Nokia | The Rise And Fall [Part 2] — Transcript

Full transcript

1. 0:00you are watching cold fan
2. 0:02[Music]
3. 0:21TV hi welcome to part two of the
4. 0:24three-part series of the rise and fall
5. 0:26of Nokia previously we saw the man who
6. 0:28started Nokia and the circumstances that
7. 0:30forced Nokia to become a Communications
8. 0:32company after this we began to see how
9. 0:34they started prospering within the
10. 0:35industry in today's episode we'll look
11. 0:38at how they Rose to power and what
12. 0:40Innovations they brought to the table
13. 0:41some of them last till this very day
14. 0:44let's continue the 1990s were a special
15. 0:47time for mobile technology the general
16. 0:49population could keep in contact with
17. 0:51each other for the first time and a lot
18. 0:53of this was due to Nokia's diverse range
19. 0:55of innovative indestructible phones that
20. 0:57everyone just loved but at this time the
21. 1:00difference was there was no selfie
22. 1:01Obsession Instagram Facebook and you
23. 1:03didn't even have to charge your phone
24. 1:05that often the '90s was the golden
25. 1:06decade for Nokio as it had now
26. 1:08streamlined its focus to mobile phones
27. 1:10only let me take you through a nostalgic
28. 1:13look at Nokia's rise to Industry
29. 1:14leadership even if you're not into
30. 1:16technology it's kind of interesting I
31. 1:19want you to think of this as a company
32. 1:20charting brand new territory Paving the
33. 1:23way in an infant industry that was to
34. 1:25eventually become the world's largest
35. 1:27for the time the Nokia team had great
36. 1:29great insight and intuition as you'll
37. 1:31soon
38. 1:33see the first Milestone arrived in 1992
39. 1:36in the form of the Nokia 1011 this was
40. 1:39the world's first GSM digital phone for
41. 1:43those of you wondering the acronym GSM
42. 1:45stands for global system of mobile
43. 1:47Communications and it is still the
44. 1:49standard use today the first GSM
45. 1:51networks were 2G which were replacing
46. 1:53the old analog 1G systems after this
47. 1:57Innovation Nokia really began to find a
48. 1:59Groove and they showed that they could
49. 2:01push the concept of an all-encompassing
50. 2:03dualo mobile phone that was more than
51. 2:04just a simple transmitter and receiver
52. 2:06connected over a network they knew and I
53. 2:09mean knew that the feature was all in
54. 2:11the software with adequate easy to use
55. 2:15software this new phenomena of a
56. 2:17portable talking device could be so much
57. 2:20more this revolutionary idea was finally
58. 2:23realized in the Nokia 2110 released in
59. 2:261994 and it was kind of a big deal at
60. 2:29the time mobile phones were still huge
61. 2:31and bulky with large batteries yet they
62. 2:33still had very small almost unreadable
63. 2:35displays when the Sleek device came to
64. 2:38Market people were stunned the 2110
65. 2:40pretty much went all the way it had
66. 2:42address books Mis call and text
67. 2:44indicators and it was the first phone to
68. 2:46feature that now familiar Nokia ringtone
69. 2:48which was composed over 100 Years Ago by
70. 2:50the way and not only that it was one of
71. 2:52the very first phones to be able to both
72. 2:55send and receive text messages the
73. 2:57201110 was an absolute Smash Hit and
74. 2:59went on to become one of the bestselling
75. 3:00phones of all time and because of this
76. 3:03it pretty much defined the way a
77. 3:04business phone should look but that
78. 3:06wasn't all Nokia was just getting
79. 3:08started and the importance of software
80. 3:10was fully realized in 1996 with the
81. 3:12Nokia 9000 Communicator it took IBM's
82. 3:151993 concept of the smartphone even
83. 3:18further by adding a full quity keyboard
84. 3:20web browsing email facts word processing
85. 3:24and of course the '90s quintessential
86. 3:26spreadsheet the only problem with this
87. 3:27device was that it hit the market to too
88. 3:29early in many respects people couldn't
89. 3:32relate to the aspect of an all than one
90. 3:33encompassing phone the $800 price tag
91. 3:36also didn't help but to Nokia overall
92. 3:39that didn't really matter because by
93. 3:40this stage they were on fire in 1997
94. 3:43Nokia released the 6110 this was the
95. 3:46first phone to ever feature the most
96. 3:48legendary mobile game ever made snake
97. 3:51the 6110 also had an advanced user
98. 3:54interface that was to become the
99. 3:55industry standard it's kind of the same
100. 3:57equivalent importance as the home screen
101. 3:59on your modern smartphone today by 1998
102. 4:02Nokia overtook Motorola as the number
103. 4:04one phone manufacturer in the world but
104. 4:06during this same year a significant
105. 4:08event occurred that would help shape
106. 4:09Nokia's Destiny it was a mobile
107. 4:11operating system you see Nokia was
108. 4:13really into the software side of things
109. 4:15and they believed that having an active
110. 4:17role in software development could be
111. 4:18beneficial for the company so they got
112. 4:20on board with a software called Symbian
113. 4:23even though Symbian was heavily used by
114. 4:24Nokia it wasn't their sole creation
115. 4:26Symbian originated from Epoch an
116. 4:28operating system created in the 1980s
117. 4:31Symbian was actually a major joint
118. 4:33venture between Ericson Motorola and NOK
119. 4:36themselves after this Symbian split into
120. 4:38different platforms for different mobile
