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Manage Product Life Cycle

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Manage Product Life Cycle
Case study : Nokia Mobile Phones

Nokia has come a long way in the telecommunication industry. From Nokia's 1st NMT handheld mobile phone, Mobira Cityman launched in 1987, 1st GSM mobile phone, Nokia 1011, launched in 1992, to the latest Nseries and ESeries range of mobile device.

Nokia understands the importance of product life cycle and has evolved from a basic voice phone to the present high-end multimedia phone. Below is a brief highlight on Nokia's mobile products over these years (extracted from www.nokia.co.uk).

Year
Phone
Remarks
1987
Mobira Cityman
NMT network
1992
Nokia 1011
1st GSM phone
1994
Nokia 2100
Nokia differentiated herself as the 1st phone to feature Nokia Tune
1997
Nokia 6110

Nokia 8110
Nokia differentiated herself as the 1st phone to feature Snake game, a classic mobile game

First to offer simplified and traditional Chinese, and Thai characters in one phone
1999
Nokia 7110
Nokia launches the world's first WAP handset-Internet goes mobile
2002
Nokia 6650
First 3G phone
2003
N-Gage
Mobile gaming goes multiplayer
2005
Nseries
Next generation of multimedia devices (S60 platform)
2008
Eseries

Introduction stage

The 1st mobile phone was launched in Finland, and was expensive, priced at ?4,560. In 1987, it received a public boost when Soviet leader was pictured making a call with it to his minister in Moscow. It was thought of as a yuppie product and a status symbol, and was selling well.

As the main developer of the GSM technology, Nokia did not face much competition. It developed Nokia 1011, which was on the market during 1992 - 1994. As Nokia establishes herself as the brand of mobile phones and a symbol of user-friendliness, simplicity and style, the no. of mobile phone subscribers in Finland increased rapidly and the prices of mobile phones went down at a fast pace.

Growth stage

In mid 1990s, Nokia supplied GSM systems to 94 operators in 43 countries, due to GSM wide market coverage
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