MSA Civil Service Exam Reviewer
MSA Civil Service Exam Reviewer
MSA Civil Service Exam Reviewer
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An Undergraduate Thesis
Presented in the Faculty of the College of Business Administration
Access Computer and Technical Colleges
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By:
Reyes, April
Candelaria, Hannah
Roldan, Robert John
Tarala, Mary Jasmin B.
Villanueva, Ariel
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APPROVAL SHEET
The research project entitled “Assessment of Strategic Management through the Impact of
Innovation: Basis of Action Plan” prepared and submitted by Mary Jasmin B. Tarala, Roldan,
Robert John, Ariel Villanueva, April Reyes and Hannah Candelaria in partial fulfillment of
Instructor
Chairman Member
Member Member
Accepted in partial fulfillment of the requirements for the degree of Bachelor of Science and
Vilma Cacho
Academic Coordinator
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ABSTRACT
The Problem:
The main purpose of this study is to determine the relationship of Nokia’s Mobile Phone
Features and its Adversity Quotient by Endurance Dimension through respondent’s personal
characteristics (age, gender, civil status and course-taking) base on the answers and reaction of the
Research Methodology
The researcher utilized the descriptive method using the Adversity Quotient profile Online,
Nokia strategic, Questionnaire and Basic Research Questionnaire. These were distributed to 100
The percentage and weighted mean were computed for the profile of the respondents in
terms of personal characteristics (age, civil status, gender and course they are taking.) and Nokia
Findings:
Results of the study showed that the Students and Teachers respondents belong to middle
range of Adversity Quotient Endurance Dimensions. In terms of the Control and Reach Dimension
and the over-all Adversity Quotient level, respondents belong to low range.
civil status and course-taking) and over-all Adversity Quotient level and Reach Dimensions, the
study showed that there is no significant relationship between gender, civil status, age and course
taking except for financial needs and AQ Control Dimension and the study on the significant
relationship between the Nokia Features, though the AQ Ownership Dimension correlates with the
Endurance Dimension level of the respondents, there is a significant relationship between the
Nokia phone Features and the respondent’s personal characteristics and over-all AQ of the
respondents.
Conclusions:
Based on the findings, the following conclusions are derived: (1) Majority of the
respondents above is Single. More than half of the respondents were female. With regards to course
taking, majority of the Students are major in Information Technology. Most of them have been
placed Android as the Nation’s mobile phone for a few years and above. (2) The respondents are
generally not satisfied and not contented with their over-all Nokia features by respondent’s
personal characteristics. (3) The respondents are within the low range of Adversity Quotient in
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Dimension, the respondents are within the average range. (4) The respondents have low level of
Adversity Quotient. (5) There is no significant relationship between the personal characteristics
and Ownership, Reach and Endurance Dimension and the over-all AQ of the respondents.
Dimension of the respondents. (6) With regard to the relationship between job satisfaction and
Adversity Quotient, the study showed that there is no significant relationship in Ownership,
Control, Endurance and over-all AQ. Though, there found to be a significant relationship between
Recommendations:
Based on the conclusions, the following are recommended: (1) As the level of
Nokia phone Features is not very high among respondents, there is need to improve more on the
kind of motivation the institution is giving to the Students of Access Computer College. The study
recommends providing monetary support of the administration to improve knowledge and outputs
for the Students of Access Manila, especially the availability of technical facilities needed to
perform well the said important factors. It is also recommended that Nokia Corporation should
improve the skills, knowledge and competencies among the students at Access Computer College
through national and international seminars about their company’s perspective, vision and mission
and most especially their products. (2) Nokia Corporation should innovate those features that is
actually needed to change and develop more. The specs, inner value, outer versions and model
configuration makes up a phone to form a quality one. (3) the uses of 3R for disposal can also be
needed for this problem. Reuse, Reduce and Recycle, Reuse the features and the one that makes
up a Nokia mobile phones popular in the industry, Reduce in something that bothers and hinder
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the success of Nokia Corporation to grow more in telecommunication industry, Recycle the
attitude, their virtue and their perspective in making a step for improving. (4) It is recommended
that the present study may be reviewed, criticized and even replicated using more varied samples,
variables and other surveys and measurement techniques and include the level of Nokia mobile
phones in their features and respondent’s Adversity Quotient to provide a deeper comparison of
the results. (5) Strategic Management includes survey for improvement, adoption and innovation
to interact more in knowing the customer’s needs and demands for testing the specified mobile
phones for them. Nokia was a synonym for the mobile phone industry for a long time; however,
when it came into the era of smart phones, the former leader was under an awkward situation.
Nokia sold its mobile phone business to Microsoft on September 3, 2013. A company following
Kodak with the legendary color failed in the impact of the new techonology revolution. This was
a typical case of the subversion of an industry; therefore, the researchers believed that it was
necessary to analyze the process. This paper studied Nokia’s decline mainly from the three parts.
First of all, looking back Nokia’s development process from the glory to the decline, it can be
divided into three stages; the transition period, the peak period and the decline period, followed by
analyzing the reasons of its decline from three parts: Nokia executives’ grasp for the market, the
company’s business strategy and business cooperation, and finally analyzing its inspiration for
ACKNOWLEDGMENT
This study could not have been conducted and completed without the genuine
assistance and immeasurable contribution of the people behind the researchers. To them this
acknowledgment is due:
We expressed our gratitude to Mr. Sherwin Agui for his enduring patience during the
preparation of our research. He was there for us guiding, always reminding and pushing us. He
exceeded more than just a role of being a Research Adviser, with that we are indeed fortunate.
To the management, our school Access Computer College- Recto branch who let us used
We also would like to give back the glory and success of this research to our Lord God
who have blessed us with such strength, wisdom and patience with HIM everything was made
possible.
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TABLE OF CONTENTS
Chapter I
Introduction
integral part of our lives today. Most of us cannot live without our mobile phones. We find it very
essential as we use it day and night. Mobile phones are indeed a must have in the modern society.
It had become so central on our daily lives that most people find it very important to use. Just by
a swipe, you can now easily use it to access everything from banking services to online shopping
to payment of bills which are done right there on just a small gadget. You can use it for
Through years past, innovation may seem to travel so fast. That’s why Nokia Corporation,
a company that provides telecommunication services through its three business units: Nokia
development and intellectual property rights activities stop innovating their products and made a
distance from the growing company of other competitors. People take Nokia phone as one of the
first mobile phones that they use and help them in terms of communication and other entertaining
features and now they can’t take it back. A good strategic plan needs to be enhanced in order to
gain the quality of their products and the satisfaction of mobile phone consumers. As innovation
of mobile phones pass by, new features and upgraded applications have been innovated too, and
By conducting research and experiments, we believe that Nokia phones can still have its
edge towards their competitors in terms of growing mobile telecommunication devices. The impact
of widening innovation to make its quality more reliable and more efficient will make it the best
better than before. A good strategic management needs to make a better action plan for reinventing
new products and to renovate those that lack and what needs to be fixed. Summarizing all those
good qualities of Nokia phones and adding up some new features will surely become a popular hit
again.
of all that is necessary for an organization to meet its goals and objectives. The importance of
setting up a goal into a company is that it will guide the company on how it would be through
years past. Strategic management and strategic planning are both incredibly an important aspect
of organizational management. When used in tandem, strategic management and planning create
a comprehensive set of procedures that will govern the future decisions of the business. By creating
this type of structured operation, businesses would able to improve their efficiency, to reduce their
Yearly mobile phone companies would simultaneously launch their flagship phones that
supposedly dominate the other competitor’s model. Many mobile phone brands sprouted in the
industry. Which our group come to wonder what happened to Nokia, when a few years back it
dominated the mobile phone and telecommunication industry? Before settling with the problem
why they seem to diminish from the industry we researched about the history of the company.
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However, in recent times it appears to have lost some ground to competitors, primarily in the
smartphone market, such as Apple and Samsung. In this historical case study, we explore the
origins of Nokia and their progress toward breaking new ground in telecommunication technology.
We also looked at some of the pitfalls they encountered and how perhaps things could have been
done differently. In particular, we focus on the aspect of their mobile phone interface design
firms produce particular devices and products to meet certain customer needs (Sood, Tellis, 2005).
Therefore, technology choices have a very significant and long lasting effect for overall
performance and strategy of the company (Eggers, 2014). External and internal forces shape the
ways the senior management deals with technological discontinuities and increased competition.
Thus, the strategic decision making is a complex action that requires extraordinary managerial
company’s innovative or superior products, processes and know how as well as flexibility and fast
decision making.
solution will be the winning one (Kretschmer, 2008) and when is the right time for the
technological solution to enter the market (Christensen etal, 1998). Both issues bring substantial
challenges to the senior management of the firm: investing on the losing technology diminishes
firm’s ability to catch up with the competition once a new dominant design is established (Eggers,
2012).
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Betting on the right technology is as important as the strategic entry timing or the window
of opportunity. Companies entering the market before the establishment of a dominant design will
be left with obsolete skills and competences once the design is established (Christensen et al,
1998), but on the other hand, companies waiting too long to enter the market will have difficulties
to accumulate the knowledge for technology creation (eggers, 2014). Therefore, the timing of the
commitment to the winning technology is extremely important when dealing with technological
discontinuities.
Theoretical Framework
phenomena. Some theories helped the researchers in conducting this study in a way that they
explain essential ideas relating to the research. This study was anchored on the concepts in strategic
management, the network view, the agency theory and the evolutionary innovation theory.
Based on the concepts in strategic management, the company should make another way or
other features concluding the old ones to helped them grow even innovation strikes. Basis of action
plan equipped with proper and better strategies to implement decision relative to their set endeavor.
The firm is a node within a connection of players including rivals, suppliers, customers,
institutions and other entities. These nodes are linked by individuals within their firm (Burt, R.S.
1992) connections provide legitimacy and resources to the firm and the greater number and
diversity of connections suggest the strength of the firm. When a firm has greater levels of
connectivity, it suggests that the firm has a higher degree of network centrality. These connections
can also provide constraints on the firm and limit its freedom of action.
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mission, or purpose of the organization and tests the implementation choices and actions of the
firm against that mission (Barney, J.B and Hesterly, W.S. 2010) The mission forms the direct basis
for the specific targets the firm will select and attempt to achieve. It also defines the nature form
and extent of evaluation of the firm and its environment; as well as the nature of the corporate and
business level decisions it makes. Finally, the mission defines the conditions by which the firm
shareholders and those they employ(agents). It describes the firm as a nexus of contracts. Both
sides in the contract operates with self-interest and guile. Contracts between parties operate best
when they are efficient in sharing of risks and information and they recognize the variability of
party’s goals. Agency theory suggests that board of directors’ act as monitors hired by shareholders
over executives. (Berle, A.A and Means, G.C 1932. The modern corporation and private property.
New York).
Every company says that innovation is important and that they value the ideas of their
people. In fact, creativity is becoming a core skill which companies know they need in the future.
Yet the problem lies in the fact that few established companies actually know how to go about
getting value out their innovation ambitions, let alone turning it into profit. In fact, according to
some estimates by Doblin, 96% of all new innovations which established companies attempt fail
Evolutionary theory tends to be incremental in nature and less expensive to develop than
fundamentals, including people, product and business relationships. Because the changes tend to
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be smaller, investment in evolutionary innovation tends to be smaller and because the destruction
wrought by evolutionary innovation tends to be less dramatic and spread over a longer time frame,
the costs, both in terms of dollars and in terms social and business disruption, tends to be smaller
as well.
