CMD presentations

Markets Unit
Building the brand and bringing
Nokia solutions to market
Anssi Vanjoki
EVP, Markets, Nokia
80
Outline
Global view
Brand
Consumer
Operator cooperation
Marketing efficiency
Go-To-Market
Summary
© 2008 Nokia
Capital Markets Day 2008
111%
Nokia is best positioned to grow in a diverse
and global market
Europe
40%
pop. 338 million
48%
North America
38%
9% 10%
Greater
China
-1%
12%
87%
pop. 896 million
Asia-Pacific
pop. 2192 million
pop. 1361 million
43%
Middle East
and Africa
13%
19%
44%
8%
33%
pop. 1357 million
55%
78%
pop. 548 million
48%
Latin America
Mobile penetration %
Market volume growth (YoY) %
Nokia estimated volume share %
82
© 2008 Nokia
Capital Markets Day 2008
Source: Nokia (Q3, 2008)
Outline
Global view
Brand
Consumer
Operator cooperation
Marketing efficiency
Go-To-Market
Summary
© 2008 Nokia
Capital Markets Day 2008
Nokia - The 5th most valuable
brand in the world (Interbrand, 2008)
More than 1 billion people use a
Nokia device every day
Connecting People
in new and better ways
84 © 2008 Nokia
Capital Markets Day 2008
Top 10 Brands
Nokia is the most loved and admired brand in
the world
60%
Nokia
World's Most Loved and
Admired Brands
Coca-Cola
40%
Microsoft
McDonald's
Samsung
Sony
BMW
Mercedes-Benz
Motorola
Google
20%
%
0%
Source: Nokia brand Research 2008
© 2008 Nokia
Capital Markets Day 2008
20%
40%
Your Most Loved and Admired Brands
60%
Nokia has the highest brand preference
Brand preference in mobile devices
by Area Q3 2008
Nokia Preference
Global= 46%
Other Brands
#2 Competitor
Global
C.Europe
W.Europe
Eurasia
MENA
SSA
SEAP
India
China
LTA
Brazil
NAM
0%
50%
100%
Source: Nokia 2008
© 2008 Nokia
Capital Markets Day 2008
Outline
Global view
Brand
Consumer
Operator cooperation
Marketing efficiency
Go-To-Market
Summary
© 2008 Nokia
Capital Markets Day 2008
Consumers drive our thinking
Nokia segmentation model
© 2008 Nokia
Capital Markets Day 2008
Consumers drive our thinking
Nokia segmentation model
Key findings from Segmentation3
People are more engaged to the
category
People are willing to spend more
Internet and entertainment are of
high interest
© 2008 Nokia
Capital Markets Day 2008
Consumers drive our thinking
Technology Leaders
Technology Leaders
Modern, leading edge consumers
Technology is their life
Very positive towards mobile
entertainment
Highly sociable with an active
lifestyle
© 2008 Nokia
Capital Markets Day 2008
Consumers drive our thinking
Segmented offering
Technology
leaders
Pragmatic
Leaders
92
© 2008 Nokia
Capital Markets Day 2008
Young
Explorers
Outline
Global view
Brand
Consumer
Operator cooperation
Marketing efficiency
Go-To-Market
Summary
© 2008 Nokia
Capital Markets Day 2008
Strong operator support for Nokia’s
flagship devices
© 2008 Nokia
Capital Markets Day 2008
Strong operator support for Nokia’s
flagship devices
Germany: €150-200 subsidy for Nokia
high-end devices
Vodafone:
Nokia E51, E71, E66, E90, N78,
N95, N95 8GB, N85, N96
T-Mobile:
Nokia E66, E71, E51, N82,
N95 8GB, N96
O2:
Nokia E66, E71, N78, N79, N95,
N95 8GB, N96
E-Plus:
Nokia E71, E66, N85
© 2008 Nokia
Capital Markets Day 2008
Strong operator support for Nokia’s
flagship devices
Case UK: Subsidies driving device
price to zero
Nokia N96
© 2008 Nokia
Capital Markets Day 2008
Nokia 6300
Nokia 6210 Navigator
