Why the Nokia revival is in trouble (and how to fix it)

Why the Nokia revival is in trouble (and how to fix it)


If you’ve been following my channel for a
while now, you probably know I’m generally very excited about the return of the Nokia brand. I have the Nokia 9 as my main phone right now phone, I had the 7 Plus before that, I loved it, I’ve talked about the Banana phone, about the success of the
business and I’ve generally been very positive about the company. But in the last couple of months I’ve started
to get a little worried about them. So, in the 47th episode of The Story Behind
series, let me explain why. And thanks to Skillshare for sponsoring this
video. The first 500 students to use the link in
the description below will get 2 months of premium access for free. Since the revival of the Nokia brand, their
phones have always been a little rough at launch. My 7 Plus launched with multiple bugs including
Spotify and Google Maps that would randomly crash for example and the internet is filled
with people complaining about similarly random bugs in early software. But I’ve always cut them some slack. They were a new company, they had to figure
out and optimize their processes first and they launched a big portfolio right away so
they had lots of devices to support. Plus they do fix their bugs eventually, so
I thought it was OK as long as things improved. But the problem is, as the company grew, things
haven’t really improved. In fact, they actually seem to have gotten worse. HMD Global, the company behind the revival
of the Nokia brand has not slowed down with releasing new devices, which means they now
have 22 smartphones to support. That’s without even counting the regional
variants and feature phones, and as you can imagine, the company hasn’t matured fast enough
to handle this new level of complexity. Remember, unlike most phone manufacturers,
HMD Global does keep all of their Android One devices updated for 3 years, so that’s
a lot of devices to take care of. Though Nokia still outperforms most manufacturers significantly in delivering updates quickly, they have started missing their own deadlines,
there was recently a report of a major security screwup where a batch of phones mistakenly sent sensitive
user data to an activation server that they shouldn’t have, and new devices still get
released with buggy software. Case in point, the Nokia 9, which is so buggy,
it actually prompted me to make this very video. This was supposed to be the crown jewel of
the company. A limited edition device with a ridiculous
5 camera setup that was created to generate hype and great headlines and get people to
start taking the Nokia brand seriously as a maker of high end stuff, not just a brand
for solid mid-rangers. And while I do actually like the phone overall
for its gorgeous design, the clean stock Android, and so on, this phone is incredibly unfinished. Especially the camera, the one feature that
actually should have blown people away right from the start. Just look at the reviews. Most of them range from a straight up “don’t
buy it” to a more generous “wait until it gets updates”. I’m in the second camp, because occasionally the phone does take great photos,
which makes me think software updates can eventually make this a great phone, but the amount of bugs and slow processing and
inconsistent results are not excusable for a phone that’s actually been shipping to people
for a good while now. Which is stupid. This phone had the potential to be a big PR
victory for Nokia and instead they botched the launch and got a PR “meh” at best. Ugh. Add to the buggy launch software that the
company just has so many devices that it is unable to create any clear differentiation
between them, and has a naming strategy which makes it even harder to figure out how these
phones relate to each other, and you are left with a device portfolio that’s a bit of a
mess to say the least. Both of the buggy launch devices and the confusing
portfolio appear to be coming from the exact same problem. A management team that has prioritized
launching many new devices as possible instead of launching a few very good phones. And apparently, these issues have started
impacting the business as well. Starting with sales figures. If we look at the overview that Nokiamob has compiled,
we can see that after a meteoric rise in their first year, growth has essentially flatlined. To be clear, it’s still very impressive of
a 2 year old company to sell over 17 million phones a year, that’s way more than brands
like Google, OnePlus or Sony managed to sell, but it appears that HMD Global’s growth has
hit a pretty hard ceiling in 2018. Nokia is entering new markets like the US
where they partnered with big carriers, which might bring them a much needed boost, but