Evolutionary innovation is any new trait that introduces something novel compared than
Conceptual Framework
This framework shows the overall outline of the study. It can be expressed by using the
1. What is the
demographic profile of
the respondents in
terms of:
a. Age
b. Gender
c. Educational
Basic Research
Attainment
Survey Questionnaire Product Orientation
d. Job Description
Statistical Treatment Customer Satisfaction
2. What are the needs
and wants of a customer Analysis of Data Strategic management
in terms of:
2.1 privacy
2.2 entertainment
3. The competitive
analysis of Nokia phone
in terms of product/
service
FEEDBACK
Figure 1
Conceptual Framework
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Input (I) comprises of the customers profile such as age, gender, educational attainment
and job description; the practical needs and wants of a customer when choosing mobile phones are
in the following terms of privacy- the ongoing security features as well as its safety, the
entertainment it contributes with the following features concluding games, camera and video
graphics, downloads and surfing the net. Educational features- word interventions with a
dictionary, MS office for doing paper works and reading apps. The kinds of colors and textures of
Process (P) indicates the methodology used to meet the objectives of the basic research
Output (O) pertains to factors that would help the participants and the company have the
product more oriented, to satisfy the customer’s needs and wants and the best strategic
The main purpose of this study was to identify the assessment of strategy management
through the impact of innovation and the basis of action plan of Nokia Corporation.
a. Age
b. Gender
c. Educational attainment
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d. Job description
2.1 Privacy
2.1.1 Security
2.1.2 Safety
2.2 Entertainment
2.2.1 Games
2.2.3 Downloads
2.3.1 Dictionary
2.3.2 MS office
3. Make the competitive advantage analysis of Nokia mobile phone in terms of product/ services:
3.1 Quality
3.2 Features
3.3 Reliability
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Hypothesis
age and gender by the product they want to purchase and also the features of the phone by the time
This study was mainly focused on the determinants who said they have used the products
of Nokia of the students in Access Computer College, Manila campus main branch, CM Recto
Avenue cor. Quezon Blvd., Manila City during the second semester of the S.Y 2018-2019
The researchers would intend to provide useful insights regarding the factors of Nokia
phone to make a better strategic management even innovation strikes. Influence the attributes and
features of a phone to successfully get what the customer needs and wants.
The useful and relevant information acquired from the study would benefit the following
sectors:
Administrators. This could motivate and help to aid the downfall of Nokia
Corporation and to make a specific strategy plan in improving the features of a phone in a more
efficient one.
Customers. The result of this study will give them the awareness about the Nokia
Parents. From the beginning where Nokia phones were introduced here in
the Philippines, they are the first to use the product and the first to be already familiar with it.
Researchers. This study would help future researchers consider tackling other
factors that might affect customer’s buying strategy in choosing the best and efficient phone for
them.
student’s insights on the different factors that affects Nokia’s downfall and will give them the idea
Definition of Terms
For better understanding and interpretation of this study, the following terms are
operationally defined.
simply mobile, cell or just phone, is a portable telephone that can make and
receive calls over a radio frequency link while the user is moving within a telephone
service area.
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or service that creates value or for which customers will pay. To be called an innovation,
an idea must be replicable at an economical cost and must satisfy a specific need.
of human life or, as it is sometimes phrased, to the change and manipulation of the
human environment.
is made up of two or more stations equipped with transmitter and receiver devices.
to operate, store files, and communicate with devices and other computers.
Chapter II
There are lots of introduction of low-cost smartphones left and right. Mobile
computing is indeed at trend in our country’s market. This is a positive feature which means
application developers and application sellers is a must in the Philippines. Smartphones are
phones which clearly can perform many functions of a computer. Internet access, and an
operating system capable of running different types of much needed applications. These
applications enabled human to work over the mobile and do personal or business stuff without
the hustle of bulky computers. With the touch screen interface, everything can be done by just
the touch of the hand. Android, iOs and Windows phone are the most popular among smartphone
users.
version of the Linux kernel and other open source software, and is designed primarily for
touchscreen mobile devise such as smartphones and tablets. It has dominated the smartphone OS
market with 78.0% market share (International Data Corporation, 2015). It’s open source nature
and its large cut of the market share translates to more potential users for app developers.
Whereas, iOS is a mobile operating system created and developed by Apple Inc. exclusively for
its hardware. It is the operating system that presently powers many of the company’s mobile
devices, including the iPhone, iPad and iPod Touch, it is the second most popular mobile
Not long ago, phones are solely for communicating, sending and receiving calls and
messages. Phones now are also called the portable computers. With the introduction of
smartphones, these devices are now able to increase user experience and productivity through
apps. This idea has gained the attention of developers and companies.
The recent trends in smartphone use and the features of OS that a consumer considers before
People are now shifting from basic mobile technology to smartphone technology
which has the capability to carry out functions similar to a PC. Various studies support this
relevance. Hakoama and Hakoyama (2011) studied the users' information needs, innovative
features and applications which are continuously being added to mobile phones to make them
perform many more new functions. Consequently, mobile phone which is essentially a
transcend the traditional voice communication between two individuals. Singh and Goyal (2009)
observed that there is a variation in the importance given by different age and gender groups to
select factors while buying mobile handsets in India. It was found that users aged between 18
and 30 years are less price-sensitive than consumers of other groups; rather they consider
'physical appearance', 'brand', 'value-added features', and 'core-technical features' more important
than others. The mature consumers, on the other hand, are more price-sensitive. …
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Foreign Literature
(1) The mobile arena is fought by numerous OS today namely, Microsoft’s Windows
Phone, Nokia’s Symbian OS, Blackberry’s BlackBerryOS, but are dominated by the two most
popular Operating Systems today, Android and iOs. Android is an operating source operating
system developed by Google, and iOs, the mobile operating system developed by Apple Inc. for
its iPad and iPhone devices. The study conducted by Mark H. Goodrich and Michael P. Rogers
entitled “Smart Smartphone Development: iOs vs. Android” discusses the mobile space
dominated by Android and iOs. iOs Development required a Macintosh computers running
MacOS. These computers are built solely by Apple and have relatively high cost compared to
Windows-powered and Linux-based computers. An iOs device also costs relatively higher than
their Android counterparts. The development cost of iOs Apps equates to be much higher given
that a beginning developer have to invest in an Apple product. On the other hand, Android can
be developed using any of the current major operating systems such as Windows XP or higher,
Mac OSX and Linux systems. With this, almost 95.34 (Net Applications.com, 2015) or almost
all of desktop users can be develop apps for Android. That said, the cost for developing Android
apps is lower as you can use your existing compatible computer to jumpstart your Android
career.
In other terms, iOs development requires knowledge of Objective –C, which may
not be as popular as Java which Android development uses. Also Android has the largest market
share at 78% (International Data Corporation, 2015) giving it the user base boost over iOs.
It is worth to note an excerpt from the abstract from the study “Android- Changing
the Landscape” which states: “The mobile phone landscape change last year (2010) with the
introduction of smart phones running Android, a platform marketed by Google. Android phones
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are the first credible threat to the iPhone market. Not only did Google target the same consumers
as Iphone, it also aimed to win the heart and minds of mobile application developers. ON the
basis of market share and the number of available apps, Android is a success.” (Butler,2011)
typically having a relatively large screen and an Operating System (OS) capable of running
general applications (Oxford Dictionary, 2012). A smartphone is a mobile phone which has got
advance capabilities beyond short messaging service and making calls. Displaying photos,
playing videos, checking and sending e-mails, and surfing the Web are some of the
common choice. Advancements in technology have made modern smartphones cheaper, slimmer
and smaller than earlier devices. Also, users can now choose from a wider range of smartphones
than before. While Blackberry, Apple and Nokia controlled the smartphone market for several
years, other manufacturers like HTC, Sony, Lenovo, LG and Samsung, etc. are also present in
the market with a large variety of smartphone options. Increased availability of smartphones has
led to a resultant decline in the usage of standard Personal Digital Assistants (PDAs), which do
not include phone capabilities. India is the second largest mobile handset market in the world
(after China), and is poised to become an even larger market. Revenues of the Indian mobile
handset market grew by 15% to touch US$6.75 bn in 2010-11 from US$5.88 bn a year back (IS
Advisors, 2012). In the next five years, the revenue share of smartphones in the mobile handset
market is expected to rise steadily, as an increasing number of participants are targeting this
space for higher margins. This trend is likely to persist, as numerous handset manufacturers are
strategizing to deploy more smartphone models in their portfolio (Frost and Sullivan, 2011). The
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urban markets matured in terms of feature phone usage, and numerous mobile users in this
predominantly populated by the younger demographic, who are early adopters of technology,
and this could see the market revenues soar from ^255.91 bn in 2010 to ?350.05 bn in 2016
(Frost and Sullivan, 2011). One of the most important factors while going for a smartphone is its
OS, which helps in running the operations and applications on the smartphone. Historically,
Symbian was the first modern operating system that was launched by Ericsson, but later on many
competitors started emerging, namely Blackberry, iOS and Android. Android soon captured the
major market share in OS. The reasons for its success were its open source nature, its availability
at low-cost and the availability of varities in smartphone hardware and brands. Android
smartphones are manufactured by HTC, Motorola, Samsung and LG, among others. (Pandey,
To sum it up, Android is much more preferable over iOS, considering the coast and the
knowledge required to develop it but it is worth noting the elegance of developing for iOS which
is the less fragmentation of its device lineup over Android. (J.C. Spender, 1992)
Despite being an exemplar of strategic agility, the fearful emotional climate prevailing at Nokia
during the rise of the iPhone froze coordination between top and middle managers terrified of
losing status and resources from management. The company was wounded before the battle
began.
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Nokia’s fall from the top of the smartphone pyramid is typically put down to three factors by
executives who attempt to explain it: 1) that Nokia was technically inferior to Apple, 2) that the
company was complacent and 3) that its leaders didn’t see the disruptive iPhone coming.
We argue that it was none of the above. As we have previously asserted, Nokia lost the
smartphone battle because divergent shared fears among the company’s middle and top
managers led to company-wide inertia that left it powerless to respond to Apple’s game changing
device.
In a recent paper, we dug deeper into why such fear was so prevalent. Based on the findings of
an in-depth investigation and 76 interviews with top and middle managers, engineers and
external experts, we find that this organisational fear was grounded in a culture of temperamental
The fear that froze the company came from two places. First, the company’s top managers had a
terrifying reputation, which was widely shared by middle managers—individuals who typically
had titles of Vice President or Director in Nokia. We were struck by the descriptions of some
members of Nokia’s board and top management as “extremely temperamental” who regularly
shouted at people “at the top of their lungs”. One consultant told us it was thus very difficult to
tell them things they didn’t want to hear. Threats of firings or demotions were commonplace.
Secondly, top managers were afraid of the external environment and not meeting their quarterly
targets, given Nokia’s high task and performance focus, which also impacted how they treated
middle managers. Although they realised that Nokia needed a better operating system for its
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phones to match Apple’s iOS, they knew it would take several years to develop, but were afraid
to publicly acknowledge the inferiority of Symbian, their operating system at the time, for fear of
appearing defeatist to external investors, suppliers, and customers and thus losing them quickly.
“It takes years to make a new operating system. That’s why we had to keep the faith with
Symbian,” said one top manager. Nobody wanted to be the bearer of bad news. However, top
managers also invested in developing new technological platforms that they believe could match
Top managers thus made middle managers afraid of disappointing them—by intimating that they
were not ambitious enough to meet top managers’ stretched goals. One middle manager
suggested to a colleague that he challenged a top manager’s decision, but his colleague said “that
Fearing the reactions of top managers, middle managers remained silent or provided optimistic,
filtered information. One middle manager told us “the information did not flow upwards. Top
management was directly lied to…I remember examples when you had a chart and the
supervisor told you to move the data points to the right [to give a better impression]. Then your
supervisor went to present it to the higher-level executives. There were situations where
everybody knew things were going wrong, but we were thinking, “Why tell top managers about
this? It won’t make things any better.” We discussed this kind of choice openly.”
This shared fear was exacerbated by a culture of status inside Nokia that made everyone want to
hold onto power for fear of resources being allocated elsewhere or being demoted and cast aside
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if they delivered bad news or showing that they were not bold or ambitious enough to undertake
challenging assignments.
