Symbian is a renowned brand dealing with operating systems; therefore, it is normal to face stiff competition from new entrants in the market, such as Apple. The best way to react to this new threat is to develop a strategy that will match the competition while still catering to the client’s needs and the company’s services. Google and Apple are the stiffest competitors for the company; thus, Symbian needs to operate on a strategy that will surpass the marketing capabilities and outreach of these two companies.
Based on the new need, the best strategy for the company is the freemium framework. This framework allows companies to offer their clients basic features at no cost, and they can also benefit from more robust functionality at a subscription fee. The framework has worked well for companies like Hulu and LinkedIn. The company will benefit from it as a marketing tool, and it can attract a new customer base while still enhancing its current customer base without having to invest much in costs and resources (Kumar, 2014). This model is being used increasingly in the modern business world as companies have recognized the value of offering in this way, allowing them to profit while allowing their users to choose between basic and premium features. This means that the company can cater to the needs of its customers, regardless of their paying ability, which could enhance its popularity in the marketplace compared to the competitors operating in the market.
Symbian has faced significant issues that have affected its place in the market despite being a market leader and a giant in technology. Apple, a newcomer in this market compared to Symbian, has pulled a large customer pool through its unique innovations. Soon after, a company like google joined the competitor list. This caused Symbian to revisit its strategy in developing operating systems for smartphone use. It competes against a backdrop of capabilities such as apple’s tight control over software and hardware, which is a crucial reason why the company is considered to offer a good user experience (Suarez et al., 2009). Another challenge affecting its place in the market is its delay in innovations, such as when it took over two years to develop the Symbian OSv6.0. Slow innovation can have a detrimental impact on such a company in the technology field where there is stiff competition and companies continue to innovate every day to match the fast-paced and changing technology field and to prove to customers they are still the best in the industry in terms of meeting their needs and giving the best user experience.
Considering that the technology field, precisely the OS field, is customer-oriented and user experience is among the most important things, this freemium technology can be beneficial to the company in maintaining its brand image and also grading its customers the best user experience, something that Apple and Google might not be able to match up. The monthly subscription, which is critical in this approach, has been applauded as a sustainable revenue source compared to advertising used by companies over the years (Kumar, 2014). Customers often worry about cancellations and limited offers, but with this approach, they can be more compelled to turn to the company because they are guaranteed the luxury of still using the products and services, even when they have not paid for the premium services. In implementing this strategy, the company has to effectively and carefully decide what is accessible and be sure to communicate to its customers regarding the premium approach to be on equal footing. Although this strategy might involve significant risk, it can effectively help Symbian gain competitive momentum while increasing its customer pool.
References
Kumar, V. (2014). Making” freemium” work. Harvard business review, 92(5), 27–29.
Suarez, F., Edelman, B., & Srinivasan, A. (2009). Symbian, Google & Apple in the Mobile Space (A). Harvard business review
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