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1 Nokia Składa Broń W Walce O Prymat Na Rynku Telefonów Komórkowych Nokia składa broń w walce o prymat na rynku telefonów komórkowych Nokia zdecydowała się porzucić rynek telefonów komórkowych sprzedając swój dział zajmujący się telefonami i usługami mobilnymi Microsoftowi. Zamiast tego Nokia planuje się skupić na infrastrukturze sieciowej, usługach lokalizacyjnych oraz licencjonowaniu patentów ze swojego bogatego portfolio. Upadek operacji biznesowych Nokii związanych z telefonami komórkowymi dokonał się w zaskakująco szybkim tempie. Jeszcze w roku 2007 firma kontrolowała 40% całego rynku klasycznych telefonów komórkowych i 47% rynku smartfonów. Jednak pojawienie się na rynku systemów operacyjnych iPhone i Android obnażyło ograniczenia oprogramowania i ekosystemu Nokii, a podjęta przez fińską firmę próba wejścia na rynek usług zakończyła się niepowodzeniem, którego symbolem stał się system Ovi. Sytuacja wymagała energicznych działań, więc zgodnie z korporacyjnym zwyczajem Nokia poprosiła, by dotychczasowego CEO, Olli-Pekkę Kallasvuo, zastąpiła osoba z zewnątrz, Stephen Elop z Microsoftu. Siedem miesięcy po pojawieniu się Elopa w Nokia House położonym w fińskim mieście Espoo udział Nokii w całości rynku spadł do około jednej czwartej. Nowy CEO ogłosił wówczas, że na początku roku 2011 smartfony Nokii będą korzystały z systemu operacyjnego Windows. Jednak Nokia nie dysponowała jeszcze wówczas telefonami kompatybilnymi z Windows, które mogłyby od razu trafić do sprzedaży, a klienci nie wykazywali zainteresowania zakupem urządzeń wyposażonych w nieudolnie opracowane systemy operacyjne Symbian i MeeGo. W roku 2011 straty Nokii wyniosły 1,5 mld EUR, a w roku 2012 już 3,8 mld EUR. Na początku br. fińska firma rozpoczęła negocjacje z Microsoftem na temat wspólnej przyszłości. Sprzedaż 03 września 2012 Nokia ogłosiła, że sprzedaje swój dział zajmujący się telefonami i usługami mobilnymi, a także licencje na swoje patenty Microsoftowi za 5,44 mld EUR. Microsoft przejmie również około 32 000 pracowników Nokii, w tym 4 700 w Finlandii. Elop zrezygnował z pozycji CEO, by objąć stanowisko dyrektora działu zajmującego się telefonami i usługami mobilnymi i zapewne powrócić do swojego poprzedniego pracodawcy, czyli Microsoftu. Przewodniczący rady dyrektorów Nokii, Risto Siilismaa, będzie pełnić funkcję tymczasowego CEO i kierować poszukiwaniami nowego kandydata na nowego CEO Nokii. CEO Microsoftu, Steve Ballmer, obiecał zachowanie zasadniczej części operacji biznesowych w zakresie telefonii komórkowej w Finlandii, a także ogłosił, że zainwestuje 190 mln EUR w nowe centrum danych. Siilismaa zasugerował, że obecność dwóch globalnych liderów technologicznych w Finlandii może być „katalizatorem dla fińskiej gospodarki”. 1 Nowa Nokia Nowa Nokia będzie znacznie mniejsza, ale będzie również miała doskonały modele biznesowy i dużo większe szanse na bycie firmą dochodową. Nowa Nokia będzie się składała z działu zajmującego się technologiami sieciowymi, specjalizującego się w połączeniach szerokopasmowych; HERE, działu usług lokalizacyjnych; oraz działu zajmującego się zaawansowanymi technologiami, na który składa się centrum badawcze Nokia Research Center i wartościowe portfolio patentowe Nokii. W pierwszych sześciu miesiącach br. Nokia zanotowała sprzedaż na poziomie 11,5 mld EUR, a jej wskaźnik rentowności sprzedaży wynosił -2,3%. Działy, które Nokia zachowuje dla siebie, wygenerowały obroty w wysokości 6,3 mld EUR i miały 12% wskaźnik rentowności sprzedaży, więc po sfinalizowaniu umowy Nokia powinna być zyskowna. Timo Ihamuotila zostanie prezesem Nokii, a ponadto zachowa swoje stanowisko głównego dyrektora finansowego. Jako przewodniczący zespołu kierowniczego Ihamuotila wydaje się być naturalnym kandydatem na nowego CEO Nokii, choć wśród potencjalnych kandydatów wymieniany jest również Rajeev Suri z Nokia Siemens Network. Siilismaa zapowiedział, że chce przywrócić firmie poziom inwestycyjny w ratingach, co w praktyce oznacza zapewne zmniejszenie zadłużenia. Wszelkie środki, które nie będą mogły zostać zainwestowane z zyskiem, zostaną prawdopodobnie wypłacone akcjonariuszom, być może w postaci specjalnej dywidendy. Tab. 1: Nokia w minionych latach Sprzedaż Zysk w Liczba Liczba w mln mln smartfonów telefonów EUR EUR komórkowych 2007 51 058 7 205 60 500 000 373 200 000 2008 50 710 3 988 60 500 000 407 900 000 2009 40 984 260 67 800 000 364 000 000 2010 42 446 1 343 100 300 000 352 700 000 2011 38 659 -1 488 77 300 000 339 800 000 2012 30 176 -3 787 35 000 000 300 500 000 2013 (I półrocze) 11 547 -617 13 500 000 109 500 000 Tab. 2: Umowa między Nokią a Microsoftem Nokia dostaje Microsoft dostaje 3,79 mld EUR Dział zajmujący się urządzeniami i usługami marek Lumia i Asha 2 10-letnią licencję na używanie marki Nokia na telefonach komórkowych Nokia ma zakaz tworzenia nowych telefonów marki Nokia do 31.12.2015 Warte 1,65 mld EUR prawo 10 - letnią licencję na korzystanie z patentów do wykorzystywania patentów Microsoftu Nokii w swoim systemie HERE Około 250 mln EUR rocznie 4-letnią umowę na licencjonowanie HERE Opcję otrzymania 1,5 mld EUR w pożyczkach Oprocentowanie pożyczek w wysokości 1,125 (uwaga: niezależne od podpisania umowy) – 3,625% Nokia i Mercedes-Benz mają razem rozwijać systemy nawigacyjne Niedługo przed targami Frankfurt Motor Show, które odbyły się w połowie września 2013. Nokia ogłosiła, że jej komórka HERE, specjalizująca się w usługach nawigacyjnych, rozpoczęła współpracę z należącą do koncernu Daimler AG firmą Mercedes-Benz w celu opracowywania inteligentnych map z potencjalnym zastosowaniem w pojazdach samosterujących. Według Nokii podłączenie pojazdów drogowych do sieci usług chmurowych jest jedną z największych możliwości rozwojowych we współczesnym przemyśle motoryzacyjnym. Oprócz Nokii i Mercedes-Benz w rozwijaniu tych technologii wezmą też Continental Corporation oraz Magneti Marelli, liderzy technologii motoryzacyjnych. Nokia HERE cieszy się długą historią dostarczania map na potrzeby przemysłu samochodowego. Źródło: Helsinki Times, 12 – 18.09.2013 Tłumaczenie robocze: Paweł Błaszczyk, WPHI Helsinki, 26.09.2013 3 .
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