Innovation impotence
The high external fear among top managers and high internal fear among middle managers led to
a decoupling of perceptions between the two groups of top and middle managers about how
quickly Nokia could launch a new smartphone and develop advanced software to match the
iPhone. Given the optimistic signals coming from the middle managers, top managers had no
qualms about pushing them harder to catch up with Apple—after all, top managers were only
stretching targets. Fearful that Nokia would lose its world dominance and post weak financial
results, top managers exerted pressure on middle managers to deliver a touchscreen phone
quickly. They acknowledged this in interviews with us. “The pressure we put on the Symbian
software organisation was insane, because the commercial realities were so pressing. You must
A leader from the MeeGo organisation, which was set to be the successor technological platform
to Symbian said, “we spoke of a delay of at least six months, if not a year. But top managers said
Beyond verbal pressure, top managers also applied pressure for faster performance in personnel
selection. They later admitted to us that they favoured new blood who displayed a “can do”
attitude.
This led middle managers to over promise and under deliver. One middle manager told us that
“you can get resources by promising something earlier, or promising a lot. It’s sales work.” This
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was made worse by the lack of technical competence among top managers, which influenced
As one middle manager pointed out to us, at Apple the top managers are engineers. “We make
everything into a business case and use figures to prove what’s good, whereas Apple is engineer-
driven.” Top managers acknowledged to us that “there was no real software competence in the
Nokia therefore ended up allocating disproportionate attention and resources to the development
of new phone devices for short-term market demands at the expense of developing the operating
The quality of Nokia’s high-end phones thus gradually declined. In 2007, Nokia launched the
N95 smartphone, which had full music features, GPS navigation, a large screen (albeit not a
touch screen) and full internet browsing capability. Software compromises were accepted to get
it ready on time. It was a success, but serious quality problems soon emerged.
In 2008, Nokia launched its first touchscreen phone, the 5800, at a lower price point than the
iPhone. It was a commercial success but it was about “one and a half years late” because of
software development problems. In 2009, the N97 was launched to overthrow the iPhone, but
one top manager admitted the phone was “a total fiasco in terms of the quality of the product.”
In 2010 came the purported “iPhone killer” with a touchscreen, one year later than planned, but it
underperformed in usability and failed to match up to the sleek competition of iOS and Android.
A new CEO—Stephen Elop--hired later that year decided that Nokia would be better off buying
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software from elsewhere and formed an alliance with Microsoft in 2011. As we know, this move
accelerated the company’s decline and Microsoft went on to acquire Nokia’s phone business in
2013. The market value of Nokia declined by about 90% in just six years, hovering around 100
billion US dollars.
Despite its enormous R&D firepower, its technical prowess and foresight — Nokia’s patents still
generated about US$600 million a year paid by its thriving rivals like Apple and Samsung —
Nokia’s ultimate fall can be put down to internal politics. In short, Nokia people weakened
Nokia people and thus made the company increasingly vulnerable to competitive forces. When
fear permeated all levels, the lower rungs of the organisation turned inward to protect resources,
themselves and their units, giving little away, fearing harm to their personal careers. Top
managers failed to motivate the middle managers with their heavy-handed approaches and they
While modest fear might be healthy for motivation, using it indiscriminately can be like
overusing a drug, which risks generating harmful side effects. To reduce this risk, leaders should
be attuned to the varied emotions of the collective. As Huy pointed out in other research, those
able to identify varied collective emotions are seen as effective transformational leaders. Leaders
can develop a collective emotional capability in their organsations. Fear can only be a useful
motivator if management can provide workers with the means to address these fears. Nokia’s top
managers should have encouraged and role modeled more authentic and psychologically safe
dialogue, internal coordination and feedback mechanisms to understand the true emotional
picture in the organisation. They might then have been able to better gauge what was possible
and what was not, and most importantly, what to do about it. (Quy Huy, 2015)
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(2) After the iPhone and Android devices entered the smartphones scene, they changed
the entire industry. The formerly-dominant companies in this space - RIM, Nokia, and Palm to
name a few – couldn’t catch up fast enough. Nokia, which was the giant to beat at the time,
quickly found itself bleeding and struggling to maintain its once dominant market share before
So why are we now seeing Nokia-branded phones in 2017, years after Nokia
seemingly left the competitive smartphones marketplace? The answer lies in a somewhat-
To better understand why Nokia is only coming back now, it helps to understand
how the company ended up selling its entire mobile division in the first place. A good place to
start is in 2010, when Stephen ELop become Nokia’s CEO. Before this, he was the head of
Microsoft’s Business Division, and was responsible for overseeing projects like Microsoft
Office.
By this time, the iPhone had been around for three years and Android for two.
Nokia’s primary operating system at the time was Symbian, which was still the dominant mobile
OS at 37% market share. In attempt to keep up with the competition, Nokia had partnered with
Intel to create MeeGo. But in early 2011, Stephen Elop issued the now famous “Burning
platform” memo.
The roughly 1,300-work letter likened Symbian to a burning oil platform, and said that
Nokia would need to jump off it to survive. Elop shared his disappointment with Symbian and
MeeGo, saying “The first iPhone shipped in 2007, and we still don’t have a product that is close
to their experience.” At the end, Elop wrote that Nokia would announce a new strategy “to
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rebuild our market leadership” on February 11. ON the date, Nokia announced a partnership with
Microsoft. While her father's generation maps out the mergers and rollouts that will write
tomorrow morning's Financial Times, Konttinen and her role-playing friends are already using
Last year, more mobile phones were sold worldwide than automobiles and personal computers
combined. Out of the 165 million phones sold, 41 million were made by Nokia. And the market
is nowhere near saturation. In Finland, the number of subscribers to mobile-phone services has
already leapfrogged over the number of fixed-line subscribers. Ericsson estimates that the total
number of wireless subscribers will grow to 700 million by 2002. A year after that, Motorola
Nokia alone employs many more engineers than Finland - with roughly the population of Dallas-
Fort Worth - can train. Though a ravaging recession in the mid-'90s still lives in the collective
memory, Nokia's surging growth now accounts for more than half of the activity of the Helsinki
stock market. One telecom entrepreneur here, Mikael Roos of Softline Technologies, told me,
"Nokia has validated the whole idea of Scandinavian companies playing an important role in the
development of the global market. When we travel now, it's easier for us to be accepted. People
listen."
Nokia sells 75 percent of the mobile phones bought in Finland, but for Konttinen and her peers,
there may as well be only one brand of phone. "Here in Finland, Nokia is an absolute," Eetu
Mäkelä, one of three young gamemasters who orchestrated East Berlin Rush Hour, told me in an
email. "Only Nokia designs look like mobile phones to us." Just saying the name Nokia -
properly accented on the first syllable - gets home-team grins from teenagers in the Ressu
schoolyard. (Imagine a mention of Microsoft causing skateboarders in a Seattle mall to burst out
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in high fives.) And the phones are only the most visible face of Nokia's story. One-third of its
$15 billion-a-year business is infrastructure: the base stations, switching networks, and software
the company sells to telecom operators to set up their own mobile networks. In places like rural
Africa, where scavengers dig valuable copper wires out of the ground, it's cheaper to set up a few
base stations, and hire guards to stand around them 24 hours a day, than to lay in a fixed-line
network. With markets in 140 countries, Nokia is thriving under more flags than McDonald's.
Founded in 1865 by an engineer who opened a pulp mill north of Helsinki, Nokia meant durable
rubber boots, cables, and toilet paper to previous generations of Finns. The company weathered
several dark nights of the soul before coming of age in the late '90s: A series of logistical
blunders in 1995 cut the value of Nokia stock in half, forcing company-wide reorganization to
increase communication among its many divisions. In 1988, Kari Kairamo, Nokia's CEO,
committed suicide. Kairamo believed Finnish manufacturers like Nokia could ride the consumer-
electronics wave into the global marketplace. He was right, but the scope of the vision needed to
be narrowed. By lopping off other product lines (like TV sets, cables, and PCs) and maintaining
a laserlike focus on digital phones and networks, Nokia boosted its market cap from $1.7 billion
in 1988 to $70 billion last year, when the company edged past Motorola to become the world's
In many ways, the story of Nokia's success is the story of the digital-telecom standard that helped
create a unified European mobile market in the '90s: the Global System for Mobile
Communications. The widespread adoption of GSM was not locked in from the start. In
development from 1982 on, the project was dubbed the Great Software Monster by engineers
debugging the slew of new applications required to support such ambitious features as
In 1989, Nokia and two Finnish telecom operators made an alliance to get the first GSM network
up and running. Fearing they would go out of business competing as providers of analog mobile
services with Telecom Finland - which had a long-standing, state-sanctioned monopoly on long
distance calls - the Helsinki Telephone Corporation and the Tampere Telephone Company
formed a company called Radiolinja. Radiolinja bought $50 million of infrastructure from Nokia,
though the startup didn't even have a license for its new network.
Jorma Ollila, who had been brought into the company by Kari Kairamo, became the head of
Nokia's mobile-phone division in 1990. "The GSM project was in disarray. There was a lot of
disillusionment with the spec and the difficulty of the technology," he recalls. "People were
saying we wanted a racehorse, but some committee got into the design process and we ended up
with a camel. But we continued because we believed in digital." Ollila appointed a new manager
On July 1, 1991, the first call ever placed on a commercial GSM network was made by the prime
minister of Finland - on a Nokia phone. "There was a lot of difficulty, a lot of pain, a lot of soul-
searching before we got there," says Ollila. His turnaround of the GSM project sufficiently
impressed the Nokia board that they made Ollila the CEO a year later.
When Nokia poured its resources into GSM, it was a moderately successful company from a
small country betting against billions of dollars of entrenched infrastructure and a widely
accepted standard. GSM took off - not only all over Europe but also in Asia, Latin America, and
elsewhere.
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Now Nokia is taking a leadership role in the development of third-generation wireless services,
or 3G. In telecom speak, analog cellular was the first wave, and digital networks the second. The
third generation of data and voice communications - the convergence of mobile phones and the
Internet, high-speed wireless data access, intelligent networks, and pervasive computing - will
shape how we work, shop, pay bills, flirt, keep appointments, conduct wars, keep up with our
children, and write poetry in the next century. Every buyout and consolidation in the headlines
leads us into a realm of essential questions about the roles communication and connectedness
will play in our lives as the Net and the phones in our pockets converge.
Nokia and the Finns, inseparable from their kännykkäs,somehow got there first. To understand
"We're basically a company from nowhere. Finland? That's a town in Minnesota, isn't it?" Anssi
Vanjoki is exaggerating, but as senior VP of Nokia's mobile phone division in Europe and
Africa, he's smiled politely through his share of clueless questions about where he's from. Partly
owing to canny product placements in films like The Saint and The Matrix, a Finnish official
remarked last year, Nokia is now more widely known across the globe than Finland itself. A
surprising number of savvy people still think that Nokia is a Japanese company - an accident of
Finnish phonetics and the fact that the brand name shows up on small, sleek consumer
electronics products that work. (Nokia does have an outpost in Tokyo, along with satellite offices
and laboratories in Beijing, Boston, Budapest, Copenhagen, Dallas, London, Paris, Singapore,
The Web may be pulling us like a magnet toward shared global standards, but many of the
decisions that carved out bands of available radio frequency for cellular services, and determined
local protocols for voice and data transmission, were set 10 or even 20 years ago. The result is
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the confusing proliferation of the three- and four-letter network systems that make mobile
phones work, from analog-era AMPS to the digital GSM used throughout most of Europe to
To the Japanese, Nokia markets snappy little retro Lifestyle phones that let you communicate
over Japan's PDC network and dial by voice, rather than use kanji. Nokia markets its 5100 series
in South Korea, where the government mandated a switch from analog AMPS services to digital
CDMA to give homeboys Samsung, Lucky Goldstar, and Shinsegi a strategic advantage in the
emerging world market. For European frequent flyers, Nokia furnishes everything from dual-
mode GSM 900/1800 phones to the Communicator, the first handheld device that lets users make
calls, surf the Web, and transmit data and faxes. To the welter of competing systems in the US,
Nokia serves up phones that work on TDMA, CDMA, GSM, and analog networks. (Mark
Schaefer, 1996)
development. TO develop a great mobile application, it is crucial to understand the key features
that define great mobile apps and if practically applied, make them useful and valuable. The
wide variety of tools and platforms of mobile devices causes one to examine the unique
characteristic of mobile application development and evaluate the process of which new features
and methods need to be addressed while designing, coding, testing deploying and maintaining
mobile applications. However, there is still lack of research initiatives and insufficient
exposes the mobile device to prospective attacks which needs to be addressed promptly requiring
newer research initiatives and has motivated to undertake the present study.
