Nokia: quarterly results
On April 18, Nokia released (with a delay of several hours) a report on the results of the first quarter. The results, of course, were predictable, but, it seems to me, it is worth stopping their attention. Therefore, I prepared a brief overview of the situation for those who might be interested in this subject.
Let's start with the updated version of our own charts, based solely on the data from the reports:
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I took the data from 2010 to the present moment, because in earlier reports there is no information on profits from smartphones. If you wish, you can look at the data in a convenient form from 2004 in my table and build your own charts. You can also look at the charts for a longer period in this publication.
Next will be a hodgepodge of translation, foreign charts ( from here and from here ) and my explanations and additions.
Sales of smartphones fell by 8% and now make up 6.1 million (I note that this is not such a bad result, because in the fourth quarter the largest sales always fall). The estimated market share at the moment is 3% (32% at the time of Elop’s arrival at Nokia). The smartphone division, which almost went to zero in the last quarter, again brings significant losses. ASP (average selling price) of a smartphone increased from 186 to 191 euros, while ASP specifically Lumia fell from 192 to 182 euros due to an aggressive pricing policy. Yes, at the moment the average smartphone on Symbian is one and a half times more expensive (292 euros) of the average Lumia:
Almost completed the transition from Symbian to Windows Phone. Nevertheless, the growth rate of the number of Lumia buyers is still lower than the rate of decline in the number of Symbian smartphone buyers, which leads to a general decline in sales:
Territorial statistics also show a decline in most regions. Where sales of Nokia smartphones have increased (China, first of all, growth to 1 million units), they still remain insignificant against the background of the overall size of the market:
Sales of regular phones have fallen dramatically. The fall was 30% (from 79.6 to 55.8 million units) in the quarter, specifically the Asha series fell by 45%, being replaced by cheap Android smartphones. ASP phone dropped from 31 to 28 euros. Perhaps, the collapse of phone sales at the moment for Nokia is even more significant than the stagnant sales of smartphones.
The situation is aggravated by the fact that Nokia’s percentage of smartphones in total sales is much lower than the market average:
In general, the picture is extremely sad. The fall in sales of regular phones finally knocks the ground out from under the feet of Nokia as a company that produces mobile communications. Sales of smartphones in North America, the key market for Nokia since the arrival of Elop, fell by 45% to 400 thousand. Before Elop, the company sold 2.6 million phones and smartphones in North America. The company is again unprofitable (remember, the last quarter was the only one that ended without a loss, after the first quarter of 2011, and specifically smartphones after the same quarter were unprofitable continuously).
For more complete data, I recommend reading the Nokia report , Tomi Ahonen and Samir Singh's publications. If youare not interested in the history of Nokia and how the company has reached the current situation, I dare to recommend its own publications, the first of which is a free translation / abstract of several publications of Ahonen, the second is only a personal analysis of the official Nokia reports . I can also recommend reading this publication, which justifies the point of view of Stephen Elop as the savior of Nokia - even if it contradicts the facts, but it is written in a much more lively and beautiful language than my dry computations; I assure you will enjoy reading. And, of course, comments to all the mentioned publications are good, revealing and developing their topics.
I began my first article on the role of Stephen Elop in the fate of Nokia with a question. I do not know whether this article is the last, but, just in case, I would prefer to finish it with a question.
Tell me, do you believe in miracles?
Let's start with the updated version of our own charts, based solely on the data from the reports:
')
I took the data from 2010 to the present moment, because in earlier reports there is no information on profits from smartphones. If you wish, you can look at the data in a convenient form from 2004 in my table and build your own charts. You can also look at the charts for a longer period in this publication.
Next will be a hodgepodge of translation, foreign charts ( from here and from here ) and my explanations and additions.
Sales of smartphones fell by 8% and now make up 6.1 million (I note that this is not such a bad result, because in the fourth quarter the largest sales always fall). The estimated market share at the moment is 3% (32% at the time of Elop’s arrival at Nokia). The smartphone division, which almost went to zero in the last quarter, again brings significant losses. ASP (average selling price) of a smartphone increased from 186 to 191 euros, while ASP specifically Lumia fell from 192 to 182 euros due to an aggressive pricing policy. Yes, at the moment the average smartphone on Symbian is one and a half times more expensive (292 euros) of the average Lumia:
Almost completed the transition from Symbian to Windows Phone. Nevertheless, the growth rate of the number of Lumia buyers is still lower than the rate of decline in the number of Symbian smartphone buyers, which leads to a general decline in sales:
Territorial statistics also show a decline in most regions. Where sales of Nokia smartphones have increased (China, first of all, growth to 1 million units), they still remain insignificant against the background of the overall size of the market:
Sales of regular phones have fallen dramatically. The fall was 30% (from 79.6 to 55.8 million units) in the quarter, specifically the Asha series fell by 45%, being replaced by cheap Android smartphones. ASP phone dropped from 31 to 28 euros. Perhaps, the collapse of phone sales at the moment for Nokia is even more significant than the stagnant sales of smartphones.
The situation is aggravated by the fact that Nokia’s percentage of smartphones in total sales is much lower than the market average:
In general, the picture is extremely sad. The fall in sales of regular phones finally knocks the ground out from under the feet of Nokia as a company that produces mobile communications. Sales of smartphones in North America, the key market for Nokia since the arrival of Elop, fell by 45% to 400 thousand. Before Elop, the company sold 2.6 million phones and smartphones in North America. The company is again unprofitable (remember, the last quarter was the only one that ended without a loss, after the first quarter of 2011, and specifically smartphones after the same quarter were unprofitable continuously).
For more complete data, I recommend reading the Nokia report , Tomi Ahonen and Samir Singh's publications. If you
I began my first article on the role of Stephen Elop in the fate of Nokia with a question. I do not know whether this article is the last, but, just in case, I would prefer to finish it with a question.
Tell me, do you believe in miracles?
Source: https://habr.com/ru/post/177419/
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