Nokia Nseries: building an icon

Tapio Hedman SVP, Marketing Multimedia We want to iconize Nokia Nseries as the ultimate choice for multimedia computers and experiences…

…to help Nokia become the most loved and admired brand in the world! Nokia´s vision 2000

Within the Mobile Information Society, an increasing part of all human communication will take place with personal wireless terminals.

The content of mobile communication evolves from voice to text to images to multimedia. Vision come true!

All of my connected applications, always with me A solid foundation

Flickr user vpvasquez8

Highest share of media attention Global multimedia coverage September 2006

Siemens Er i csson RI M 1% LG 2% 1% Qu al co m m 4% 0% Sam su n g 7%

Microsoft 34% 7%

Mo t o r o l a 10%

So n y Er i csson 11% Apple 23%

Source: Multimedia Media Monitoring September 2006 by Observer Highest share of media attention Global multimedia coverage September 2006 Siemens RIM Er i csson 1% Net w or ks LG 2% 1% Qualcomm Enterprise 6% 4% 0% Solutions Samsung 6% Corporate 7% Strategy & 32% Technology Microsoft 34% 9% 7%

Mo t o r o l a 10% Mobile Phones 18% Sony Er i csson 11% Apple MultimediaMultimedia 23% 29% Source: Multimedia Media Monitoring September 2006 by Observer Highest favorability of media attention Global multimedia coverage September 2006 Nokia Apple Motorola Sony Ericsson Microsoft Samsung LG RIM Siemens Ericsson Qualcomm

0 200 400 600 800 1000 1200 1400 1600 Positive Neutral Negative

Source: Multimedia Media Monitoring September 2006 by Observer Positive web buzz

Rob Dickinson shot his ‘Oceans’ video using • Uploaded to YouTube – in 4 days over 18.000 views • Multiple blog site discussions appraising the video quality of Nokia N93 with Carl Zeiss Good sub brand awareness

Prompted awareness of Nokia Nseries among consumer segments (%)

26 22 18 18 17 16 15 13 11 11 77

Total Technology Young Career Pragmat ic St yle Young Pract ical St yle St yle Fami ly Comfortable Leaders Explorers Bui lder s Leaders Leaders Set t ler s Home Follow ers Seeker s Providers Seni or s Ow ners Source: On Track, Global Q2’06 Base: Total Sample = Total Population Nokia Nseries people Source: ?? TechnologyTechnology Stylists Leaders Technology Stylists

Flickr user -bartimaeus- What do Nokia Nseries people have in common?

Flickr user _e.t How should Nokia Nseries speak to these people?

Flickr user bendu Minds, hearts, souls. – “I Am My Music” Nokia N93 – “The Next Story in Video” Nokia Nseries Music Range – “Hear New in Black”

Nokia N95 – “It’s What Computers Have Become” Thank you. Nokia Nseries Do New Experiences Capital Markets Day

Ralph Eric Kunz Vice President, Multimedia Experiences

25 © 2006 Nokia Do New Experiences team establishes the foundation for Mobile Web 2.0 business models

There is only one internet, with mobile as a key access route...

Social Internet-based Search Location-based Networking communities experiences

26 © 2006 Nokia By 2010, full mobile web browsers as abundant as PC browsers All NSeries devices with full web functionality

Growth of web browsers: mobile vs Nokia’s Open Source PC Browser with leading 1500 position CAGR > 50 1000 % (M) NewsFlightMaps,Sports booking & News 500 eCommerceWeatherSearchWeb mail Feeds&driving Banking & BlogsdirectionsJavaScriptNewsMiniJavaScript Map Feeds / &Page& SSL JavaScriptFinanceDynamicFeeds&Overviewsupport Blogs & HTML & 0 RSSSSLBlogs support 2005 2006E 2007E 2008E 2009E 2010E AJAX Web sites Mobiles with PCs with Full Web WAP Browser/ Full Web Browser xHTML Browser Browser

Source: Nokia Forecast 2006

27 © 2006 Nokia Internet-based communities will go mobile

Evolution of Call Paradigm

Location to Location Person to Person Communities

Is Mr. Bell at Home? Hi, are you able to speak?

You were online so…

28 © 2006 Nokia Nokia is enabling branded internet communities via plug-ins into framework

2006 Experiences 2007 Outlook • Integrated, native (SIP) VOIP client • Instant Messaging & Presence • Framework for partner VOIP combined with VoIP framework. services • Integration of partner services into contacts • Launch of internet communities from major brand partners.

29 © 2006 Nokia Search is a key entry point to the internet… with even more relevance in the mobile context

Search in Online Worldwide Online Advertising Revenues $ US b 70 Email 60 Search Engine Research 50 Local Information 40 (B) Contests 30

News 20 Greetings 10 IM 0 02040 60 80 100 2003 2004 2005 2006E 2007E 2008E 2009E 2010E

% of respondents who use application Search Total Online Advertising Advertising Source: U.S: Bear Sterns – “Consumer Internet” Equity Source: U.S: Bancorp Piper Jaffray Research May 2006

30 © 2006 Nokia Nokia Search application as a foundation for a deep search experience Mobile Search is much more than web search

31 © 2006 Nokia Location-based experiences bring a new dimension to the mobile context

Online Personal Navigation Location Accessible Routing Devices (PND) aware Market (”Mapquest” devices 1000 )

500 (M annual device sales)

0 Canalys GPS Navigation Forecast Nokia Devices

Mobile Phones Total Source: Nokia Forecast 2006, Canalys 32 © 2006 Nokia Create discontinuity thru tech and bizz model innovation 10 x cheaper or significantly scaled user experience

Company Technology Service Aggregation

page-rank sorting free web search ad volume

scalable VOIP free VOIP client call-out volume and …

auction clearing C2C auctions small merchants

blogging engine free web community ad volume, game portal

movie streaming free movie search ads, …

map streaming free mapping and routing navi, content,

ad volume 33 © 2006 Nokia Biz Model: Generate a community through free maps and income through upselling and ads The Impulse for more: Free Mapping € Navigation and Routing

€ Free Maps Premium € Transactions & Routing Content

€ Advertising

34 © 2006 Nokia Tech Innovation: uniquely scaleable map- and content delivery mechanism

smart2goTile Server Map Tiles smart2go Client

Server Map Tiles: Client • Holds maps of 180 countries • Map vectors for drawing • Caches map tiles locally • Access to POIs • Routing graph to calc. route • Requests tiles for GPS position • Calculates routes, and finds • Address index • Performs calculations (Routing, addresses when map tiles are not •POIs address search, mapping) yet stored on client •Bitmaps • Holds city guides and other content

35 © 2006 Nokia Allow users to network and merchants to sell De-facto content publishing & navigation platform. Foster Social networks

Service Bill & Content Partners Distribution Sales Consumer Provider Payment

Vector Maps Credit card Nokia Retail Consumer

Marine Maps Operator OEM Operator

Satellite Maps Retail OEM

Consumer OEM

Download From smart2go.com

36 © 2006 Nokia Do New Experiences establish the foundation for Mobile Web 2.0

1. 2. 3. 4. Iconic Major branded Search is a key Disruptive broadband internet entry point to business internet communities the internet , model with platform for experience in plugged-in to with even navigation/ consumers Nokia’s more content up- pockets framework. relevance selling and when mobile add placement

37 © 2006 Nokia 38 © 2006 Nokia