Harvard Case - Symbian, Google & Apple in the Mobile Space (A)
"Symbian, Google & Apple in the Mobile Space (A)" Harvard business case study is written by Benjamin Edelman, Fernando F. Suarez, Arati Srinivasan. It deals with the challenges in the field of Strategy. The case study is 18 page(s) long and it was first published on : Apr 13, 2009
At Fern Fort University, we recommend Symbian to adopt a multifaceted strategy to regain its competitive edge in the rapidly evolving mobile landscape. This involves a combination of strategic alliances, product development, marketing innovation, and organizational restructuring. Symbian must leverage its existing core competencies in operating systems and user experience while embracing disruptive innovation to adapt to the changing demands of the market.
2. Background
The case study focuses on the mobile phone industry in the early 2000s, highlighting the competitive landscape dominated by Nokia's Symbian operating system. The arrival of Google's Android and Apple's iOS presented a significant challenge to Symbian's dominance, forcing the company to adapt its strategy to stay relevant. The main protagonists are:
- Nokia: The leading mobile phone manufacturer, relying heavily on Symbian.
- Symbian: The operating system provider, facing increasing competition.
- Google: The emerging player with its open-source Android platform.
- Apple: The innovative newcomer with its proprietary iOS operating system.
3. Analysis of the Case Study
To analyze Symbian's situation, we can employ several frameworks:
a) Porter's Five Forces:
- Threat of New Entrants: High, due to the low barriers to entry in the mobile phone market.
- Bargaining Power of Buyers: High, as consumers have numerous choices and can easily switch between platforms.
- Bargaining Power of Suppliers: Moderate, as component suppliers are essential but not overly concentrated.
- Threat of Substitute Products: High, as other technologies like personal digital assistants (PDAs) could potentially replace mobile phones.
- Rivalry Among Existing Competitors: Very high, with intense competition from established players like Nokia and emerging players like Google and Apple.
b) SWOT Analysis:
Strengths:
- Strong brand recognition and established market presence.
- Extensive developer network and a large app ecosystem.
- Experience in mobile operating systems and user interface design.
Weaknesses:
- Closed-source platform, limiting flexibility and innovation.
- Slow adoption of new technologies and features.
- Lack of a strong marketing and branding strategy.
Opportunities:
- Partner with other companies to leverage their strengths and expand market reach.
- Develop innovative features and applications to differentiate from competitors.
- Embrace open-source technologies to attract a wider developer community.
Threats:
- Increasing competition from Android and iOS.
- Rapidly evolving technology landscape and consumer preferences.
- Potential for fragmentation and incompatibility within the mobile ecosystem.
c) Value Chain Analysis:
Symbian's value chain can be analyzed to identify key areas for improvement:
- Inbound Logistics: Symbian needs to streamline its supply chain and ensure timely access to components.
- Operations: Symbian's development process needs to be more agile and responsive to market demands.
- Outbound Logistics: Symbian needs to improve its distribution channels and reach a wider customer base.
- Marketing & Sales: Symbian needs to develop a stronger marketing strategy and differentiate its products.
- Service: Symbian needs to provide excellent customer support and address user concerns effectively.
4. Recommendations
To address the challenges and capitalize on the opportunities, Symbian should implement the following recommendations:
a) Strategic Alliances:
- Partner with Google: Symbian should explore strategic partnerships with Google to leverage Android's open-source platform and its vast developer community. This could involve co-developing features or creating a hybrid operating system combining the strengths of both platforms.
- Collaborate with other manufacturers: Symbian should engage with other mobile phone manufacturers to expand its reach and create a more competitive ecosystem. This could involve licensing its technology or developing joint products.
b) Product Development:
- Embrace Open Source: Symbian should transition to an open-source model, attracting a wider developer community and accelerating innovation.
- Focus on User Experience: Symbian should prioritize user experience and develop intuitive interfaces that cater to diverse needs.
- Develop Innovative Features: Symbian should invest in research and development to create innovative features that differentiate its platform from competitors.
c) Marketing Innovation:
- Enhance Brand Awareness: Symbian should invest in marketing campaigns to increase brand awareness and highlight the benefits of its platform.
- Target Specific Market Segments: Symbian should identify specific market segments and tailor its marketing messages to their needs and preferences.
- Leverage Social Media: Symbian should utilize social media platforms to engage with users, build a community, and promote its products.
d) Organizational Restructuring:
- Create a More Agile Structure: Symbian should adopt a more agile organizational structure to respond quickly to market changes and accelerate product development.
- Invest in Talent: Symbian should attract and retain top talent in software development, marketing, and product management.
- Foster a Culture of Innovation: Symbian should cultivate a culture that encourages experimentation, creativity, and risk-taking.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies: Symbian's existing strengths in operating systems and user experience can be leveraged through strategic alliances and product development.
- External Customers: The recommendations focus on addressing user needs and providing a compelling value proposition.
- Competitors: The recommendations aim to counter the threats posed by Android and iOS by adopting a more open and innovative approach.
- Attractiveness: The recommendations are expected to increase Symbian's market share, revenue, and profitability.
6. Conclusion
Symbian faces a critical juncture, requiring a proactive and strategic response to the evolving mobile landscape. By embracing disruptive innovation, forming strategic alliances, and focusing on user experience, Symbian can regain its competitive advantage and remain a relevant player in the mobile industry.
7. Discussion
Other alternatives not selected include:
- Acquiring a competitor: While acquiring a competitor could provide access to new technologies and markets, it could also be a costly and risky endeavor.
- Focusing solely on niche markets: This could limit Symbian's growth potential and make it vulnerable to larger competitors.
Key Assumptions:
- The mobile phone market will continue to grow and evolve rapidly.
- Consumers will increasingly demand innovative features and a seamless user experience.
- Open-source technologies will play a significant role in shaping the future of mobile operating systems.
8. Next Steps
Symbian should implement the recommendations outlined above in a phased approach:
- Phase 1 (Short Term): Form strategic alliances with Google and other manufacturers, enhance brand awareness through marketing campaigns, and develop innovative features.
- Phase 2 (Medium Term): Transition to an open-source model, invest in talent and organizational restructuring, and expand into new market segments.
- Phase 3 (Long Term): Continuously innovate and adapt to market trends, maintain a strong developer community, and establish a sustainable competitive advantage.
This timeline will allow Symbian to gradually implement its new strategy and adapt to the evolving mobile landscape.
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Case Description
Symbian, maker of a leading mobile smartphone operating system, faces new competition from Google and Apple. Symbian evaluates changes to its software and its relationships with distributors in order to meet these competitors.
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