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The mobile app market is presently witnessing rapid growth, as mobile platform
continue to proceed in performance with a rapid increase in users and demand for a wide variety
of mobile applications. The development of mobile application is the process in which the
software’s are developed for handheld portable devices, such as mobile phones and tablets.
These are either pre-installed software on mobile phones, or downloaded by the user from the
app stores and other mobile software distribution platforms. The development of mobile
application is the process in which the soft wares are developed for handheld portable devices,
such as mobile phones and tablets. These are either pre-installed software on mobile phones, or
downloaded by the user from the app stores and other mobile software distribution platforms.
Following are few issues that are common to both traditional and mobile software
reliability and storage limitations. Although, mobile applications presents some additional
The ongoing demand and swift production of mobile devices have enforced software
project teams to adopt development practices that are suitable to the characteristics, capabilities
and requirements of mobile applications. The combination of computing power, sensor handling,
location sensor, user interface and security has made mobile devices a new computing platform
for software developers and businessmen. Therefore, the continued growth and development of
this new computing platform has demanded the need and necessity for software development
(4) The mobile phone was originally made for adults for business use. This is
extremely similar to the fixed telephone in the early 20th century, where telephone engineers
explained that the telephone was made for the business world and not for social conversation.
The growth of mobile phone technology is demonstrated by the fact that in 2002 the number of
mobile phone users worldwide, surpassed those of fixed-phone users. It has been predicted that
by the end of 2005, the number of mobile phone subscribers worldwide will reach 2 billion.
According to Rich Ling, the mobile phone has fundamentally affected our society, accessibility,
safety, and security, co-ordination of social and business activities. It has become the part of
culture of every region in the world. The craze of mobile phone started after 1908’s, but it has
now touched the level of esteem. First, it was just for a status symbol but now it has become a
The usefulness of cell phones is numerous and this includes keeping contact with
friends, members of the family, conducting business and others. Many people possess more than
one mobile purpose phone in different purposes, which could be for business or personal
purpose. A number of people are also taking the advantage of multiple SIM cards for benefit of
different calling plans since a calling plan might provide cheaper local calls, long distance calls,
example of distributing and selling media content through the mobile phone was the sale of
ringtones by Radiolinja in Finland. Later, other media content emerged which includes news,
videogames, jokes, horoscopes, Tv content and advertising. In 2006, the total value of mobile-
phone-paid media content exceeded Internet-paid media content and was worth 31 billion
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dollars. The value of music on phones was worth 9.3 billion dollars in 2007 and gaming was
worth 9.3 billion dollars in 2007 and gaming was worth over 5 billion dollars in 2007.
Mobile banking and payments: the advantage of mobile phones is taken in many
countries to provide mobile banking services, such as ability to transfer cash payments through
safe SMS text message. This service also allows customers to hold cash balances recorded on the
SIM cards, deposits or withdraws cash. Some countries also use mobile phone banking for loan
disbursement and repayment. A couple of cell phone can operate mobile payments through direct
mobile billing schemes, This requires the co-operation of manufacturers, network operators and
Tracing and privacy: cell phones are also often used to gather location data. As
long as the phone is switched on, the geographical location of a mobile phone can be determined
easily, with the help of a technique known as multi-lateration to calculate the differences in time
for a signal to move from the cell phone to each of several cell towers near the owner of the
phone. The movements of a mobile phone user can be tracked by their service provider and, if
desired, by a law enforcement agencies and their government. Both the SIM card and the handset
(5) Mobile phones easily promote collaborative and different types of learning
through their wireless connection to the internet. Their adoption in learning processes by the
the classroom mobile phones motivate students to be more engaged to the lesion promoting
learner-centered participation. This indicates the dynamic support that the mobile phone has
brought to students’ learning practice. According to Barker, Krull, and Mallinson, the impacts of
mobile phones technologies on learning are portability, collaboration and motivation enhancing
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students, parents and teachers’ education system. The mobile phone portability enables students
phones as they are carried from class to class or wherever, Their portability can improve a wide
variety of learning settings, namely a fielf trip, the networks such as Facebook and Twitter
accessed on students’ mobile phones allow students to form groups to distribute and add together
their knowledge, and share information with ease, and this could result in a more successful
collaborative learning.
The use of mobile phones results in increasing parents’ involvement in education, and
thus their children’s learning and capabilities. Motivation where mobile phones are incorporated
in a large classroom, students appear to be more engaged in learning process. Mobile phones in
initiative in using the device as learning toll. Teachers report that the use of mobile phones in
learning increases group participation in activities done during learning in class. In a holy war of
acronyms, Nokia is like an arms dealer, quietly selling munitions to every side. Other
manufacturers haven't been so quick to think out of the box. Motorola came out with the
eminently pocketable StarTAC - which every gadget groupie in the Valley flashed around for a
couple of months - but was late to the digital convergence. Playing catch-up, Motorola signed a
deal in May with Bell Atlantic Mobile to ship a million CDMA phones. Ericsson excelled in
TDMA-based technologies, but also "missed the boat when CDMA took off," says Naqi Jaffery,
wireless-industry analyst for Dataquest. Ericsson was able to recover when it wisely ended a
two-year patent dispute with Qualcomm by buying the company's CDMA division in a highly
publicized deal last March. "Nokia's advantage is that it has been involved with all of these
"Nokia is all over the world - it learns what's good in every culture it works in, and combines it
all," says Johanna Lemola, my guide in Helsinki, who is also the city's official spokesperson.
With a Finnish weakness for assonance, Nokia president Pekka Ala-Pietilä calls his company's
readiness to adapt to local conditions "selecting horses for courses." As digital cellular breaks
into markets like Russia and China, where fixed-line phone service never gained a foothold, the
Nokia's dream of a wireless information society is at least as old as the first phone call ever made
experimental phone in a car idling on a New York street: "How do you like your first wireless
ride? The fire department, steamships, and railways ought to adopt the same method of
communication." Not as dramatic as Samuel Morse's "What hath God wrought?", but the press
release sent out by the president of De Forest Wireless turned out to be prescient. "Hereafter," he
declared, "we hope it will be possible for businessmen, even while automobiling, to stay in
constant touch."
For CEO Jorma Ollila, the creation of the third-generation networks is a matter of shaping tools
that are more like us - always in motion and awake to their surroundings. I spoke with Ollila at
Nokia House, the company's corporate headquarters in Espoo, a suburb of Helsinki on the Gulf
of Finland. There are no dark corridors at Nokia House: The building is transparent to the sky
and water, covered by a thermodynamically efficient layer of 26,000 plates of glass. Ollila, who
earned graduate degrees in political science, economics, and technology before coming to Nokia,
combines Finnish directness with an almost confrontational intensity. A look, tilted up through
tortoiseshell spectacles, is a challenge, as if to say, "What have you got?" I asked him what the
wireless information society would look like at the beginning of the next century.
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"The desktop isn't going to die, but there will be tremendous flexibility in office work," he
replied. "Many of the services - accessing information, making transactions, and working in a
In 1998, Nokia, Ericsson, Motorola, and Psion (a British manufacturer of handhelds) formed the
Symbian alliance, a private consortium for the development of 3G wireless systems. The
Symbian strategy for the next generation of computing is to ratchet up bit rates in mobile-phone
networks and marry those accelerated networks to the Internet. The goal, says Ollila, is "to put
From the focus on phones and networks that carried it to the top of the heap of second-generation
manufacturers, Nokia is aiming high again, to take advantage of upgrades that operators will be
building into mobile-phone networks all over the world in the next few years. The next wave of
telecom products will employ three kinds of data and voice transmission - "three layers of radio,"
remain in constant touch with the Net and each other. The comparatively slowest layer of
coverage will be available anywhere you can use a mobile phone. A series of upgrades to
mobile-phone networks in the next couple of years will bring bit rates from the current 9.6 Kbps
The next notch up in speed, but with more limited areas of coverage, is wireless local area
networks, which Nokia started selling for offices in July. Siphoning datastreams from this layer,
a laptop computer will eventually be able to stay jacked into the company intranet and the Net at
speeds up to 54 Mbps. Nokia is pitching wireless LANs to hotels and airports to create high-
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bandwidth "hot spots" where business travelers can log in, and the company foresees wireless
The third layer is a limited-range, low-power radio network that will allow every device you
carry in your pockets or briefcase to communicate with every other device in your immediate
area. The Symbian alliance's protocol of choice for this "personal networking" layer is called
Bluetooth.
The wedding of the Web and wireless has already begun, with Nokia's Communicator, the Palm
VII, and the release this summer of mobile phones - like the Qualcomm QCP-1960, the NeoPoint
1000, and the Motorola i1000 Plus - that use Phone.com's UP.Browser and UP.Link Gateway
with Wireless Application Protocol (WAP) to fetch and display data from the Net. With its
wireless LAN products, Nokia took on a whole new army of heavyweight competitors of the IP
world - the Ciscos, Lucents, and 3Coms. If Nokia can ride this next wave, it won't be the first
Even in the most wired country on the planet, wireheads get dissed. "The cultural mystery
remains," the Helsinki Culture Guide muses, "why Finnish students of technology (teekkari) are
so much fun, whereas our engineers are usually sour-faced and uninspiring bores." The authors
couldn't have been thinking about Neuvo. Ruddy-faced and powerfully built, Neuvo, in his late
fifties, radiates both optimism and pragmatism about the future. He comes from a family of
scientists - there's an asteroid named after Neuvo, and a crater on the moon, Väisälä, was
christened after his grandfather. The young engineers at Nokia love him. For 17 years, Neuvo
was a professor of electrical engineering at the University of Tampere. He was perfectly happy
as an academic, he says, enjoying visiting professorships abroad and racking up patents. By the
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time he turned 50, he had granted almost 200 master's degrees and 30 doctorates. Then his aunt
decided to leave Finland for Africa to tutor Namibian children in mathematics. Neuvo realized
One of his babies is the sleek, silvery Nokia 8810, the eye-catching pocket model that's often
compared to a Zippo lighter. Code-named Small Beauty when it was first conceived, the 8810
was rushed through development and introduced at CeBIT '98 in an effort to "surprise the
market," Neuvo says. It succeeded in surprising at least one Ericsson executive, who had the
misfortune of sitting beside Neuvo on a panel in Stockholm. When the moderator suggested the
panelists show off their phones, Neuvo pulled out his 8810. The Ericsson rep demurred, saying,
"I'm sorry, I don't have my phone with me." Then something started ringing in his pocket.
Neuvo maps the transition to 3G services as a sequence of steps toward an infrastructure that will
support mobile devices that are always connected, accessing information and displaying it when
High Speed Circuit Switched Data (HSCSD) transfer, which is already online from some
European operators and should become widely available next year, will boost wireless data-
access speeds on phone networks from 9.6 Kbps up to 57.6. General Packet Radio Service
(GPRS), rolling out on GSM networks in 2000, will jack up bit rates to at least twice that. More
impressively, GPRS will also allow devices to stay connected to the network all the time, while
users are billed only for the time spent actually sending or receiving bursts of data. With higher-
speed continuous connections, users will be able to do on their mobile devices what they've
gotten used to doing online - have real-time conversations with databases, and scroll and click
through menus that live not on their terminals but on the Net. As you read the morning's top
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stories in the Times on your handheld, subsequent articles will fill in behind what you're reading.
