Before the Smartphone era, not long ago, the companies to dominate the Mobile Phone world were the hardware phone manufacturers, such as Nokia, Motorola, Samsung, Sony Ericson, RIM and others. The competition between those giants was around the device specifications and features: size, weight, user friendly, buttons, battery life, camera, etc. The traditional mobile companies dictated the pace and we saw a wide variety of mobile devices.
RIM added a whole new dimension to the game when it introduced email. But it not only became a leader, it also started the transformation in the mobile world from hardware to software. These days, the change is represented with the fast adaptation of the smartphone. It is not the hardware anymore, which is in similar size, weight and other specs; it is all about what it can do beyond enabling a simple call.
Computing companies, using their software advantages, got into this field. Apple was the significant first followed by Microsoft with Windows-Phone and Google with Android. As smartphones become ubiquitous in developed markets, the traditional mobile manufacturers are losing market share to iPhones and Android devices.
The Google-Motorola deal will be a key element in the head to head battle with Apple and Microsoft, battling to increase their market share in the Mobile world, is also looking for strategies. RIM is working aggressively to increase its “app appeal.” The battleground is now almost entirely software-based.
Changes in Industry and within the market can lead to dramatic impact on our organization in a relatively short time. Nokia’s market valuation has tumbled. It traded at $37 at the end of 2007. In September 2011 it traded around $6. A well-structured process of market and/or industry monitoring, change identification and impact assessment is essential for an organization to stay on top of its game.