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ノキアCEOの戦略メモが流出、再生策を2月11日に発表へ

Haruka Ueda
2011年2月9日, 午後02:00 in Featured
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「我々は『焼け落ちるプラットフォーム』に立っている。我々のやり方をどのように変えていくか、決断しなければらない」このような悲壮なメッセージではじまる、ノキア Stephen Elop CEO のメモとされるものが流出しています。情報源によれば、このメモは社内システムに投稿されたもの。社員向けの士気高揚メッセージが社外に漏れるという例はこれまでにもありましたが、今回のメモはノキアの危機感と焦りがひしひし伝わってくる、ぞっとするくらいリアルなものです。CEO本人が認めたわけではないので(認めるはずがないので)「本物」と表現するわけにはいきませんが、「本物である」と証言は複数から得ています。

原文は続きに掲載していますが、ざっくりとした内容は以下のとおり:

まずはライバルについて。ノキアのプラットフォームを焼け落とす「炎」として表現されているのは、「スマートフォンを再定義することで市場を破壊し、クローズドではあるが強力なエコシステムによって開発者を引き込んだ」アップル / iPhone、「アプリケーション開発者、サービスプロパイダ、ハードウェアメーカーを引き寄せ」「重力」と表現されているグーグル / Android、そしてローエンド向けのチップセットを開発し、各社の低価格ケータイを実現させたMediaTek。「初代iPhoneは2007年に登場したが、我々にはまだそのような体験をできる製品がない。Androidはほんの二年ちょっとまえに出てきたところだが、今やスマートフォン市場で一番の地位にある。信じられないことだ」

続いてはノキアの現状について。「ノキアにはイノベーションの素晴らしい源となるものがある。しかし、我々はそういったものを市場にじゅうぶんな早さで投入できていない。MeeGoはハイエンドスマートフォン向けプラットフォームの勝者になると考えていた。しかしこのままでは、2011年の終わりまでに採用製品をひとつ市場投入できるだけだ」。Symbianについては「さまざまな異なる環境に提供され、膨れあがり続ける消費者の要求に対応するため、製品開発は遅くなり、新しいハードウェアを採用する際の障害となっている」「このまま続ければ、我々はますます遅れをとることになる」

市場環境について。「携帯電話の戦いは、今やエコシステムの戦いである。エコシステムは端末のハードウェアやソフトウェアだけではなく、開発者、アプリ、eコマース、広告、検索、ソーシャルアプリ、ロケーションサービス、統合コミュニケーションなどを含んでいる。我々の競合は端末でもってシェアを奪っているのではない。彼らはエコシステム全体でシェアを奪っているのだ。つまり我々は、どのようにエコシステムを形成するか、あるいは他のエコシステムに手を加えるか、既存のものに参加するのか、定めなければらならない」。日本のケータイ市場とも大いに通じるところのある話です。

そして最後は今後について。ノキアのシェアは世界中で下がり続けていると触れた上で、「我々は未来への道に取り組んでいる。市場のリーダーとして再生するための道。新しい戦略が2月11日に共有されれば、ノキア自身に多大な変化をもたらすことになるだろう。しかし皆で取り組めば、目の前にある挑戦に立ち向かえると信じている。皆で取り組めば、我々の未来は我々で選ぶことができる」。なんだかWindows Phone 7採用の噂も現実味を帯びる口ぶりです。巨人ノキアはどこへ行くのか。今年のMWCはいつも以上に面白くなりそうです。



Hello there,

There is a pertinent story about a man who was working on an oil platform in the North Sea. He woke up one night from a loud explosion, which suddenly set his entire oil platform on fire. In mere moments, he was surrounded by flames. Through the smoke and heat, he barely made his way out of the chaos to the platform's edge. When he looked down over the edge, all he could see were the dark, cold, foreboding Atlantic waters.

As the fire approached him, the man had mere seconds to react. He could stand on the platform, and inevitably be consumed by the burning flames. Or, he could plunge 30 meters in to the freezing waters. The man was standing upon a "burning platform," and he needed to make a choice.

He decided to jump. It was unexpected. In ordinary circumstances, the man would never consider plunging into icy waters. But these were not ordinary times - his platform was on fire. The man survived the fall and the waters. After he was rescued, he noted that a "burning platform" caused a radical change in his behaviour.

We too, are standing on a "burning platform," and we must decide how we are going to change our behaviour.

Over the past few months, I've shared with you what I've heard from our shareholders, operators, developers, suppliers and from you. Today, I'm going to share what I've learned and what I have come to believe.