in many existing markets, especially Europe, they have actually started losing market share already. And here comes the real trouble. On the company rating website Glassdoor, where
HMD has a pretty terrible rating of 2.2 starts, multiple employees claim the business is now
under extreme pressure with multiple reports of people getting fired and downsizings throughout
the organization, especially in Europe. Similarly, HMD Global’s most influential partner,
FIH, which is currently the exclusive manufacturer of the new Nokia phones, has announced that they lost 368 million Dollars
in 2018 from the Nokia handset business as their margins continue to get squeezed due
to the tough competition. FIH will therefore start refusing to manufacture
Nokia models it deems unprofitable, forcing HMD to either cut down on the new models or
find alternative manufacturing partners. Given that FIH is a subsidiary of Foxconn,
the largest electronics manufacturer in the world making stuff for just about every consumer
electronics company on the planet, this is likely a huge blow to HMD. So the huge positivity we’ve seen around the
business last year seems to have faded quite a bit. Now, to be clear, none of what I’ve just said
means that Nokia is doomed, or even that hard times are unique to the Nokia smartphone brand. Almost every mobile brand apart from maybe Huawei and Xiaomi had a rough year as global smartphone sales are declining and competition is intensifying,
and HMD, even with these troubles still pulled off a 120 percent growth year
over year, becoming now the 9th biggest smartphone maker in the world. But it is clear that their breakneck growth
has started grinding to a halt at the end of this year and the company has run into
some serious challenges with supply, product pipeline and software development. And I think there are two main factors to
blame here. First, the “oh look, Nokia is back” factor
seems to be gone for the most part and the brand loyalists like me, who were really excited about the return of the Nokia brand have already bought their Nokia phones. HMD Global now has to convince people beyond
just the brand loyalists and has to compete directly against newer companies like Xiaomi and Huawei, and older incumbents like Apple and Samsung. And that, as we know, is a hell of a task for any smartphone maker. And two, as I said before, the management
team got a little too excited about expanding rapidly. They have too many devices and tried to enter
China, India, a bunch of other Asian countries, Europe, Africa and now even the US all within
2 years. That’s insane and just seems a little too
much for the company to handle. The weird naming, the buggy launch devices,
the issues with software quality control and so on, they all point towards an organization that’s
just stretched a little too thin. In other words, after the huge initial success,
I think HMD has hit a bit of a roadblock and needs to reevaluate its strategy. Looking at the business from the outside,
it appears to me that they should reduce the number of models they launch and instead focus
on making those few models better. They should make a few phones like the Nokia
9 with unique value propositions and make them great straight out the gate instead of
launching a tons of buggy devices that don’t really manage to stand even from their own
crowded line-up. The good news is that if the brand manages
to focus, I really believe they can turn things around and return to the fast growth trajectory
they were on just last year. After all, they have plenty of building blocks
necessary for success. A beloved, unique brand, exclusive partnerships
with some of the world’s best companies like Zeiss, and a promising Android One software strategy. Until then, I’ll be sticking with my Nokia
9, and I’ll be sure to share news of software updates and loads of camera samples, so if
you want to see those things, be sure to follow me on Twitter and on Instagram. This phone is all about taking pictures in
RAW and then editing them in post in a program like Lightroom, which is not something I’m
particularly good at yet, but I do reaaally enjoy lately. If you want to learn how to edit photos like
a pro yourself, I recommend this course on Skillshare that
not only explains how Lightroom works on a technical level, but also how you can create
your own style and to go beyond just bumping up the saturation and the contrast. You can watch it or any other one of Skillshare’s
over 20 000 courses for free if you are one of the first 500 people to sign up using the
link in the description, so go there, get your first 2 months of unlimited access for free and start learning. Which really helps my channel out as well.

