(Tapio Hedman, Ralph Kunz) (2006)

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
LG
4%
Samsung
7%
RIM
2%
Siemens Ericsson
1%
1%
Qualcomm
0%
34%
Microsoft
7%
Motorola
10%
Sony Ericsson
11%
Apple
23%
Source: Multimedia Media Monitoring September 2006 by Observer
Highest share of media attention
Global multimedia coverage September 2006
LG
4%
Samsung
7%
RIM
2%
Siemens Ericsson
1%
1% Qualcomm
0%
Networks
6%
Corporate
32%
34%
Microsoft
7%
Motorola
10%
Sony Ericsson
11%
Enterprise
Solutions
6%
Strategy &
Technology
9%
Mobile Phones
18%
Apple
23%
Multimedia
Multimedia
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
Positive
Neutral
Source: Multimedia Media Monitoring September 2006 by Observer
1000 1200
Negative
1400
1600
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
13
16
15
11
11
7
Total
Technology
Leaders
Young
Explorers
Source: On Track, Global Q2’06
Base: Total Sample = Total Population
Career
Builders
Pragmatic
Leaders
Style
Leaders
Young
Settlers
Practical
Home
Owners
Style
Followers
Style
Seekers
7
Family
Comfortable
Providers
Seniors
Nokia Nseries people
Source: ??
Technology
Leaders
Technology Stylists
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
Networking
26
© 2006 Nokia
Internet-based
communities
Search
Location-based
experiences
By 2010, full mobile web browsers
as abundant as PC browsers
All NSeries devices with full web functionality
Growth of web browsers: mobile vs
PC
1500
CAGR >
50
%
(M)
1000
Nokia’s Open Source
Browser with leading
position
500
0
2005
2006E 2007E 2008E 2009E 2010E
Mobiles with
Full Web
Browser
WAP Browser/
xHTML Browser
Source: Nokia Forecast 2006
27
© 2006 Nokia
PCs with
Full Web
Browser
Maps,
News
Sports
& News
Flight
booking
Weather
eCommerce
Web mail
Search
driving
Feeds
&
& Banking
JavaScript
&
Mini
Map
/&
Page
News
JavaScript
& SSL
Feeds
directions
Blogs
Dynamic
Overview
Feeds
& HTML
JavaScript
&
support
&
Blogs
Finance
RSS
Blogs
SSL
support
AJAX Web
sites
Internet-based communities will go mobile
Evolution of Call Paradigm
Location to Location
Is Mr. Bell at Home?
Person to Person
Communities
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
combined with VoIP framework.
• Framework for partner VOIP
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
50
Research
(B)
Local Information
Contests
30
News
20
Greetings
10
IM
0
20
40
60
80
100
% of respondents who use application
Source: U.S: Bear Sterns –
“Consumer Internet” Equity
Research May 2006
30
40
© 2006 Nokia
0
2003
2004
2005 2006E 2007E 2008E 2009E 2010E
Search
Advertising
Source: U.S: Bancorp Piper Jaffray
Total Online
Advertising
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
Personal Navigation Location
aware
Devices (PND)
devices
Accessible
Market
1000
(M annual device sales)
Online
Routing
(”Mapquest”
)
500
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
ad©volume
2006 Nokia
33
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,
Biz Model: Generate a community through free
maps and income through upselling and ads
The Impulse for
more: Free Mapping
and Routing
€ Transactions
€ Navigation
Free Maps
& Routing
€ Advertising
34
© 2006 Nokia
€
Premium
Content
Tech Innovation: uniquely scaleable map- and
content delivery mechanism
smart2go Tile 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
yet stored on client
• Bitmaps
address search, mapping)
• 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
Content Partners
Service
Provider
Bill &
Payment
Distribution
Sales
Vector Maps
Credit card
Nokia
Retail
Marine Maps
Operator
OEM
Operator
Satellite Maps
Retail
OEM
Consumer
Consumer
Consumer
OEM
Download
From smart2go.com
36
© 2006 Nokia
Do New Experiences establish
the foundation for Mobile Web 2.0
37
1.
2.
3.
4.
Iconic
broadband
internet
experience in
consumers
pockets
Major branded
internet
communities
plugged-in to
Nokia’s
framework.
Search is a key
entry point to
the internet ,
with even
more
relevance
when mobile
Disruptive
business
model with
platform for
navigation/
content upselling and
add
placement
© 2006 Nokia
38
© 2006 Nokia