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Events Strategy - Essay Example

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Gone are the days when mobile phones are used solely for communication purposes, and when phones outdo each other only in terms of aesthetics and basic features. Now mobile phones are more than just…
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Events Strategy

To do these, Nokia forged tie ups with partners which include Microsoft Communicator Mobile, towards the enhancement of unified communications proposition (Microsoft Communicator Mobile for Nokia Debuts 2010). As a result, new applications for new handsets have been released, initially available to certain models such as E72 and E52.
On top of these, there are also new features that aim at achieving customer convenience – the touch screen feature similar to Iphone, mobile internet browsing using the latest technologies, development of Ovi maps, among others. These consumer-friendly features are what drive the company to further work on its Marketing, Advertising and Promotional activities to reach the target market. Half of the job is to continue developing the brand, while half is to continue developing the market reach through advertisements and events.
Nokia was a paper and rubber business back in the 1800s, eventually transforming into a cable and electronic business during the first decades of the 1900s. In 1979, it focused on the mobile phone making business (Story of Nokia 2010). However, it was in 1992 that they made a strategic decision to focus on Telecommunications by launching its 2100 series which sold approximately 300% more than the target (Nokia History 2010).
Nokia remains to be the world’s top selling handset manufacturer with market share of 35% versus over ten competitor brands during the first quarter of 2010. However, this reflects a decline of 1.2% from last year’s sales, presumably from the decline in sales of their high end phones. What constitutes the current market share is the presence of its mid end phones that offers both benefits and cost efficiency (Gartner Says Worldwide Mobile Phone Sales Grew 17% In First Quarter 2010). As such, with the continuous product development of the other handset manufacturers, Nokia is pressured to maintain market stature as the leading company.
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