business case new mobile terminal innovation project

429 views

Published on

Opportunity assessment and Innovation development

Published in: Marketing
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
429
On SlideShare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • The total market share for sport phone in Europe is growing
  • Good protection
    Waterproof ”Rain/Shower”
    1 m drop resistance
    Very good protection
    100% Waterproof
    2 m drop resistance
  • business case new mobile terminal innovation project

    1. 1. Business Case Analysis Affordable Active 55 Vs Active T100 Fashion
    2. 2. Sport phones market Europe Asia Conclusion Moving towards Active Competitor Analysis Competitive Intelligence Global Product Planning Portfolio Planning Market Research Moving the market Finding a new ground What makes Sony Ericsson different Global Market Analysis, finding a good balance Reza Hagel Product Planning Lund Product Business Unit GSM/UMTS
    3. 3. Market Share for Nokia 5210 Sep-01 to Sep-02 Europe 7 countries (GFK) Dramatic increase of Nokia’s sports phone!! Share % 4,5 4 3,5 3 2,5 2 1,5 1 0,5 0 Nokia 5210 4.5 3.7 3.3 3.2 4.5 4.5 3.9 4.5 2.4 0.5 okt- nov- dec- jan01 01 01 02 Reza Hagel Product Planning Lund 1.5 feb- mar- apr- maj- jun- jul-02 aug- sep02 02 02 02 02 02 02 Product Business Unit GSM/UMTS
    4. 4. Market Share for Siemens ME45 & Siemens M35 Sep-01 to Sep-02 Europe 7 countries (GFK) Siemens tried to preserve his market share by Share % launching ME 45 4,5 4 4.3 3,5 3.7 3 3.3 3.3 3.1 3.0 2,5 2.4 2.2 2.2 2.0 2.1 1.9 2 1.7 1.6 1.7 1,5 1.4 1.4 1.2 1.2 0.9 1 0.3 0.6 0.6 0.6 0,5 0 okt- nov- dec- jan- feb- mar- apr- maj- jun- jul- aug- sep01 01 01 02 02 02 02 02 02 02 02 02 Reza Hagel Product Planning Lund Siem ens ME45 Siem ens M35 Product Business Unit GSM/UMTS
    5. 5. Total Market Share for Sport Phones Sep-01 to Sep-02 Europe 7 countries (GFK) Dramatic increase of sports phone category!! Nokia 5210 8 Sports phone category has been doubled!! 7,2 7 6 4 3,6 4,9 3 2 3,7 3,7 3,6 5,7 5,4 4,9 5 6,4 4,2 4,2 4,9 4,2 3,9 4 3,3 3,6 3,4 3,7 Sport Phones 7,5 7,1 6,8 Siemens M35 3,7 3,9 7,2 4,5 2,7 3,2 2,4 1 1,5 0,5 0 01-okt 01-nov Reza Hagel Product Planning Lund 01-dec 02-jan 02-feb 02-mar 02-apr 02-maj 02-jun 02-jul 02-aug 02-sep Product Business Unit GSM/UMTS
    6. 6. Total Market Share for Sport Phones Europe 7 countries (GFK) Appendix Nokia 5210 Siemens M35 Mid Range Siemens ME45 Mid Range Low-Entry Total Volume Volume Share Volume Share Volume Share 01-okt 4 315 494 N/A N/A 118 330 3,30% 10 974 0,30% 01-nov 4 567 737 N/A N/A 145 107 4,30% 20 721 0,60% 01-dec 8 186 919 N/A N/A 192 632 3,10% 36 995 0,60% 02-jan 4 470 298 N/A N/A 130 217 3,30% 34 425 0,90% 02-feb 3 678 425 17 107 0,50% 121 352 3,70% 38 008 1,20% 02-mar 3 787 733 51 978 1,50% 102 415 3,00% 40 758 1,20% 02-apr 3 636 444 80 369 2,40% 81 080 2,40% 55 065 1,60% 02-maj 3 819 762 114 576 3,30% 75 171 2,20% 58 097 1,70% 02-jun 4 289 033 126 544 3,20% 67 847 1,70% 74 093 1,90% 02-jul 4 459 687 150 418 3,70% 58 608 1,40% 82 227 2,00% 02-aug 4 528 670 161 275 3,90% 58 741 1,40% 91 893 2,20% Reza Hagel Product Planning Lund Product Business Unit GSM/UMTS
