HowiPhoneeffectstheglobalhandsetindustryByyangxinyi0828230109ThecontentThebackgroundinformationTheadvantagesofiPhoneTheeffectsthatiPhonebringstothehandsetindustryThequestionThebackgroundinformationLastweekend,theglobalmobileleaderNokiareleasedthelatestquarterresult.ThedatashowsthatNokianetprofitfellby1.4%to344millioneurosinthequarter(about503million)andthemarketsharefelldownbelow30%forthefirsttime.Recently,manyglobalmobilephonecompaniesincludingSonyEricsson,Huawei,YulongCoolpadandotherChinesemanufacturershavereleasedthelatestinaquarter.ThedatashowsthatundertheimpactoftheAppleiPhone,theresulthaveslipped.Thedatashowsthatinthefirstquarterof2011,Nokianetprofitfellby1.4%from349millioneurosto344millioneurosinthesameperiodlastyear.Theturnoverriseby9.2%to10.4billioneuros.TheNokiamobilephoneshipmentsinthefirstquarterwas108.5million.Itrisesby1%inthesameperiodoflastyear,butfallsby12%comparingwithpreviousquarter.Inaddition,apreviouslyannouncedmobilephonegiantSonyEricsson’sfirstquarterearningsdatashowthatSonyEricssonisnotbetterthanthesameday.Inthelatestquarter,thesalesfallsby19%to11.45billioneuros(about$1.629billion).Thenetprofitfallsby48%to11millioneuros(about$15.66million).Themobilephoneshipmentsfallsby23%to8.1million.Ontheotherhand,datashowthatinthelatestquarterApplenetprofitrisesby95%inthesameperiodoftime.AndthesalesamountofiPhonerisesby113%inthesameperiodoftime.Thereasonsmaybesoftsales,hightaxesandJapan’ssupplyobstructionaftertheearthquake.However,manyexpertsthoughtthatAppleiPhonecausedagreatinfluence.面对不断下滑的业绩以及市场份额的缩小，诺基亚以及索尼爱立信纷纷寻求对策应对。此前有消息透露，由于与微软的合作将大力发展微软的手机操作系统，而放弃塞班系统，诺基亚
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，裁员总数可能达到6000人，占诺基亚设备研发部门员工总数的38%，索尼爱立信也已经开始削减开支，包括在全球削减4000个工作岗位，节省年度营运开支超过8.8亿欧元。TheadvantageofiPhoneFulltouchscreen,uniquedesignofappearance.IntegrationofdifferentfunctionaladvantagesofdifferentproductsSaleswiththeserviceoftheleadingoperatorAT&TprotectioninmusiccopyrightsTheeffectsthatiPhonebringstotheglobalhandsetindustryThespecialdesignthinkingaffectsthecurrentsmartphonesmarket.ItchangesthepatternofsmartphonesmarketTalkaboutthereasonsforiPhone’ssuccess(managementstrategyofAppleCorp./marketingstrategy)MarketpenetrationandmarketdevelopmentDifferentiation:product、function、operatingsystemBrandeffect
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