Nokia seeks to regain market share

Johannesburg, 20 May 2004

The RF Group, official local Nokia distributor, says it will look to boost Nokia`s cellphone market share from the current 56.5% to the 60% it held in 2003.

Nokia is also losing market share internationally, with an International Data Corporation report stating that Nokia sales in the fourth quarter of 2003 dropped by 19.2%. While Nokia holds a market share of around 35%, Motorola`s market share was boosted to 16.6%, and Samsung`s share rose to 13.1%, the report said.

Lindi Tshabangu, RF Group communications spokesperson, says the RF Group aims to boost market share by implementing Nokia`s global strategy, which was launched in January and focuses on developing the company`s different business segments.

"Nokia`s strategy focuses on strengthening and developing competitive products in the mobile phones, enterprise solutions, multimedia and networking business segments."

Tshabangu says there has been an increase in the number of people under the age of 25 and over the age of 55 buying cellphones. Females between the ages of 25 and 39 constitute the biggest group of first time buyers.

"With these stats in mind, we aim to boost cellphone sales by capitalising on the power of Nokia`s brand awareness with those who don`t have cellphones, and by improving our delivery of products and services," she says.

The RF Group has also brought a range of new phones into the country, including the 5410, which has GPS and Push to Talk functionality, the 7600, and the 6820 business phone.

The RF Group will also market Nokia`s enterprise solutions, which include machine-to-machine devices that allow companies to monitor machines in the field via SMS, check cameras via MMS, or switch on lights or unlock doors using SMS.

Tshabangu says Nokia is also involved in corporate social investment projects. These include the Nokia rescue helicopter which covers 18 000km of coastline; the school safety programme in conjunction with the SA Police Service, Metro police and the Fire Department; and the Make a Connection programme, which equips young graduates with life skills and helps find them employment.