    7. 7. Market Share for Nokia 5210 Sep-01 to Sep-02 Asia 7 countries (GFK) Decrease of Nokia’s sports phone!! Share % Nokia 5210 2,5 2,2 1,8 2 1,5 1,5 2 2,1 2 1,4 1 0,4 0,5 0 okt-01 nov-01 dec-01 jan-02 feb-02 mar-02 apr-02 maj-02 jun-02 jul-02 aug-02 sep-02 Reza Hagel Product Planning Lund Product Business Unit GSM/UMTS
    8. 8. Market Share for Siemens ME45 & Siemens M35 Sep-01 to Sep-02 Siem ens ME45 Asia 7 countries (GFK) Siem ens M35 Decrease of Siemens’s sports phone!! Share % 1,2 1,1 1 1,2 1 1 0,8 0,6 0,4 0,9 0,8 0,7 0,5 0,4 0,4 0,4 0,5 0,6 0,6 0,5 0,3 0,5 0,4 0,3 0,3 0,3 0,2 0,2 0,2 0,2 0 okt-01 nov-01 dec-01 Reza Hagel Product Planning Lund jan-02 feb-02 mar-02 apr-02 maj-02 jun-02 jul-02 aug-02 sep-02 Product Business Unit GSM/UMTS
    9. 9. Total Market Share for Sport Phones Sep-01 to Sep-02 Asia 7 countries (GFK) The market for sports phone is not growing in Asia Share % 3,5 Nokia 5210 3 3,1 Siemens M35 3,1 3 2,8 Total Market Share 2,5 2 1,7 1,6 1,4 1,6 2,2 2,1 2 2,5 2 1,8 1,4 1,5 1,5 1 2,7 1,4 1,3 1,6 1,4 1,8 1,6 1,6 1,2 1,4 0,4 0,5 0,8 0,9 0,6 0,5 0,4 02-aug 02-sep 0 01-okt 01-nov 01-dec Reza Hagel Product Planning Lund 02-jan 02-feb 02-mar 02-apr 02-maj 02-jun 02-jul Product Business Unit GSM/UMTS
    10. 10. Total Market Share for Sport Phones Asia 7 countries (GFK) Appendix Siemens M35 Low-Entry Nokia 5210 Mid Range Total Volume 02-jan 02-feb 1 350 528 1 375 448 Siemens ME45 Mid Range Price Volume Share Price Volume Share Price Volume Share N/A N/A N/A 89 15 697 1,0% 266 5 710 0,4% 160 6 447 0,4% 89 11 825 0,8% 244 7 966 0,5% 02-mar 1 328 292 195 21 901 1,5% 90 10 442 0,7% 215 13 808 0,9% 02-apr 1 300 648 184 26 142 1,8% 90 9 285 0,6% 201 7 937 0,6% 02-maj 1 387 398 178 30 142 2,0% 99 7 508 0,5% 4 162 0,3% 02-jun 1 374 364 161 32 878 2,2% 95 7 143 0,5% 5 673 0,4% 02-jul 1 447 163 142 34 045 2,1% 4 341 0,3% 4 341 0,3% 02-aug 1 496 056 142 33 381 2,0% 4 488 0,3% 2 992 0,2% 02-sep 1 406 692 140 22 434 1,4% 2 813 0,2% 2 813 0,2% Reza Hagel Product Planning Lund 184 Product Business Unit GSM/UMTS
    11. 11. Total Market Share for Sport Phones Sep-01 to Sep-02 Asia and Europe 7 countries (GFK) The sports phone market ratio in Asia is approximately 1/3 compared with Europe, it is flat and doesn't seems to Share % growing 12 10 5,7 8 6 6,4 6,8 7,1 7,5 7,2 5,4 4,9 3,7 3,6 7,2 4,2 3,1 4 3 2,8 3,1 2,7 2,5 1,8 2 0 1,6 okt-01 1,4 1,6 nov-01 dec-01 jan-02 1,4 Reza Hagel Product Planning Lund 1,7 feb-02 mar-02 apr-02 maj-02 jun-02 jul-02 aug-02 sep-02 Product Business Unit GSM/UMTS
    12. 12. Summary of market analysis The sports phone market share in Europe is growing from 3,6 % by October 2001 to 7,2 % by September 2002 with a top value of 7,5 %. The market share has doubled in one year and will grow further with Nokia having 2 models in the market, Nokia 5210 and the new 5100. The sports phone market share in Asia is flat, from 1,6 % by October 2001 to 1,8 % by September 2002 with a top value of 3,1 %. It doesn't seems to be growing. The life cycle of each product seems to be around 9 months and one of the reason is the price of the Sports phone and the size for this market group. Reza Hagel Product Planning Lund Product Business Unit GSM/UMTS
