(mobileYouth) Nokia: Reclaiming Indonesia. How can Nokia regain the teen market in Indonesia?

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Nokia Indonesia needs to focus on being loved by the few that matter – its beachheads. Who are these beachheads? Why do they matter? How can Nokia activate them for word-of-mouth marketing? Download …

Nokia Indonesia needs to focus on being loved by the few that matter – its beachheads. Who are these beachheads? Why do they matter? How can Nokia activate them for word-of-mouth marketing? Download this presentation at http://www.mobileyouthreport.com/reclaimed

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  • 1. Nokia: Reclaiming Indonesia
    FLICKR: YUHUI
  • 2. The story so farNokia was Indonesian youth’s most preferred handset. It stood for innovation, social badge, and affordable reliability. .Then Apple, BlackBerry, & Samsung stepped in and elbowed Nokia out of those differentiators. .With its identity and relevancy eroding among Indonesian youths, Nokia will continue its slippery downward slide, unless it re-engages its beachheads.
    FLICKR: JOHN KARAKATSANIS
  • 3. Beachheads …
    … are the most influential customer segment that Nokia needs to cater to if it aims to conquer the mainstream market.
    Nokia has beachheads within the 25-29 age group, who are driven by a sense of nostalgia for the good old days when Snake was the most cutting edge piece of app on a mobile handset. They have fond memories of the original Nokia SMS and caller ringtones.
    FLICKR: FILTRAN
  • 4. What’s Next?Being liked by everybody is doesn’t give returns on investment. Nokia needs to focus on being loved by the few that matter – its beachheads.Nokia should help its beachheads reclaim the space of nostalgia - family, relatives, close circle of friends . In return the beachheads will do what they naturally do: advocate the brand to their networks.
    FLICKR: ED SCHIPUL
  • 5. Key questions for Nokia Indonesia
    Are you focused on the 10% beachheads who love your brand or the 90% customers who like your brand?
    How can OVI store stand out among app stores to become an indispensible tool for young Indonesians reclaiming their social space?
  • 6. How Beachheads Work
    Sell to the Sold.
    Focus on the 10% of the market that will influence the 90%
    Influence(Earned Media)
    Customers
    Marketing Focus
  • 7. Beachheads make brands profitable
    Our new metric, SMART Index, measures Beachhead activity for each handset brand and shows its relation to brand profits
    SMART INDEX
    60%
    BlackBerry
    Apple
    Samsung
    Sony Ericsson
    Motorola
    CHANGE IN
    SHARE OF MARKET PROFIT
    -60%
    60%
    Handset brands that have successfully increased their SMART scores have also seen an increase in their share of market profit as a % share. For example, Apple’s SMART index recommendation score for youth has increased nearly 50% while its share of total markets has increased nearly 50%
    Nokia
    Source: mobileYouth 2011
    -60%
  • 8. Find out more about your beachheads
    BRAND HEAT MAPS
    BRAND RANKINGS
    BRAND BEACHHEADS
    A CROSS CULTURE STUDY ON THE EFFECTIVENESS OF BRAND BEACHHEADS AND HOW THEY AFFECT FUTURE PROFIT FOR MOBILE BRANDS LIKE BLACKBERRY, NOKIA, APPLE, SONY ERICSSON, SAMSUNG & MOTOROLA
    HTTP://WWW.MOBILEYOUTHREPORT.COM
    “The industry changed, and now it’s time for Nokia to change faster."
    – Stephen Elop, CEO Nokia, Q4 2010 Earnings Release