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012年,末日未见,可对诺基亚而言却是“黑暗”的。2013年,新年伊始,诺基亚迎来一缕曙光。

昨日,诺基亚发布的2012年第四季度初步财报显示,公司智能设备净销售额约为12亿欧元(约合15.7亿美元),总出货量为660万部,其中440万部为Lumia系列智能手机。受此利好消息影响,诺基亚在周四美股盘前交易中涨幅超过18%,这也是诺基亚近一个月以来第二次股价大幅上涨。

上一次是与中国移动合作发售Lumia 920T,其股价大涨近13%。目前,诺基亚的股价突破了4美元达到4.46美元,创下了9个月内的新高。显然,这背后的功臣毫无疑问非Lumia 920莫属,其良好的销售情况让人们对诺基亚重拾信心。

为什么市场会认可Lumia 920,诺基亚做了哪些改变?一个观点是,渠道的转移起到了重要作用。

当初诺基亚传统的销售策略是“天女散花”,通过尽可能多的分销渠道向用户销售手机,但现在,诺基亚已经开始与运营商合作,以争取更大的销售量,与中移动合作Lumia 920T便是如此。要知道,这在以往诺基亚中国发布的产品中是决然不可能的事。

在美国市场,运营商AT&T以99.99美元的价格出售两年合约版的诺基亚Lumia 920手机,这一价格远低于苹果iPhone 5或三星Galaxy S III等对手产品。AT&T版Lumia 920在亚马逊美国的销售排行榜上一直稳居第一。

不难看出,渠道上的转移使得诺基亚在销量上有了保障;同时,与运营商定制的高性价比合约套餐具备了很强的市场竞争力。

而这些努力已渐见成效,在多个国家,这款产品正被抢购一空。日前,美国市场调查公司StatCounter的最新数据显示,在过去的1个月里,安卓用户的市场份额略有增长,使用iOS和黑莓的用户份额开始下降,而诺基亚使用的Windows Phone、塞班等平台的用户份额都重新上升。该数据认为,诺基亚的市场份额有可能在这1个月里增长超过2%。

诺基亚CEO埃洛普也表示,与电信运营商一起,诺基亚对新机的营销力度要超越以往,而诺基亚需要将市场对Lumia手机的良好反馈转化为销量。

除渠道之外,新Lumia产品本身有了很大的改善,诺基亚在新品Lumia中加入了不少独特的硬件功能,如无线充电、带光学防抖的摄像头等,而这些硬件足以与Windows Phone系统以外的产品竞争。

诺基亚正仰仗其新的Lumia智能手机产品逐步收复失地,当然,仍不宜过分乐观。要彻底扭转颓势,诺基亚显然还有很长的路要走。

作者:郭晓峰


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