    13. 13. Sport phones market Europe Asia Conclusion Moving towards Active Competitor Analysis Competitive Intelligence Global Product Planning Portfolio Planning Market Research Moving the market Finding a new ground What makes Sony Ericsson different Global Market Analysis, finding a good balance Reza Hagel Product Planning Lund Product Business Unit GSM/UMTS
    14. 14. Active 55 Comparison “Nokia Basics” Flash light Water resist. Shock resist. Shock resist. Dust resist. Step-up Functionality Water resist. Dust resist. Polyphonic Polyphonic Camera access Camera access FM Radio FM Radio Black & white Black & white 4k Colour 4k Colour 84x48 pixels 84x48 pixels 128x128 pixels 128x128 pixels Exch. covers Exch. covers Exch. covers Exch. covers HSCSD HSCSD GPRS GPRS GSM 900/1800 900/1800/1900 900/1800/1900 102x45x17 mm 106x48x23 mm 106x45x18 mm 109x50x22 mm 75 g Reza Hagel Product Planning Lund GSM 900/1800 92 g 83 g 104 g 8210 5210 7210 5100 Product Business Unit GSM/UMTS
    15. 15. Active 55 Comparison “Nokia Applications” Java WAP 1.1 Temperature Java WAP 1.2.1 WAP 1.2.1 Sound level Calorie meter Temperature Step-up Functionality Timer Timer Stop watch Stop watch Stop watch 5 Games 2 Games 3 Games Chat Chat Chat MMS 3 Games Timer MMS Picture mess. Picture mess. Picture mess. SMS SMS SMS Calendar Calendar Calendar Calendar Calculator Calculator Calculator Calculator Clock/alarm Reza Hagel Product Planning Lund Picture mess. SMS Clock/alarm Clock/alarm Clock/alarm 8210 5210 7210 5100 Product Business Unit GSM/UMTS
    16. 16. Active 55 Comparison “Siemens Basics” Built-in antenna! Water resist. Shock resist. Shock resist. Dust resist. Step-up Functionality Water resist. Dust resist. Black & white Black & white Black & white Black & white 101x54 pixels 101x54 pixels 101x80 pixels 101x80 pixels GPRS GPRS GSM 900/1800 GSM 900/1800 GSM 900/1800 118x46x21 mm 118x47x22 mm 109x46x20 mm 109x46x21 mm 116 g Reza Hagel Product Planning Lund GSM 900/1800 130 g 93 g 99 g C35i M35i S45 ME45 Product Business Unit GSM/UMTS
    17. 17. Active 55 Comparison “Siemens Applications” Note: There is also a Java enabled version of S45 available, called S45i Java Step-up Functionality WAP 1.1 WAP 1.2.1 WAP 1.2.1 Timer WAP 1.1 Timer Stop watch Stop watch Stop watch Stop watch 4 Games 4 Games Games Games Picture mess. Picture mess. Picture mess. Picture mess. SMS SMS SMS SMS Calendar Calendar Calculator Calculator Calculator Clock/alarm Reza Hagel Product Planning Lund Calculator Clock/alarm Clock/alarm Clock/alarm C35i M35i S45 ME45 Product Business Unit GSM/UMTS
    18. 18. Active 55 Comparison “History” Ericsson R250, Water, shock & dust resistant, GSM Pro Telit Estremo, Water, shock & dust resistant Nokia 6250, Water, shock & dust “proof”., Benefon Esc!, Water, shock & Stopwatch, dust resistant, GPS + download Sound Benefon Track, Water, shock maps & dust resistant, GPS Siemens ME45, Water, shock & dust protect., no additional features compared to S45 meter Philips Genie Sports, No water, shock or dust resistance 1999 Reza Hagel Product Planning Lund Ericsson R310, Water, shock & dust resistant Siemens M35i, Water, shock & dust resist., no additional features compared to C35i 2000 2001 Nokia 5100, Water, shock & dust protect., Thermometer, Flashlight, Sound meter Nokia 5210, Water, shock & dust protect., Thermometer, Stopwatch, Calorie meter 2002 2003 Product Business Unit GSM/UMTS