I have learned that we are standing on a burning platform.

And, we have more than one explosion - we have multiple points of scorching heat that are fuelling a blazing fire around us.

For example, there is intense heat coming from our competitors, more rapidly than we ever expected. Apple disrupted the market by redefining the smartphone and attracting developers to a closed, but very powerful ecosystem.

In 2008, Apple's market share in the $300+ price range was 25 percent; by 2010 it escalated to 61 percent. They are enjoying a tremendous growth trajectory with a 78 percent earnings growth year over year in Q4 2010. Apple demonstrated that if designed well, consumers would buy a high-priced phone with a great experience and developers would build applications. They changed the game, and today, Apple owns the high-end range.

And then, there is Android. In about two years, Android created a platform that attracts application developers, service providers and hardware manufacturers. Android came in at the high-end, they are now winning the mid-range, and quickly they are going downstream to phones under €100. Google has become a gravitational force, drawing much of the industry's innovation to its core.

Let's not forget about the low-end price range. In 2008, MediaTek supplied complete reference designs for phone chipsets, which enabled manufacturers in the Shenzhen region of China to produce phones at an unbelievable pace. By some accounts, this ecosystem now produces more than one third of the phones sold globally - taking share from us in emerging markets.

While competitors poured flames on our market share, what happened at Nokia? We fell behind, we missed big trends, and we lost time. At that time, we thought we were making the right decisions; but, with the benefit of hindsight, we now find ourselves years behind.

The first iPhone shipped in 2007, and we still don't have a product that is close to their experience. Android came on the scene just over 2 years ago, and this week they took our leadership position in smartphone volumes. Unbelievable.

We have some brilliant sources of innovation inside Nokia, but we are not bringing it to market fast enough. We thought MeeGo would be a platform for winning high-end smartphones. However, at this rate, by the end of 2011, we might have only one MeeGo product in the market.

At the midrange, we have Symbian. It has proven to be non-competitive in leading markets like North America. Additionally, Symbian is proving to be an increasingly difficult environment in which to develop to meet the continuously expanding consumer requirements, leading to slowness in product development and also creating a disadvantage when we seek to take advantage of new hardware platforms. As a result, if we continue like before, we will get further and further behind, while our competitors advance further and further ahead.

At the lower-end price range, Chinese OEMs are cranking out a device much faster than, as one Nokia employee said only partially in jest, "the time that it takes us to polish a PowerPoint presentation." They are fast, they are cheap, and they are challenging us.

And the truly perplexing aspect is that we're not even fighting with the right weapons. We are still too often trying to approach each price range on a device-to-device basis.

The battle of devices has now become a war of ecosystems, where ecosystems include not only the hardware and software of the device, but developers, applications, ecommerce, advertising, search, social applications, location-based services, unified communications and many other things. Our competitors aren't taking our market share with devices; they are taking our market share with an entire ecosystem. This means we're going to have to decide how we either build, catalyse or join an ecosystem.

This is one of the decisions we need to make. In the meantime, we've lost market share, we've lost mind share and we've lost time.

On Tuesday, Standard & Poor's informed that they will put our A long term and A-1 short term ratings on negative credit watch. This is a similar rating action to the one that Moody's took last week. Basically it means that during the next few weeks they will make an analysis of Nokia, and decide on a possible credit rating downgrade. Why are these credit agencies contemplating these changes? Because they are concerned about our competitiveness.

Consumer preference for Nokia declined worldwide. In the UK, our brand preference has slipped to 20 percent, which is 8 percent lower than last year. That means only 1 out of 5 people in the UK prefer Nokia to other brands. It's also down in the other markets, which are traditionally our strongholds: Russia, Germany, Indonesia, UAE, and on and on and on.

How did we get to this point? Why did we fall behind when the world around us evolved?

This is what I have been trying to understand. I believe at least some of it has been due to our attitude inside Nokia. We poured gasoline on our own burning platform. I believe we have lacked accountability and leadership to align and direct the company through these disruptive times. We had a series of misses. We haven't been delivering innovation fast enough. We're not collaborating internally.

Nokia, our platform is burning.

We are working on a path forward -- a path to rebuild our market leadership. When we share the new strategy on February 11, it will be a huge effort to transform our company. But, I believe that together, we can face the challenges ahead of us. Together, we can choose to define our future.

The burning platform, upon which the man found himself, caused the man to shift his behaviour, and take a bold and brave step into an uncertain future. He was able to tell his story. Now, we have a great opportunity to do the same.

Stephen.



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関連キーワード: featured, features, meego, mwc, nokia, symbian
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