10.2 Week 10 – Lesson 2

Week 10 – Lesson 2: Discussion Post (Nokia vs Apple)

For me, Nokia’s story feels a lot like Blockbuster watching Netflix grow: the danger wasn’t just a competitor — it was a whole new way customers expected the experience to work. Apple wasn’t only selling a “better phone”; it was selling a new standard (touch + apps + ecosystem).

If Nokia wanted to avoid losing ground, I think a few moves were key:

1. Stop “patching” the old system and go all-in on a modern OS earlier.
   Symbian was basically Nokia trying to keep the DVD rental model alive. The market was moving to full touchscreen + smooth software. Waiting too long made Nokia look outdated even if the hardware was good.
2. Treat apps and developers as the main battlefield (not just a feature).
   Apple created the iPhone + App Store combo that locked people in. Nokia needed to make developers feel “this is where the future is” — better tools, incentives, and one strong app platform instead of fragmentation.
3. Move faster internally (less politics, more decisions).
   This is the part that reminds me of big companies in Latin America too: sometimes you see the change, but execution is slow because too many approvals and too much risk-avoidance. Nokia had talent and brand, but speed and alignment were missing.
4. Use its global strength to pivot earlier with a “Netflix-style” bet.
   Nokia had distribution everywhere (especially emerging markets). They could have pushed a “smartphone experience” earlier at scale, even if it meant cannibalising some profitable feature phones — like Netflix did with streaming before DVDs died.

Conclusion: Apple didn’t “steal” Nokia’s market — Nokia just didn’t pivot fast enough when the rules changed. Early warning signs show up quickly, but real recovery takes time: you might see traction in weeks, but rebuilding a competitive ecosystem takes months/years.