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

    • Nokia: Reclaiming Indonesia
      FLICKR: YUHUI
    • 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
    • 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
    • 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
    • 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?
    • 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
    • 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%
    • 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