Messaging for the Masses

Nokia and Messaging Purnima Kochikar Director, Market Readiness purnima.kochikar@nokia.com April 2009 Messaging Product Design | Services Design & User Experience Company Confidential 1

Why is Messaging of Strategic Importance to Nokia? Messaging—one of Nokia’s five core services. Messaging Product Design | Services Design & User Experience Company Confidential 2

Messaging.. Old Story or New Opportunity? Messaging Product Design | Services Design & User Experience Company Confidential 3

Mobile Messaging Paradox – Low uptake but high demand… <10% 78% E-mail accounts mobilized Of web email users want to today mobilize their email Source: Strategy Analytics, MyMetrix ComScore 2008, Canalys 2008 Messaging Product Design | Services Design & User Experience Company Confidential 4

…and extremely sticky once activated Instant High Demand Messaging • Mobile email and IM rank high in both developed and developing markets Email • MySpace Metrics show that >70% of Social social network interaction through Networking mobile is messaging related Search and Navigation News & Information Total time spent (billions of minutes)/month Sources: ComScore, CS II Messaging Product Design | Services Design & User Experience Company Confidential 5

Key Barriers to Overcome—Ease of Use and Price Too expensive Affordability and Cost unknown/ Predictability risk a big bill Too difficult to use Discoverability and Never seems to work properly Usability Never heard of them before 0 1 2 3 4 5 6 Source: Gartner, Market Trends: Communications Consumers, Western Europe, 2007 Messaging Product Design | Services Design & User Experience Company Confidential 6

Ease of Use test: Adding Email Account on a Feature Phone 12 Select aselecting “Menu” soft key 24 Start by“Check Interval” – default is off 1 Enter name for this data connection 13 Pick the frequently to check the account 2 25 Selecthow envelope (mail) iconfor new email Select data protocol (GPRS) for 3 Scroll down andusername & password for this 14 Enter the APN, select “Email” connection (may be set up by operator) Can’t ‘write new’ until account is set up, so scroll 15 Now Select “Connection type” 4 down and select “Settings” menu entry 16 Pick the appropriate the outgoing server 28 Select User Name for type of email account 5 Select “Account Settings” 17 Enter user name –Server” Select “Incoming 29 Add “New Account”often email address – entered 6 18 here for the 3rd time so far Enter the server address (user has to lookup) 30 Enter an account server User name 7 19 Select “Password” Select incoming name 31 Select outgoing mailserver user name (usually the Enter the incoming server password 20 Enter “Email address” 8 email address – entered for the 2nd time) 34 32 Select incoming server password menu 21 Select “Allow connection”. May be optional. 10 Select “Connect Using” password or restrict to 22 Enable connections while roaming 33 Enter incoming server home network. Specify Download settings (+2 optional steps for 11 Create new data account to specify connection 23 Work your way 34 header/text andback of download settings). to size to the top email menu check and/or send email. Messaging Product Design | Services Design & User Experience Company Confidential 7

Pricing also did not address user needs… Expensive Post Paid Active User & Smartphone model Opaque Metered!! Messaging Product Design | Services Design & User Experience Company Confidential 8

Nokia Vision & Strategy Messaging Product Design | Services Design & User Experience Company Confidential 9

Messaging Modalities Identity Mobilization Ovi Mail Nokia Messaging m co i. ov u@ yo om Mail for Exchange .c al Lotus Traveler rt po u@ yo m co y. an Exchange Domino mp co u@ yo Messaging Product Design | Services Design & User Experience Company Confidential 11

Ovi Mail —Designed to capture the emerging markets • Free email account from Nokia for your phone and the web • No PC required – 70%+ of new sign-ups are on device • 10 of top 12 Ovi Mail countries are in emerging markets today you@ovi.com 25% have email. Ovi Mail is for the 75% without

What Ovi Mail Users Are Saying There IS quite a bit In developing countries, where most people do revolutionary about being able to not have internet access, but more and more setup a new free email account from our own mobile phones, “@Ovi.Com” could become phone, without needing a fancy web as widespread an e-mail address as, say, browser or smartphone. Currently, Ovi Mail “@yahoo.com” in the rich world. is the only option or that. Even Gmail tells you to go to a full browser to setup a new account. The Economist in Dec 2008 reporting on Ovi Mail launch I find the concept amazing as Nokia holds a The Guru on http://www.symbian-guru.com/ unique position where their products are in the hands of billions of people everyday. What other Thank you for making my life easy, now I company, can offer free email to almost the don’t have to go to the internet café to entire world population? check my mail. User ZooVision at http://www.engadgetmobile.com/ Messaging Product Design | Services Design & User Experience Company Confidential 13

