Nokia segmentation
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Nokia segmentation

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  • Sfide nuove a nokia e a tutti gli attori
  • This summarizes what we believe in, and what we stand for: a world where everyone can be connected, where we take a very human approach to technology. If we focus on people, and use technology to help people feel close to what matters, then growth will follow. There are currently approximately 850 million people around the world using Nokia devices.
  • Nokia estimates that the three billion subscriptions milestone will be reached in 2007, and that the four billion subscriptions milestone will be reached in 2010. A lot of the subscriber growth will come from markets where Nokia is already very well positioned – including China, India, Latin America and Middle East & Africa.
  • And that is that 6 billion people wake up every day and crave social contact. They want to feel close to the people to the ideas and to the relationships that are important to them … people want to …..
  • Segmentation model must be actionable and quantifiable and used at all stages of the product and demand creation processes . Target state for the new segmentation model: - One definitive consumer segmentation model in place across MP BG - Model used as framework to define future category architecture - Clear quantification of consumer segments (values to be defined) - New opportunities identified which may have been overlooked - Framework for measuring and tracking the who, what and why on ongoing basis - An easy to use segmentation model developed as a common tool to make MP BG more efficient
  • Segmentation model must be actionable and quantifiable and used at all stages of the product and demand creation processes . Target state for the new segmentation model: - One definitive consumer segmentation model in place across MP BG - Model used as framework to define future category architecture - Clear quantification of consumer segments (values to be defined) - New opportunities identified which may have been overlooked - Framework for measuring and tracking the who, what and why on ongoing basis - An easy to use segmentation model developed as a common tool to make MP BG more efficient
  • This is to our knowledge the largest segmentation study ever done in our industry. (Also, the standard length for consumer interviews is 45 minutes, we doubled this) The studies we have conducted help us really understand what consumers needs and wants are, and what drives their behaviour when it comes to mobile communications via our consumer segmentation model This consumer understanding is our key asset to change the game, we need to implement it To shape the external environment To ensure our categories are defined using the most relevant consumer understanding To drive the product creation, to crasp the opportunities and innovate around the opportunities identified To support in focusing marketing communication
  • What consumers do
  • What consumer want
  • To elevate the brand we want to evoke more and stronger human emotions. To do that we have based our 3d alphabet on stories and behaviours. Each category has its own stories that we derive from our understanding of the connected world…and the good thing about stories is that they can be retold (think of the story of love that keeps being retold in movies, books etc) and each category has got a behavior that we have defined by mimicking the behavior of humans and the natural world. Like the pixar identity where the lamp clearly had a character and very emotional behavior.
  • Additional section page, photography can be used in large format with title pages.
  • End page, close presentation.

Nokia segmentation Nokia segmentation Presentation Transcript

  • Nokia Convergence Strategy THAWBAN BAIG
  • Background scenario
    • Lower Global Average Selling Price => lower Margins
    • Mature Markets (Europe and North America): one digit growth => tough competition for Brand switchover and investments for loyalty
    • High Subsidy by Telecom Operators => tough negotiations and strong consumers’ attitude to lower prices
    • Booming Markets (China, India and Latin America) but low range products => low Margins
    • Faster commercial product lifecycle => high Investments in R&D
    • Mix of financial investments coming from Multi-Businesses Companies
    • Quite strong Convergence demand coming from Mobile and Fixed Operators
    Actual Business Models are still effective to have two digits Operating Margin in MP Industry? No! New Value Added Businesses are necessary Convergence is the main driver to enter in new Businesses
  • Convergence is not a pure sum of two different needs/industries Convergence is something more: new Categories, new Businesses, new Experiences, new Benefits, new Markets
    • Digital Contents
    • High capacity Memories, fast Processors, longlasting batteries
    • Stable and fast Operating System for Mobile Phones
    • Wider Transmission Band (GPRS, UMTS, HSPA, …)
    • “ everything, everytime, everywhere”
    • Needs of customization (ring tones, wallpapers, UI, cover, etc..):
    • Everybody has a MP
    • Deregulation
    • Liberalization
    • Margin erosion
    • Tough Negotiations
    Drivers for Convergence What’s Convergence Technology Consumers Legislation Competition
  • Nokia Convergence Strategy: General Approach Networks Experiences Technology Mobile Business Wi-Fi/Wi-Max Push e-mail VoIP UMA Multimedia MPix MPEG4 MP3 Carl Zeiss High Touch Design New Material Form Factor Sport New Material SW Features
  • Convergence Strategy: New Requisites
    • Complementary Strategy => Experience completion:
      • High End User Price
      • Not compelling Features
      • Not recognized Brand in the new Business
    • Frontal Attack Strategy => Product substitution
    Partnerships Acquisitions
      • Competitor now Partner: Siemens
      • New Competitors: Apple, Sony PSP, Nintendo, Nikon, etc…
      • Co-Opetitors: Microsoft, Canon, HP, BleckBerry, Tom Tom, Yahoo
    • Fundamental to complete the new Business Value Proposition and to gain credibility:
      • Carl Zeiss, Gaming Publishers, Epson, Kodak, Adobe, IBM, Oracle, JBL, Sennheiser, Bose, Top of the Pops, Tom Tom, Route 66, Skype, Flickr,Google
      • Loudeye (OD2), Gate5, Intellisync .....and more to come
    Strategies Competition
  • © 2005 Nokia V1-Filename.ppt / yyyy-mm-dd / Initials What is our starting point?
