(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 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?

  1. Nokia: Reclaiming Indonesia<br />FLICKR: YUHUI<br />
  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.<br />FLICKR: JOHN KARAKATSANIS<br />
  3. Beachheads …<br />… are the most influential customer segment that Nokia needs to cater to if it aims to conquer the mainstream market. <br />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.<br />FLICKR: FILTRAN<br />
  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.<br />FLICKR: ED SCHIPUL<br />
  5. Key questions for Nokia Indonesia<br />Are you focused on the 10% beachheads who love your brand or the 90% customers who like your brand?<br />How can OVI store stand out among app stores to become an indispensible tool for young Indonesians reclaiming their social space?<br />
  6. How Beachheads Work<br />Sell to the Sold. <br />Focus on the 10% of the market that will influence the 90%<br />Influence(Earned Media)<br />Customers<br />Marketing Focus<br />
  7. Beachheads make brands profitable<br />Our new metric, SMART Index, measures Beachhead activity for each handset brand and shows its relation to brand profits<br />SMART INDEX<br />60%<br />BlackBerry<br />Apple<br />Samsung<br />Sony Ericsson<br />Motorola<br />CHANGE IN <br />SHARE OF MARKET PROFIT<br />-60%<br />60%<br />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%<br />Nokia<br />Source: mobileYouth 2011<br />-60%<br />
  8. Find out more about your beachheads<br />BRAND HEAT MAPS<br />BRAND RANKINGS<br />BRAND BEACHHEADS<br />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<br />HTTP://WWW.MOBILEYOUTHREPORT.COM<br />“The industry changed, and now it’s time for Nokia to change faster." <br />– Stephen Elop, CEO Nokia, Q4 2010 Earnings Release<br />