Core Competencies and Competitive Advantage Case Study

Nokia Booklet 3G: Banking on Late Mover Advantage?

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Abstract:
There runs a cliché – Technology has made it possible for people to gain control over everything, except over technology. Convenience and mobility are the key factors that are driving techno-businesses. It is no surprise that technological changes in the current business environment are taking place almost every day.

Considering the Personal Computer (PC) industry, from the large-sized computers to the portable light-weighted notebooks, the industry has witnessed several remarkable transitions. Following suit, netbooks emerged as stylish gadgets in the PC market and pulled major PC brands like HP, Acer and Dell to name a few, in this segment. Not far behind, Nokia Corporation (Nokia), the leading mobile device manufacturer, forayed into the netbook segment with Nokia Booklet 3G. Although, Nokia’s entry into netbooks market is a related diversification, the company is a late mover into an already crowded netbook market. This case study primarily deals with the issue of how Nokia can differentiate itself in the highly competitive netbook market?

Pedagogical Objectives:

• To analyse and understand the nature and competitive landscape of netbook industry
• To analyse the reasons behind Nokia’s foray into the netbook business and discuss the factors favouring Nokia’s entry into the netbook market
• To discuss and debate on all the possible points of differentiation for Nokia Booklet 3G and evaluate its possibility of success and failure.

Keywords : Disruptive Innovation, Late mover advantage, Mobile Phone market, Netbook Industry, Nokia, Booklet 3G, Pricing Strategies, Pioneers vs Late Entrants, Asustek, Digital Convergence, Miniaturisation