Outflanking Nokia

Outflanking Nokia

This week has seen another pillar of industry bite the dust.  Along with Kodak, Tower Records and John Brown and Son.  All of them reached the top of their industry and stopped.  They were outflanked and didn’t react quickly enough to industry changes. They were complacent.

I have grown up with Nokia.  My first mobile was a Nokia in 2001 and for 6 years after that all I had were Nokia’s – they were the best – other manufacturers tried but couldn’t topple Nokia.  But then Steve Jobs changed all that. 

What the iPhone did was make a computer fit in to your pocket and they included a phone. Internet device first, phone second. They threw in an iPod, which had already changed the music industry, for good measure.  “An iPod, an internet communicator and a phone” Steve Jobs stated.

Nokia were making great phones with add-ons.  They didn’t invest in the software that powered the internet and more importantly apps.  Apps made the iPhone – it was the killer feature.  No one cared what the phone looked like anymore – what they cared about what the software and what you could do with it.

That is where Nokia went wrong – but they needn’t of – they had in in the palm of their hands in 2007/2008. But they continued to invest in the software that had put them at the top and held them there – Nokia still shipped more phones in 2007 than any other provider.  The smartphone software they were developing was seen as niche and specialist.  They didn’t divert resources to it quickly enough.  Once they realised smartphones was the way to go they backed Windows instead of Android.  If they had backed Android – Your Samsung Galaxy could have been a Nokia.

The messages from history are the same.  John Brown and Son shipbuilders on the Clyde didn’t adopt modern manufacturing techniques.  Tower records didn’t move to the digital music revolution  Kodak continued to produce 35mm film instead of digital devices and photo software.

The message is simple.  The change you created to put you where you now has to change again to put you on top in the future.  You can’t stop.  Because if you do, you will be outflanked. 

Put it in Context



Bring me a dead cat and all I can tell you is that it was a cat and it is now dead.  Bring me a dead cat and tell me you found it in the middle of the road, what killed it? A car? heat exhaustion? 

What are we talking about?

Context!   -   The difference between road kill and a meal.

Context is critical for people to make up their minds and make decisions.

Recently I did some work with a public sector organisation who wanted to outsource their FM services.  Together we did some work to quantify the savings and the service improvements that would be guaranteed by a service provider.  The client needed to get the project approved by their board made up of people who didn’t know much about FM and elected members who represent the public. 

 “We will save £500,000 by doing this outsourcing”.  Is that good or bad? We don’t know until we attach some context to it.  A £ number is just that – a number – it has no meaning without putting it in context. 

“We will save 0.5% of the organisations budget”.  That doesn’t sound very good. 

“We will save 15% of our current expenditure”.  That sounds good! 

This means something internally but for a public sector organisation who is accountable to the public it may mean little.

“We will be able to employ an additional 20 front line jobs to support the community”.  That sounds great! 

Jobs put the sheer quantity of iphones
sold in to context for the audience

The presentation we put together had 3 numbers on it…

“By outsourcing, we will save £500,000 (15% of our budget) which is the same as employing an additional 20 people in front line jobs in the community”

The board now understood the importance of doing the outsourcing both for the organisation and the people they provide services to.  Needless to say the questions were not “Why should we do this?” but “How soon can it be done?”