100 thoughts on “Why the Nokia revival is in trouble (and how to fix it)

  1. Hey! We have tried a few new things for this video:
    – New thumbnail style
    – New animation style
    – Dark product shots (seen with the Nokia 9)
    – New music
    Let me know how you like these things. Happy to hear what you liked and also what you think we should improve going forward!

  2. You are absolutely correct.
    I am using the Nokia 7 plus and it is very buggy
    My Nokia 7 plus only became stable after multiple updates in May 2019. That's a long time considering the fact that I bought this thing since April 2018.
    And right now, my Camera became worse in Android Pie update than it was in Oreo. The Nokia community is SHITTY cuz they don't even pay attention to customer review.

  3. The processor have to handle 5 instead of one 1.
    It will be slow.
    You can't have everything in one.

  4. Great reveiw but its worse than you say 7 plus wont update past 8.1 or August 18 patch on OTA, Android one this is NOT, buyers beware you want pure android one stick with pixel's!

  5. I hope Nokia goes more open.Nokia is sadly pretty closed up. Also I would like to see Nokia following using an independ Smartphone OS like Huawei. Maybe also Sailfish OS.

  6. their naming is BS, I am nokia user and I don't really know which one is should be successor of which one.

  7. Nokia Management must pull themselves towards themselves. The are making the biggest elementary business mistakes. I am very disappointing in them.

  8. Only Nokias that interest me are Windows ones. All Android ones are crap….

  9. Watching on Nokia x5. Love the phone

  10. This is exactly what Nokia did before. They launched N97 which was extremely buggy and in order to cover the damage they launched N8 with a camera no one saw before. However, N8 turned out to be a mess up even few notches beyond.. That Siymbian 3 nonsense and that update to Symbian Belle made me ditch Nokia forever..

    They treat their customers like beta testers and surprising to see that they haven't learned from their mistakes at all..

  11. Soooooo… the "(how to fix it)" was that… they should make better phones? Well thats…insightful. I think most people watching this video was expecting some clever hack to their buggy Nokias. Not just a confirmation of the known facts

  12. The best phone Nokia produced….The Indestructible One… you guess it…

  13. New company? They are around since 1865. My first cellphone in '00 was a 3310

  14. it's a sad day when you can expect more stable software from a Chinese brand then someone using android one. I have had the p10 plus for two years now and I don't remember when was the last time an app crashed on me. But man I hate the way their UI looks.

  15. I miss nokia

  16. Never sail off to the ocean storms a ship built in a calm lake.

  17. Could be worse
    It could explode

  18. I agree with every single point raised here. I've owned a 7 Plus since last year and there are tons of bugs which have still not been fixed even after multiple reports and feedback. They also need to either somehow convince google to allow google camera or completely make a new camera app because their hardware is awesome but they seriously don't know how to make a camera app.

  19. Why would I want to save a company who regularly ignores user complaints and can't get their shit together?

  20. I have the 6.1

  21. Even as a Nokia fan, when I was looking at phones earlier, Nokia just didn't match up to the competition.

  22. Never buying a Nokia again after the 6.1 plus. The USB C port is malfunctioning on all devices and other models. And a problem of spare parts availability. The quality of the product has been compromised for the supposed brand value. Fck nokia

  23. They need a successor to the Nokia 7 plus.

  24. Well as a Nokia user myself I have to say, that their phones are really great. I use Nokia 3.1 and for the price it is one of the best phones you can get in my opinion. Every phone uses clean Android and bc of that it runs smoothly even on cheap devices. I hope that they'll gather more users and wish them luck ✌️

  25. my nokia 6.1 had a buggy start but its great now , awesome build quality as always and now awesome software as well

  26. The moto revival in 2013 comes to mind. Moto E, G, X budget, mid and flagship

  27. Nokia 6 series as midrange, nokia 8 series for cheap flagship, nokia 5 series for the budget

  28. Let's agree on this for once.
    It is only in TechAlter an advert sound sexy 😀

  29. I love my 7.1, but am seriously upset over pricing given the cost of the x7/8.1 which is more powerful and costs less (but is useless in the US). Also, support is miserable.

  30. Fully agreed. Being a nokia phone, i also bought nokia 6.1 but that was my definate last phone from nokia. It was hell buggy, slow and poorly optimized. Even a 5k mi phone works faster than that and resulting that phone is for 7k now( i bought fro 17k) in just 1 year. Mind my words. Nokia will end forever now

  31. One Plus 7 Pro is the only phone worth its salt right now. It is fairly unique with it's display and camera setup. It is the fastest phone, and has great OS software – from a company that continues to provide support for older devices well into the future. Battery life is standard. They fixed the terrible speaker problem they had with previous generations, and you get a premium smartphone for a good price. Others have tried, but you just can't beat it right now…

  32. Perhaps phones shouldn't be named with bigger numbers denoting the next generation and instead should adopt the car industry's naming scheme. The industry would mature out of the pissing contest it is currently having.

  33. Eventho it is a new company using the old name, they manage to do the same mistakes, just minus not using Android.

  34. Sure, this reviewer does not have time to review all nokia phones but a few. To generalize that Nokia HMD is failing is an overreaction. I got some Nokia android phones and while there are bugs, it is far from unusable. Updates were not as forced it can be, you have to decide to install it or not. In my experience the updates were solid when deferred sometime especially those feature and android version updates.

  35. Someone at HMD needs to see this

  36. I thought Nokia had stopped making smart phones?!?

  37. Watching from my Nokia 7 plus

  38. I think they are doing very well. Very happy about a few of their phines I own.

  39. I didn't know Nokia were in business until yesterday. My city has all the major phone shops, none have Nokia on the shelves.