When you pick up your mobile, your email will be there waiting for you. Neuvo calls this
"intuitive connectivity."
Also next year, another cellular network upgrade, called EDGE, will boost bit rates on GSM and
TDMA networks even higher, up to 384 Kbps. By 2001 or 2002, true third-generation protocols
like broadband CDMA and CDMA 2000 will not only throttle mobile networks up to a ripping 2
Mbps, they will also allow, finally, the introduction of true "world phones" that roam anywhere
without falling off the map. International commuters won't have to wait until 2002 to stop
packing three handsets in their flight bags, however. Neuvo says researchers at the Nokia lab in
Salo are working on software-defined radio - phone chips that adapt to incoming signals from
"If we have really high beams, we can see to 2005," Neuvo told me. "Every year we'll be getting
something fundamentally new. At 2009 we can't see anything - it's completely dark." (Sanjay
Khosla, 1987)
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Local Literature
(1) Filipinos are using their mobile phones not only to communicate but also as mobile
The TNS, a global customized research company, said in its report that Filipino
consumers are not just using cell phones to call and texting messages and photos, but also as a
Of the 38,000 respondents in Metro Manila (philstar, 2013) 75% of the respondents
surveyed used mobile phones to take photos or videos; 45% to browse the internet; 44 % to
access their social networking sites and 37% to check their emails.
“Based on the findings of the study, the increase in various mobile activities explains the
growing trend of Wi-Fi accessibility in public areas”, said TNS Philippines Managing Director
Gary de Ocampo.
About 35% of Metro Manila respondents connect to the internet via Wi-Fi access in
The study also showed that Filipino consumers changed their purchasing priorities from
buying phones based on physical features to choosing a phone that will enhance personal
experience.
Smart phones usage in the Philippines is not at 53% compared to overall mobile phone
usage of 89%.
The study identified five growth potential for increase mobile usage video calling, Wi-Fi
at home, watching live TV Shows, blogging and streaming video like You Tube.
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The sale of smartphone in the Philippine market is seen to increase significantly in the
The TNS study also revealed that most Filipinos living in Metro Manila own “multiple
A typical household owns at least four of the following devices: a mobile phone,
smartphone, tablet, desktop, laptop/netbooks and smart TV. (Ma. Regina M. Hechanova, 2009)
(2) From the journal of Jerry Liao of Manila Bulletin, technology has brought a lot of
benefits to mankind. It made most of us more effective and efficient both in our professional and
personal tasks. But as much as there are a lot of advantages, there are still those who are more
innovative than others- like using technology in some other ways, the bad ways. From Ronald S.
Lim’s journal, the temptation to cheat is even easier for today’s technologically advanced youth.
With mobile phones making the transmission of messages easier and the Internet making the
sharing of information much quicker, today’s Filipino student can just as easily download his
answers from the computer as he can from looking at his seatmate’s answers.
However, it would seem that the tried and tested technique of looking at the answer of
seatmates, passing around notes, and “reliable” classmates are the methods preferred by today’s
young Filipinos. Technology, particularly mobile phones, once again came under fire because of
the Pinoy youth’s new texting style. Now a national phenomenon (or a national plague?), the
Jejemons’ improper use of words have caused alarm among parents and teachers alike. Teachers
have complained about their students’ adapting the newfound language in their regular
schoolwork. In this case, instead of making things better, technology has been distorted and has
Also from Manila Bulletin, a journal of Angelo G. Garcia, says there’s a lesson from
mobile phones. Technology has done more good than harm for the youth admittedly. The advent
of e-book readers, for instance, has made books more available to everyone with just a touch of a
button. Laptop computers are being used as an affordable education device to children around
the world. Even mobile phones are new channels to teach children. (Edna P. Franco, 2009)
(3) More recently, the Text2Teach program was launched in Ligao City, Albay. Twenty
four out of 49 public elementary schools in the area were given Text2Teach packages that
included a Nokia N86 8MP device, - with special Tv out feature- preloaded with almost 400
educational audio and video materials on Grade 5 and 6 Math, Science and English curriculum.
It also included a Globe Prepaid Sim Card and a 29-inch color television provided by Kolin
Philippines International.
Although Ligao City division has improved its performance indicators among students
over the past years problems in drop-outs and low participation rates are still evident. In the
latest performance indicator given by Ligao City Division, in school year 2008-2009, out of
18,202 enrolled elementary students in public schools, the participation rate is at 82.22 percent
with drop-out rates of 0.18 percent. That’s 372 students who dropped out from school in the
The division’s quality indicator in English, Science, and Math is something that they
The local government of Ligao is also active in helping improve education quality in their
city, Mayor Linda Gonzales gave P738,000 for the program as the local government’s
Since its launch, more that one million public elementary school studies and almost 2,000
teachers and school officials in 350 schools in different parts of the country have benefited from
the program. And the Text2Teach team is happy to say that impact on the students has been
significant.
There have been an improvement on what they call the learning gauge, in other words
then you compare the scores of the kids after they have used Text2Teach compared to before
they used it there was a significant difference. We noticed that there was a big difference
especially in schools that started with very low scores. Like schools in Mindanao, very large
jump from the base core, to the score after they have used the program,” Deriquito shares.
(Deriquito,2008)
(4) Many were a Nokia loyalist when they started using cell phones. Many wanted to
have the latest Nokia cell phone as soon as a new model was announced. That was in the late
‘90s when some started working and they could already afford to buy their own gadgets.
But as technology moved at breakneck speed, Nokia seemed to have been left behind
with the advent of smartphones. Nokia is back as a pure Android device, as part of a partnership
with HMD Global where HMD is the sole license of the Nokia brand for phones and tablets.
“HMD Global is re-writing the next chapter for Nokia Mobile,” says Shannon Mead,
country manager, HMD Global Philippines. “HMD is a close partner of Nokia when it comes to
Mead explained that when Nokia made its comeback here in the Philippines, through
“Fifteen to 20 years ago when Nokia was no. 1 in the Philippines, the 3310 was one of
the lead products here,” he adds. “So when we as HMD Global asked ourselves how we would
rewrite the first chapter of the new story of Nokia phones, we went and looked back into the
history. It was the iconic Nokia 3310 that everyone would remember from the design and
experience to receiving a first SMS message to playing Snake for the first time.”
It was when Nokia re-introduced the 3310 that HMD Global also introduced its Android
phones. He says HMD Global had to use the platform to say that HMD Global had a range of
“In early 2000, when I joined Nokia, we were a leading company in mobile phones at that
time,” shares Mead. “I was in Australia and at the time the Philippines was known as ‘Nokia
And then around five or six years ago, Microsoft bought the phones division of Nokia,
although Nokia was still its own company and continued to make the network infrastructure that
But Microsoft took over the mobile phones, which they started running on the Windows
system.
“And then about two years ago, in May 2016, HMD Global which is a Finnish startup
company incorporated in Finland, was formed and they saw the opportunity to buy the phone
business from Microsoft,” added Mead. “HMD is a Finnish company run by several ex-Nokia
mobile phone business from Microsoft for $350 million. (Mendiola Teng-Calleja,2002)
(5) It’s admittedly second nature for some people to pull out their phones and scroll
through social media feeds during trivial social encounters; without the slightest consideration
that these interactions could be so much more meaningful fi the smartphones were simply put
away.
Researchers from the University of British Columbia have found people who used their
devices while out for a meal with friends or family enjoyed themselves less that those who
didn’t.
The researchers asked over 300 participants to go have dinner with their friends and
family, randomly instructing each one to either leave their phones on the table or put their
phones away while eating. Those with their phones were texted the survey questions they were
required to answer; while those that have it kept away answered the same questions on pen and
paper.
Completely unaware that the researchers were monitoring their smartphone use, the
group with their phones out felt more distracted and bored than those who kept it away. The
researchers discovered a pattern wherein participants enjoyed social interactions less if they were
Similar results were obtained from a separate study that involved more than a hundred
participants being sent out survey questions five times a day for a week asking them how they
This just strengthens the assumptions that these devices can potentially hinder the
personal interactions people engage in everyday, which Elizabeth Dunn, senior author of the
Foreign Studies
The introduction of Iphone in 2007 changed the global market scenario. Iphones &
Androids based touched phones provided good opportunity to all existing a new market players
in the mobile handsets industry. Brand Nokia, which, identified a similar opportunity in early
1990’s and launched various consumer friendly phones, was too much preoccupied with its
established business and Symbian software, that is got late in identifying the direction of the
wind & the requirements of the time as compared to other market players with the resultant that
has seen a huge decline in its market share in the past couple of years.
The introduction of Symbian series by Nokia in 2002 had a good market response. But
with the introduction of Apple IOS in 2007 and Android in 2008, the OS race was completely
taken over by the two giants. Symbian OS lagged behind in mobile applications and user
interface, though efforts were made by Nokia to improve the Symbian OS but still it could not
come to pace with other operating systems and hence the collapse of market for Symbian OS and
declining market share for Nokia. Moreover, too much reliance on Windows platform proved
Nokia required product innovation to recapture the market. But lack of innovation
resulted in late introduction of various software and even hardware features by Nokia while other
players had already launched products in the market which were highly apprised by the mobile
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users and thus customers switched over from Nokia to competitive brands. While Nokia was
losing charm in high ends phones, at the same time players like Micromax, HTC gave it a stiff
competition in lower segment as well. In India, local brands stole the lead on dual Sims, low-end
Sometimes those ways mean a willingness to accomplish things very slowly. He and his
wife spent 10 years reading ads in the paper before finding the spot of land they were looking
for. Then, for 6 months they sipped coffee on the rocks by the water - which freezes 3 feet deep
in winter - and contemplated the rock formations and mature trees on the property before
deciding where to put the house. The sauna outside of Linturi's house is of the old-fashioned,
birch-fired type that takes four or five hours to get up to the proper temperature, when the stones
glow so red and hot, he says, "you can almost see through them." There's a cottage on the land
made of pine logs spliced in the archaic and beautiful manner known as salmon-tail joinery -
practically a lost art in Finland - and insulated with moss. In the cottage, there's an old crank
phone manufactured in 1916 by M. Ericsson & Co. of Stockholm. There's also a well near the
Even by halting Finnish standards, Linturi speaks very deliberately, each phrase emerging like a
new geological feature after a tectonic interval of consideration. Lean, graying, but still boyish,
Linturi began a lifelong romance with computing in 1977, when he sold his ham radio to buy an
early microcomputer. A year later, he was writing interfaces and applications for the Helsinki
Telephone Corporation, which had embarked on an admirably early attempt to computerize its
switching stations. By 1980 Linturi was designing experimental speech-synthesis programs for
the first electronic banking system in Finland. A friend of Linturi tells me that he once called her
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when he was walking his dog, and she asked if he was working. "Of course I'm working," he
To understand Finland, Linturi says, start by examining something as simple as the mobile-
phone numbers printed on everyone's business cards. In America, he points out, high-ranking
executives print their general office number on their cards - a line that will be answered, it is
understood, by an administrative assistant, who will filter calls and pass the important ones up to
an executive assistant. In Finland, even the presidents of large corporations print their mobile-
phone numbers on their cards. It's not only because office culture in Finland has become more
peripatetic, he explains. It's because Finns have an essentially different understanding of the way
"In Germany and the US, you're not supposed to call your boss until he calls you. People find it
degrading if their subordinates call them," Linturi observes. "In Finland, if I want to be
important, I keep my phone on all the time, so I'll be available when decisions have to be made.
In most other countries, people think mobile phones give them power because of who they can
call conveniently. Here, people think mobile phones give them power because of who can call
them."
