Connecting People in new and better ways
COMPANY CONFIDENTIAL
The Roots of Nokia A NO KI A Y B Founded in Tampere in 1865 O Soon moved to neighboring town of Nokia First product was groundwood 186 5
Finnish Rubber Works Ltd. 1898 Founded in Helsinki in 1898 Soon moved to Nokia S. Y. G.T.O. First product was rubber galoshes
Finnish Cable Works Ltd. founded in Helsinki in 1912 First product was imported copper wire coated with rubber-impregnated textile layer Fredrik Idestam (1838-1916) Founder of Nokia Nokia Corporation formed in 1966 President of Nokia Company 1871-1894 through the merger of Nokia Company, Finnish Rubber Works and Finnish Cable Works
CONFIDENTIAL 2 © 2009 Nokia Nokia brand is a strategic asset
1 billion people Nokia is the world’s 5th own a Nokia device most valuable brand 2008*
*Source: Interbrand 2008
CONFIDENTIAL 3 © 2009 Nokia
Nokia is 1st in mobile devices
• 37% global market share in Q1 2009 • 1st global mobile device manufacturer since 1998 • 1st in the world’s fastest growing economies • 1st in converged devices
CONFIDENTIAL 4 © 2009 Nokia People use their mobiles for multiple purposes
Utility Productivity Voice 4 % Time allocation per application 1 % 12 %
PIM 14 % Browsing 8 %
Games 4 %
Multimedia 16 %
Messaging 37 %
Source: Smartphone 360 study 2007 CONFIDENTIAL 5 © 2009 Nokia
Mobile phones have become powerful computers
Mobile phones are at the heart of Internet innovation
CONFIDENTIAL 6 © 2009 Nokia Solutions to people
CONFIDENTIAL 7 © 2009 Nokia
Nokia key consumer segments
Technology Leaders
Pragmatic Young Leaders Explorers
CONFIDENTIAL Ovi offers people complete solutions
CONFIDENTIAL 9 © 2009 Nokia
S&S Context - Creating the next generation web STRATEGY
People
People that matter to me Places
A world full of interesting places Time
People organize around time and place
CONFIDENTIAL 10 © 2009 Nokia Our business today - The fourth screen
CONFIDENTIAL 11 © 2008 Nokia
Nokia Comes With Music solution : a real case
CompanyCONFIDENTIAL Confidential
12 © 2008 Nokia Digital marketing : a long journey about telling italian consumers the Nokia Music story
Earned Media
Bought Media 2005-2008 2008 2009 Nokia Music Nokia Music Software & devices Nokia Service Comes With Nokia Loves Music, Music Own Media Music Loves Nokia
nokia.it NTL
MyNokia
Company Confidential
1. CWM PRE-LAUNCH • CWM COMMS/PR activities • Nokia Remix – London, 2nd October 2008: global event – CWM launch • Nokia Music event – Milan, 17th November 2008: local event about Nokia Music devices and services (Nokia Music Store & Comes with music) • Coverage up to date: 310 articles
• 5800 Xpress Music marketing campaign to support both device sales and Nokia Music Store awareness
• Nokia Music Store digital marketing campaign • Display Adv, Own Media, PR activities • Free download on NMS of NTL songs
Company Confidential 2. CWM LAUNCH
• CWM COMMS/PR activities • Comes With Music Italian launch – 27th March 2008 • Press office activities • Nokia Music Store digital support • Active button for tutorial on the site • Newsletter on 27° of March • CWM Launch event
Company Confidential
3. CWM POST-LAUNCH & results
Nokia Music Store : Site Visits Site Visits • Radio 20.0 18.0 Visits from Search Engines • Digital plan 16.0 14.0 • Special Partnership with MTV : 12.0 TRL Award sponsorship 10.0 8.0 • Rolling Stone Partnership 6.0 4.0 • Retail Plan 2.0 0.0 wk46 wk47 wk48 wk49 wk50 wk51 wk52 wk01 wk02 wk03 wk04 wk05 wk06 wk07 wk08 wk09 wk10 wk11 wk12 wk13 wk14 wk15 Company Confidential Conclusions
17 © 2008 Nokia
Web & New media : Nokia point of view
• Experimentation still a key objective as new tactics evolve
• Digital marketing finds consumers, and consumers don’t mind
• Marketers should leverage digital marketing targeting capabilities
• Marketers should integrate new media to create direct-response channel
Company Confidential