In 1998, people were shocked: Northern Europe, Finland, has a company named Nokia, and its mobile phone sales exceeds the global communication giant Motorola, which jumped into a world champion in mobile phone manufacturing!
Finnish, Nordic pop-ups, famous for ice and snow, forest dense and unique Finnish bath, industrial resources are poor, the market is small, and the domestic population is only 5 million.
But now, Nokia makes Finland famous in the world. Nokia ranked 11th "The world's most valuable brand ranking", after the Wanbao Road. In mid-April this year, its total stock reached $ 250 billion, one of the most powerful companies in Europe.
Although in the global market, Nokia's market value is only half of the US Cisco, Microsoft, Intel, etc., but everyone is revealed to the top of the most powerful wireless Internet world. The new generation of WAP phones it makes it is possible to replace personal computers, becoming the public equipment in the future information age; it is holding the charming banner of "putting the Internet in the pocket of everyone", and then hosted Motorola and other high-tech giant people. Squeeze one side.
Pre-president of committing suicide
Nokia can achieve today's achievements, which should be in 1992 in Jorma Ollila, 1992. However, Nokia can transform from production rubber shoes into a high-tech company, but can not mention Kari Kairamo.
In 1865, engineers Fredrik built a wood processing plant, processing wooden board and pulp in the Nokia River in southern Finland. Later, this processing plant was named "Nokia".
In 1922, the wood processing plant and a small Finnish rubber product plant, which produced rubber shoes and tires, and another production wires.
In 1967, Nokia expanded as Nokia Group. It produces diapers, rubber shoes, and tires on boats are the most familiar products of Finns.
In 1977, Kellemo became a new president of Nokia.
In 1981, under the lending of Keremo, Nokia successfully developed a simple wireless communication system into a mature mobile communication system, which is what we said today. Nokia has developed mobile phones, although not the world's first, but it has the advantages of many practicality, so they are welcomed by the market and become a profit point of Nokia.
So Kellemo aimed at the hot products - household appliances, computer, BP machine, etc. He began like a gambler, spend the shareholders' money, and sold German A TV production plant, a computer company in Sweden, a pager company in the United States ...
But he is gambled! Japan Sony, Netherlands Philips, US IBM, etc. competitors are so powerful, the Nokia Festival defended, a lot of money spent out, the bubble does not take one, almost no one in the world knows, Finland Nokia has produced TV sets , Computer, pager, or other electrical products.
More terrible is that the US Communications Giant Motorola took only a short time, just after the wireless communication technology, the first generation of mobile phone-simulators, and mass production, so that the only thing to bring to Nokia The mobile phone products hit the wall everywhere, and the company began to lose money.
The shareholders are angry, and they are insults, and they will compose to the executive president.
Keremo's negligible thought weights. He is difficult to sleep, and the spirit is close to the collapse.
"" Guns! On December 2, 1988, Kearemo was screaming.
In 1991, it was the shameful moment of Nokia. Nokia's largest shareholder - an investment bank, actually begging Ericsson cheap to acquire Nokia, and he was rejected by Ericsson.
The new president is ordered to be in danger.
In February 1990, Nokia's board of directors wanted to sell mobile phone production services. They took the head of the mobile phone department, 38 years old Olira found, and immediately ordered him: "Listen, only for you 6 months, you have to give us a clear answer. Do we want to put mobile phones Sold? How to sell it? "Then I added another sentence:" ... or other ways? "After careful investigation and thinking, 4 months later, Olila was an unexpected Negative answer: "NO! We can't give up mobile phone business, we must continue to produce and sell Nokia mobile phones, and to go all out!"
Today, everyone is evaluating, the former president of Caremo is the biggest contribution made by Nokia, that is, the Olora encompasses Nokia.
In the project file of the mobile phone R & D department, he found that Nokia had an item that did not pay attention to the development of the mobile phone product for GSM standards. At that time, GSM was far from a mature digital mobile phone communication standard. Oliraton predicts that it is likely to become the second generation of mobile phone standards after the simulation method.
Olila's development of a detailed plan to report the board of directors, organize researchers, and fully attacked GSM mobile phones.
In 1992, unexpected things happened. There is no sign beforehand, and the board of directors suddenly announced the new president of Nokia after an mysterious meeting.
For this sudden appointment, Olila is deeply surprising. Later, he speculates: Only in Nokia is currently in jeopardy, in a low snoring, there is only Olira courage to enter the singing song.
Jumping into ice water
After a week of Easter, he drove his wife and his wife to the north of Helsinki to go to the heart, I would like to temporarily get rid of a heavy burden. The children suddenly joked with him: Great old, you dare not jump into the lake. This sentence comes out, but the Olira is stunned: it is a fatal challenge! I dare not dare? He actually came true. I heard it, he suddenly took off the cover, and naked his nakedly in the lake. The children were shocked.
But he did not lose. Once the skin is in full contact with the lake, all the fears suddenly disappear - I am not afraid of imagining in ice water. At this moment, his mind is light, and it is incredible to jump out of a sentence - set the dead and later ...
Suddenly, cheerful Olit kiosk quickly swayed in the ice water.
He rushed back to Helsinki, and he immediately set up the preparation before the battle.
The first thing is to transfer the soldiers, and he puts the new generation of young people who have cultivated and in the same manner into Nokia, and placed in a critical position, and they regularly develop. He said: "I want to see more guys of Tiger's brain!"
