Our September sale is now live until 30th September 2021! Apply a 15% discount to your cart in Store using promotional code: EQLYSEP21
Home and Technology Our insights capture shifts in consumer lifestyles and themes impacting the global home and technology markets, including new business models, sustainability, innovation and the future home.

Nokia Maps to Drive Windows Market Shares in Smartphones

10/11/2012
Euromonitor International Profile Picture
Euromonitor International Bio
Share:

Map navigation has become an integral part of a smartphone user's daily usage. Data from comScore Inc showed that more than one third of users from five Western European markets surveyed accessed maps via their smartphones.

Apple Inc replaced Google Map with its own Apple Maps on its iOS6, which is preloaded on the newly launched iPhone 5. Globally, there has been feedback of how poorly Apple Maps fared against Google Map and Nokia Map, which are from competing software platforms.

Nokia Inc has been quick to showcase its Nokia Map and Nokia Drive capabilities and carries a comparison of the map features found on the three competing platforms on its company's blog. Nokia's key advantages are mainly its broad coverage spanning more than 110 countries and offline navigation capabilities. With mobile subscriptions in emerging markets like Nigeria exploding and mobile data yet to gain substantial traction, offline navigation is a must-have in these markets.

Critically, the partnership between Nokia and Microsoft is making its way into Windows OS, with Nokia Drive (which offers turn-by-turn navigation and full offline support) available on all Windows 8 devices. More often than not, a lot of features and functions are typically launched only for the US and other developed markets only. For example, turn-by-turn instructions on iPhone 5 are available currently in 44 countries, with 9 more to be added in October 2012. Nokia Drive, on the other hand, is available in more than 110 countries.

While maps capability is not the only purchase criteria for users in both developed and emerging markets, the notion that the maps are customised locally do make consumers in emerging markets feel important. Sales of smartphones is expected to exceed features phones in 2013, with two third of the sales generated from emerging markets. Manufacturers cannot afford to ignore consumers in emerging markets anymore.

The Nokia brand is still perceived favourably as the Finnish company had invested heavily in understanding the consumers' needs in emerging markets since the early 2000s. With Nokia leading the Windows OS bandwagon, smartphones running on Windows is expected to garner strong sales in the coming years, especially in markets like Brazil and Russia.

Smartphones by OS 2013


1

Source: Euromonitor International

Interested in more insights? Subscribe to our content

Latest Insights

Tissue World Magazine Virtual Conference

Euromonitor International 20 September 2021

Domestic Hygiene in Developing Markets

Anjali Jain 07 September 2021

Shop Our Reports

Afh Tissue: Global Business Dynamic and Demand

The global AFH market saw a weak performance during 2020 and 2021. The coronavirus (COVID-19) pandemic forced consumers to stay in their homes and reduce the…

View Report

Traditional Toys in Asia Pacific

Before the pandemic, Asia Pacific was fastest growing traditional toys market with significant room for growth due to the low spending per household on…

View Report

Voice of the Industry: Consumer Electronics 2021

This report surveyed industry experts on how they are trying to reinvent the business and shared their plans to move production away from China.

View Report
Passport Our premier global market research database with detailed data and analysis on industries, companies, economies and consumers. Track existing and future opportunities to support critical decision-making across all functions within your organisation Learn More