  40. Nokia will fail because they are too slow to launch phones with the latest Smartphones like the latest CPU Snapdragon 855. Also with the last Snapdragon 845 Nokia was the last phonemaker to launch the Nokia 9. And it's by far overprized.
    Nokia is finished once again!

  41. Nokia is totally finished !

  42. Glad you love the Nokia 9 because I find it ugly, uglier even than the leaked images of iPhone 11.

  43. As someone that worked 14 years on this company and left, I can tell you there is nothing good left on this company.

  44. Nokia should bring back Symbian in new version

  45. I have my NOKIA 5…. And its functioning very well

  46. Absolutely true…i bought nokia 5.1 plus.i'm very loyal to nokia..very buggy after i update the phone…i wish nokia will fix those…if they don't my next phone won't be nokia all the way…for me after service should be good for more happy customers

  47. I just wish nokia sold the 8.1 into wider markets, it is not even available officially in Indonesia!

  48. Listening on Nokia 8.1

  49. For downgrading Nokia 5 to Oreo 8.1 from Pie
    https://youtu.be/G7jbJRSL6-E

  50. Nokia is also starting to bleed for having their 8.1 devices priced at around 30-35% of the price of Samsung's A50 model in the less developed markets. Samsung is still selling models that are older than two years for better prices than Nokia is asking for a brand new devices that should be competing with newer models. Nokia is constantly dancing on the edge of "if a deal sounds too good to be true, it probably isn't true". Outside of well developed countries that is. Also it's Nokia and the name of the brand was durability above all. Now, that means that satisfied brand loyalist will expect to change phone less frequently with Nokia. And I'm satisfied with my Nokia smartphone for over two years now. I wasn't looking for top performance, I was looking for durability. Ironically, the fact that I'm not looking to replace that two years old phone, is a real problem from the perspective of selling more new units every year.

  51. If they make a unique looking phones like the Nokia Lumia series operating on Android I would buy a Nokia, if not I'll buy other brand phone, there's nothing special about their design, camera or anything that really stand out, a lumia 920 like phone with full screen display not just a copy of sandwich glass phone, would really be cool

  52. Sabotage

  53. My crush 🥰

  54. Maybe instead of launching a lot of smartphones, they should launch 3 smartphone entry, mid-range and high-end. Or copy the style of iPhones/Apple they launch once a year or half a year.

  55. No optical image stabilization as it would cause problems overlaying 5 images to get the final one, Walking video is choppy as hell from what i have seen.

  56. sad thing that it's only brand which is back, not the Finnish company behind it all 🙁

  57. The faulty USB Type C ports problem has also been reported in multiple Nokia phones, more specifically: 7+,6.1plus, 5.1plus

  58. Even lenovo is doing better in sales..hmm..better get me a nokia smartphone soon..😁 you really can't say how the business and economy goes nowadays..

  59. The real problem with the nokia 9 is that photographers ( Who are serious about post-production ) do a much better job at selling the phone than everyday phone users. This is exactly who the pureview series of phones have always targeted. Every pureview phone in the past has been hit with day one poor reviews from standard phone users. its the trend we've come to expect.

  60. I use the Nokia 1

  61. Nokia should get back to their beautiful models like the Lumia 920 and 730 instead of these typical boxy models.

  62. Because all devices today looks the same, the real challenge for Nokia is how they can differ from other brand

  63. The cameras on that phone are ridiculous! I guess you can just use it as a Camera and not a phone.

  64. This is the best content on YouTube I'M USING THE NOKIA 7 PLUS AND THE SCREEN IS FREEZING LIKE CRAZY!! PLEASE SOMEBODY HELP ME OR I WILL COMPLETELY ABANDON THE STUPID COMPANY for making such expensive and yet extremely buggy phone

  65. Watching this video with one plus 3, updated to Android Pie and August security patch. Nokia… This is how they do it… I think if Nokia adopted the One plus strategy, they would be the number one in the world.

  66. Well said

  67. I´ve got the Nokia 6.1 and I love it. It have solid build quality and clear system which getting software patches almost every month. But you´re right that it isn´t perfect, it has a little buggy software. But really little.

