Nokia envisions a world where
connecting people to what matters
empowers them to make the most
of every moment
There are more than six billion of us on this planet. We are
all different and we value many different things in life. To
some people, what matters is staying in touch and sharing
experiences; others want to provide for their families and
get ahead in their careers; some just want to have fun and
live for the moment. More often than not, what matters to
you is a unique combination of all of these.
At Nokia we increasingly see mobile communications helping
everyone connect to the things that matter most in their
lives. And because that’s important in itself, that means
being connected any time and in any place.
Connecting people in new and exciting ways means giving
everyone the power to choose when and how to stay in
touch with those important things, so that they can make
the most out of every moment. The majority of the people
on this planet already have a mobile device, but we are
entering an age where soon a whole world of smart services
will be a part of each person’s life.
So imagine an entire planet where people, places and infor-
mation are seamlessly connected; where communications
devices and services are such an integral and indispensable
part of our lives, they really do become second nature.
This is how we see the world and the role of communications
in making it happen. On the following pages we hope you’ll
get some idea of how Nokia is making this come to life.
Olli-Pekka Kallasvuo, Nokia CEO
The way we live next
By 2015, we believe that communications In this new era of mobile communications, each
technology will have totally adapted to of us will be able to be connected to a universe of
your personal needs, anticipating what shared experiences that transcend the boundaries
you want to do. The technology will be of time and geography. Mobile solutions – combining
invisible, the user interface seamless and devices and services – will be aware of our social
intuitive. This means you won’t need to network and lifestyle, and sensing our location,
learn about the technology to get the most purpose and even our mood, will point and lead us
out of your mobile device or service. In fact, to people, places and information that are uniquely
your communications tools and services relevant to us.
will learn from you. Being connected to the people and things that
Nokia is developing highly personalized matter most to us is fast becoming a natural and
and contextually relevant solutions that essential part of our everyday lives.
will connect you to wherever you want to
be, whenever you want to be there. 5
These innovative solutions will provide
the intuition and power to share our
feelings and experiences as they happen.
Turning future ideas into reality
You find yourself in Barcelona, Spain…
You come across a beautiful building, an object like nothing else you have ever seen.
Naturally, you want to find out more. You could break the moment and use your device
to browse the internet, or you could simply point your device at the building and let
the technology find the information for you, almost like live TV.
The same could go for a movie poster. You point your device at the poster, and it
instantly plays you the movie trailer, checks seat availability at the nearest movie
theatres, and lets you buy tickets. It also tells you which of your friends or family are
nearby, and helps you purchase tickets for them too.
These are just two examples of how mobile solutions will soon make your life easier
and more fun, made possible when your mobile device combines your social contacts
with your physical location. We call this Social Location, or SoLo for short. And it’s just
around the corner.
Think of it as your mobile phone, the internet and PC coming together to form one
easy-to-use whole – working together as a kind of sixth sense.
Why live in different worlds?
Many of us regularly tap into three different digital worlds: the
PC, the web and the mobile world. Nokia is working to remove
the artificial barriers that have long existed between them.
Imagine you want to travel somewhere new. You may go
Smart services online, download a map and print out a hard copy to take
SoLo, combined with micro-blogging tools, allows with you. But wouldn’t it be simpler just to let your mobile
you to socialize and share by letting your friends device call up the map and have its navigation system give
know where you are, how you are feeling and what you turn-by-turn directions on how to get there? Your mobile
you’re doing. This is just one possibility that comes device knows what you want to do, and combines all the
from combining the real world dimension with the relevant information to help you do it. You will soon be able
virtual world of the internet, digital maps and the to apply this approach to all walks of life.
contacts in your phone. Nokia is helping to create a world where you can do this
Whatever you do, you will always be in control. wherever you are, whenever. Forget the constraints of your
You will be able to modify, engage or stop these PC and time-consuming internet searches. Welcome to the
features at will. You decide. freedom of your truly mobile computer.
Nokia N97 Nokia E71
The Nokia N97 instantly became a new benchmark The Nokia E71 is an impressive performer,
for our industry. This mobile computer integrates our which last year drove shipments of the whole
Ovi services with many unrivalled features, including Eseries range over the 10 million unit mark.
32 GB of onboard storage, a high resolution 3.5-inch The Nokia E63 continues with the same
touch screen and a fully customizable homescreen. slender form factor and is available globally
for the equivalent of less than €200. With
IBM Lotus Notes Traveler and Microsoft Mail
for Exchange, Nokia Eseries devices connect
to 90 percent of the world’s corporate email
systems without the need for additional
middleware. Nokia Messaging provides
the best connection to the world’s leading
consumer email products.
take us into tomorrow 9
Nokia 5800 XpressMusic Ovi, the consumer brand for Nokia internet services, brings
together your online world, your mobile device and your
The Nokia 5800 XpressMusic, our first mass-market
PC into an easy-to-use and consistent experience. With Ovi
touchscreen device sold more than one million
you can easily manage, sync and share your personal files
units in just a few months after it went on sale in
or information, as well as access Nokia services in media
selected markets. Making the most of touchscreen
sharing, maps, games, music and messaging.
technology, the Nokia 5800 XpressMusic delivers
easy and fast access to all music, video and photos
through a one-touch ‘Media Bar’ menu. The Media
Nokia is connecting people to what matters most to them
Bar also offers a direct link to the web and to online
most by seamlessly integrating devices and smart services.
