In article posted on the New York Times stated Nokia’s release of a VoIP (Voice over Internet Protocol) service and handset. It allows people to talk over the internet on a fixed broadband link at much lower rates than regular cellular service providers. Amidst the competition from US and other European competitors, Nokia is trying to work out a strategy to include the VoIP service alongside their business model of mobile handsets.
Nokia claims to be the first company from amongst its competitors and industry which has actually come up with the idea of including a VoIP service. According to Barney’s framework, four questions need to be discussed in order to analyze the future behind Nokia’s decision:
A.) Question of Value: Does Nokia’s resources and capabilities enable the firm to respond to environmental threats or opportunities?
Well, it is mentioned in the article that Nokia is the biggest manufacturer of mobile handsets and has invested a huge portion into a new market of Internet Telephony. With a level of strong competition as that from Sony Ericsson and Motorola and with the Research and Development standards as that of Nokia, I believe that the firm truly holds the resources and capabilities to respond to any threats or to capitalize on any opportunity that it might encounter.
B.) The Question of Rareness: How many competing firms already possess particular valuable resources and capabilities?
With reference to the article, it is stated that the only step that BT-British Telecommunications took along with Motorola was to launch a dual-mode fixed mobile, which however did not support VoIP. There were other US and European based firms that wanted to launch a VoIP service, but the innovations and quick developments by Nokia had allowed it to be the first one.
C.) The Question of Imitability: Do Firms without a resource or capability face a cost disadvantage in obtaining it compared to firms that already possess it?
Imitation of the service is not difficult since the competing firms are not far behind in technology or where market share is concerned. However, where the question about first-mover advantage comes into place, then surely Nokia has successfully accomplished that. But, where the question of sustaining that advantage is asked, then it is the Question of Organization that needs to be addressed in order to confirm Nokia’s competitive edge according to Barney’s framework.
D.) The Question of Organization: Is Nokia organized to exploit the full competitive potential of its resources and capabilities?
Nokia, being a one of the largest multinational organization and also being the largest manufacturers of mobile handsets does not need to be questioned about its organization! However, their new step into Internet Telephony could sure be challenging since it is the first time that they have entered into such a sector. In the article, it is mentioned that Nokia is trying its best to review its business model and include the Internet Telephony segment. I would not say for sure, but Nokia is definitely up for the challenge.
Link to the article: http://www.nytimes.com/financialtimes/business/FT20060213_21730_156634.html