Martti Ahtisaari, the first president of Finland elected by a direct vote, published his email
address in 1994 and skims through his own in-box every night, Linturi says. In Finland, a
manager is considered more effective if the employees in his or her division are not afraid to
jump-start major team initiatives on their own, rather than hang back for the top echelon to sign
off. "Decisions don't wait to trickle down through the hierarchy, and contacts between companies
__ "The desktop isn't going to die. but many services will happen in a wireless environment." __
Distrust of authority is deeply inscribed in the Finnish character - not surprising, perhaps, for a
country that figured out how to maintain its national identity through periods of Swedish and
Russian rule, working out an intricate dance of autonomy with the Communist bear for most of
this century. The postwar novel that had the greatest impact on the Finnish psyche was Väinö
Linna's The Unknown Soldier, published in 1954. Linna painted a complex portrait of the
Finnish national character by depicting the lives of a group of Finnish soldiers in World War II,
one of whom - the hero - refuses to obey an autocratic commander's senseless orders. What this
means to a modern Finn working in a large corporation, says Linturi, is that "you might tell your
Anssi Vanjoki agrees: "We've had hierarchy and authority to the east and west, and we've been
trapped in the middle. Hierarchy is not very practical, because it can suppress skills and talents.
Above all, Finns are very practical. There is no fear of bosses at Nokia." The metaphor that Yrjö
Neuvo uses to describe the way employees at Nokia feel about their superiors is that of a jazz
band. "We have a common piece of music to play - yes. We have a conductor - yes. But we
improvise."
subverting despots all ring a bell, these have also proven to be emergent dynamics in the social
petri dish of the Internet. It's not just that Finns are embracing the Net and figuring out ways to
create mutually beneficial links between it and the world of wireless telephony. It's that the Net
If that seems overreaching, note that for a country with just over 5 million people, Finland has
pumped out a disproportionate number of bright ideas influential in the refinement of what could
be called Internet family values. Consider Johan Helsingius' late, lamented, Helsinki-based
anon.penet.fi, once the most popular anonymous remailer in the world. In 1995, a police raid at
the behest of the Church of Scientology - which claimed that its secret documents were being
stolen and illegally posted to Usenet using Helsingius' server - persuaded its beleaguered owner
to shut it down. Consider Internet Relay Chat (IRC), which allowed anyone to tap through the
walls of the global village and strike up a conversation - invented in 1988 by Jarkko Oikarinen, a
computer science student at the University of Oulu. Both innovations had the effect of putting
everyone on equal ground, and of encouraging even reserved people to speak their minds. When
Oikarinen was asked in a rare interview in 1997 how he felt about having his name mentioned in
most of the Internet histories, he deflected the praise. "IRC is the accomplishment of all IRC
users and developers during the last nine years," he said. It was a very Finnish response, full
of nöyryys, the willingness to acknowledge one's own limitations and recognize the strengths of
others.
While Apple was designing the Iphone and Nokia was selling a half a billion phones each
year, Google bought a company called Android and announced an Open Handset Alliance, a
grouping of industry players who would come together to build an open source OS for
smartphones. Nokia was invited to join but refused to demean itself. Within a time span of 2
years, Nokia came into crisis and its market capitalization had fallen from €110 billion in 2007 to
€14.8 billion in May 2012. Thus while Nokia’s Symbian lost, apple and google highly
accomplished in smartphones.
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Nokia/Symbian also launched an Apps Store, Horizon and its own Apps and Content store – Ovi,
in 2009. But Nokia had no real platform experience to compare with Apple’s. The platform was
shaky ait tried to launch simultaneously in 35 countries but if faced a gale of criticism for the
first time.
The partnership with Microsoft led to Nokia switching over from Symbian platform to
Windows platform, which has become the primary smartphone operating system for Nokia,
Nokia’s hardware quality and Microsoft’s software experience enabled the launch of variety of
windows based smartphones from Nokia incorporating features like dual sim, enhanced
mapping, navigation, location based services etc. in varying screen sizes and affordable ranges.
Local Studies
In the Philippines, records from the National Statistics Coordination Board (NSCB)
show that in 2006, cell phones use while driving ranked as the 12th most common cause of traffic
accidents. From 2001 to 2006, traffic accidents caused by cell phones use while driving
increased more than five times in the Philippines, the highest increase among causes of traffic
accidents. There are now 40 countries worldwide restricting or banning the use of cell phones
while driving. Sadly, the Philippines is not one of them. Many appear unaware, however, that the
MMDA has an existing ban, issued since 2007, on the use of cell phones and hand-held radios
while operating or driving motor vehicles in Metro Manila. The cities of Makati and Cebu have
also imposed the same ban. Hopefully, our congressman and senators will find time to finally
enact a law that will effectively make the ban nationwide. Many appear unaware, however, that
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the MMDA has an existing ban, issued since 2007, on the use of cell phones and hand-held
radios while operating or driving motor vehicles in Metro Manila. The cities of Makati and Cebu
University (2004), cellphone technology has broken through class divisions. Because of pre-paid
numbers, people without credit history, reasonable incomes, or permanent addresses have been
able to obtain cellphones. For a country that is socially stratified, this is very empowering.
Having the capability of owning and using a technology that the rich use is very empowering for
Cellphones in the Philippines are not age-specific nor are they gender-specific. While
countries like Japan and Finland attribute text messaging as a phenomenon dominated by the
youth, in the Philippines, young and old alike send and receive text messages on a regular basis.
The young may tend to use their cellphones more to make friends, for idle chat, or to make plans
with friends; and older people tend to use it for work, to keep in touch with family members, and
for keeping up with what is going on in the country. The youth may be the quickest to learn a
new technology, but in the Philippines, it is not unusual to see grandmothers, society ladies, or
While there is no study that measures the cellphones uses between the sexes, Pertierra, et
al believe that is neutral about gender. Men may text more sexually explicit messages, and
women more gossip, but the frequency seems to be similar. Because the medium has allowed
non-confrontational communication, men and women can pursue normally tabooed topics such
as sexuality. Certainly this small Southeast Asian nation has been a major test site for new
cellphones. To many, this is a sign of modernity, of being not too far behind the developed
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nations. The ability to communicate with others across the world in real time through text
messaging gives a sense that the Filipino is present in the global stage.
Widespread cellphone use has resulted in the blurring of the private and public spheres.
While the cellphone is a private technology in that it is communication between two people at a
time, it also is public one because we receive a call outside the privacy of our offices, our homes,
or phone booths. It has become acceptable for Philippine society to take cellphone calls or to
check text messages while eating or in a meeting. Visit the Makati nightspots and one will notice
the proliferation of cellphones on the tables in restaurants. Or you will notice that not everyone
in the table is engaging in conversation. Instead, some are distracted by the constant beeping and
ringing of their cellphones. Movie theaters, banks, gas stations, and places of worship have been
actively campaigning for the silencing of cellphones in their premises. Countries like Germany
have banned cellphone use inside restaurants. But in the Philippines, it is part of daily life.
With the popularity of text messaging as the main use of the cellphone many have
become concerned on its effects on language. Already many have begun using text shortcut in
Paul Anthony Villegas (2000), a teacher at the Ateneo de Manila High School noticed
that his students have been using shortcuts in their compositions. In addition, text messaging has
become the new way of cheating. Students send questions and answers to each other during
exams. To combat these, elementary and high schools have prohibited the use of cellphones
That cellphones have deeply affected the lives of Filipinos should by now be evident. The
Knowledge Institute of SGV & CO, Ernst & Young’s Philippines partner, credits the growth of
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the cellphone industry to its mass-market appeal, its affordability, and the convenience of a pre-
paid service. Despite the fact that 40% of population lives on less than 1$ a day, cellphones have
had remarkable market penetration at 25%. This paper has shown that the cellphone has made an
enormous impact on Philippine culture and society. But more than that, research have revealed
that there are cultural reasons unique to Philippine society that have allowed cellphones to take
root in the country. The success of any medium certainly the enormous success of the cellphone,
One social impact of widespread cellphone use is that the technology has crossed
boundaries of class, gender, and age. Filipinos of all sizes, shapes, and background have adopted
this technology. Unlike other nations where the youth dominate the text messaging phenomenon,
in the Philippines, both young and old, male and female use this technology extensively.
Cellphone technology has also allowed a developing nation like the Philippines to
participate in the global village. Not only is the Philippines up to speed in cellphone technology,
it is even ahead of some developed nations. The cellphone has also given the Filipino a way of
keeping in touch with people around the globe. Since Internet use is not as widespread, the
cellphone is the medium that lets the citizens of the nation join the information superhighway.
Since the cellphone is ubiquitous and used by people from all sectors of society, it has
also become a tool for social change. Yet the possibilities of using the cellphone in other ways
that can result to the betterment of the community and the nations are being explored. While
there is still no way to measure the success of the government and non-government groups’
These are traits and characteristics of Philippine culture that have allowed the cellphone,
particularly text messaging, to flourish. These are the importance of family, “hiya” and the need
to be in the know. The family is still the center of Philippine society and the cellphone has
allowed them to keep in touch and to communicate regularly. Despite the distances of time and
space, text messaging holds the family together. When faced with emotions, confrontations, or
demands, the Filipino is shy and embarrassed. Text messaging allows the user to hid behind a
mask instead of engaging in face –to-conversation. This is especially true when dealing with the
Filipinos also like to always be in the know. We may be shy about telling a parent we
love them or asking the boss for a raise or telling a guy we are attracted tot him; but we are
definitely curious about the day-to-day of the people around us. Years of colonization and
oppressive governments have also created an air of suspicion towards the media and the
government. The cellphone has allowed people to verify news and information through a
While tremendous impact of the cellphone on Philippine society and culture cannot be
denied, there have been impacts on the economy. Since the deregulation of the
telecommunications industry in 1994, the industry has spawned a host of entrepreneurial activity
in areas such as application programming for mobile content and new cottage industries devoted
to pre-paid call and text card sales, handset and accessory sales, service centers, and others.
There is room for growth in creating more content for mobile phones whether it be games,
advertising, new features, etc. As price of cellphones and the cost of making calls and texts go
down, combined with growth in the Philippine economy, the cellphones’ future looks bright. As
more and more people use this technology, more impacts on society and culture can be studied.
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Synthesis
Nokia was in the 1990s and early 2000s one of the largest mobile phone companies in
terms of volume, sales, market share and profit, but if failed to make the transition to the
smartphone market in the early 2010s. Although, Nokia till 2007 had a market share of 80% in
the smartphone market, the main reason for losing ground during the “second coming of the
smartphone age” was due to weak position of Nokia in the “Technological system”, i.e. the
diffusion, and utilization of technology and its complements. The relative success of Nokia
starting his reasoning has something to do from its economic, cognitive, organizational and
institutional factors. Steinbock said that Nokia looks into factors as culture and diversity
expressed in corporate responsibility, the creation and role of shared values, management of
human resources, as well as the strength and character of senior management. Next to these
factors also the Finnish innovation systems, as discussed by Palmberg (2002) and the R&D
within Nokia are important factors that explain the development of new products and businesses.
Some studies specifically focus on one specific element of Nokia modus operandi, such as the
Steinbock pays scant attention to the turnout of the new products and patents. Koski and
Kretschmer (2010) pay attention to handset innovation and imitative product introduction.
Studying 16 major handset manufactures, among others Nokia. They look into vertical and
horizatal innovations that are only attractive to a subset of the market. A severe limitation of
their study is however that it focuses on the period 1992-2002. Typically handset manufacturers
introduced between one or three new handsets per month, but during the peak growth years of
the cellular market some companies took 10-25 new handsets to the market in a single month. It
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is extremely important to reach and keep the technological leadership. Koski and Kretschmer
(2010) point out that in the smartphone era; it is not only about product innovations but more
importantly about software innovations, and more specifically about hardware and software
integration. Therefore we will also explore Nokia’s idea and innovations database that consists of
patents and patents applications with demonstrations and validated idea descriptions that are
available via the Innovation Mill that contains Nokia’s unused, non-core ideas (Hossain, 2012).
The objective of this paper is to understand why Nokia failed in the capturing the smartphone
market while there where many reasons to expect that Nokia was in the position to do so.
