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1 © 2007 Nokia Corporation
Developing markets for smartphones and how to reach new consumer segments
Mauri MetsärantaMobile Software Sales and Marketing
Nokia
2 © 2007 Nokia Corporation
• Growth market opportunities• Where are they• Who they are
• How consumers use S60 smart devices• Usage profiles• Data usage drivers• Comparison to Europe
• Successes and challenges in driving smartphone adoption• Why would they buy a smartphone• How to sell
3 © 2007 Nokia Corporation
Where are the largest growth markets?
Brazil
Egypt
China
India
Russia
Indonesia
Mexico
ChileSouth Africa
Thailand
4 © 2007 Nokia Corporation
Who are they?
5 © 2007 Nokia Corporation
Broadly Speaking, Consumers Fall Within 4 Quadrants
Rational Aspirational
High Involvement
Low Involvement
Mobile Communication
as empowerment
tool
Mobile Communication
trend leaders
Mobile Communication trend followers
Mobile Communication
only when necessary
Source: Nokia consumer research 2006-2007
6 © 2007 Nokia Corporation
Young Explorers
Technology Stylists
Style Leaders
Style FollowersFamily Providers
Life Jugglers
Pragmatic Leaders
Life Builders
Image Seekers
HIGHERINVOLVEMENT
Simplicity Seekers
Mature Acceptors
Technology Leaders
LOWERINVOLVEMENT
RATIONAL ASPIRATIONAL
Focus into “high involvement“ segments
Source: Nokia consumer research 2006-2007
7 © 2007 Nokia Corporation
Young Explorers
Very social people and living life to the full
What do they look for in mobile communications?• Immediate connectivity to friends for organizing
social lives • All-in-one handset with computer functionality
• Music
• Advanced communications functionality
• Mid-high to high handset and services value
Life Builders
Aiming to make something of themselves
What do they look for in mobile communications?• Convergence is a key purchase criteria
• Data services for personal productivity
• Digital content such as gaming, watching, music
• All-in-one handset with computer functions, large number of features
• High-quality camera
Source: Nokia consumer research 2006-2007
8 © 2007 Nokia Corporation
Other31 %
Multimedia/ Infotainment
13 %
Messaging33 %
PIM11 %
Voice calls12 %
Smartphone usage minutes increased 60% in Europe in a year! Voice minutes have not increased, but other functions have acquired much more time (multimedia, navigation, browsing, email, MMS, SMS)…
Other20 %
Multimedia/ Infotainment
11 %
Messaging31 %
PIM14 %
Voice calls24 %
Europeans spent 48 minutes a day using their smartphone
EUROPE 2006
EUROPE 2007
Source: Nokia Smartphone 360 studies 2006-2007
9 © 2007 Nokia Corporation
Chinese spent 82 minutes a day using their smartphone!
512
46
11
132
12
35
0
10
20
30
40
Browsin
g
Config
Games
Info
tain
men
t
Messa
ging
Multim
edia
PIM
Product
ivity
Other
/Unkn
own
Utility
Voice
Min
ute
s / D
ay
ContactsLogCalendar…
GalleryCameraQQPlayer…
S60 MessagingQQPicaXRose…
S60 BrowserFile ManagerDictionary Other
15 %
Multimedia/ Infotainment
10 %
Messaging38 %
PIM15 %
Voice calls22 %
CHINA 2006 Number of minutes spent per application category
* Source: Nokia, 360 Smartphone study/China 2006
10 © 2007 Nokia Corporation
Internet services drive data service usage
• 40% from connected add-on applications
• Multimedia data nearly all from internet services
• Nearly half of the messaging data from add on IM applications
* Source: Nokia, 360 Smartphone study/China 2006
Source of data traffic in China*
Friends List QQ Groups QQ Show Information Contacts
Browser62 %
Other0,3%
Multimedia / infotainment
19 %
Messaging19 %
11 © 2007 Nokia Corporation
They are after style and features
• Features that are relevant• Brand• Design with personalization• Affordable price• Internet services and add-on
applications
• Growth market differ from developed markets in three aspects
• Word of Mouth• Budgeting• Trust
12 © 2007 Nokia Corporation
65% of the decisions are made in-store
• Build on the device brand• Provide on-line to support for pre-
purchase decisions and to increase loyalty
• Utilize social influencers and communities
• Use and train promoters to sell value and excite the customers in retail
• Affordability through re-fresh campaigns
• Differentiate from feature phones with partner innovations
• Right balance with Global and local features
13 © 2007 Nokia Corporation
Examples
China
India
14 © 2007 Nokia Corporation
Nokia E50 re-fresh campaign in India
15 © 2007 Nokia Corporation
Nokia N72 travel campaign in India
16 © 2007 Nokia Corporation
Nokia 6120c launch with applications in China
17 © 2007 Nokia Corporation
Stock application campaign with S60 device portfolio in China
18 © 2007 Nokia Corporation
Challenges
• Distribution and retail experience
• Cost and speed of data traffic
• Availability of local applications and content
• Competence and technical support
• Developer business case• Discovery, distribution and
billing
19 © 2007 Nokia Corporation
Thank You!Please visit
www.s60.com or www.s60.com/cnwww.blogs.s60.com