Nokia flexes, adds ‘complementary’ enterprise channel in U.S.

Nokia Corp.’s plans for re-approaching the U.S. market-at least in the enterprise space-will include “complementary” channels the handset vendor will pursue in addition to working with the top domestic carriers, the company announced.
The detailed plan comes at a critical time in Nokia’s overall efforts to improve its U.S. fortunes by specifically addressing each of the domestic carriers’ handset needs.
The news also comes in the wake of Nokia’s recently announced corporate restructuring that-at least so far on paper-is aimed at making the company more nimble and capable of providing customers around the globe with the much-sought after “end-to-end” solutions.
Pyramid Research reacted to the reorganization news by noting that IT vendors such as Apple Inc., Microsoft Corp. (through HTC Corp.) and Hewlett-Packard Co. have launched devices for both consumer and enterprise markets. And Pyramid questioned whether Nokia’s interest in “owning the customer” may stoke the “love-hate relationship” between handset vendors and operators.
Nokia’s new approach appears to reflect its conclusion that pursuing an enterprise focus through the top carriers has not served its ambitions and the initiative may well complicate the delicate relationship between the Finnish handset maker and its four largest U.S. customers. Those dynamics typically are not publicly discussed by the parties.
Under the new enterprise plan, Nokiaforbusiness.com provides a “Partner Locate Tool” that enables primarily large businesses to put together a network of partners affiliated with Nokia-a list of hundreds of partners, accessible by technology and geography, among other criteria-to develop enterprise solutions specific to a business’ needs. Though the focus is on large businesses, the Nokia said its offering should work for entrepreneurs and small- and medium-sized businesses as well.
“It’s really about a whole package of solutions and partners,” said John Mason, a Nokia VP for global channels and operators for Nokia Enterprise Solutions.
Mason said that Nokia’s “key motivator” was to deliver channel strengths beyond that currently offered by the top-tier carriers who remain critical customers of the Finnish handset maker. The new strategy is to reach the “IT channel”-the preferred and trusted channel of businesses, in Nokia’s words. Mason and other Nokia representatives have taken to referring to non-carrier channels as “complementary,” rather than “alternative,” in a deferential nod to Nokia’s multi-pronged approach and its need for diplomacy as it develops a parallel track to the carrier channel.
The new program will offer Nokia devices through online retailers, for example, including Dell.com, Gateway.com and Mobileplanet.com. Distribution will be handed by Brightpoint Inc. and Ingram Micro Inc., according to Nokia.
Nokia will make its E-series productivity devices available to support its enterprise push in the U.S., Mason said. The new development is that Nokia will launch the same enterprise products in the U.S. as it launches them globally. Two devices will arrive first: The E65, already launched in Asia, is optimized for voice and conference calling. The new E61i is a large-screen, QWERTY device designed to emphasize e-mail and Web browsing. In the third quarter, the E90 “Communicator”-the E series’ flagship product-will land on American shores, Mason said. The E series includes multimedia capabilities.
Nokia’s approach also allows it to push its Intellisync Mobile Suite 8.0 platform and its accompanying device management capabilities.