Seeking Alpha

Steve Overman, Nokia's (NOK) VP of global branding strategy and marketing strategy, has left the...

Steve Overman, Nokia's (NOK) VP of global branding strategy and marketing strategy, has left the company. Overman co-wrote Nokia's marketing deal with Microsoft, and handled marketing campaigns for the Lumia and Asha lines. Last month, Nokia saw the departure of Shiv Shivakumar, the company's operations chief for India, the Middle East, and Africa.
Comments (22)
  • wigit5
    , contributor
    Comments (4120) | Send Message
     
    One less overpaid marketing employee at Nokia
    26 Apr 2013, 08:23 AM Reply Like
  • DeepValueLover
    , contributor
    Comments (8692) | Send Message
     
    Well its about time!!

     

    Nokia has horrific marketing. The only reason after nearly four years of decline Nokia is still just treading water is because of the superior engineering and design. Nokia doesn't understand that the world has become app focused.

     

    People around the world want Android. That is why Samsung makes more profit in a day than Nokia makes in a year.
    26 Apr 2013, 08:25 AM Reply Like
  • stealthology
    , contributor
    Comments (315) | Send Message
     
    Right. So they don't understand that the world has become app focused? Hmm.
    26 Apr 2013, 08:30 AM Reply Like
  • Andreas Hopf
    , contributor
    Comments (8901) | Send Message
     
    "People around the world want Android."

     

    No. Consumer research shows that people first wanted an alternative to Apple and now plainly want Samsung products as well as always the latest apps. Loyalty to Android is marginal compared to iOS, for example.

     

    Samsung is the new Apple.

     

    It has been debated to death why Nokia won't stand a chance adopting Android with Samsung literally owning that market. Look at how LG Electronics fares, despite good sales.

     

    Nokia is doing everything it can, but as long as Microsoft sheds their careless lazy attitude towards the app developer community, not much will change.
    26 Apr 2013, 08:48 AM Reply Like
  • gsrTea
    , contributor
    Comments (28) | Send Message
     
    Sense nokia has negative earnings then yea, even making 1 dollar would be more then nokia makes in a year, so..... We all makemore in one day at the moment?
    26 Apr 2013, 08:49 AM Reply Like
  • gwynfryn
    , contributor
    Comments (4354) | Send Message
     
    Sys, better check that last line!
    26 Apr 2013, 09:12 AM Reply Like
  • Doug Dallam
    , contributor
    Comments (8308) | Send Message
     
    System,

     

    Right you are. People could care less about an OS. They want what they want and any OS that will give them that is the winner of the day. Like you said, when MS gets going on 3rd party apps, then things will blow up for the WP.
    26 Apr 2013, 10:22 AM Reply Like
  • brianngaibh
    , contributor
    Comments (129) | Send Message
     
    One more thing, I think Nokia should stop selling 7.x Lumia (I'm currently using Lumia900 win7.8) because the market place is really bad in terms of lacking apps and poor updates.
    The biggest problem, in my opinion, is that market stores for Win8 & 7.x are not compatible. This requires providers to prepare 2 sets of apps for different versions of wp os, which is already few and thus even fewer.
    App providers support will be poor if the population of wp users is not large enough to justify their resources.
    26 Apr 2013, 02:01 PM Reply Like
  • wigit5
    , contributor
    Comments (4120) | Send Message
     
    agreed brian, its a mistake to not have them compatible and still sell both...

     

    as much as I love my lumia 920, I think NOK and MSFT are making some fairly comical mistakes, the kind mature companies shouldn't be making.
    26 Apr 2013, 02:08 PM Reply Like
  • scavok
    , contributor
    Comments (91) | Send Message
     
    Nokia has a marketing department?
    26 Apr 2013, 08:35 AM Reply Like
  • Duke67
    , contributor
    Comments (136) | Send Message
     
    This sarcastic question summarizes it all...
    26 Apr 2013, 11:36 AM Reply Like
  • gwynfryn
    , contributor
    Comments (4354) | Send Message
     
