From Handset manufacturer to Service provider <ul><li>A Nokia perspective </li></ul><ul><li>Paulien Strijland </li></ul>
Changing world
Nokia
Ovi
Nokia
Nokia
Nokia “ Simply renew your Comes with Music device today”  “ You can renew your Comes with Music membership … by buying a n...
Nokia
Shorter lifespan Hardware –> Software Dynamic products Reenie-Just Reenie’s Trends
Life time to Years to Months to Days…
Life time   Friso Kramer - 1953 Kai Franck - 1958
Years  Sony walkman - 1979 Apple iBook - 1999
Months/days/hours:  Internet evolution 1995 1996 1998 2006 2004 2005
Hardware - software…
Tom Tom
Hardware - Software
Static – dynamic …
Mobile phone face plates – 1998
Google
Microsoft
Microsoft
Changing ways of working …
Process Roles Openness  Data  Relationships Global Patrick Kelley, U.S. Coast Guard   Changes
Process
Waterfall - Agile
Waterfall - Agile
Yahoo!Travel - 2006
Yahoo!Travel - 2007
Roles
Designer = Software engineer Matrixizationized   
Designer = Product Manager / analyst local businesses 29% ctr local category 50% ctr maps 47% ctr
Designer = Copy writer
Openness
Closed - Open Seurasarentie,
Data
Usability
Data analytics
Yahoo! Header redesign - 2006
Relationships
Relationship
Relationship
Global
Global
Global
Summary
Changes: Process Roles Openness  Data  Relationships Global Summary Trends: Shorter life spans Hardware –> Software Dynami...
Q&A
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BBP 4/5. Paulien Strijland, Nokia

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At April 15th, in the Amsterdam Breitner Building, the seminar Business Beyond Products took place. These are the slides of the presentation by Paulien Strijland, Nokia. (part 4 of 5)

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  • Ask audience: who has ever owned a Nokia? (probably most hands go up)
  • Before build Ask audience: Who has heard of Ovi (probably few hands go up) After build – now that you’ve seen a few services Ovi offers. Who realizes that they actually have used some Ovi services? This is our problem, and it raises many questions around branding, marketing, but most importantly: How do we need to work differently
  • Very few products explicitly are marketed with the Ovi services
  • Our web pages don’t have a clear point of view, but are probably ahead in attempting to change and promote services in addition to hand sets (phones) Basic infrastructure still handset focused (Home, buy online, all handsets are the three first tabs). All services are hidden behind the 4 th tab “Extra Services”
  • Is buying a new phone what CWM customers want? Also, internal Nokia employee program doesn&apos;t include the service activation code with the phones…
  • Is this really what a consumer who is an active CWM user wants/needs if their ‘old’ phone is just a year old?
  • Quickly through next 3 slides: Many more recent products that were iconic when they were first put on the market had a life span of several years, not a life time.
  • With the internet the pace has picked up even more. We can’t imagine our lives without these companies, yet, many of them didn’t exist a few years ago. This general trend to shorter product life times, and faster product iteration requires new ways of working.
  • Many products have hardware and software that is extremely integrated, and in the case of Nokia, much of the functionality is moving out of hardware into software. Again, this requires changes in thinking
  • Ultimate dynamic behavior – page changes based on my past use of the site
  • Ultimate dynamic behavior – page changes based on my past use of the site like Google and aggregate information from many travelers is used to tell me if flights are likley to get cheaper or not (allows me to judge if I am getting a good deal)
  • Ultimate dynamic behavior – page changes based on my past use of the site like Google and aggregate information from many travelers is used to tell me if flights are likley to get cheaper or not (allows me to judge if I am getting a good deal)
  • Redesign in 2 week sprints – continually testing and fine tuning design
  • 1.2B Nokia phones in use, yet we were not leveraging the potential of that user group. Instead we focused exclusively on selling new phones.
  • In our Ovi store we only featured 3 rd party products, not Nokia’s own software upgrades and new products
  • Nokia Finland site is only accessible in Finnish. Airline sites tend to do this well, corporate sites tend not to.
  • In a connected world ensuring that your product works globally is increasingly important. Sure, I couldn’t figure out how to use certain features of my washer when I moved to Finland because the manual was in Finnish and Russian only. However, that is a less likely scenario than that I travel in Finland and access web sites. Some examples: Facebook advertises to me in Finnish (and assumes I need menopause cream)
  • BBP 4/5. Paulien Strijland, Nokia

    1. 1. From Handset manufacturer to Service provider <ul><li>A Nokia perspective </li></ul><ul><li>Paulien Strijland </li></ul>
    2. 2. Changing world
    3. 3. Nokia
    4. 4. Ovi
    5. 5. Nokia
    6. 6. Nokia
    7. 7. Nokia “ Simply renew your Comes with Music device today” “ You can renew your Comes with Music membership … by buying a new Comes with Music mobile”
    8. 8. Nokia
    9. 9. Shorter lifespan Hardware –> Software Dynamic products Reenie-Just Reenie’s Trends
    10. 10. Life time to Years to Months to Days…
    11. 11. Life time Friso Kramer - 1953 Kai Franck - 1958
    12. 12. Years Sony walkman - 1979 Apple iBook - 1999
    13. 13. Months/days/hours: Internet evolution 1995 1996 1998 2006 2004 2005
    14. 14. Hardware - software…
    15. 15. Tom Tom
    16. 16. Hardware - Software
    17. 17. Static – dynamic …
    18. 18. Mobile phone face plates – 1998
    19. 19. Google
    20. 20. Microsoft
    21. 21. Microsoft
    22. 22. Changing ways of working …
    23. 23. Process Roles Openness Data Relationships Global Patrick Kelley, U.S. Coast Guard   Changes
    24. 24. Process
    25. 25. Waterfall - Agile
    26. 26. Waterfall - Agile
    27. 27. Yahoo!Travel - 2006
    28. 28. Yahoo!Travel - 2007
    29. 29. Roles
    30. 30. Designer = Software engineer Matrixizationized  
    31. 31. Designer = Product Manager / analyst local businesses 29% ctr local category 50% ctr maps 47% ctr
    32. 32. Designer = Copy writer
    33. 33. Openness
    34. 34. Closed - Open Seurasarentie,
    35. 35. Data
    36. 36. Usability
    37. 37. Data analytics
    38. 38. Yahoo! Header redesign - 2006
    39. 39. Relationships
    40. 40. Relationship
    41. 41. Relationship
    42. 42. Global
    43. 43. Global
    44. 44. Global
    45. 45. Summary
    46. 46. Changes: Process Roles Openness Data Relationships Global Summary Trends: Shorter life spans Hardware –> Software Dynamic products
    47. 47. Q&A

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