I have a few months and have given two conclusions:
1. Nokia will only use mobile phones and mobile network equipment as the development direction, including the GSM mobile phone as the focus, go all out, be a global market, to make value-added products, and make value-added services;
2, if they think about care, ensure that each step is not wrong, you can defeat the enemy and become industry leaders.
They decided that Nokia's traditional product will not stay. First, paper and rubber products are swept away, then the wire and cable are discontinued. As for major televisions and computer products, although they cannot be discontinued immediately, they are no longer as a development direction, but gradually fade out. After several years, Nokia is completely complete and television and computer production.
At the same time, Olila and their partners fully promote the R & D and production of GSM communication standards, and continuously expand the technical advantages of Nokia.
In 1994, Nokia was finally listed in the United States and absorbed a lot of investment. Since then, with each step of the Nokia mobile phone, it is continuously funded from the US stock market. By the first half of 1997, Nokia's main shares basically fell into the very enthusiastic Americans. Bloody Motorola and Ericsson
While continuous improvement of combat power is increased, Nokia and Motorola and Ericsson's decisive battle have actually started.
Olra puts the fate of Nokia in GSM standard, in fact, it also raises a lot of risks. At that time, there were a lot of new standards for the next generation of mobile phone. Which of them should be used as a global general standard, and countries are in order to make their own interests, arguing, and everything.
It is this kind of chaotic unhappy argument, which has not seen the direction of development of the world's communication trend. At the same time, because of his own technology research and development power is too confident, Motorola has adopted a decision-making of a distant change, ready to play again. The role of the post-system.
Moreover, traditional simulation mobile phone communications is in the United States, and it is very domineering Motorola that is busy fighting for competitors in the US market. On the one hand, in the existing achievements, on the one hand, forget the development of new simulation mobile phones - for example, how to make the simulated mobile phone more smaller, more functions, and more appearance. Therefore, Motorola is resistant to the mobile phone communication standard by the analog to digitally converted to the digital conversion.
The above two-layer reasons have led to the mainstay of Motorola, which is equivalent to not fighting and retreats to the Digital mobile phone.
Tiancheng avenous machine, Nokia seizes time, promoting the research and development of GSM mobile phone and mobile phone communication system equipment, making it full preparation for the upcoming market demand.
At the end of 1993, the situation was gradually clear, and European countries have begun to adopt GSM digital mobile phone communication standards as new unified standards. At that time, Nokia pushes its carefully prepared breakthrough products - 2100 series mobile phone to the market.
This kind of mobile phone is of course used in trendy digital communication standards, and the sound quality is clear and stable. In addition, it did not forget the "stealing" Motorola simulator small and exquisite characteristics.
The same is equally important to GSM technical standards, it is designed to have two breakthrough innovations: I borrowed the shape design of the TV, I used a large proportional display screen for the first time, it seems luxurious and airless; II, I have a compute User interface design ideas, the first use of roll-roll-roll text menu, making it simple to make the original complex operation.
This new mobile phone in Nokia, global users are full of praise, delight, and put their deep impression and Nokia's names firmly. This is the "user's first recognition" in consumer psychology.
Nokia's original 2100 model sales target is 40,000, I didn't expect to sell 20 million! Huge success makes Nokia turn into profit and says to be large.
Competitors' red eyes and emergency can be imagined. Ericsson and Motorola quickly fade with the development of GSM mobile phones, and wants to be in a decision of Nokia.
However, the market is the first time, it is the first recognition of the Nokia GSM new mobile phone. People's favorite GSM mobile phone launched by the Motorola and Ericsson who have pursued the chasing is obviously not as good as Nokia, although their mobile phone profile, the interface is also the same, technology is even It is also in some ways to exceed Nokia.
Olila is naturally not to be repeated in historical dramas. While pursuing more perfect technologies, Nokia hide up "mobile phones is no longer expensive luxury, but a fashion decoration and ease of use tools" banner, and the opponent launched an innovation speed, design, price contest.
Nokia mobile phones launched a new variety every 35 days, and the price of mobile phones has dropped again in several years.
Its 7110 series mobile phone is the world's first mobile phone that supports WAP wireless Internet protocol.
In order to apply to the global market, Nokia has launched mobile phones with different cores to separately apply to the following three digital communication standards: European mainland GSM standards, the US TDMA standard, Japan's PDS standard. The mobile phone interface sets different locale according to different regions. However, all models have been consistent in profile characteristics, all have distinct Nokia characteristics. This trick played Motorola halved hands and feet. The President Christov Gol Wen's face is gloomy: "Motorola's original simulation mobile phone has sunset in Xishan."
The Nokia 6100 Series mobile phone is a great success in the US market, and the user who wants to buy it is raging, so that Nokia is the largest agent in the United States - the spot discharge file in the hands of the US telegraph telephone company. Michael Arms, president of telegraph telephone company, has to comfort users: "I have made private contacts with the President of Nokia. They have already set up a rapid supply plan."
By 1998, Nokia made a comprehensive victory. In the global mobile phone market share, it pulled the top, accounting for 22.5%, Motorola occupied 19.5%, and Ericsson accounted for 15.1%. In emerging markets such as mainland China, Asia, and South America, Nokia mobile phones also occupy a leading position.
By 1999, the results continue to expand, Nokia sales increased by nearly 1 times, and rushed a lot of market share from two competitors. The new proportion is: Nokia 26.9%, Motorola 16.9%, Ericsson 10.5%.