Strong operator support for Nokia’s
Internet services
© 2008 Nokia
Capital Markets Day 2008
Strong operator support for Nokia’s
Internet services
Nokia
Maps
Free device
£35 per month
© 2008 Nokia
Capital Markets Day 2008
Outline
Global view
Brand
Consumer
Operator cooperation
Marketing efficiency
Go-To-Market
Summary
© 2008 Nokia
Capital Markets Day 2008
Target: Increasing marketing effectiveness
Share of marketing spend
by product
2007::
Device based campaigns led to
fragmentation of media spend
7560
E90
5100
N95
N73
1240
N81
3250
E65
N78
5500
E61
6600
N82
8500 7700
100
© 2008 Nokia
Capital Markets Day 2008
3230
3100
Solution: Theme based marketing
Convergence
Music
Navigation
Productivity
Time
Q1
© 2008 Nokia
Q2
Capital Markets Day 2008
Q3
Q4
Solution: Theme based marketing
Navigation theme
Hero device
Convergence
Nokia 6210 Navigator
Music
Supporting devices
Nokia 6220 Classic
Nokia N95 8GB
Nokia N85
Nokia E71
Navigation
Nokia E66
Nokia
Productivity
Maps
Time
© 2008 Nokia
Capital Markets Day 2008
Solution: Theme based marketing
Convergence
Share of marketing spend
per theme
2009:
:
Music
More wood behind fewer
arrows
Email
Convergence
Navigation
Navigation
Music
Productivity
Time
© 2008 Nokia
Capital Markets Day 2008
Increasing stakes in digital marketing
104
© 2008 Nokia
Capital Markets Day 2008
Increasing stakes in digital marketing
105
© 2008 Nokia
Capital Markets Day 2008
Outline
Global view
Brand
Consumer
Operator cooperation
Marketing efficiency
Go-To-Market
Summary
© 2008 Nokia
Capital Markets Day 2008
Go-To-Market brings Nokia solutions to market
Device
© 2008 Nokia
Ovi services
Capital Markets Day 2008
Partner apps
and services
Operator
customization
and services
Marketing
and retail
Go-To-Market: combining devices and services
Nokia Music Store
© 2008 Nokia
Capital Markets Day 2008
+
Nokia Music Devices
Go-To-Market: exciting 360° marketing
Nokia Music Store
© 2008 Nokia
Capital Markets Day 2008
+
Nokia Music Devices
Go-To-Market: cooperation with retailers
110
© 2008 Nokia
Capital Markets Day 2008
Go-To-Market: Nokia E71 & Email solutions with
operator collaboration
© 2008 Nokia
Capital Markets Day 2008
Go-To-Market: Operator cooperation
Orange N96
• Customized user interface
• Services integration
• Orange Downloads
• Orange Traffic TV
• Orange Email and more…
© 2008 Nokia
Capital Markets Day 2008
Go-To-Market: Content customization
BBC iPlayer
• BBC programs from the past week.
• BBC iPlayer supports on-demand TV & Radio Streaming and DRM Download over Wi-Fi, plus
Streaming on select 3G networks
Nokia Video Center
• Program feeds for BBC, SKY and ITV
© 2008 Nokia
Capital Markets Day 2008
Go-To-Market – a strategic asset for Nokia
Very sustainable competitive advantage
• Superior geographical coverage and relationships
with main actors
• Critical mass of skillful solutions selling resources
• Very strong Go-To-Market process
• Seamless synchronization of GTM process and
Demand-Supply network process
© 2008 Nokia
Capital Markets Day 2008
Outline
Global view
Brand
Consumer
Operator cooperation
Marketing efficiency
Go-To-Market
Summary
© 2008 Nokia
Capital Markets Day 2008
Building a strategic asset for Nokia
Consumer insight
Experience brand
Theme based
marketing
Go-To-Market
© 2008 Nokia
Capital Markets Day 2008
Thank you.