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Very Human
Technology –
the Nokia strategy

                     Petra Söderling
                    Head of Marketing
   ...
Way of life



2   © 2007 Nokia
Nokia’s four
    businesses
      Lead and win in devices.
      Grow consumer Internet services.
      Accelerate adoptio...
Our vision
A world where everyone
can be connected

    In 2015, 5 billion people always connected,
    and 100 fold more ...
Our promise

We help people
feel close to what
matters to them.
5   © 2007 Nokia
Nokia’s strategic
capabilities
    Consumer understanding.
    Brand.
    Technology and architecture.
    Channels & supp...
Nokia values
Engaging you
Achieving together
Passion for innovation
Very human
7   © 2007 Nokia
Nokia brand
aspiration

         The most loved & admired
         brand in the world.
8   © 2007 Nokia
Design is about practical
    intelligence and aesthetic
    delight.




9   © 2007 Nokia
Simply
             beautiful.
             Beautifully
             simple.
10   © 2007 Nokia
Observe,
                    then design.
11   © 2007 Nokia
Nokia’s consumer
     understanding
                    10 billion data points in 2 waves
              77,000 people in 1...
Vertical Axis – based on behavior
                    High involvement


Highly involved consumers…
• Replace phone every ...
Horizontal Axis – based on attitude

                          Highly aspirational consumers…




                        ...
Consumer
                                                               HIGHER
                                           ...
Enhancements &
applications




16   © 2007 Nokia
Respect
                    individual
                    preferences
17   © 2007 Nokia
Summary

Very Human Technology
Consumer understanding
Variety of products
Open development
18   © 2007 Nokia
Thank you



19   © 2007 Nokia
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Very Human Technology

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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.

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Transcript of "Very Human Technology"

  1. 1. Very Human Technology – the Nokia strategy Petra Söderling Head of Marketing Nokia Research Center AAATE 2007 1 © 2007 Nokia San Sebastian, Spain
  2. 2. Way of life 2 © 2007 Nokia
  3. 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. 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. 5. Our promise We help people feel close to what matters to them. 5 © 2007 Nokia
  6. 6. Nokia’s strategic capabilities Consumer understanding. Brand. Technology and architecture. Channels & supply chain. 6 © 2007 Nokia
  7. 7. Nokia values Engaging you Achieving together Passion for innovation Very human 7 © 2007 Nokia
  8. 8. Nokia brand aspiration The most loved & admired brand in the world. 8 © 2007 Nokia
  9. 9. Design is about practical intelligence and aesthetic delight. 9 © 2007 Nokia
  10. 10. Simply beautiful. Beautifully simple. 10 © 2007 Nokia
  11. 11. Observe, then design. 11 © 2007 Nokia
  12. 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. 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. 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. 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. 16. Enhancements & applications 16 © 2007 Nokia
  17. 17. Respect individual preferences 17 © 2007 Nokia
  18. 18. Summary Very Human Technology Consumer understanding Variety of products Open development 18 © 2007 Nokia
  19. 19. Thank you 19 © 2007 Nokia
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