Very Human Technology

1 © 2007 Nokia

Very Human Technology –the Nokia strategy

Petra SöderlingHead of Marketing

Nokia Research Center

AAATE 2007 San Sebastian, Spain

2 © 2007 Nokia

Way of life

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Lead and win in devices.Grow consumer Internet services.Accelerate adoption of business solutions.Leverage scale and transform to solutions in infrastructure.

Nokia’s fourbusinesses

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A world where everyone can be connected

Our vision

In 2015, 5 billion people always connected,and 100 fold more network traffic.

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We help peoplefeel close to what matters to them.

Our promise

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Nokia’s strategiccapabilitiesConsumer understanding.Brand.Technology and architecture.Channels & supply chain.

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Engaging youAchieving togetherPassion for innovationVery human

Nokia values

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The most loved & admiredbrand in the world.

Nokia brand aspiration

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Design is about practical intelligence and aesthetic delight.

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Simply beautiful. Beautifully simple.

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Observe, then design.

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Understanding of: Socio-Cultural, Mobile phone, Market Dynamics, Lifestyle

77,000 people in 1.5 hour interview

21 countries122 questions

10 billion data points in 2 waves

Nokia’s consumer understanding

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Vertical Axis – based on behaviorHigh involvement

Lower involvement

Highly involved consumers…

• Replace phone every 6 months• Tend to pay higher price for mobile• Tend to buy from well known brands• Use their mobile phone as an active part of

their life

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Horizontal Axis – based on attitudeRa

tion

al

Aspirational

Highly aspirational consumers…

Use the phone to project statusUse the phone as fashion accessoryWould be willing to own different mobiles for different situationsAre embarrassed if their phone looks outdated

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Consumer Segmentation 2006

HIGHERINVOLVEMENT

Family Providers

Simplicity Seekers

Mature Acceptors

Young Explorers

Technology Stylists

Style Leaders

Life Builders

Technology Leaders

Life Jugglers

Pragmatic Leaders

LOWERINVOLVEMENT

RATIONAL

Style Followers

Image Seekers

ASPIRATIONAL

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Enhancements & applications

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Respect individual preferences

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Summary

Very Human TechnologyConsumer understandingVariety of products Open development

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Thank you