    19. 19. Active 55 Comparison “Pricing I” Nokia 8210 Launch: Nov, 99 E 380 Nokia 7210 Launch: Oct, 02 Nokia 5100 E 350 Launch: Jan, 02 E 290 Siemens S45 Launch: Sep, 01 E 340 Siemens ME45 Launch: Sep, 01 E 280 220 Euro 220 Euro Nokia 5210 Launch: Jan, 02 E 180 Nokia 8210 Nov, 02: E 170 150 Euro Nokia 5210 Oct, 02: E 151 Siemens S45 Oct, 02: E 140 Siemens C35i/M35i Launch: Jul, 00 E 140/E 150 1999 Reza Hagel Product Planning Lund 2000 2001 2002 Siemens C35i/M35i Oct, 02: E 58 150 Euro Siemens ME45 Oct, 02: E 140 2003 Product Business Unit GSM/UMTS * Prices are approximate MD prices from Market Research & Intelligence
    20. 20. Active 55 Comparison “Pricing II” Launch price Nokia 8210 Nokia 5210 Nokia 7210 Nokia 5100 Siemens C35i Siemens M35i Siemens S45 Siemens ME45 Reza Hagel Product Planning Lund Current price 380 Euro, Nov. 1999 180 Euro, Jan. 2002 350 Euro, Oct. 2002 290 Euro, Jan. 2003 140 Euro, Jul. 2000 150 Euro, Jul. 2000 340 Euro, Sept. 2001 280 Euro, Sept. 2001 170 Euro, Oct. 2002 151 Euro, Oct. 2002 350 Euro, Oct. 2002 N/A 58 Euro, Oct. 2002 58 Euro, Oct. 2002 140 Euro, Oct. 2002 140 Euro, Oct. 2002 Product Business Unit GSM/UMTS * Prices are approximate MD prices from Market Research & Intelligence
    21. 21. Sport phones market Europe Asia Conclusion Moving towards Active Competitor Analysis Competitive Intelligence Global Product Planning Portfolio Planning Market Research Moving the market Finding a new ground What makes Sony Ericsson different Global Market Analysis, finding a good balance Reza Hagel Product Planning Lund Product Business Unit GSM/UMTS
    22. 22. Some results feature value study On behalf of Ericsson Mobile Communications Lund, May 11, 2001
    23. 23. Survey design ( Ericsson Mobile Communications ) Face-to-face interviews in Sweden, Italy, Hong Kong and Taiwan among 800 persons (200 per country) who: • • Own a mobile phone that is maximum two years old Are mature mobile phone users (use mobile phone at least 10 min. a day • Plan to buy a new mobile phone within the next 12 months • Belong consistently to either pioneer segment, materialist segment or sociable segment • Are aged between 15 and 50 • 40% belong to the ‘modern youth’ segment and 40% to the ‘professional’ segment Note, in Taiwan we have relatively more lower class consumers, in Sweden relatively more students. In Italy, relatively more selfemployed consumers took part. Reza Hagel Product Planning Lund Product Business Unit GSM/UMTS
    24. 24. What do you prefer? ( Ericsson Mobile Communications ) Features: Preferences concerning Rugged features (protection) No significant difference between “modern youth” and “professionals” Normal protection Good protection Very good protection No preference Taiwan 18% Hong Kong 21% Sweden 29% Italy 11%12% 0% Reza Hagel Product Planning Lund 78% 74% 65% 61% 16% 20% 40% 60% 80% 100% Product Business Unit GSM/UMTS
    25. 25. Some results on mobile phone durability Source: Global Telecom Monitor 2002 Product Research
