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Nokia Nseries: Building an Icon

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Nokia Nseries: Building an Icon Nokia Nseries: building an icon Tapio Hedman SVP, Marketing Nokia 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 Er i csson Net w or ks RIM 1% Enterprise LG 2% 1% Qualcomm 6% 4% Solutions 0% 6% Samsung Corporate Strategy & 32% 7% Technology 9% Microsoft 34% 7% Mo t o r o l a 10% Mobile Phones 18% Sony Er i csson 11% Apple 23% MultimediaMultimedia 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 Nokia N93 • 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. Nokia N91 – “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 .
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