Lakshminarasimhan Sundararajan SYMBIAN Term Paper

8/9/2019 Lakshminarasimhan Sundararajan SYMBIAN Term Paper

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Symbian Strategic Management Term Paper

Lakshminarasimhan SundararajanSection B LT2


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Company/ Product Background

The Symbian Foundation is a non profit organisation createdin 2008 that stewards the Symbian platform.

Symbian grew out of software developed by Psion an

innovator in mobile computing

It was formed in 1998 as joint venture between Nokia ,Motorola and Ericssion in 1998 as Symbian Limited.

Symbian software was at the base of more than 100 millionmobile phones by 2006.

In 2008, Nokia purchased all the shares of Symbian andstarted down the Open Source route as a non profitorganisation.


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Target market

Smart phones manufacturers andApplication developers(Convergence,more bang for the buck)

Smart phones are equipped with PC like with bellsand whistles.

Phones equipped for fast processing and a number ofapplications.


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Competition/ Strategic group

Market Share in Smartphone OS category

Source:Canalys report 2009


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PEST

Political

Governments allowing more spectrum to be auctioned

for telecommunication thus increasing the availablebandwidth thus allowing new technology standards tobe implemented.

Economic

Consumers in the world spent a large portion of theirdisposable income on smart phones in year 2009.

Social

Users demanding different kinds of applications ontheir phone for business and pleasure.

Technological

Convergence Increasing use of internet and ubiquitous computing


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Five Forces on the Smartphone

industry(World)

Threat of New

Entrants

Bargaining power

of buyers

Bargaining powerof Suppliers

Threat ofSubstitutes

CompetititiveRivalry

Its unattractive forexisting players

Verdict

Med

Low

High

High

High

Maemo

Less switching cost asmore players available

PDAs, Ipad, TabletPcs

Intense competitionbetween the existingplayers


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Strategic Maps

Symbian

RIM

Google

Apple

MicrosoftDistribution

UI/ design

Conclusion: BothDistribution and

UI design are KSFsin the industry


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Strategic Maps

Symbian

RIM

Google

Apple

Microsoft

Applications

Brand

Conclusion: Both

Applications andBrand are KSFs in

the industry


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Strategic Maps

Symbian

RIM

Google

Apple

MicrosoftTec

hnologicalinnovation

Multitasking

Conclusion:Technological

innovation is a KSFwhile Multitaskingis threshold


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KSFs and Threshold factors

1) Distribution scale(Tie ups with handset manufacturers/alliances)

2) UI / Design(Ease of use/Usability)

3) Applications(Productive ,Leisure, Compatible)

4) Brand

5) Technological Innovation(Use of new technologies/ standards like3G, 4G WiFi)

Key Success Factors

Threshold Factors

1) Multi tasking


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Competitive matrix

KSF's Symbian Microsoft RIM Apple Google Weights

Distribution scale 9 6 8 6 5 50%

UIDesign(Usability) 7 7 7 9 6 20%

Applications 9 5 6 7 5 20%

Brand 6 9 7 9 9 5%

TechnologicalInnovation 7 7 7 9 9 5%

8.35 6.2 7.3 7.1 5.6

Market Share 47% 9% 21% 15% 5%


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Future Competitive Matrix

KSF's Symbian Microsoft RIM Apple Google Weights

Distribution scale 9 6 8 7 7 20%

UIDesign(Usability) 7 7 7 9 8 15%

Applications 9 5 6 7 7 40%

Brand 7 9 7 9 9 5%

TechnologicalInnovation 9 7 7 9 9 30%

9.5 6.8 7.5 8.7 8.55


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Company Vision Mission Values

Mission: Is to enable a global business ecosystem that collaboratesto create the richest and most satisfying mobile user

experiences..

Vision: Is to become the most widely used software platform on theplanet

Values: Collaborative , Open , Passionate and Inspired


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Company Competencies(Ladder)

Resources

StrategicCompetencies

Incompetencies

PeripheralCompetencies

DistinctiveCompetencies

ThresholdCompetencies

Sustainable CompetitiveAdvantage

Competitive Advantage

Financial Muscle ofNokia

Distribution Channels R&D Organizational Structure Large Developer

Community Robustness Flexibility Alliance Relationships Design

Design

FinancialMuscle

R&D

Robustness Flexibility

DistributionChannels

AllianceRelationships

OrganizationalStructureLarge DeveloperCommunity


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Long Term objectives

To be Self Sustainable in 5 yearsBy reducing costs by 30%(Financial)