    26. 26. Important influencers for choice of mobile phone (Global Telecom Monitor ) Price 72,90% Small size - 27,10% 63,20% 36,80% Ease of use 62,60% 37,40% Light weight 61,40% 38,60% Long talk time/stand by time 52,40% 47,60% Durable handset 50,00% 50,00% Promotions and special offers 42,20% 57,80% Attractive design 38,40% Latest technical features and functions 36,10% 63,90% Large size of display/screen 34,30% Yes 61,60% 65,70% Brand of handset 30,90% No 69,10% Colour screen - 25,00% 75,00% Recommendation by sales staff - 23,00% 77,00% Recommendation by sales staff 14,30% None of the above 1,00% 0,00% Reza Hagel Product Planning Lund 85,70% 99,00% 20,00% 40,00% 60,00% 80,00% 100,00 % 120,00 % Product Business Unit GSM/UMTS
    27. 27. Durable handset as No 1 influencer for choice of mobile phone – by country Big market potential in Brazil, China and Sweden No 1 inf luenc e o v er c ho ic e o f mo b ile p ho ne (Global Telecom Monitor ) Gr eat Br i tai n 3,40% 8 , 10 % Fr ance 4,60% Ger many 10 , 4 0 % Ital y 6,50% Spai n 13 , 2 0 % Chi na Japan 1, 9 0 % 17 , 3 0 % Br azi l US Dur abl e handset 12 , 5 0 % Sweden 2,40% 0,00% 2,00% 4,00% 6,00% 8,00% 10,00 12,00 14,00 16,00 18,00 20,00 % % % % % % Reza Hagel Product Planning Lund Product Business Unit GSM/UMTS
    28. 28. No 1 influencers in Brazil -high on durability (Global Telecom Monitor ) No 1 influence over choice Durable handset 17,30% Ease of use Brand of handset Recommendation by sales staff Recommendation by friends/family 8,10% 4,20% 0,50% 1,40% Price 37,30% Promotions and special offers Long talk time/stand by time 7,00% Brazil 3,80% Latest technical features and functions 6,80% Colour screen 0,30% Large size of display/screen 0,30% Attractive design Light weight Small size 1,20% 1,90% 9,80% 0,00% 5,00% 10,00 15,00 20,00 25,00 30,00 35,00 40,00 % % % % % % % Reza Hagel Product Planning Lund Product Business Unit GSM/UMTS
    29. 29. No 1 influencers in China -high on durability (Global Telecom Monitor ) No 1 influence over choice 13,20% Durable handset Ease of use 8,50% 9,40% Brand of handset Recommendation by sales staff Recommendation by friends/family 0,20% 1,00% Price Promotions and special offers 24,30% 0,90% China Long talk time/stand by time 10,60% 13,80% Latest technical features and functions Colour screen 1,40% 1,80% Large size of display/screen Attractive design Light weight 6,80% 1,40% Small size 0,00% Reza Hagel Product Planning Lund 6,40% 5,00% 10,00% 15,00% 20,00% 25,00% 30,00% Product Business Unit GSM/UMTS
    30. 30. Future mobile phones To Modern Youth and Professional Pioneers Technical features and functions, Design, Colour screen are more important compared to rest of population. What we should promote Price Ease of use Long talk time/stand by time Small size Light weight Durable handset Promotions and special offers Latest technical features and functions Attractive design Large size of display/screen Brand of handset Recommendation by friends/family Colour screen Recommendation by sales staff = Over representation Reza Hagel Product Planning Lund What we offer on top Total MYc MYs PPc PPs PSc PSs Others 10 10 11 9 9 10 10 9 7 6 6 8 7 9 8 8 7 7 6 8 7 8 7 6 7 9 7 8 8 7 6 6 6 7 6 8 6 6 6 5 6 6 5 6 5 6 6 5 4 5 5 5 4 5 4 4 4 6 4 6 4 3 3 2 3 7 5 6 4 3 2 2 3 4 2 4 3 4 3 3 3 5 3 4 3 3 2 2 2 3 3 2 2 2 2 3 2 4 2 3 2 2 1 1 2 2 1 2 1 2 2 2 = Under representation Base: Current and potential mobile phone users Product Business Unit GSM/UMTS
    31. 31. Conclusion As the market research shows within the five most important influencers for choice of mobile phones are: Price by 72,9% Small size by 63,2% Durability by 50% Reza Hagel Product Planning Lund Product Business Unit GSM/UMTS
