 at 7:59 am
I totally agree Ricky about the way Nokia handles the firmware updates, when you buy a new device from Nokia you probably (if you are lucky) will get 1 firmware update and that’s it. All new features included in the S60 OS will come only to new phones and I am only talking about software features, for instance with the E61 and E61i, N95-3 and so on. I think Nokia could do see what Apple is doing with the iPhone (besides the fact that Apple has only one Phone model and Nokia has hundreds). The same hardware has its software improving a lot since its launch.
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May 28th, 2008 at 3:49 pm
HI.
Any new Nokia models coming into US? I don’t believe there has been any new product launched in the use in the past few months.
Another question, I heard a rumor that Nokia will cut down price by as much as 20% on all models globally. Where is Nokia headed in the US? Is Nokia falling as Motorolla is?
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June 12th, 2008 at 4:58 am
Whats the meaning of no gateway reply?
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October 4th, 2009 at 6:08 pm
Nokia has always been my first choice in cell phones, but I have not seen the choices for the USA customers like those overseas. Also in your “USA story” no one was sent to T-Mobile just att and verzion. Also can anyone tell me what is going on with the nokia 5610. First it’s out, then it’s recalled, then being sold again, now it is not on the t mobile site at all. What is going on? I still prefer to use Nokia!
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