You will no longer need to worry about whether different
features fit together, or when, where and how they can be
used. All that’s left is an irresistible consumer experience;
a new and exciting way to connect people to what matters.
Since its foundation way back in 1865, Nokia has
always steered a course based on a clear vision
and strategy. The company has a long history
of technological innovations and a leading role
in enabling people to maximize the social and
economic benefits from mobile communications.
This led to mobile communications being the
fastest-growing technology in mankind.
We are proud of our heritage and the values
that guide our thinking and everyday actions.
They are the foundation of Nokia’s success.
Our way of
Our innovations and understanding of people’s needs are based
on studies of more than 100,000 consumers in almost 30 countries.
These studies represent an unparalleled amount of insight, some
12 billion data points to be exact. But we don’t just look at data.
Our designers and anthropologists go out into the real world to see
exactly how people are using mobile and Internet technology as part
of their everyday lives. All this quantitative and qualitative data are
fed directly back into our portfolio management and design, so that
our products and services are as inclusive and useful to people as possible.
Our employees – from design engineers and software programmers
to product line specialists and sales staff – can be found across the globe.
We know we can only fully understand the wide diversity of people’s
needs, and work to meet them, by being close to our customers.
Local presence on a worldwide scale means we can offer our
customers a broad portfolio of devices and services. Our assets include
a worldwide distribution network, flexibility and efficiency in logistics
and the trust that comes from one of the world’s leading brands.
Connecting over a billion people every day
The global four billion mobile subscriber milestone was reached in
early 2009, according to the GSM Association, an industry trade group.
More than one billion people place their trust in Nokia devices and
services each and every day. In fact, Nokia was ranked the fifth best
brand in the world by Interbrand in 2008, for the second consecutive year.
‘Connecting People’ is at the heart of the Nokia brand. This increas-
ingly means connecting people to what matters most, to give them
the power to make the most of every moment.
Our vision of the world is already becoming
a reality. We are providing the gateway for
people to join this connected world through
popular services such as Ovi Maps, Ovi Mail
and Comes with Music.
And if you wish to use your Nokia device
to access other navigation, email, social net-
work, photo-sharing and other sites, you can.
Corporate email inboxes are also on the
device menu with ninety per cent of clients
(Microsoft Mail for Exchange and IBM Lotus
Notes Traveller) being fully compatible and
easy to set up.
Nokia continues to invest in its own research and development
while championing the use of open systems. We see our role
as a catalyst for innovation. That is why we moved to establish
the Symbian Foundation, one of the biggest contributions to
an open community that our industry has ever made.
A healthy and vibrant community
We believe that the greatest innovations come from having a
strong community of partners. That’s why we are committed to
working closely with our users, developers, operators and other
partners. A healthy community of partners will bring innovations
to the market much faster than companies working on their own.
Some of these innovations are inspired by our own research into
how people use mobile and Internet technology.
Excellence outside, excellence inside
The innovations of a strong partner community then feed into our
research and development teams which in turn drive product design.
We then work with the leading operators in the world to help bring
these products to market and to tailor them to specific needs.
4 million minds and counting
Nokia’s global developer program, Forum Nokia connects developers
to tools, technical information, support, and distribution channels
that they can use to build and market applications around the globe.
With more than 4 million registered developers in the Forum Nokia
community, Nokia actively supports taking the tools, building upon
them and innovating on Nokia platforms for a host of new services
and content types.
One innovative and potentially lucrative distribution channel for
content providers and developers is the Ovi Store, a scalable media
A billion positive changes every
day with the Power of We
The economic and social benefits of mobility are
irrefutable. With more than four billion people
Thinking inside and outside the box
already connected, of whom more than a billion
using Nokia devices, we have both the potential We consider the environment by deploying
and the responsibility to make a big difference in a range of environmental practices across
the world. Small steps taken by a billion people all our operations. These include:
adds up to a huge impact. The best way for Nokia • Phasing out the use of materials like PVC
to be a good corporate citizen is therefore to ensure • Reducing charger no load power
that we continue to develop mobile communications consumption by up to 95%
products and services for everyone and ensure that • Adding alerts to remind you to unplug
we consider environmental and social issues in your charger once the battery is full
everything we do. This commitment is extended • Making up to 80% of Nokia devices
further by asking our countless partners and recyclable
suppliers to show a similar concern for the planet • Creating eco services to inspire more
and its inhabitants. sustainable behavior
Committed to a
sustainable future 15
In 2008, we led the development of
an industry-wide energy ranking for
chargers, thereby helping consumers to
choose the most efficient chargers and
encouraging the industry as a whole to
further increase energy efficiency.
