|
Presentation: Nokia and HSBC
“Connecting people”, this is
what the Nokia Communications Company is known for, thus, their products
are now a symbol of communication and connection to different parts of the
world. With the fast-changing society and technology, several companies
are not utilizing the World Wide Web to make relations and transactions to
different countries. In addition, with the increase of demand from
consumers, the use of the Internet is much more efficient and effective.
However, as an organization, Nokia also experiences problems regarding the
use of the Internet for achieving their key marketing objectives.
Before discussing the
company’s problems in using the World Wide Web, it is best to show first
Nokia’s Internet Communications objectives:
-
Ensures the security and reliability of
corporate enterprise and managed service provider networks
-
Committed to enhancing the end user
experience by bringing a new level of security and reliability to the
network, through enabling a personal and trusted Internet transaction
-
Security and virtual private network
appliances span the spectrum of price or performance points
-
Secures the widest range of network
environments, from the smallest branch office to the largest Internet
data center
-
Product-line, which is supported by
world-class global support and services provides customers the ability
to organize multiple solutions from a single product and secure elements
of a distributed enterprise
(‘Check Point and Nokia to Provide
Internet Security Foundation for World’s First Fully-Networked Interactive
Community’ 2003).
Due to the inevitability of
the use of the World Wide Web, Nokia also relies on its utilization of the
Internet to reach its target market. One of the features of Nokia phones
is the use of their Multimedia Feature, which brings connected mobile
multimedia experiences to consumers through internet services, optics,
music synchronization and video streaming (‘Organization and Strategy’
2006). These features are made possible through blue tooth application and
GPRS. However, despite the excellent and effective features of Nokia
mobile phones, and despite the fact that the Internet is the consumers’
primary source of information, problems are also encountered, due to some
drawbacks in using their products’ features. In line with the objectives
mentioned, Nokia fails to provide solutions to the problems of consumers
regarding the use of their Internet connection features. Despite their
success in promoting their products through the different forms of media,
such as the television, radio, and print advertisements, Nokia has not
been successful in providing solutions to the problems of their customers,
such as problems with Internet connection using blue tooth, acquiring
virus through the blue tooth, and even the lack and inadequacy of
providing service centers for repair of damaged phones. In addition,
instead of providing solutions and services to the damaged mobile phones,
Nokia Communications focuses on the production of more innovative phones,
which have the same features of recent phones or even surpass its
features. Moreover, because of the fact that Nokia introduces new models
of mobile phones instantly, the Internet can be a source of confusion for
many consumers regarding its latest models.
With these problems, it is
relevant to review the internet marketing strategies of other major
successful companies to be able to assess if the adopted internet
marketing strategies can also be applied as solutions to the problems of
Nokia. Particularly, the internet marketing strategies of Hong Kong
Shanghai Banking Corporation or HSBC will be evaluated.
Internet Marketing Strategies of HSBC
Like Nokia Communications,
HSBC is also an international company, which deals with a variety of
clients, although HSBC is more service-oriented compared to Nokia, which
is a product-based company. In response to the need of HSBC to develop and
improve in terms of technology and the use of the World Wide Web, it has
been able to come up with marketing strategies that would provide the
needs of their customers.
In line with HSBC’s aim for
development with global focus, the company was able to adopt a strategy,
which enhances its technology development through information systems
operations. This strategy was able to increase staff retention rates, and
decrease staff turnover, which brings greater continuity and efficiency to
the company’s projects (Annesley 2006). Moreover, in terms of internet
communications, HSBC has a single global center of excellence for
e-commerce IT, made up of collocated businesses and staff, distributed in
international offices, such as in New Jersey, Chicago, Canada, Hong Kong
and London. In accordance to this, HSBC was also able to implement and
introduce another feature of HSBC.com, the HSBCnet, which is its developed
key global platform, designed for commercial customers in other countries.
HSBCnet includes services for global markets, global cash management and
investment banking that are being used regularly by corporate customers.
Moreover, as an response to the need of security, the company has
developed a second-generation internet technologies, exposing customers to
intelligent, personalized content and better targeted marketing, and this
feature allows the customers to save time, avoid repetition of tasks by
pre-filling in application forms, to come back to a product offer, and get
to the end of an application process (Annesley 2006). Furthermore, the
company has also developed the successful credit card authorization and
accounting platform, which consists of linked applications, such as credit
assessment, risk-based pricing, card ordering and transaction processing
and reporting (Annesley 2006). These strategies enabled HSBC to gain
competitive advantage over their competitors, by implementing an effective
and efficient Internet-based information system. These strategies become
relevant to the problems of Nokia because like HSBC, they can also develop
the same strategies and use them for their own advantage.
Strategies for Internet Utilization
Like HSBC, Nokia can also
utilize the use of the World Wide Web through several strategies:
-
Development of a Universal Website
- Primarily, Nokia must be able to utilize and maximize the use of the
Internet, particularly of their own website by updating it regularly.
Nokia must make sure that the new models that they will be introducing
in their website would be available to their entire market globally, for
sometimes the release of the products are not simultaneous to all its
target market. In line with this, Nokia must be able to develop a
universal website, which features its products, based on the needs and
functions of the majority of its consumers.
-
Improvement of the Universal Website
– The Universal Website must be improved in the sense that it must
contain an option of ordering directly to Nokia, to avoid the delay in
the distribution of the products to the respective countries. In
relation to direct ordering online is delivery, which offers more
convenience to customers. This online feature would be a good option for
customers, especially in response to the extent of its reach and contact
to that particular country. Similar to HSBCnet, the improvement of the
Universal Website offers services for global product purchase.
-
Nokia Credit Card
– In line with the option of ordering and delivery being featured in the
Universal Website of Nokia, the company can introduce the Nokia Credit
Card, which can be used for the purchase of mobile phones or accessories
for mobile phones. With the use of this credit card, it would be easier
for the consumers to avail the services and even the promos of Nokia.
The use of the credit card will also allow the consumers to avail
discounts from directly purchasing from the company. In addition, with
this, transaction would be easier for both the company and its
consumers.
-
NokiaCustomerCare.net
– To answer the needs and provide solutions for the various problems of
many consumers, providing a separate website for Nokia customer care
would be essential. The provision of this website is specifically for
answering the complaints of Nokia customers through active chat rooms or
through electronic mails. In this way, it would be easier for Nokia to
assess the need for the improvement and innovation of their products. In
addition, the company can fully cater to the needs of their customers by
providing them with answers, in the company’s aim for customer
satisfaction, customer retention and brand loyalty.
From the problems presented by Nokia, in
terms of Internet marketing strategies, it can be deduced that their use
of the Internet is not fully maximized, compared to the internet marketing
strategies being implemented and developed by HSBC. If the internet
marketing strategies proposed in this paper will be used, then somehow,
they can help Nokia to utilize and take advantage of the benefits of the
World Wide Web. It is essential that Nokia will not only focus on product
innovation and invention, but also on customer satisfaction, in providing
solutions, and in brand loyalty and retention. |
