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BBP 4/5. Paulien Strijland, Nokia
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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)

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'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)
  • Transcript

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

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