Nokia’s original antecedent company was established under the name of Nokia
Aktiebolag founded by Fredrik Idesta, in 1865 as a ground wood pulp mill. This company was
acquired by Finnish Rubber Works Ltd. And merged with Finnish Cable Works Ltd in the period
1918 – 1922. The companies officially merged in 1967, laying the foundation for the Nokia
Corporation. In the late 1950’s and1960’s Nokia became active in the computer industry, already
1900’s. In the 1979 Nokia merged with Salora, under the name of Mobira Oy. Mobira developed
mobile phones for the Nordic Mobile Telephone standard. In 1984 Mobira was fully integrated
in Nokia.
In 1988 Nokia-Mobira’s market share on the global technology phone market was 13.8%
whereas Motoral Inc. being the second largest had a market share of 13.4%. However the year
1988 was according to Haikio(2001) “annus horrbilis” a Nokia –Mobira Oy was in its deepest
crises. Palmu-Joroinen who joined the company that year, stressed that these problems and
In 1989 the first legal process concerning nine patents were raised in the US by Motorola.
This process was settled the same year and Nokia paid Motorola some 20 million dollars, and
important lesion was learnt on how important it is to pay attention to the IPRs when you are
among the market leaders. In the year 1989 Motorola was market leader with a 20% market
share at the same time Nokia’s market share was only 12% and dropped up to 10% in year 1990.
In 1990 Ollila was appointed CEO for Nokia –Mobira, The next year, 1991, Finland was
in financial crises and Nokia made up huge losses. The very same year Nokia bought Techno
phone Ltd and this changed Nokia’s company language to English. Also the meaning of a brand
became a focal point for the company and large efforts were made to position Nokia as a strong
brand. The name of the company was changed to Nokia Mobile Phones Ltd. The first GSM
network was in place in July 1991 and the first call was made the same day with a Nokia phone.
Mid 1990s the mobile market and Nokia’s market share really gained momentum.
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Chapter III
RESEARCH METHODOLOGY
This chapter presents a description of the research design selection and description of
respondents, research instruments, data collection procedure and statistical treatments used.
Research Design
In order to see the general picture, the researcher chose a descriptive research method.
analysis and interpretation of the present nature, composition of processes of phenomena. The term
descriptive research refers to the type of research question, design. And data analysis that will be
applied to a given topic. Descriptive statistics tell what is, while inferential statistics try to
determine cause and effect. The type of question asked by the researcher will ultimately determine
the type of approach necessary to complete an accurate assessment of the topic at hand.
The main goal of this type of research is to describe the data and characteristics about
what is being studied. The idea behind this type of research is to study frequency, averages and
Sources of Data
The cross-sectional data the researchers used was sourced from the information of
students- teachers data file, customer satisfaction blog, student’s product integrity guide and
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student’s surveys, conducted during and after the research time. The researchers used the Survey
Questionnaire and Survey Processing System which is public domain statistical package provided
by the Student’s information to obtain the necessary data to be used in the study.
For some studies, the population may be small enough to warrant the inclusion of all
of them in the study. But a study may entail a large population which cannot all be studied. That
portion of the population that is studied is called a sample of the population (Nworgu 1991:69). A
sample in this study is, therefore, a smaller group 3 - 4 of elements drawn through a definite
procedure from an accessible population. The elements making up this sample are those that are
actually studied. The sample of the population of this study stood at 150 students who is using a
phone recently and 15 teachers that uses a phone for longer years.
A total of 165 students and teachers of Access Computer College in all major are the
respondents of the study. They are described according to their demographic profile such as sex
(male and female), and major (Marketing and Office Management, Tourism Management,
Information Technology, Hotel and Restaurant Management, Computer Science and Engineering.)
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Research Instruments
instrument for this study. The students and teachers of Access Computer College were
interviewed. The interview questions were aimed at eliciting relevant information concerning
Nokia Phone’s deficiency and improvement plan in Access Computer Colleges. Questions
relating to methodology and material for action plan, perceived problems of innovation and
learning as well as possible strategies that could be adopted to enhance the service and features
of Nokia phone in the said school were asked during the interview schedule.
A questionnaire designed by the researcher titled “The king of mobile phones needed
your help” was also used in the study. The content of the instrument was based on the findings of
the interview conducted with the students and teachers of Access Computer College school in
• section “C” contains questions on the perceived problems of Nokia phone’s services and features.
It has 8 items;
• section “D”, on the other hand is on the methodology and materials for Action plan, which has 3
• section “E”, made up of 4 items is on the possible strategies that could be adopted for improved
Nokia phone.
The instrument was structured in the modified Likert fashion, on a 4 – point scale, ranging from
“strongly agree” (SA), through “agree” (A), “disagree” (D) to “strongly disagree” (SD). Subjects
were then instructed to respond to their degree of agreement with the statements contained in the
instrument.
After the pilot testing and all necessary modifications, the questionnaires were
administered directly to the chosen sample for the study. One hundred and one copies of the
questionnaire given out were successfully completed and returned. The possibility of retrieving
back all the questionnaire was as a result of the researcher’s colleagues who offered a helping
hand. The opposite could have been the case if the researcher had taken the lonely task of going
The data collected from the field were analyzed. Statistically weighted mean was used
in answering the research questions. The response options in the instruments are weighted as
shown below:
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▪ The acceptance point for the items was 2.50 and any mean below 2.5 was regarded as
The t-test is defined as testing hypothesis about the differences between means when the sample
size is small (Nworgu 1991:161). It is therefore, the t-test statistical analysis that was employed in
testing the five null hypotheses used in this study. Then, when the calculated t-value is greater than
the critical value of t, the null hypothesis was rejected and the alternative, which is “significance”
was accepted.
But when the calculated t-value was less than the critical t-value, the null hypothesis was accepted
and the alternative rejected. However, the null hypotheses were tested at 0.05 (5 %) level of
significance. This means 5 chances of being in error out of every 100 cases. That is, the chances
In doing the regression analysis, the researchers utilized the Statistical Package for the
Social Sciences (SPSS) 17.0. The researchers also did hypothesis testing using the test. According
significant if the value of the test statistic lies in the critical region. In the case the null hypothesis
is rejected. By the same token, a test is said to be statistically insignificant if the value of the test
statistic lies in the acceptance region. In this situation, the null hypothesis is not rejected.
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Chapter IV
This chapter deals with the presentation, analysis and interpretation of results of the
study on the relationship of Strategic Management, the network view, agency theory and
Computer College among students and teachers. The research problems enumerated in Chapter I
serve as the guide for the presentation, analysis and interpretation of data.
1.1 Age
Table 1
Age f %
16-18 20 20 %
19-21 22 22 %
22-24 28 28 %
25-27 15 15 %
28-30 7 7%
31 and above 8 8%
It could be seen from table 1 that out of 100 respondents, 28 or 28% belongs to 22-24
age group and 22 or 22% belongs to 19-21 age group. This indicates that majority of the
respondents are in the mid-range when it comes of adulting or adult years. It is the period of time
where they wanted what’s trend and technology is what they believe matter most.
1.2 Gender
Table 2
Gender f %
Male 37 37%
Female 63 63%
Table 2 shows that from the total number of respondents 63 or 63% are female students
and teachers and 37 or 37% are male students and teachers who took the survey. This indicates
that in matters concerning the perks, features, applications, security and design of a mobile phone,
Table 3
Civil Status f %
Single 96 96 %
Married 4 4%
Widow/ Widower 0 0%
Table 3 shows that out of 100 respondents, 96 or 96 % are single, 4 or 4 % are married.
Findings reveal that in terms of civil status, majority of the students and teachers in Access
Table 4
Courses f %
BSOA 10 10 %
BSIT 29 29 %
Instructor 8 8%
HRM 2 2%
Table 4 reveals that out of 100 respondents 29 or 29% are Information Technology’s
students while 27 or 27% are Senior High School students. This indicates that this course has
something to verify and wanted to innovate more the use of mobile phones in their life.
Table 5
Mean Score of the Respondent’s Mobile phone Privacy Features (old Nokia version)
Personal Information
Security Passwords
Activities
Table 5 illustrates that when it comes to Security Passwords respondents merely satisfied
for Nokia’s phone features while Personal Information that has a weighted mean of 3.26,
respondents don’t agree and has something to look for on that matter. All of this computed
weighted mean shows that it falls under 2.5- 3.30 with the verbal interpretation of “Not Satisfied”
(Basically 3.5 is the passing data for the Verbal Interpretation to Satisfied.)
Table 6
Mean Score of the Respondent’s Mobile phone Entertainment Features (old Nokia version)
Games
Photographic Resemblance
Network Intervention
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Music Streaming
Video Streaming
Plays video well and works even without internet 3.4 Satisfied
Plays video and works with an internet 3.5 Satisfied
Table 6 illustrates the entertainment level of an old Nokia version according to the
respondents with the highest weighted mean of 4.0 is the music streaming and when it comes to
Games, or playing games has the lowest weighted mean of 3.0. This table that contained items of
Nokia phones according to entertainment level received a grand weighted mean of 3.16. All the
computed weighted mean shows that it falls under the 2.50- 3.4 with the verbal interpretation of
“Not Satisfied”. The results reveal that the respondents are not satisfied in their experience or their
intrinsic factor that affect the students and teachers of Access Computer College.
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Table 7
Mean Score of the Respondent’s Mobile phone Educational Features (old Nokia version)
Reading Applications
the apps.
Dictionary
MS office
reading applications and dictionary that has the weighted mean of 3.5; with a question which states
that “Clearly recognize and fine assortments of words, synchronize the needed words so that it can
easily look for” with a weighted mean of 3.5. This table that contained items on the educational
features receives a grand weighted mean of 3.3. All of the computed weighted mean shows that it
falls under 2.5- 3.4 with the verbal interpretation of “Not Satisfied”. The result reveals that the
respondents are not satisfied in their educational level, uses of reading applications and uses of
office work applications which can be considered as intrinsic factor that affect the Mobile phone
Educational features contributes to the Mobile phone features level of an old Nokia version merely
makes the respondents Not Satisfied for the specific features stated. Moreover, the respondents
perceive and manifest an ideal level of fulfillment, satisfaction and motivation in performing their
duties.
Table 8
Mean Score of the Respondent’s Mobile phone Color effect (old Nokia version)
Colors
The result of Table 8 illustrates the Mobile phone Artistic Level according to Nokia
phone’s Color. The question “Does it make the phone more artistic” has the weighted mean of 3.7
while “If it can easily catch up the eye” has the weighted mean of 3.6. The results gathered for
items of Mobile phone Artistic Level according to Color effects and the results of gathered for the
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sub factor for elegant and reliable are the same. The entire computed weighted mean falls under
3.0-3.8 with the verbal interpretation “Satisfied”. The result reveals that the respondents are
satisfied with their interpersonal relationships to customers and take the edge to look for what’s
Table 9
Mean Score of the Respondent’s Mobile phone Texture Level (old Nokia version)
Hard Case
Rough Case
Table 9 indicates the Nokia’s mobile phone features according to the texture factor of a
phone, Of the 5 out of 7 statements in this questionnaire, question number 5 which states that
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“Does Nokia phone’s texture cannot be easily breaks” has the highest weighted mean of 4.0 also
point out with the same weighted mean of a question “Does it Hard but lightweight”. The results
gathered for items on Nokia phone features level according to its texture where somehow gave us
hint that Nokia is best when it comes to durability of the product. The entire computed weighted
mean falls under 2.8-4.5 with the verbal interpretation “Satisfied”. The result reveals that the
respondents are satisfied with their durability complex features to its product which can be
Table 10
Mean Score of the Respondent’s Mobile phone Size Factor (old Nokia version)
Small
Huge
Table 10 shows the Nokia phone mobile features according to their Size factor of 4
items in this questionnaire; Question number 3 which states “Does words are bigger in Nokia
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phone than in normal screen” has the highest weighted mean of 3.6. This table that contained the
items Nokia phone mobile features according to its sizes receive a grand weighted mean of 3.52.
