Your SlideShare is downloading. ×
0
Very Human Technology
Very Human Technology
Very Human Technology
Very Human Technology
Very Human Technology
Very Human Technology
Very Human Technology
Very Human Technology
Very Human Technology
Very Human Technology
Very Human Technology
Very Human Technology
Very Human Technology
Very Human Technology
Very Human Technology
Very Human Technology
Very Human Technology
Very Human Technology
Very Human Technology
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Very Human Technology

2,033

Published on

Petra Söderling, Nokia. Presentation at AAATE 2007 San Sebastian. Association for the Advancement of Assistive Technology, 9th European Conference for the Advancement of Assistive technology in …

Petra Söderling, Nokia. Presentation at AAATE 2007 San Sebastian. Association for the Advancement of Assistive Technology, 9th European Conference for the Advancement of Assistive technology in Europe.

Published in: Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,033
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
55
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Very Human Technology – the Nokia strategy Petra Söderling Head of Marketing Nokia Research Center AAATE 2007 1 © 2007 Nokia San Sebastian, Spain
  • 2. Way of life 2 © 2007 Nokia
  • 3. Nokia’s four businesses Lead and win in devices. Grow consumer Internet services. Accelerate adoption of business solutions. Leverage scale and transform to solutions in infrastructure. 3 © 2007 Nokia
  • 4. Our vision A world where everyone can be connected In 2015, 5 billion people always connected, and 100 fold more network traffic. 4 © 2007 Nokia
  • 5. Our promise We help people feel close to what matters to them. 5 © 2007 Nokia
  • 6. Nokia’s strategic capabilities Consumer understanding. Brand. Technology and architecture. Channels & supply chain. 6 © 2007 Nokia
  • 7. Nokia values Engaging you Achieving together Passion for innovation Very human 7 © 2007 Nokia
  • 8. Nokia brand aspiration The most loved & admired brand in the world. 8 © 2007 Nokia
  • 9. Design is about practical intelligence and aesthetic delight. 9 © 2007 Nokia
  • 10. Simply beautiful. Beautifully simple. 10 © 2007 Nokia
  • 11. Observe, then design. 11 © 2007 Nokia
  • 12. Nokia’s consumer understanding 10 billion data points in 2 waves 77,000 people in 1.5 hour interview 122 questions 21 countries Understanding of: Socio-Cultural, Mobile phone, Market Dynamics, Lifestyle 12 © 2007 Nokia
  • 13. Vertical Axis – based on behavior High 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 13 © 2007 Nokia Lower involvement
  • 14. Horizontal Axis – based on attitude Highly aspirational consumers… Aspirational Use the phone to project status Rational Use the phone as fashion accessory Would be willing to own different mobiles for different situations Are embarrassed if their phone looks outdated 14 © 2007 Nokia
  • 15. Consumer HIGHER INVOLVEMENT Technology Leaders Segmentation 2006 Technology Stylists Pragmatic Leaders Young Explorers Life Builders Life Jugglers Style Leaders RATIONAL ASPIRATIONAL Mature Acceptors Image Seekers Style Followers Family Providers Simplicity Seekers LOWER INVOLVEMENT 15 © 2007 Nokia
  • 16. Enhancements & applications 16 © 2007 Nokia
  • 17. Respect individual preferences 17 © 2007 Nokia
  • 18. Summary Very Human Technology Consumer understanding Variety of products Open development 18 © 2007 Nokia
  • 19. Thank you 19 © 2007 Nokia

×