Nokia is feeling the heat all over. It now has closed down in North American stores in Chicago and New York and one of its two London stores across the pond. It is also shifting its Sao Paolo store in Brazil. Not only in its brick and mortar form, but also with its online Ovi store, Nokia seems to have hit a breaker. Nokia’s case is quite paradoxical to Apple which has tasted success in both forms of the stores: Online as well as Brick and Mortar. A beleagured Nokia faces competition from RIM, Apple, Palm, Moto and Samsung in the Smartphone space; is threatened by OEM imports in emergingmarkets and its software services platform never really took off. Once a stock market darling, Nokia’s shares have fallen 20% since September even as the broader market has rallied.
Nokia launched the Ovi Store in May/June 2009 clearly challenge the Apple Dominance on Apps. However 5 months after an otherwise lukewarm launch, Ovi has stats on its side, but these pale infront of the Apple Juggernaut.
• Ovi Mail has more than 3 million subscribers, and carriers like the push email because it boosts data usage. Nokia has signed over 20 partners for a carrier version of Ovi Mail.
• Downloads of apps on the Ovi Store are growing 70 percent per month, and every registered Ovi user has downloaded eight apps on average.
• In terms of downloads, Ovi is the No. 2 app store
• The number of users downloading apps is going up 50 percent every month.
• The Ovi suite – which also includes music and mapping services – now has 80m active users, up from 54m in August.
George Linardos, head of products at Nokia’s media group, said on 8th December 2009 that Ovi Store had been outpaced by Apple after complaints on stability and reliability. He also admitted that the chorus of complaints from end-users were driving the next version, noting that his company has “screens up in [their] offices running Twitter feeds [of gripes] all day long.” In fact, he likened the act to “sitting there and getting punched in the face.” So while the first coming of Ovi was beaten comprehensively unable to compete with the Apple Apps store, a second coming of Ovi has been planned in Spring 2010. New features will include in-application payments, a redesigned user interface that makes apps easier to discover, and faster operation. Longer-term, Ovi Store will include recommendations based on friends’ app purchases and more localised content.
In its second coming, the company wants to localize the Ovi Store for 20 countries by the end of the first quarter of 2010. Localization can mean instant success. In India, for example, Nokia’s music download service is becoming popular mostly because many people don’t have PCs and are using their phones to download music. Similar trends are being observed in Brazil and Mexico. Nokia believes the success of its Ovi Store and services is going to come from its traditional strongholds: Europe, Latin America and Asia. Ovi’s big opportunity is overseas — outside of the U.S. However, while US is not on the focus geographies list, it is also important for Nokia to maintain a mind share in US so that they are abreast of the best apps and platforms and are exposed to the most advanced development eco-system globally.
On Ovi, Nokia need’s to get all their ducks lined up, including hardware, software and services. At the moment, none of those are working properly. One hopes that Ovi gets it right this time because second chances are rare, and there are no third chances.