nokia E90 communicator
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- 1. MARKETING MANAGEMENT
NOKIA E 90 COMMUNICATOR
AHMAD MUSTAKEEM NADEEM
PROF. BANU ELMADA
STUDENT # 1030220
STUDENT # 1029562
2. INTRODUCTIONNokia E90 CommunicatorIs a premium business device with high-speed mobile broadband and integrated mobile office that keeps you effective while on the move.
Features at a glance.
The Nokia E90 Communicator features 3G, HSDPA and WLAN for true Broadband connections and global coverage using quad band GSM 850/900/1800/1900 and WCDMA 2100. A QWERTY keypad, active matrix color display with 800 x 352 pixels x 16M colors, and features you typically rely on your PC for, gives the Nokia E90 Communicator "all in one, laptop, PDA and phone functionality to accomplish any business task. The Nokia E90 Communicator also includes a built-in GPS receiver that works as a stand-alone positioning device using GPS satellites.
Use the Nokia E90 Communicator to navigate and find your location using the built-in maps.
Browse the Internet and transfer media-rich files via HSDPA (up to 3.6 Mbit/s enabled) and 3G high-speed mobile broadband.
Increase mobile productivity with applications for browsing and editing documents.
Talk on every continent with quad-band GSM global roaming.
Access voice and data functions quickly and easily with convenient shortcut keys.
Be in the right place at the right time with versatile calendar functions and integrated GPS
Technology: The Nokia E90 Communicator is compatible with worldwide GSM frequencies which is convenient if you travel overseas frequently.
Talk Time: A talk time of 348 minutes. It is very good
Stand-by Time: A stand-by time of 336 hours. It is excellent
Phone Book: It can store a variable number of phone book entries. This is generally the case of phones with a dynamic memory and it generally allows for a lot of phone numbers to be stored. (score: 20/20)
Nokia Threat of entry from new players, Microsoft Siemens Network
Memory Expansion Slot: It has a memory expansion slot MicroSD, a convenient way to store more music and pictures or transfer them from and to your laptop computer.
Speakerphone: It has a speakerphone, which will prove useful in a car or in other situations.
Streaming TV: Streaming Video or TV. Streaming TV, provided your carrier offers it, allows you to watch real live TV on your cell phonebut can help kill time in queues, doctor waiting rooms or many other situations.
Wireless Data System: Bluetooth-enabled, which is an interesting plus. Bluetooth is not really necessary but may be handy if you want to use a wireless headset or transfer data to or from your (Bluetooth-enabled) laptop, for instance.
Camera: It has an advanced camera: 3.2 megapixel
Weight: 7.40 ounces of the Nokia E90 Communicator is a lot of weight. Whether you carry it in your pants pocket or a purse, you could find it heavy.
Third party applications incompatible with the built-in GPS
Charges for navigation capabilities
Multitasking still not perfect
Inadequate battery life
No small-size charger like in the N95
No camera lens cover
Wired headset with a 2.5mm jack, no volume control on the remote
No USB Mass Storage for the phone memory
Nokia E90 Communicator is a 3G smartphone made by Nokia and the latest model of the Communicator series. It was announced in February 2007 at the 3GSM show in Barcelona.
The first Nokia E90 unit was sold in an auction in Jakarta, Indonesia on May 17, 2007 for Rp. 45,000,000 (5,000 US$). Indonesia being one of the largest market share for Nokia's communicator series is cited as a reason for the unit's first launch location.
E90 starts the fifth generation of Nokia's communicators, and also introduces a new platform to Nokia's communicator line, Series 60 v3. Previous communicators have been based on either GeOS or Series 80 (old models are shown below).
E90 is also the first Nokia communicator to have UMTS/HSDPA connectivity and integrated GPS. It features OSGi and eRCP, Eclipse RCP for embedded systems.
Rivalry is intense among existing players. The differentiation in terms of product features are getting diminished; however players are continuing to differentiate their products in terms of applications and services offered.
Exit barriers have to be evaluated in correlation with value chain analysis. Exit barriers are low for manufacturers that occupy only part of the value chain against the manufacturer that occupy most of the value chain.
