致诺基亚的四大建议

一位分析师对手机大厂诺基亚(Nokia)新任执行官提出建议，认为他应该专注推动机型较少、却可支持更多操作系统的产品策略，并且将公司总部搬到美国。

来自MobileTrax的资深手机市场分析师J. Gerry Purdy最近在一封写给诺基亚新任执行官Stephen Elop的公开信中表示，诺基亚拥有一天可卖出超过100万支手机的坚强基础，但是：“显然贵公司并没有在手机机型、软件与服务方面，采取正确的产品组合。”

更糟糕的是，“你们的北美市场业务简直是一团糟；”Purdy在信上写道：“不过几年以前，北美消费者几乎人人拥有一支诺基亚手机，但现在，仍引领全球手机市场创新的北美市场，快要看不到诺基亚的存在。”

Purdy认为，若要扭转眼前局势，诺基亚应该对旗下产品线进行改革、将机型种类减少；他并建议该公司寻求第三方工业设计业者，对诺基亚的功能性手机与智能手机进行外观与风格的大改造。

此外Purdy建议，诺基亚的低端手机应该固定使用Symbian操作系统，高端手机则应该提供用户可选择操作系统的功能，包括Google Android、Microsoft Windows Mobile 7、Palm WebOS、或是MeeGo：“应该可以通过特制的SIM卡来达到这个目标。”

“若能提供软件开发商相关资源与工具，来制作核心应用程序以及使其更容易转移到其他操作系统平台，诺基亚将成为市场的领先者；”Purdy表示：“此外贵公司也需要重新整顿Ovi在线商店，并与第三方伙伴合作，例如Rhapsody，以提供更丰富的多媒体服务。”

而Purdy的建言中较具争议性的，是认为诺基亚应该将总部从北欧芬兰搬到美国：“你们应该采纳更多以美国为中心的文化；原本欧洲是先进无线技术的中心，但现在美国才是领导者。”

点击进入参考原文：Analyst: Four things Nokia needs to do, by Rick Merritt

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Analyst: Four things Nokia needs to do

by Rick Merritt

Nokia's newly named chief executive needs to focus the company on fewer handsets supporting more operating systems and move its headquarters to the U.S., said Gerry Purdy, a veteran mobile systems analyst.

Nokia has a great base, selling more than a million handsets a day, "but it's clearly not the right mix of models, software and services," said Purdy in an open letter to Stephen Elop who joined Nokia from Microsoft recently.

What's worse "your entire business in North America is in the toilet," said Purdy, principal analyst of MobileTrax LLC (Atlanta). It wasn't too many years ago that it seemed like most everyone had a Nokia phone in North America, but [now the company is] almost non-existent in the lucrative North American market that is now leading the world in cellular innovation," he said.

To turn that around, Nokia should rationalize its product line around fewer handsets, Purdy said. He recommended the company use an outside industrial design firm to create a new look-and-feel for the company's feature phones and smartphones.

Low-end Nokia handsets should use Symbian, and higher end models should give users a choice of mobile operating systems including Google Android, Microsoft Windows Mobile 7 Palm WebOS or MeeGo. "Using a special SIM card might be one way to approach it," Purdy said.

Nokia "could become a leader in providing resources and support tools to enable developers to create a core app and then easily migrate it to other OS platforms," he said. The company also needs to reorganize its Ovi online store and partner with third-parties such as Rhapsody to deliver more media services.

Perhaps most controversial, Purdy recommended the company move its headquarters from Finland to the U.S.

"You need to adopt more of a US-centric culture," Purdy said. "Europe originally was the center of wireless advances, but now the US is the leader," he added.