121. 4:40phone manufacturers there was a version
122. 4:42built by Nokia for Nokia Samsung and LG
123. 4:45phones and there was another version for
124. 4:47Sony ereen phones and Motorola phones
125. 4:49the Symbian operating system was
126. 4:51actually quite Advanced for the day but
127. 4:53actually later proved to be a real thorn
128. 4:55in the flesh for Nokia there'll be more
129. 4:57on Symbian in the next part okay back to
130. 5:00the story of Nokia and their incredible
131. 5:01Innovative Streak by 1999 Nokia was
132. 5:04absolutely smashing it and the Nokia
133. 5:063210 was the bombshell this phone
134. 5:09actually accommodated for Consumer
135. 5:11consumption with multiple covers it also
136. 5:13featured pre-made two-tone picture
137. 5:15messages such as a happy birthday that
138. 5:17could be sent by SMS it was also very
139. 5:20cheap which for the first time meant
140. 5:21that it was available to ultr tech savvy
141. 5:23teenagers born in the 1980s remember
142. 5:27mobile phones at the time were seen as
143. 5:28Mom and Dad's work communication tool
144. 5:30and for the first time the 3210 made
145. 5:33technology cool and socialable Nokia had
146. 5:36officially reached almost every Market
147. 5:38an absolutely incredible feat by any
148. 5:41means in the early 2000s Nokia just had
149. 5:44hit after hit with phones such as the
150. 5:465110 in the year 2000 and the 1100 in
151. 5:492003 again one of the bestselling phones
152. 5:51of all time 2002 was a particularly good
153. 5:54year for Nokia as they released the 6650
154. 5:57the world's first 3G phone and also the
155. 5:59the 7650 Nokia's first ever camera phone
156. 6:02which incidentally was featured in that
157. 6:04Tom Cruz movie Minority Report I guess
158. 6:07the movie directors knew that camera
159. 6:09phones were going to be the next big
160. 6:10thing from 2003 Nokia really began to
161. 6:13experiment with different designs and as
162. 6:15it turns out experimentation and winning
163. 6:18streaks don't always go together and
164. 6:20hence Nokia's first major mistake
165. 6:22occurred in 2003 a bit of context first
166. 6:26during this year games in general were
167. 6:28pretty hot the PS2 and Xbox were just
168. 6:30hitting their Prime Time and The Game
169. 6:32Boy Advance just blew the Border game
170. 6:34Market open just the previous year Nokia
171. 6:36wanted in so what did they end up doing
172. 6:39well they ended up taking a slightly
173. 6:41revamped LCD panel and modified a phone
174. 6:43design to feature directional Keys as
175. 6:45well as a full phone dialer and they
176. 6:48launched the infamous end gauge and just
177. 6:51by looking at this picture of it you can
178. 6:53see a few problems it generally would
179. 6:55have been clumsy to use either as a
180. 6:57phone or a gaming device simply because
181. 6:59of that design and button layout any
182. 7:01multi-purpose product has to perform all
183. 7:03of the advertised features well and this
184. 7:06just didn't cut it in late 2004 the US
185. 7:09manufacturer Motorola scored a worldwide
186. 7:11hit with its very thin razor flip phone
187. 7:14Nokia got a bit of criticism from its
188. 7:15investors and they were saying that they
189. 7:17spent too much time on high-end
190. 7:19smartphones while Rivals ate into the
191. 7:21lucrative business of selling expensive
192. 7:23dumb phones to people around the world
193. 7:25but despite this in 2005 Nokia phones
194. 7:28became so popular that they were the
195. 7:29number one digital camera brand
196. 7:31worldwide but it still wasn't enough for
197. 7:33Nokia and their management the market
198. 7:35for dumb phones proved to be too
199. 7:37attractive and because of this Nokia's
200. 7:39Financial Officer oeka kazel took over
201. 7:42from the management mindset of Mr oia in
202. 7:452006 the new management merged Nokia's
203. 7:47smartphone and basic phone operations
204. 7:50now it was all about the bottom line
205. 7:52instead of Nokia leaving basic phones
206. 7:54behind and moving ahead they focused
207. 7:56more on the traditional phone Nokia went
208. 7:58backwards frankly this change in
209. 8:00management marked the beginning of the
210. 8:02end for no's amazing
211. 8:04run in the next episode we'll see the
212. 8:07inside information from previous staff
213. 8:09members during Nokia's faltering days
214. 8:11surprisingly one of the major reasons
215. 8:13for Nokia's fall was from within Nokia
216. 8:16would become plagued with internal
217. 8:18company conflicts which made them very
218. 8:20slow in reacting to Apple's release of
219. 8:21the iPhone and subsequently Android
220. 8:23release it's actually pretty interesting
221. 8:25to see what went on behind closed doors
222. 8:28anyway that marks the end of this
223. 8:30episode thanks for tuning in and
224. 8:31watching but before I leave I just want
225. 8:33to leave one fun fact you may have
226. 8:35noticed that all the Nokia codes for all
227. 8:37their phones never really have the
228. 8:39number four in it and that's because in
229. 8:41Asian markets the number four is seen as
230. 8:43unlucky by some people so I just thought
231. 8:45that was quite interesting anyway thanks
232. 8:47for watching don't forget to leave a
233. 8:48comment Thumbs Up And subscribe if
234. 8:50you're new this has been deogo and
235. 8:52you've been watching coish I'll catch
236. 8:54you again soon for the next video have a
237. 8:55good one guys cheers
238. 8:59cold fusin it's new thinking
239. 9:03[Music]