Nokia Digiday Mobile

Mobile trends Jeremy Wright, Global Director, Mobile Brand Strategy, Nokia Interactive

More than 1 billion Nokia devices in use - 38% market share
World’s 5th most valued brand
Focus on Internet services
Global network of Nokia, carrier and premium publisher sites
6 Awards in 2008 for brand campaigns

PC internet also growing … Source: AMD, Internet World Stats, EMC, Nokia 1995 2000 2005 2010 1 2 3 4 5 6 7 Billion but not homogeneously Source: ITU, Internet World Stats Mobile has different role to play in emerging markets World population Internet users Mobile subscriptions Internet penetration Mobile users

Attitudes to advertising vary Cynical Cynical Cynical consumers saturated by advertising and cynical in attitude Optimistic Optimistic Optimistic Optimistic consumers view advertising positively as useful source of info & entertainment Rational Rational Rational consumers open- minded about ads, but demand clear benefit

Smartphones rising
Death of patience
Rewarding engagement
Personal expression
New learning economy
Clickable world
Personal relevance
7 trends

Smartphones rising

Source: Economist

The converged device Always with me

Smartphones multiple usage Voice 12 % Time per application Source: Smartphone 360 study 2007 Messaging 37 % Multimedia 16 % Personal Information Management 14 % Productivity 1 % Utility 4 % Games 4 % Browsing 8 %

30+% pa growth
Exceeds laptop unit sales
Nokia 44% share
Taking roles from online
Rise of the app
Highly influential
Tap to Sign Up for Alerts Nokia 44% Apple 8% RIM 17% HTC 4% Other 23% Samsung 4% Source: Gartner, end 2008

Launch May 2009

Not just for Smartphones: addresses 98% of users new to apps
But a smart store:
- suggests things you might like, adding ‘social location’ dynamics
- shows relevant apps based on what friends have bought or where you are
AccuWeather, Facebook, Rough Guides, Lonely Planet, Electronic Arts, Fox Mobile, and MySpace already developing
Ovi Store

Death of patience LouisCK.flv

New technologies raising expectations
Intolerance of delays:
Queues
Download times
Dislike of ‘downtime’
Rise of bite-sized information
Expectation for fast, instant engagement

Contactless payment Mobile wallet Couponing

Rewarding engagement

Consumer/provider relationship changing
Brands must reward engagement
Lines blurring between advertising and useful services
Consumers interacting more to create the content
New business models
Future where basic services and copyable content free, while people pay for deeper engagement

Pepsi Super Bowl can design launch
Banners on Sprint offered:
Win tickets
Live video updates of game
Download branded wallpaper
View video of new can designs
4.65% average CTR
Wallpaper download more popular than click to win tickets (175,000 downloads)
50+% of clicks downloaded wallpaper
60+% of clicks viewed video
© 2008 Nokia

Game rewards
Nike T90 football game
Pan Europe on Nokia Media Network
200,000 downloads in month
7% average CTR, 33% on some sites
View catalog & download ‘Dee&Gee’ game
10% average CTR on nokia.mobi

Coupons and tickets Big potential, especially in a recession-hit world “ Frugal cybermoms are nations new sweethearts”

Personal expression

The way we engage with machines has changed dramatically
Mobiles are potent for self expression, both in what they say about you and how they are used
Becoming more expressive, easy, rich, intuitive and fun

Missing you…

Seda: Brazil Talked about in 100+ internet communities First tech attribute scores 5% average CTR 360k mobile site visits (2x web) in 2 months MMA award

Greater personal responsibility for education
Outside classroom: gaming and communities
Blurring boundaries between gaming and learning
Learning increasingly seen as personal enrichment and self-development
Growth of self monitoring tools and services

Nokia Sports tracker GPS-based activity tracker Monitors route, distance, speed, altitude, heart rate, pictures on route Community functions MWC 2009 award

Knorr recipes: bookmark by handset & market Knorr Mobile Cookbook

Next billion digital consumers Mid Low High Rural Suburban / low tier cities Urban Population spread Population by income class No Mobile access No Internet access Mobile penetration Fixed line internet

Nokia Life Tools Sponsorship opportunities Agriculture

Sponsorship opportunities

Education

Sponsorship opportunities

Clickable world

We see a clickable world where all marketing will become interactive
Rather than mass media dollars moving to online, interactive technologies will infiltrate all media
Mobile will be key:
Response Enquiry Reward Carry on the person Locate Profile Dialogue Payment Research

INSTORE ONLINE OFFLINE INSTORE

Point & find

Personal relevance

More data in mobile to use to improve targeting
People more willing to share info – location, time, preferences - for relevance
Mass-targeted content in decline
Control in the hands of the user

Sprint leads the field
Most advanced Carrier Grade Media
Rock solid subscriber data and mobile behavioral targeting
18m unique mobile internet users
Behaviors: 50+ categories of high-propensity Individuals. Based on mobile web browsing activity & premium mobile content purchase
Content Categories:
Search & Directories
News & Finance
Entertainment
Mobile Communications
Premium Content & Downloads
Sports
Weather
Demographics:
Age
Gender
HH Income
Geography
Education
Presence of Children
Ethnicity
Marital Status
Time of Day & Day of Week

Source: eMarketer, September 2008. Mobile-phone LBS only; excludes personal navigation devices and telematics applications. LBS extends from locations to businesses, other points of interest and friends 2012: 500 million users worldwide

Exchange of personal information for more relevant services Relevance profiling gathers sophistication Likes brands

More than mobile advertising © 2008 Nokia Branded content distribution On device marketing Carrier data Behaviour and location targeting Consumer Context In app media Bookmarks Premier publishers Handset knowledge Display advertising Nokia mobile internet services Carriers

How will mobile’s unrivalled impact grow? Over 3 times more powerful than online (Dynamic Logic) Mobile banner ad brand recall as high as 30 sec TV spot (Nielsen 2008) © 2008 Nokia Source: Dynamic Logic AdIndex July 08 2.6 5.6 23.9 3.0 12.2 1.7 5.4 1.5 4.7 6.9 Aided Brand Awareness Ad Awareness Message Association Brand Favorability Purchase intent Mobile Online

Thank you [email_address] Global Director, Mobile Brand Strategy, Nokia Interactive

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