We are also creating environmentally-
themed services and applications that
will help you use your mobile device
to make informed and sustainable
Our culture, our values
Bringing together talent, vision and shared principles
A flat, networked organization, as well as speed and flexibility in decision-making,
characterize our way of working, which we call the Nokia Way. Openness towards
people and new ideas, as well as integrity, are key qualities we encourage at all times.
We look for innovative ways to create and introduce our products and solutions to
the market and so provide the people that work in our company with a platform for
personal growth in a challenging and dynamic environment.
Values for everyday business
As with every other company, our company values set us
apart by how well they are reflected in everything we do.
We’re proud of our values because they have made us
what we are today. They provide direction for consistent
behaviour, as employees and citizens of the world, and
towards our transformation into an internet company. To
better reflect our changing business environment and new
direction, we recently renewed our values through a process
that gave our employees a leading role in articulating our
culture and how we act. These values are the foundation for
our evolving culture and the basis of our operational mode.
Living them every day is our shared philosophy.
Our values defined
Passion for innovation
Engaging you Achieving together Very human
We are at our most
At every step of the way, We can all achieve on our This applies to what we
innovative when we
we need to engage all our own, we can do things offer customers, how we
tap into people’s desires
stakeholders, including together, but doing do business and the
to live their dreams,
employees, in what the both – in other words impact of our actions and
releasing the courage
company stands for in succeeding through behavior on people and
to make the leap into
the world and how we collaboration and the environment. It is
the future through new
meet the needs of our partnership – shows the about being very human in
and improved ways
customers. true potential of Nokia. the world – making things
and through a better simple, respecting and
understanding of the caring for people, even in
world around us. tough business situations.
Mobility and the internet continue to converge. As
a truly consumer-led company, we create value by
combining smart services and the best devices to
deliver irresistible solutions, while growing our
high-volume product business.
Our strategic objectives are:
• Irresistible solutions and vibrant ecosystems
• Direct and continuous consumer relationships
• Best devices
• Smart services
To achieve our vision, we will strengthen our
trusted consumer relationships by moving from
discrete transactions to a dynamic dialogue with
the consumer. We are committed to building direct
and continuous consumer relationships.
We will drive for continued growth in our
devices business and our goal is to broaden our
geographic reach and to address all price points
by creating the best devices. Our broad device
base will be the bedrock of our growing Services
We will invest in creating relevant, personalized
services that blend the dimensions of people and
places. Our target is to have 300 million people
using our smart services by 2012.
With our devices and services, we will be able
to deliver irresistible solutions with seamless and
delightful consumer experiences thereby connecting
people to what matters most in their lives.
Group Executive Board
Corporate Development Office
Organized for success
The world is changing, so are we The right combination
Continuous transformation is part of today’s business life. Serving the devices and
Throughout its history, Nokia has adapted and made constant services business, Nokia has
changes to its operations to respond to the needs of the market. four units: Devices, Services,
We are currently transforming and shaping our business operations Markets and the Corporate
to reflect the evolving nature and structure of a converging mobile Development Office. These
and internet world. units work together to execute
Nokia currently has three reportable segments: Devices & Services, Nokia’s devices and services
NAVTEQ, and Nokia Siemens Networks. strategy and explore future
To achieve business success in a long-term, sustainable way, it growth opportunities.
is vital that we continue the transformation of the company into
an internet company.
The right acquisitions
Among other acquisitions in 2008,
the Nokia family was expanded
with NAVTEQ, a leading provider
of digital map information for
navigation and mapping systems.
This strategic acquisition is a
key enabler for our concept of
‘Social Location’ and our range 21
of location-based services.
The right network
Nokia Siemens Networks was
formed on April 1, 2007, and
combined our former Networks
business group with Siemens’
carrier-related operations for
fixed and mobile networks. Nokia
Siemens Networks is jointly owned
by Nokia and Siemens and
consolidated by Nokia. Nokia
Siemens Networks has five business
units: Radio Access; Converged Core;
Broadband Connectivity Solutions;
Operations and Business Software;
The 10 markets in which Nokia generated the greatest
net sales in 2008 were (in order of magnitude) China,
India, the UK, Germany, Russia, Indonesia, the US,
Brazil, Italy and Spain.
At the end of 2008 Nokia had
• Device manufacturing in 9 countries
• Infrastructure equipment manufacturing
in 4 countries
• Strong R&D presence in 16 countries
• Sales in more than 150 countries
At the end of 2008 Nokia employed almost
22 126 000 people.
Personnel Net sales
Dec. 31, 2008 2008
49% Europe 37% Europe (% of net sales)
17% Asia-Pacific 22% Asia-Pacific
12% China 14% Middle East and Africa
11% Latin America 13% Greater China
7% North America 10% Latin America
4% Middle East and Africa 4% North America
Net sales 23
2004 2005 2006 2007 2008
29 371 34 191 41 121 51 058 50 710
2004 2005 2006 2007 2008
4 326 4 639 5 488 7 985 4 966