    32. 32. Sport phones market Europe Asia Conclusion Moving towards Active Competitor Analysis Competitive Intelligence Global Product Planning Portfolio Planning Market Research Moving the market Finding a new ground What makes Sony Ericsson different Global Market Analysis, finding a good balance Reza Hagel Product Planning Lund Product Business Unit GSM/UMTS
    33. 33. How to win the fight • By analysing and finding the weakness of our competitors. • By thinking differently than our competitors, not only copy and paste. • By finding a good balance between size, price and volume of sale. • By finding a new ground and moving the market Reza Hagel Product Planning Lund Product Business Unit GSM/UMTS
    34. 34. Analysing and finding the weakness of our competitors These phones are the only water resistant and shock resistant phones in the market and as the market research shows this quality has a big potential to sale. Nokia and siemens are not succeeding with their sports product in Asia. Their weaknesses are pricing and size, but even the design doesn't suit what the Asian market wants if we take a look at the top ten hit list in Asia. Reza Hagel Product Planning Lund Product Business Unit GSM/UMTS
    35. 35. Design & Price Comparison Siemens ME45 Launch: Sep, 01 Nokia 5100 Launch: Jan, 02 E 280 E 290 Siemens M35i Launch: Jul, 00 E 150 Reza Hagel Product Planning Lund Nokia 5210 Launch: Jan, 02 Affortable Active 55 E 180 Product Business Unit GSM/UMTS
    36. 36. For Top 50 Click here: APAC Sep APAC September 2002 1 Vol: Price (EUR): Last period: 2 3 4 5 T190 3315 8310 6 8 7 8250 246 204 121 896 88 575 86 746 78 168 60 143 55 460 37 637 36 634 35 135 67 145 68 78 230 85 85 53 220 320 1 2 4 7 6 15 11 12 Price Reza Hagel Product Planning Lund 5 A35 10 3310 3 3350 T191 9 6510 T100 ID & Size Product Business Unit GSM/UMTS Source: GfK, 7 countries
    37. 37. Thinking differently than our competitors Sony Ericsson have the reputation to listen to the end customer, we want to improve that further. Different sorts of studies shows that customers would like to have water resistance in their mobile phones, as they have today in almost all of their watches. Reza Hagel Product Planning Lund Product Business Unit GSM/UMTS
    38. 38. Finding a good balance between size, price and volume of sale. Size cc/ Price 150 140 130 120 110 Price 100 /Sale s Size /Sales 90 80 70 60 50 0 100 000 200 000 300 000 400 000 500 000 600 000 700 000 Sales Volume Reza Hagel Product Planning Lund Product Business Unit GSM/UMTS
    39. 39. Let's expand the success T100 is now Number 1 Best selling model in Official GFK Data.! Total forecast of T100 in 2003 is 9.100.000 units. Attractive ID, slim product at the right price point. EMEA APAC China LAM NAM 1 000 000 800 000 600 000 400 000 200 000 0 Jan Reza Hagel Product Planning Lund March May July Sep Nov Product Business Unit GSM/UMTS
    40. 40. Objectives • Increase profitability by taking market share in the low end segment • Be the main profit generator in Asia for 2004, taking over this role from T100 in 2003 Volume • Exceed the T100 Volume with 30% Price • Introduced as a low End Reza Hagel Product Planning Lund Product Business Unit GSM/UMTS