All of the computed weighted mean shows that it falls under 2.8-3.8 with the verbal interpretation
of “Satisfied”. The result reveals that the respondents are satisfied in their commitment value when
Table 11
Mean Score of the Respondent’s Mobile phone Design Features (old Nokia version)
Art effects
Shapes
Table 11 illustrates the Nokia phone mobile features according to its design with 3
items in this questionnaire; Question number 2 which states “Does art effects adds up in the total
design of the product” with the highest weighted mean of 3.5 although assortments of Color when
it comes to the design has the weighted mean of 2.5 really bothers. This table that contained the
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items for Nokia phone mobile features under Design level receive a grand weighted mean of 3.10
with the verbal interpretation of “Not Satisfied”. The result reveals that the respondents are not
satisfied in their works when it comes to design level and can be considered as extrinsic factor that
As a whole, results imply that color, textures, sizes and designs contribute to Nokia
phone mobile features level. Respondents likes the service and the value it gives when it comes to
the said characteristics and features. Moreover, the respondents perceive and manifest an ideal
PERFORMANCE
Table 12
Respondent’s point of view and study of Strategical Management (Nokia mobile phone)
Strengths
Brand name of Nokia is the best strength it can
give. Basically, Nokia more than any other brand because Agree 100
of the reliability, durability, and creativity their phones
provide.
Table 12 illustrates the respondent’s point of view when it comes to Nokia’s SWOT
analysis; where defining and giving aspects like the Strength, Weakness, Opportunities and
Threats of Nokia phone. Almost 95.25 of the respondents agree with Nokia’s Strategic
Management where it would rather help them to communicate and achieve on their specific goal.
Table 13
Distribution of items f %
Operating System
Android 74 74%
IOS 23 23%
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Blackberry OS 0 0%
Nokia’s Symbian 2 2%
Memory Management
Android 15 15%
IOS 54 54%
Blackberry OS 6 6%
Logical Access
Android 68 68%
IOS 18 18%
Blackberry OS 0 0%
Nokia’s Symbian 8 8%
Table 13 mainly concerned with the different features of a mobile phone. It indicates
phone with a highest weighted mean of 74%. For the Storage/ Memory management, Respondents
prefer IOS with a highest weighted mean of 54%. The results gathered for items of Comparing
versions for Strategic management, the entire computed weighted mean for Android users is 3.8
and falls under 3.5.0-4.5. The results reveal that the respondents are okay/ preferred to used android
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over other operating system by any features it has. The respondents perceive and manifest an ideal
Table 14
Score Equivalent
Frequency Percentage
(Verbal Interpretation)
High 39 39%
Average 12 12%
Below Average 5 5%
Low 0 0%
Table 12 reveals the AQ Endurance Dimension, the perception of time over which
good or bad events and their consequences will last. In this table the grand weighted mean is in
above average. It indicates that the respondents may react to adverse events and somewhat
enduring. Products made with Nokia Corporations is really the best when it comes to durability,
As a whole, the result of the findings show that Nokia mobile phone features and
graphics based on the respondents is significantly related to their Adversity Quotient. Though
personal references and of the respondents is somewhat related for them to adopt the nature of
Nokia mobile phones, the educational attainment, civil status and the length of phone user are not
impediment to stay focused and resolute in adversity and in challenging tasks and responsibilities
ADVERSITY QUOTIENT
Table 15
In table 15, the weighted mean was also used to determine the significant relationship
between the Nokia mobile phone features and Nokia Adversity Dimension of the respondents. The
computed mean for the significant relationship between Nokia mobile phone features and Nokia
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Adversity Dimension of the respondents is 3.4 which is a below average level. Therefore, the
hypothesis that there is a significant relationship based on the demographic profile of the
determinants by age, gender by the product they want to purchase and also the features of the
phone by the time past also matters is accepted. This indicates that the respondent’s perception of
their control over adverse events is affected by the level of Nokia mobile phone features as
manufacturer. To satisfy customers by the product and service they give, they should consider
innovation over their product to overcome those difficulties by having commitment towards
The computed weighted mean for the significant relationship between Nokia mobile
phone features to Adversity Dimension according to entertainment features has the lowest
weighted mean which indicates a low coefficient value. Thus, the hypothesis that there is a
significant relationship between the features of the phone that really matters is accepted. This
implies that the perceived accountability for the result of any adverse event as well as the adversity
dimension they have in handling their products. The more they are satisfied with their job, the
more they will find keys in improving their customer assurance. They will prove that for any
difficulties that they may encounter and the more they will find a way to ameliorate the situation.
The computed weighted mean for the relationship between Nokia mobile phone
features and Nokia Adversity Dimension according to Endurance dimension has the highest
weighted average of 4.30 its has also a high coefficient. Therefore, the hypothesis that there is a
significant relationship between the features of a phone over its endurance is rejected. This implies
that the Endurance dimension level is not correlated with the respondents’ perception of being
stable or unshaken upon learning the causes and the apparent temporary or lasting effects of any
adversity they are facing in performing their jobs. Therefore, Nokia Corporation who is the
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manufacturer of Nokia phone is known for the endurance and durability quality of a phone. They
should remain it as is and only fix the other features of the phone.
As the whole, the result of the findings shows that the level of Nokia mobile phone
features to the respondents is not significantly related to Adversity Dimension. But in terms of
extent to which they hold themselves accountable for improving the situation, their mobile phone
features correlates. However, despite of these findings and vulnerability to adversity because of
the features of their mobile phones, the respondents still wanted to enhance the product and service
of Nokia corporation because they believe that by innovation, Nokia phones will still make a name
in telecommunication devices not just by the durability and endurance of a phone they can give,
Chapter V
This chapter combines the highlights of the significant findings of the study,
This research work was undertaken to investigate the relationship of Nokia Mobile
Phone Features to Quotient Dimension according to Endurance Dimension of Nokia Phone here
a. Age
b. Gender
c. Educational attainment
d. Job description
2.1 Privacy
2.1.1 Security
2.1.2 Safety
2.2 Entertainment
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2.2.1 Games
2.2.3 Downloads
2.3.1 Dictionary
2.3.2 MS office
3. Make the competitive advantage analysis of Nokia mobile phone in terms of product/ services:
3.1 Quality
3.2 Features
3.3 Reliability
a. Age
b. Gender
c. Educational attainment
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d. Job description
2. There is a significant relationship between the respondent’s level of Mobile Phone Features
To find answers to these research question and hypothesis, the study employed
Mobile phone features satisfaction level to Endurance Dimension. Random Sampling technique
was employed to include in the study of total of 100 Students and Teachers as respondents in
The data were gathered using standard questionnaires. The checklist on demographic
covered the following variables: ages, gender, civil status, years of service and educational
attainment. The questionnaire on Mobile phone features satisfaction was adapted from the Nokia
mobile phone questionnaire by Dr. Marissa B. Ferrer. The questionnaire for Adversity Quotient
The data were subjected to statistical treatment. The frequency and percentage were
used specifically in dealing the nominal data generated by personal characteristic checklist.
Weighted Arithmetic Mean was used to calculate the Mobile Phone Features. The Pearson
Correlation Coefficient was used to determine the relationship between Adversity Quotient and
Summary of Findings
After the data have been treated and interpreted, the significant findings of the study
are; as to profile of the respondents in terms of age, respondents belong 19-21 and 22-24 age
groups. This indicates that majority of the respondents are in the early adults to adult years. Second,
on the profile in terms of gender, there is a domain for female position. Third, on the profile in
terms of civil status, majority of the students and teachers are single. Fourth, on the profile in terms
of the course taking, majority of the students in Access Computer College are BSIT. Last, on the
profile in terms of Job Description of the respondents which we don’t stated in chapter 4, majority
The respondents rating in terms of Mobile phone features level according to privacy
features has a grand weighted mean of 3.23 and all the computed weighted mean fall under the
verbal interpretation “Not Satisfied.” The result reveals that the respondents are not satisfied in
Nokia’s mobile phone features in terms of privacy it gave. The in-app purchase indicates the lowest
weighted mean of 2.0 with a verbal interpretation of “Not Satisfied.” In addition, it also shows that
the respondents are not satisfied in their interpersonal relationship. Overall, the result implies that
self-fulfillment contributes to Nokia’s mobile phone features as well as the external variables.
majority of the respondents being to low range of AQ Endurance Dimension with a weighted mean
of 4.3 which indicates that respondents perceive the adverse events are beyond their control and
they think that endurance level of Nokia phone is much better than the other. In terms of other
Adversity Quotient like Ownership Dimension (we literary didn’t stated other AQ test of the
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respondents), majority of the respondents below to low range with a weighted mean of 3.4 which
implies that the respondents view adversity as primarily their fault and good events and strokes of
luck are due to external factors. AQ Reach Dimension, majority of the respondents react to adverse
events somewhat specific. Overall Adversity Quotient, majority of them is in low range which
indicates that the respondents may be at the moment of suffering in confusion and unnecessarily
feel his/her fortitude wavered and or despondency. But through learning and practicing the tools
in raising AQ, their thinking and suggestions about Nokia’s mobile phone features an be revitalized
Endurance Dimension, there is no significant relationship between gender, civil status, age and
course taking and AQ Endurance Dimension, Ownership and Control Dimension of the
characteristics and their Overall Adversity Quotient of the respondents are not significantly related
On the significant relationships between the Nokia’s mobile phone features and
Adversity Quotient, the hypothesis that there is no significant relationships between mobile
features of a phone to its Endurance Dimension and overall AQ level of the respondents are
accepted. Though the AQ ownership dimension correlates with the mobile phone features level of
Conclusions
1. Majority of the respondents of this study are single and their early adult to adult years.
More than half of the respondents are female. With regards to educational attainment/ course
taking, majority of the respondents in Access Computer College are BSIT. Most of them are well
2. The respondents. are not generally satisfied and contented for whatever features of Nokia
3. The respondents are within the high range or above average when it comes to Nokia
Dimension and Reach Dimension, the respondents are within the average range.
4. The respondents have a low level of Adversity Quotient when it comes to Ownership
Dimension.
5. The study showed that there is no significant relationship between the Mobile phone
Features and other Adversity Quotient, Ownership and Reach Dimensions yet Overall AQ of the
respondents there found to be a significant relationship between course taking and Control
Dimension.
6. With regards to the relationship between mobile phone features and Adversity Quotient,
the study showed that there is no significant relationship in Control, Reach, Ownership Dimensions
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and overall AQ. Though, there found to be a significant relationship between AQ ownership
Recommendations
In the light of the foregoing conclusions, the following recommendations are hereby
forwarded:
1. As the level of Nokia phone mobile features is not very high among the respondents,
there is a need to improve more on the kind of mobile features such as on Privacy features,
providing monetary support of the administration to improve the mobile features especially the
availability of technical facilities needed to perform their jobs, effectively and efficiently. Safety
and Security are also important factors to be improved. This can be achieved by providing
important applications on phone and well-telecommunication devices to keep the customers aware
from different spectacles and any change for its features. Analyzing different possibilities through
national and international seminars and trainings and employing modern technology to their line
of work.
2. Nokia should pursue and finish their good name to make them fully equipped with
gainful shills and expertise so as to have a greater degree of control over adverse events.
3. Nokia should constantly conduct a psychological assessment for them to monitor their
capacity to be in control of the adverse events and its consequences as they perform their duties.
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4. It is recommended that the present study may be reviewed, criticized, and even replicated
using more varied samples, variables and other surveys and measurements techniques and include
the level of Nokia mobile phone features to provide deeper comparisons of the results.
5. The Nokia Corporations or even Nokia Philippines management should purchase testing
instruments and facilities for Adversity Quotient and conduct regular and continuous tests for in-
7. The management should perform pertinent actions after the results of the survey
8. Inclusion of life coaching and mentoring in the conduct of seminar and trainings for the
9. Future researchers may widen the coverage of their studies by extending to the regional
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