Complements are critical for product differentiation and they have a very moderate bargaining power. The power of complementary products (Applications) will be further subsidized with increasing network externalities. We do not see complements gaining more power until all the mobile platforms converge under some common standards. Some complements include: Email Maps & GPS Applications Music & other media related applications which are already provided by the nokia E90 communicator as standard in its feature so it wont be long until other follow suit with all these feature.
A smartphone is a mobile phone offering advanced capabilities, often with PC-like functionality. There is no industry standard definition of a smartphone. For some, a smartphone is a phone that runs complete operating system software providing a standardized interface and platform for application developers. For others, a smartphone is simply a phone with advanced features like e-mail, Internet and e-book reader capabilities, and/or a built-in full keyboard or external USB keyboard and VGA connector.
Nokia E90 communicator envisions a world where connecting people to what matters empowers them the most of every moment Nokia E90 is devices and a leader in converging Internet and communications industries. The nokia E90device targets all major consumer segments and offer Internet services that enable consumers to experience a wide array of services.
Smartphone segment is one of the rapidly growing segments in the mobile handset industry. Smartphones are penetrating into mobile handset market at a very fast rate capturing a larger pie of the overall mobile handset market and hence that segment is more lucrative. Though Nokia is a market leader in the entire mobile industry, its performance in smartphone market is abysmal in comparison with its competitorsIf Nokia and its competitors perform at the same rate it will take no more than couple of years for Nokia to lose its market leadership position.
Nokia Smartphone portfolio mix
E 90 is shown by qwerty key on the graphs and it has gained most in the portfolio mix
Nokia E90 Communicator, what more do you want? The PC in your hands!
11. Marketing Strategy & Tactics
The First Nokia E90 Communicator Sold
The first unit of Nokia E90 Communicator sold in an auction in Jakarta, Indonesia. A businessman, Hartono Gunawan, won the auction by offering the amount of Rp 45,000,000 (US$5,000) and got "the first E90 sold in the world".
Two executives of Nokia Finland, JouniPolonen, Product Program Manager Enterprise Solution and Mika Savolainen, Product Manager, Enterprise Solution, attended the-called Indonesia's Nokia Communicator Community Gathering in Ritz Carlton Hotel, Jakarta. More than 1,000 Communicator users attended the gathering.According to Nokia Indonesia general manager, Hasan Aula, the money got from theauction will donate as charity to UNICEF. Hasan said, in the recent decade, Nokia has always chosen Jakarta as the first city to launch each Communicator series globally. "E90 Communicator will also launch here next month for the first time," he told SlashPhone. The historical journey of the Nokia Communicator began in September 1996 with the launch of the first Nokia Communicator (the Nokia Communicator 9000) which had also resulted in the conception of a community of loyal Nokia Communicator users that are known today as the Communicator Community.
Today, the Communicator Community boasts a membership of more than 30,000 and still continues to grow. Nokia Indonesia general manager Hasan Aula (left), Hartono Gunawan with his first E90(center) and Ferry Salim (Indonesia's UNICEF Ambassador).
Benefits sought by this customer group
Nokia's Bulky Smart Phones Find Niche Following There As Business Status Symbol. JAKARTA, Indonesia Nokia Corp.'s Communicator smart phonebetter known as "the Brick"was launched in the West a decade ago.
It never really took off. Its bulky design has made it look dated compared with a wave of newer, slimmer devices that allow users not only to make calls, but also to browse the Internet and send emails but in Jakarta, the Brick lives on. Here, its ungainly size and heft. It weighs in at a whopping half-pound and doesn't fit easily in a pocket have made it a must-have symbol of wealth and success among models, politicians and multimillionaire businessmen. It even has a fan club: The Nokia Communicator Community, a 30,000 strong gang of aficionados. Last year, Nokia sold a few hundred gold-plated Communicators at $2,500 each. Two years ago in Jakarta, a rush on stocks of the 9500, the old Communicator model, pushed retail prices 50% above the normal selling price of around $600.
12. Marketing Strategy & Tactics
Now, Nokia is hoping to improve the Communicator's global image and take on the BlackBerry in the U.S. and Europe with the E90, which is about half an ounce lighter and a little slimmer than its predecessors although still one of the heaviest smart phones on the market. BlackBerrys