    41. 41. Competitive Edge Attack Nokia & Motorola • The first durable phone with a stylish provocative image • Offering a much more smaller size than Nokia's 33xx series and Motorola T19X • The first durable phone in this price segment • Thinner than any clam can get Reza Hagel Product Planning Lund Product Business Unit GSM/UMTS
    42. 42. Finding a new ground Introduction By looking carefully into the market, we can see that the sports market share is not growing in Asia and is already to small to be profitable. All sports phones in the market are at a mid range category. We know that the number one influence of choice is the price, following by size, easiness to use and durability. Reza Hagel Product Planning Lund Product Business Unit GSM/UMTS
    43. 43. Conclusion Even if the durability is important, the customers in Asia are not ready to pay a high price for it. Sony Ericsson will give the end costumers what they wish for…. Reza Hagel Product Planning Lund Product Business Unit GSM/UMTS
    44. 44. Subconscious Signal, FASHION Titanium look New age design Durable Reza Hagel Product Planning Lund Product Business Unit GSM/UMTS
    45. 45. Product 1 Proposal DURABILITY T100 Polyphonic Colour LCD Fashionable Design Price Reza Hagel Product Planning Lund Product Business Unit GSM/UMTS
    46. 46. Product 2 Proposal DURABILITY T100 Polyphonic Colour LCD Active Design Price Reza Hagel Product Planning Lund Product Business Unit GSM/UMTS
    47. 47. Our challenge and Goal Up against many different product Wide differentiated competitive portfolio's Active T100 Fashion Nokia Small, lightweight personal phones with stylish provocative image. Emphasizing wearability & durability. Set at a competitive price. 5XXX Reza Hagel Product Planning Lund Nokia 82XX Motorola T19X Nokia 33XX Nokia 6XXX Product Business Unit GSM/UMTS
    48. 48. Up against many different product Activ e HIGH Fashion 5100 Activ e ME45 MID 8310 8250 5210 Basic LOW Reza Hagel Product Planning Lund Basic 33XX T191 T190 A35 Product Business Unit GSM/UMTS
    49. 49. Moving the market Because of the market value of durability phones with the right price, by an attractive design and size we should be able to move the market. To compete only with Nokia 5210 and Siemens ME45 and trying to take some market share from a top value of 2.1% in Asia is not going to be an acceptable profit target. Reza Hagel Product Planning Lund Product Business Unit GSM/UMTS
    50. 50. Asia Segmentation by price Price segmentation – Asia 7 (GFK) 100% 90% 26% 19% 20% 22% 17% 19% 80% 70% 18% 14% 18% 23% 18% 12% 18% 50% 15% 17% 22% 19% 18% 7% 18% 60% 16% 15% 15% 13% 22% 13% High € 221 < Mid € 151 - 220 24% Entry High € 101 - 150 Entry Low < € 100 40% 30% 20% 44% 47% 40% 39% Feb. Mar. 53% 58% 53% 52% Aug. Sep. 36% 10% 0% Jan. 2002 Reza Hagel Product Planning Lund Apr. May Jun. Jul. Product Business Unit GSM/UMTS
