Devaluation of the Po Here Nokia maps-Here,Here maps Nokia maps, Nokia-IT information Devaluation of the Po Here Nokia maps

Recently, Nokia announced that it will map client (Here) from Apple's App Store from its shelves, reviving an almost unknown to users of map products concern. Although Nokia is one of the few maps, but its Outlook was uncertain, analysts are an asset valuations, only for the year in the price of one-sixth.

After the transfer of the mobile phone business to Microsoft, Nokia substance only two entries: mobile communication devices and online mapping services. It was reported that Microsoft had tried to persuade the Nokia maps is transferred to their own, but Nokia refused. Obviously, Nokia maps has high hopes.

In 2007, comes as the pinnacle of Nokia's handset business, rich in Nokia, for $ 8.1 billion, bought the United States company Navteq digital map technology, which is Nokia the largest merger in history . Navteq was founded in 1985, its digital maps to a large number of in-car navigation device.

As glaring contrast, Nokia mobile phones businesses transfer price of US $ 5.2 billion (Microsoft licensing fees to pay US $ 2 billion), map asset purchase price not only two-thirds .

However, the digital maps of Nokia's business, not weak. Technology media cited analysts as saying that if Nokia maps Here independent transfers, current transfer pricing at around 1 billion euros, the equivalent of $ 1.37 billion, only 17% of the Navteq takeover bid that year.

New Nokia's "troika" in the schema, map business contributed revenue, marginal. Third quarter of 2013, map sector revenues to EUR 211 million, in the company's share of the total income of only 3.7%. In addition, third-quarter income also plunged by 20% over the map.

A good sign was that map business to achieve a profit, profit of 14 million euros in the third quarter, compared with a loss of 56 million euros. But earlier, map multiple consecutive quarterly loss of business, revenues decline, does not present a "strategic Sun assets" the upward momentum.

Analysts pointed out that, online map services high technical threshold, enormous, Microsoft and Yahoo now that the two companies, map background relied on the Nokia, but Nokia maps has the advantage of in-vehicle navigation, consumer-oriented Terminal map product, whose influence is less than Google maps and maps of Apple .

In Apple's independent research and development map suffered after a bad review, believed this would be a perfect Nokia maps "upper" opportunity, but was seen, innovation, Nokia maps update, far behind rivals such as Google maps, and during this period, the Apple map quality improved significantly, supported by the growing fruit powder.

This maps to the client from the App Store from its shelves and media commented it is wise, because the client before the user experience worse, a lot of problems affecting the image of Nokia maps . According to the analysis, behind the actions, there may not be more strategic motives, because the map is not included in the Microsoft acquisition of assets, also did not cover three Google Apple Microsoft battle of the Titans complex mobile ecosystem. In addition, at the time of acquisition of mobile phone assets, Microsoft has received a ten-year mandate of the Nokia maps.

诺基亚心头宝Here地图大贬值 - Here,Here地图,诺基亚地图,诺基亚 - IT资讯
诺基亚心头宝Here地图大贬值

最近，诺基亚宣布将地图客户端（Here）从苹果App Store撤架，再度引发了网民对一款几乎默默无闻的地图产品的关注。虽然诺基亚是为数不多的地图厂商之一，但是其前景并不明朗，分析师目前对这一资产的估值，仅为当年收购价的六分之一。

在将手机业务转让给微软之后，诺基亚实质业务只剩下两项：移动通信设备和在线地图服务。据报道，微软曾经极力劝说诺基亚将地图转让给自己，但是遭到诺基亚拒绝。显然，诺基亚对地图寄予厚望。

2007年，正值诺基亚手机业务的巅峰期，财大气粗的诺基亚，斥资81亿美元，收购了美国数字地图技术公司Navteq，这是诺基亚历史上最大规模的并购案。Navteq成立于1985年，其数字地图用于大量车载导航设备中。

作为刺眼的对比，诺基亚手机业务转让价格为52亿美元（微软另外支付20亿美元的专利授权费），仅为地图资产收购价的三分之二。

然而，诺基亚经营数字地图，并不得力。科技媒体引述分析师的话说，如果诺基亚将Here地图独立转让，目前的转让价格在10亿欧元左右，相当于13.7亿美元，仅为当年Navteq收购报价的17%。

在新诺基亚的“三驾马车”架构中，地图业务贡献的收入，微乎其微。2013年三季度，地图部门营收为2.11亿欧元，在公司总收入中的比重仅为3.7%。另外，三季度的地图收入还同比暴跌了20%。

一个好的迹象是，地图业务实现了扭亏为盈，三季度盈利1400万欧元，而去年同期亏损5600万欧元。但是在此前，地图业务连续多个季度亏损，营收下滑，并未呈现出一个“战略性朝阳资产”的上升气势。

分析人士指出，在线地图服务技术门槛高，投入巨大，目前微软雅虎两家公司，地图后台均依赖诺基亚，不过诺基亚地图的优势在于车载导航，面向消费者的终端地图产品，影响力不及谷歌地图和苹果地图。

另外在苹果独立研发地图遭遇一片差评之后，外界认为这将是诺基亚地图的一个绝佳“上位”机会，然而外界看到，诺基亚地图的创新、更新，远不及谷歌地图等对手，而在此期间，苹果地图质量明显提升，获得越来越多果粉的支持。

此次将地图客户端从App Store撤架，媒体评论称是明智之举，因为之前的客户端用户体验糟糕，问题多多，影响了诺基亚地图产品形象。另外据分析，这次行动背后，可能没有更多的战略动机，因为地图并非在微软收购资产之列，还未涉及到谷歌苹果微软三巨头之间复杂的移动生态之争。另外，在收购手机资产时，微软已经获得了诺基亚地图的十年期授权。