Messaging Modalities Identity Mobilization Ovi Mail Nokia Messaging m co i. ov u@ yo om Mail for Exchange .c al Lotus Traveler rt po u@ yo m co y. an Exchange Domino mp co u@ yo Messaging Product Design | Services Design & User Experience Company Confidential 14

Nokia Messaging Overview A Nokia hosted service that addresses all barriers to adoption • Easy to use and affordable service, discoverable on your device • Available globally on ALL devices, both smartphones and features phones • Your favorite messaging services on your favorite Nokia device Messaging Product Design | Services Design & User Experience Company Confidential 15

Removing Barriers to Adoption & Active Usage Easy To Set Up Easy To Use Affordable Discover on Homescreen Intuitive UI Inexpensive Messaging Plans Discover on Grid 1 Click Shortcuts Bundled with Data Plan 3 Click Setup Desktop-like Experience Activate Retain Reduce Cost In store activation. Walk out working. Messaging Product Design | Services Design & User Experience Company Confidential 16

Discover on homescreen or grid S60 Eseries S60 N Series S40 | Discover on Grid Discover on Homescreen Discover on Grid Easy of Set-up: Increase Activations Messaging Product Design | Services Design & User Experience Company Confidential 17

3 Click Setup S60 | Email address and password S40 | Portal Picklist JimHart ******** ******** bing.swistro@comcast.net Easy to Set Up: Increase Activations Messaging Product Design | Services Design & User Experience Company Confidential 18

Intuitive UI S60 | Non Touch S60 | Touch S60 | Multiprotocol Easy to Use: Delight and Retain Messaging Product Design | Services Design & User Experience Company Confidential 19

Nokia Messaging Product Roadmap Messaging 1.0: Mobilize your email Messaging 2.0: Mobilize your IM Messaging 3.0: Consolidate and read popular Social Messaging feeds on your device Design Principles: Tab through different services easily No need to switch between multiple clients for each service or navigate from bookmark to bookmark Work with key partners to optimize experience One experience for messages addressed to you Messaging Product Design | Services Design & User Experience Company Confidential 20

Internet Reactions to Nokia Messaging Messaging Product Design | Services Design & User Experience Company Confidential 21

Affordability: Operator Momentum Telefónica brings Nokia Messaging to Spain April 9, 2009 SingTel delivers Nokia Messaging to Singapore consumers April 3, 2009 Vodafone Portugal launches Nokia Messaging March 26, 2009 Orange and Nokia extend strategic partnership with mobile email April 16, 2009 Signed April 22! Messaging Product Design | Services Design & User Experience Company Confidential 22

Today, messaging lives only in dedicated messaging applications. When you want to share something you have to leave your current context. Tomorrow, Nokia Messaging will provide a toolbox of reusable components and APIs that offer contextual messaging functionality to any application or service. Messaging Product Design | Services Design & User Experience Company Confidential 24

Football is more fun with friends… Everybody gets to join in and talk, without leaving what they really want to do…watch the match Messaging Product Design | Services Design & User Experience Company Confidential 25

Developer Opportunity Messaging Product Design | Services Design & User Experience Company Confidential 26

Phase 1: Add to Nokia portfolio of messaging services • Microblogging, picture messaging, voice messaging, SMS based social networking, crowd sourcing, emerging markets services Phase 2: Let Nokia make your applications “talk” • Make your games, music players, media players social using Nokia Messaging & People and Places platform • Stay Tuned for more details…. Messaging Product Design | Services Design & User Experience Company Confidential 27

Nokia Messaging Beta Program Sneak peak on Messaging will be available from Nokia Beta Labs and email.nokia.com Messaging Product Design | Services Design & User Experience Company Confidential 28

1 Billion Mobile Accounts —Double Digit Growth Unique Nokia Opportunity • Global demand – mobile email, IM and social messaging on the rise • Messaging – second most used feature on mobile device • Nokia touch points – largest device and retail footprint • Nokia channels – operators aligned Messaging Product Design | Services Design & User Experience Company Confidential 29

Messaging for the Masses

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