    51. 51. 4.1. Brand share by segment – Asia 7 / Sep. 2002 Brand share by segment – Asia 7 (GFK)/ Sep. 2002 High € 221 < 17% T68m (5%) 18% 8310 (31%) 8.8% T100/108 (14%) 6510 8910 (14%) (5%) 58.1% T68i (4%) Mid € 151 - 220 7% 18% T66 (10%) T600 16.4% (7%) V66 (30%) Smaller and lightweight Entry High € 101 - 150 22% 4.9% Stylish design R600 (4.9%) 13% advanced messaging Entry Low < € 100 8250 (39%) 52% 2.6% A200/288 (20%) 19.2% A400/408 (5%) 53.5% A300/308 (11%) 5210 (7%) 59.2% 18.6% 3610 (7%) 24.5% Xpress-on™ covers chat messaging Picture Editor Screensaver 3350 (8%) Picture Editor 3.0% 6.8% V3688/V988 V8088 (11%) (8%) 3315 (12%) Xpress-on™ covers 53% N620/628 (23%) 30.0% Picture Editor 55.4% 8.0% 8.5% Dual band Screen saver SMS Predictive text input 2.1% 2.8% OTA download T191 (6%) lunar calendar 3310 (33%) Reza Hagel Product Planning Lund new level game packs T190 (12%) T191 (8%) A35 (5%) Product Business Unit GSM/UMTS
    52. 52. General Features Nokia 3315 Nokia 3350 Q2 '02 Q1 '02 Q2 '01 Q4 '00 Length (mm) 113 114 113 113 Width (mm) 48 49 48 48 Height (mm) 22 23 22 22 Volume (cc) 110 98 97 97 Weight (g) 114 108 133 133 Talktime (min) 250 285 270 270 Standby Time (hrs) 260 260 260 260 Display Type Black & white Black & white Black & white Black & white Display Size 84x48 pixels 84x48 pixels 84x48 pixels Availability Nokia 3330 Nokia 3310 Other Features Vibrator No No No No Voice dial No Yes Yes Yes Voice answering No No No No Voice memo No No No No Profiles Yes Yes Yes Yes PIM Functionality Yes Yes (limited) No No Office handsfree No No No No Positioning No No No No Proprietary Proprietary Proprietary Proprietary OS Reza Hagel Product Planning Lund Product Business Unit GSM/UMTS
    53. 53. Connectivity GSM Operating Frequencies Nokia 3315 Nokia 3350 Nokia 3330 Nokia 3310 900/1800 900/1800 900/1800 900/1800 No Yes (1.1) Yes (1.1) No Yes (T9) Yes (T9) Yes (T9) Yes (T9) SMS Yes Yes Yes Yes EMS No No No No MMS No No No No E-mail No No No No Chat Yes Yes Yes Yes Camera No No No No 35+7 melodies 35+7 melodies WAP Messaging & Imaging Predictive Text Input Entertainment Ring tones Polyphonic ring tones No No No No Screensaver No No Yes Yes Wallpaper No No No No FM Radio (built-in) No No No No Digital Audio Player (built-in) No No No No Java No No No No Games Yes Yes (3) Yes(5) Yes(4) Streaming Audio No No No No Reza Hagel Product Planning Lund Product Business Unit GSM/UMTS
    54. 54. Nokia Market share for 33 Series – Asia 7 (GFK) Nokia 3310 Nokia 3330 Nokia 3350 25 Nokia 3315 23,1 20 19,7 16,9 15 15,6 15,9 16,9 20,4 18,3 Market Share % 17,5 10 5,4 5 5,2 2,7 4,2 4 4,5 0 05-nov 25-dec Reza Hagel Product Planning Lund 13-feb 04-apr 4 2,9 1,9 3,9 3,1 1,8 24-maj 4 3,2 2,3 13-jul 5,1 3,6 2,2 6,2 4,3 01-sep 21-okt Product Business Unit GSM/UMTS
    55. 55. Nokia Price Drop & Total Market Share for 33 Series – Asia 7 (GFK) Nokia 3310 Nokia 3330 Nokia 3350 Nokia 3315 Nokia Total Share 160 140 144 Price 120 120 100 99 144 115 99 120 96 80 134 107 90 122 106 99 86 113 100 95 78 60 40 Market Share % 22,3 20 0 05-nov 25-dec Reza Hagel Product Planning Lund 23,5 13-feb 24,1 25,9 04-apr 28,5 24-maj 29,2 98 89 83 70 90 85 82 67 85 32,6 29,2 28 13-jul 67 01-sep 78 21-okt Product Business Unit GSM/UMTS
    56. 56. Active T100 Fashion is for those who understand that mobile communication should be a perfect blend of technology, fashionable design, and of course Durability. Active T100 Simple yet sophisticated Compact yet comfortable Don't let its stylish design deceive you this phone can keep up with almost every day bumps and scrapes Fashion Reza Hagel Product Planning Lund Product Business Unit GSM/UMTS

    ×