Nokia’s strategy in the phone market during 2000-10 was incredibly ambitious, launching over fifty models in just one year. These models covered a wide range of categories, from business-centric to music-centric to camera-centric. Nokia experimented with various display types and body designs, including unconventional ones like the “lipstick” phone. However, this excessive variety created an incoherent user experience and hindered the development of an app market. Nokia’s strategy was rooted in market segmentation, with each division independently creating phone models to target specific market segments. This approach ultimately prevented cohesive research and hindered innovation. In contrast, Apple’s approach of focusing on a unified product line proved successful.
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