  68. They need to dance with Chinese Telecom giant to and avoid the disaster in the past

  69. Hum. No nokia 9 is the best! For capturing raw images and that's proven by professional reviewers buddy, what you and people miss are those little "photoshop" touches that give a insta vibe or pinterest to pictures like iphone and samsung do, simple

  70. thy should do what their famous for decade ago,a revolutionary designed fashion phone.stand out of common iPhone-clone design and make new design.really love to see slider or clamshell smartphone by nokia.

  71. Good video, btw, your voice is so ASMR

  72. Xiaomi has specifically killed them by undercutting them (e.g. Pocophone, Mi 9T Pro) in mindshare and marketshare. It is UNRECOVERABLE, like a Stage 4 Cancer situation.

    Nokia is doomed indeed.

  73. Hmd will soon ditch Nokia…mark my words

  74. They need to reduce the number of models , YES !

  75. I agree, the Nokia 9 should be updated and finished. Hope for the best

  76. I am a great fan of Nokia and never used other phone since 2002, right now I have Nokia 8. But if we see Nokia 9 it is a good featured phone but design is not eye catching. Further, this also lagging OnePlus 7. Instead of 5 camera's they need 2 powerfull and good camera's like Lumia 1520. I did not see any mobile camera like Lumia 1520. Further, Nokia also work in their battery backup. Nokia should also work on a dedicated memory card with two sim slot. Hybrid is a headache. They should designed their phone as Lumia.

  77. since you are into nokia phones, can you please find out any NOKIA PC Suite to Reformat your nokia phone? re flash ?
    Xperia has Xperia Companion
    Huwaie has Hsuite
    Samsung has Kais
    Xiaomi has miFlash
    what about nokia?

  78. Watching on my Nokia 4.2 which is performing vastly better than my old iPhone 8. The Nokia 4.2 with stock android is intuitive, easy to use and far more productive than anything Apple are making. For the budget it's impressive!

  79. Nokia is returning and they are learning a strategy. I believe the public can wait and let's see what they may have our minds blown in the next 3-5 year period. I bought a 5 series and looking forward to see more in the future from Nokia.

  80. I got my Nokia 7 Plus just under a month ago, even though it was launched 18 months ago, and I absolutely love it. I've had a pretty bugless experience and I am a strong believer it's the sexiest phone available right now.

  81. Their best hits were:
    Nokia 5
    Nokia 6
    Nokia 8
    Nokia 6.1
    Nokia 5.1P
    Nokia 6.1P
    Nokia 8.1

  82. nokia are no way in trouble

  83. samsung has some many phones this year and all are the same.so invalid,the A phones are redundant,

  84. The Nokia 7.2 looks to be the winner this year

  85. Never had a difficulty with my Nokia

  86. It makes sense and I also used my Nokia 5 for 2 years now the camera app on device sucks! It is so laggy and buggy but when I installed the Gcam the camera potential has been so good but like samsung phones it has to be more optimized

  87. my reason for not buying the Nokia 9. no SD slot…

  88. As long as they’re part of the android one program, they’ll have an edge over almost every android manufacturer.

    As long as they’re Nokia, they’ll have an edge over Google’s pixels.

    I’m really hopeful for the return of Nokia!

  89. When choosing music for this kind of taking video, it needs to be at a talking or slowly walking beat. Our brain struggles with two very different simultaneous tempos, which creates stress as the brain tries to process. Overall the stressful and on edge experience makes the video harder to watch to completion which is why people are saying old music was better.

  90. My Nokia 6.1 lasted all of 6 months before the screen lost all touch sensitivity. The only damage that the device sustained during its lifetime was a few scratches on the aluminium back. After Nokia screwed me over as they voided the warranty of my device without informing me as to why (they have yet to respond still) I have since bought an iPhone and will not be returning to Nokia. Due to the frankly poor level of service I experienced I certainly do not recommend anyone else do buy one either.

  91. My Nokia 9 is as smooth as an Apple

  92. Watching it in my Nokia!

  93. Go fuck yourself

  94. Old music suits better.
    That's my only complain as your viewer.

  95. This camera system takes photos in RAW format. The amount of data that is being processed is quite large. Its actually larger than any other phone that supports this format. As a result processing will take longer. However, the editing options of the image will far exceed that of any other phone. This needs to be taken into account when reviewed.

  96. Do a similar video about ASUS please

  97. I miss old nokia where all moders had their own style

  98. Video stabilization failed

  99. 富智康是什么鬼?应该是富士康

  100. I love my Nokia 8

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