  • Vision and Mission In a world where everyone can be connected, we take a very human approach to technology .
  • Towards the four billion milestone © 2005 Nokia 07 Catania - Nokia for SMS
  • Source: Global brand tracking data ex Japan-Korea. Brand preference weighted by population. #2 Competitor Nokia Others 2004 2005 Q2’06 Global Brand Preference % Brand Preference by Area China APAC Latin America N. America MEA Europe 39 43 45 Nokia wins consumers hearts and minds by 4:1 margin… Italy
  • … and is one of the most loved and fastest growing brands in the world. Source: Interbrand Corp, Business Week, July 2006 6.
    • Nokia:
    • Brand Number 6
    • First European Brand
    • First non-US Brand
    • First Telco Brand
    1. 2. 3. 4. 5. 7. 8. 9. 10. Value Change 2005 vs. ’06 -1% -5% +5% +4% -9% +14% +12% +5% +6% +9%
  • Why is this important?
  • Because great brands help grow gross margin… ASP Volume Market Pressure … while building long term brand equity.
  • ?
  • … and while we are all the same …we have different needs
  • © 2005 Nokia V1-Filename.ppt / yyyy-mm-dd / Initials “ I expect the new global consumer segmentation model to re-install our reputation as having the best consumer understanding in the industry” Olli-Pekka Kallasvuo – August 2005 Nokia’s Consumer Segmentation is of key strategic importance                        
  • Nokia’s segmentation model © 2005 Nokia V1-Filename.ppt / yyyy-mm-dd / Initials Portfolio Planning Product Creation Campaign Development Sales Portfolio Management Category Management Design Product Managers Programme Managers TPO Managers Campaign Management Campaign Planning Country Marketing Marketing planning Country Management Account Teams Sales Team Quantifiable Actionable One model in place from planning through to sales ensuring a common language Targeting consumers with the right messages Quantification of new solution opportunities Selling solutions to customers to address specific consumers Solution targeting specific desires of specific consumers
  • Global segmentation
    • Continuously refreshable research
    • 10 billion data points
    • 77,000 Consumers x 1.5 hour interview
    • 21 countries
    • 122 questions
    • Understanding of: Values, Beliefs, Attitudes, Lifestyle
  • Nokia Consumer Segmentation: a two dimensional space - the Axis © 2005 Nokia V1-Filename.ppt / yyyy-mm-dd / Initials Rational Aspirational High Involvement Low Involvement
  • Vertical Axis – based on behavior © 2005 Nokia V1-Filename.ppt / yyyy-mm-dd / Initials High Involvement Low Involvement
    • How do consumers actually behave?
    • Replace phone every 6 months
    • Tend to pay higher price for mobile
    • Tend to buy from well known brands
    • More design driven purchasing behavior
  • Horizontal Axis – based on attitude © 2005 Nokia V1-Filename.ppt / yyyy-mm-dd / Initials Rational Aspirational
    • What do consumers want ?
