Context is here, there, now, then and in the future…
Ilkka Raiskinen SVP, Context and Advertising Solutions People want relevance
220 © 2008 Nokia Capital Markets Day 2008 People need location based services
221 © 2008 Nokia Capital Markets Day 2008 Number Of Active Map Users Has Increased Five Fold From 2005 to 2008 Map Application Users Highlights
100% • The introduction of Nokia Maps in 91% 2007 has pushed maps usage to 91% 80% • 47% of panelists used map applications actively in 2008 60% • In 2008, Maps is the key service 47% of S60 devices 40% • Music and browser usage grew 24% similarly 2 years ago Proportion of Panelists % 20% 17% 9% 10% 9% 0% 4% 2005 2006 2007 2008
Tried Twice a week
Source: Live UK panels 2005-2008 (all together 1 189 device owners)
222 © 2008 Nokia Capital Markets Day 2008 Nokia is the market leader in GPS devices
223 © 2008 Nokia Capital Markets Day 2008
Navigation…it’s not all about cars
225 © 2008 Nokia Capital Markets Day 2008 Location based services are more than A to B
226 © 2008 Nokia Capital Markets Day 2008 S&S Bringing us all together: People, Places, Time STRATEGY
People
People who matter to me Places
A world full of interesting places Time
People organize around time and Examples show different place activities of/with different people at different times/places
227 © 2008 Nokia Capital Markets Day 2008 How do we compare?
228 © 2008 Nokia Capital Markets Day 2008
Nokia Maps 3.0 competitive landscape
Nokia Maps 3.0 Google Maps for mobile*
Map data coverage 200+ countries 100+ countries
Pre-loading of maps no, download only via online connection yes, via Nokia Map Loader via PC / Mac on mobile
Map views 2D, 3D, Satellite, Hybrid, Terrain only 2D and Hybrid
Multi point route planner yes no Walking directions yes no
Real time turn-by-turn yes, Walk, in 70 countries no pedestrian navigation (premium service, not free) Real time turn-by-turn yes, Drive, in 70 countries voice guided car no (premium service, not free) navigation Share POI's, or any place Yes, Send via SMS, MMS, Bluetooth, Infra red no from map *compared with version 2.2.0.13 for Nokia S60 3rd ed.
230 © 2008 Nokia Capital Markets Day 2008 Where do we go from here?
231 © 2008 Nokia Capital Markets Day 2008 Costs Related to a Contextual Web
• The initial cost associated with building our location based services were heavy on the front end with acquisitions – gate5, NAVTEQ, Plazes
• Now that the system is in place, we need to build awareness and increase the user base. • Content – Add in Third-Party Content (Lonely Planet, Via Michelin, and Wcities) and more… • Marketing – Work closely with Device and Theme based Marketing to raise awareness. • Adding platforms. – Series 40 devices loaded with Nokia Maps started shipping this year – LG-KT610 is shipping with Ovi Maps…
232 © 2008 Nokia Capital Markets Day 2008 Nokia Maps promotional SMS had a 79% long-term impact
• The target group got a free Nokia Navigation Licence (30 days) • The short-term contribution was high: 312% increase in the number of users
Source: Live 5 UK panel (2008) with 489 device owners
233 © 2008 Nokia Capital Markets Day 2008 Better context – richer service experience: Having sushi with friends
Find out who’s in town Get directions on how to walk there, share place
Are they free? Interested? Reserve a table
What Japanese See menus, restaurants are in prices and walking distance? availability
Ratings and reviews
234 © 2008 Nokia Capital Markets Day 2008 Which Nokia services enable this?
Friend Find out Finder/Maps on who’s in town Ovi/Nokia Maps Maps on Ovi/Nokia Get directions on Maps/Convert friendshow to walk there, to use service share place
Are they free? Messaging Phone Interested? (several options) Reserve a call/Reservation table tool/Message
What Japanese Search & Maps See menus, restaurants are in Maps on on Ovi prices and walking distance? Ovi/Browser availability
Ratings and Maps on reviews Ovi/Nokia Maps
235 © 2008 Nokia Capital Markets Day 2008 Thank you.