Create a Sustainable Innovation Engine within 5

years. (Strategic)

Create an Ecosystem for Developers and devicemanufacturers within next 5 years. (Strategic)

Maintain the position of market leader and increasemarket share to 60% in 3 years. (Strategic)


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KSFs Competencies and Value

Proposition(Triangle)Future KSFs

ApplicationsTechnological

InnovationDistribution

DesignBrand

StrategicCompetencies

Organizational

Structure Large DeveloperCommunity

Robustness Flexibility Alliance

Relationships

Value Proposition : Create products that substantially improve andaugment the functionality of mobile devices and networks which will

have profound beneficial impacts on consumers, business, andsociety as a whole .


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SWOT STRENGTHS1 Financial Muscle of NokiaS2. Extensive Robust Code BaseS3. Large developer community

S4. Alliance Relationships

S5. Small and flexible organisation

S6. Distribution Scale

WEAKNESS

W1 UI Design

W2. Brand Awareness

OPPORTUNITY

O1. New technological standards

like 3G, 4G being implemented

by Telco's

O2. A variety of Applications

being demanded by the end users

O3. Increasing use of internet

through mobile devices

THREAT

T1. Increasing competition

T2. Nokia switching to Android/

Maemo for smart phones

T3. Developers find it more

lucrative to develop for Iphone as

the customers are easier to reach.

Support new Technological

standards in the platform (S1,S3,O1)

Plat form must support easydevelopment and deployment of

applications (S3,S4,S2,O2)

Platform must have quick releasesof 6 months each yet have

backward compatibility(S2,S5,O3)

Build UI to facilitate intensivegraphics functionality(O1, O2,

W1)

Increase Brand Awarenessthrough information campaign

in social media( W2, O3)

Understand and develop a betterrelationship with developers,

alliance members(S3,S4,T1,T2)

Developers can write once andsell in volumes to mass market

through Symbian store(S6, T3)

Concentrate on top end UIdesign/widgets ( T1, W1)

Create a transparent system tokeep developers informed of

new enhancements coming in

Symbian and their benefits.(W2,

T2,T3)


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Options Filter

Recommendations

Mission

VisionValues LTO

Value

Proposition Score` Accept

Weights 0.4 0.3 0.3

Support new Technological standards in

the platform (S1,S3, O1) 8 8 7 7.7 Yes

Plat form must support easy development

and deployment of applications

(S3,S4,S2,O2) 9 8 6 7.8 Yes

Platform must have quick releases of 6

months each yet have backward

compatibility(S2,S5,O3) 7 7 10 7.9 Yes

Build UI to facilitate intensive graphics

functionality(O1, O2, W1) 5 2 2 3.2

Increase Brand Awareness through

information campaign in social media( W2,

O3) 4 6 2 4

Understand and develop a better

relationship with developers, alliancemembers(S3,S4,T1,T2) 10 10 8 9.4 Yes

Developers can write once and sell in

volumes to mass market through Symbian

store(S6, T3) 9 10 10 9.6 Yes

Concentrate on top end UI design/widgets

( T1, W1) 8 6 4 6.2

Create a transparent system to keep

developers informed of new enhancements

coming in Symbian and theirbenefits.(W2,T2,T3) 8 9 3 6.8


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Short and Long term recommendations

Create a Symbian Store tofacilitate Developers to reach

the customer(S6,T3)

Support the new Technologicalstandards like 802.11 n , 4G in

the new platform(S1,S3,O1)

Creation of one click installand deployment module for

applications over the internetonto the smart phone

(S3,S4,S2,O2)

Create small teams tocollaborate with alliance

partners and developers toreduce cycle time of launches

(S2,S5,O3)

Creation of a Symbianfeedback mechanism through

social media, informal events,workshops to understandconcerns of developers and

alliance partners(S3,S4,T1,T2)

Short term Long Term


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ANSOFF-LN Innovation Strategy Framework

IncrementalInnovation

CollaborativeInnovation

Application

Innovation

DisruptiveInnovation

Spillover

LearningCurve

RelationshipBuilding

Gapidentification


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Sources/ References

1. Symbian Foundation :http://symbian.org2. Canalys Report on Smartphone Industry3. Business Week4. Wikipedia5. Geoffrey Moore Crossing the chasm6. Clayton Christensen Disruptive innovation

Lakshminarasimhan Sundararajan SYMBIAN Term Paper

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