    • I use my Mobile Phone as a fashion accessory
    • I would prefer a mobile phone that is great looking rather than having the latest features
    • I would be willing to own different Mobile Phone in different situations
    • I am embarrassed if my Mobile Phone looks outdated
    • I would like to keep up to date with the latest fashion trends
  • Key Attitudes: the quadrants © 2005 Nokia V1-Filename.ppt / yyyy-mm-dd / Initials Rational Aspirational High Involvement Low Involvement Mobile Phone as empowerment tool Mobile Phone trend leaders Mobile Phone trend followers Mobile Phone only when necessary
  • Italian Segmentation Model © 2005 Nokia V1-Filename.ppt / yyyy-mm-dd / Initials Young Explorers ( 10.3% ) Technology Stylists (5.2%) Style Leaders (5.3%) Style Followers (6.3%) Family Providers ( 12.5% ) Life Jugglers ( 6.3% ) Pragmatic Leaders (3.4%) Life Builders (8.9%) Image Seekers (0.0%) HIGHER INVOLVEMENT Simplicity Seekers ( 34.3% ) Mature Acceptors (5.6%) Technology Leaders (3.4%) LOWER INVOLVEMENT RATIONAL ASPIRATIONAL (non-existent in Europe) Key consumer need around modernity the latest and best– technology is a key driver. Key consumer need around style / fashion. Design conscious consumers. Require well designed stylish products More mainstream segments, but tend to be younger in demographics. Slower technology adoption More rational attitudes. Key consumer need is the device as a tool for empowerment Less involved with mobile telephony and consumer need is around a basic communication device
  • Italy Re-Fresh Segmentation Map © 2005 Nokia V1-Filename.ppt / yyyy-mm-dd / Initials Young Explorers Technology Leaders Technology Stylists Style Leaders Style Followers Family Providers Simplicity Seekers Mature Acceptors Life Jugglers Pragmatic Leaders Life Builders Image Seekers SI = Statistically Insignificant NE = Non Existent Globally, 11.1% of market has moved onto or above horizontal involvement axis (= most segments above axis have grown) Global Segment Sizes Italy Wave 1 Italy Wave 2 Young Explorers (7.9%) 6.9% 10.3% Technology Leaders (6.1%) 3.6% 3.4% Technology Stylists (6.4%) 1.1% 5.2% Style Leaders (10.6%) 4.5% 5.3% Image Seekers (7.2%) NE NE Style Followers (6.3%) 6.7% 4.8% Family Providers (10.3%) 21.6% 12.5% Simplicity Seekers (13%) 28.1% 34.3% Mature Acceptors (7.6%) 1.9% 5.6% Life Jugglers (3.8%) 7.1% 6.3% Pragmatic Leaders (7.1%) 6% 3.4% Life Builders (13.9%) 12.4% 8.9%
  • Four categories to help people navigate Young Explorers (7.9%) Technology Stylists (6.4%) Style Leaders (10.6%) Style Followers (6.3%) Family Providers (10.3%) Life Jugglers (3.8%) Pragmatic Leaders (7.1%) Life Builders (13.9%) Image Seekers (7.2%) Simplicity Seekers (13%) Mature Acceptors (7.6%) Technology Leaders (6.1%) RATIONAL ASPIRATIONAL Smart and collaborative business solutions Achieve Nokia Eseries Achieving together Live Design and style leadership Inspiring the senses Connect Essence of Nokia through balance of style and proven benefits Connecting simply Innovation and technology leadership Explore Nokia Nseries Sharing discoveries Improve marketing yield
  • Sharing Discoveries Achieving Together Connecting Simply Nokia connects people through very human technology to help them feel close We believe life is better when shared We believe everyone achieves more when working together We believe experiences are more valuable when shared WHAT We Believe WHAT We Promise … expressed through Nokia Connecting People We believe people need inspiration to bond even deeper Inspiring Senses … expressed through Nokia Connecting People EXPLORE Connect ACHIEVE CONNECT LIVE
  • 1 Nokia brand 4 Categories 2 Sub-brands With distinct tonalities, not multiple personalities.
    • What this means for us
    • Sustainable industry leadership
    • Optimal product portfolio offering per category
    • Improved marketing yeald
    • by in-depth understanding of consumer needs per segment
  • © 2005 Nokia V1-Filename.ppt / yyyy-mm-dd / Initials Thank you