    A case of ship, rats, sinking, deserting thereof, maybe?
    26 Apr 2013, 08:44 AM Reply Like
  • pengs4
    , contributor
    Comments (30) | Send Message
     
    Maybe they should hire Samsung's marketing guys ?
    26 Apr 2013, 09:35 AM Reply Like
  • gwynfryn
    , contributor
    Comments (4354) | Send Message
     
    Not a bad idea, peng (but not BBRYs...)!
    26 Apr 2013, 09:43 AM Reply Like
  • Seppo Sahrakorpi
    , contributor
    Comments (1972) | Send Message
     
    Nokia has been forced to cut its marketing budget 30% YoY so some of the lackluster marketing is due to that, some is simple incompetence.
    26 Apr 2013, 09:43 AM Reply Like
  • Abu Bakr Hussain
    , contributor
    Comments (597) | Send Message
     
    Definitely time for a fresh approach. Nokia's marketing deal was not the best. In my most recent (not yet published) article I found that HTC got 70% of Microsoft's advertising spend whenever a specific phone was mentioned. The same HTC that can't be bothered to bring out a new WP phone this year. It's time Nokia got a much better deal from Microsoft.
    26 Apr 2013, 09:55 AM Reply Like
  • flybywire54
    , contributor
    Comments (724) | Send Message
     
    Steve Overman was also in charge of the Ashas , not just Lumias . But certainly marketing could be more agressive on the part of Nokia and as far as WP8 is concerned Microsoft .
    26 Apr 2013, 10:10 AM Reply Like
  • Doug Dallam
    , contributor
    Comments (8308) | Send Message
     
    "Steve Overman has left the company. . . . " They mean either leave or we'll fire you.
    26 Apr 2013, 10:23 AM Reply Like
  • gwynfryn
    , contributor
    Comments (4354) | Send Message
     
    Did he get the usual golden handshake, I wonder?
    26 Apr 2013, 11:05 AM Reply Like
  • alukro
    , contributor
    Comments (76) | Send Message
     
    The only thing about this that I hate is that people who don't follow Nokia closely will think that this is bad news, as in leaving a sinking ship. In reality, I think this is great, because the biggest thing missing from Nokia's turnaround story is the marketing. It's horrendous. Microsoft should be marketing out the Nokia like there is no tomorrow, so why is it always HTC? This is good news, in my opinion.
    26 Apr 2013, 12:47 PM Reply Like
  • Seppo Sahrakorpi
    , contributor
    Comments (1972) | Send Message
     
    Elop in Q1 transcript: "At the same time, we’ve recognize that we must continue to increase our sales and improve our retail execution for Lumia. For example, in the United States, securing what operators call hero status or the top spot at the point of sale is critically important, because it attracts premium subsidies and additional marketing investment.

     

    Later this quarter, a new Lumia device is anticipated to have hero status with a leading U.S. operator, and event which will mark the beginning of a season of new product introductions. Additionally, Nokia, Microsoft and operators have committed to increase the global Windows Phone marketing dollars towards Lumia. Together with Microsoft we are working on major marketing campaigns, training more retail associates, improving how we leverage operator marketing that is available to us, and seeding more live devices to create a more engaging point of sale experience. Overall, we are very pleased with our progress around Lumia."
    26 Apr 2013, 01:58 PM Reply Like
  • Andreas Hopf
    , contributor
    Comments (8901) | Send Message
     
    All the while, WP8 adverts at airports, train and taxi pick-up points feature HTC, a company that puts no effort into WP8 whatsoever.

     

    What is going on with cross-brand WP8 marketing? It is frighteningly off kilter still, six month after the Lumia 920 announcement. I would like to know the rationale behind the adland guy leaving. Was he sacked, or did he leave on his own accord?
    26 Apr 2013, 08:52 PM Reply Like
DJIA (DIA) S&P 500 (SPY)
ETF Tools
Find the right ETFs for your portfolio:
Seeking Alpha's new ETF Hub
ETF Investment Guide:
Table of Contents | One Page Summary
Read about different ETF Asset Classes:
ETF Selector