The document summarizes consumer trends related to mobile services in emerging markets. It discusses how socially connected consumers in these markets are expanding their social circles online and working together in new ways. It also describes some key trends like group buying to negotiate deals, entrepreneurs using collective funds for businesses and social causes, and consumers demanding more transparency through online grassroots movements.

1. Consumer Trends and
Mobile Services in
Emerging Markets
Antti Pirjetä
Mobile Phone Services
antti.pirjeta@nokia.com
Nokia Internal Use Only

2. Company Confidential. ©2010 Nokia
Global Financially Constrained Consumer Trends 2011
Power of the Crowd
Consumers’ social circles
are expanding. The
growth of internet
access, social networking
and digital collectives
have all empowered FCCs
to work together in new
ways to help themselves
and their communities.
Global FCC Trends 2011: Cult of Youth
2

3. Company Confidential. ©2010 Nokia
Overview of Trend Behaviours
1. Group Buying 2. Next Level 3. Collective Search
Entrepreneurialism for Transparency
FCCs are wielding their
collective power to negotiate In the absence of official FCCs are finding a collective
better shopping deals, financing schemes FCCs are voice for greater transparency.
products and as well as leisure using collective finances for Leading edge FCCs are using
experiences .A desire for running businesses, but the internet to launch grass
optimal value is being married increasingly also for social root movements, to encourage
with a more traditional good. new ways of interacting with
collective consumption governments and to empower
experience. other FCC citizens to form
their own groups.
Global FCC Trends 2011: Cult of Youth
3

4. Company Confidential. ©2010 Nokia
Global Financially Constrained Consumer Trends 2011
Cult of Youth
Young Financially
Constrained Consumers’
(FCCs) deep understanding
of the modern world is
elevating their status and
level of influence in their
communities. There is a
digital divide between
generations.
4 Global FCC Trends 2011: Cult of Youth

5. Overview of Trend Behaviours
1. Gatekeepers to 2. Youth as Figure 3. Investing in our 4. Desire to be
Technology Heads Future Younger
FCC youth is acting as a Young people are becoming There is a growing focus Older FCCs are looking to
portal to the digital world more proactive in their and positivity regarding emulate youthful qualities
for older FCCs and for communities. They are young people and their and values . Older FCCs are
their communities in playing a greater role in emerging role within FCC now adopting activities that
general. A digital divide politics and in steering communities. Young are typically associated with
persists along old-young communities and taking people are becoming people in their teens, early
lines. roles as community leaders. communities’ greatest 20s or pre-family.
assets, leading to
greater efforts to invest
in their futures.
Global FCC Trends 2011: Cult of Youth
5

6. Company Confidential. ©2011 Nokia
Global Financially Constrained Consumer Trends 2011
Insider Entertainment
Financially Constrained
Consumers (FCCs) are
taking advantage of the
Trend Summary image increased availability of
(Thea will help to find these images) tools for creating and
sharing content to make
and consume
entertainment that is
“for us, by us”.
Global FCC Trends 2011: Cult of Youth

7. Company Confidential. ©2011 Nokia
Overview of Trend Behaviours
3. Entertainment
1. The Daily Us 2. Putting It Out There for Social Good
Social networking sites are FCCs create and use localised
followed as highly FCCs are using digital media and entertainment channels for
personalised daily papers user generated content to ‘put social good and tackling
spanning family, friends and themselves out there’ on the community issues. Radio is
community activities: a web. becoming a powerful force
digital newspaper of me and amongst FCCs, spreading
us – a true entertainment community consciousness of
channel. issues and pride in local
identity.
Global FCC Trends 2011: Cult of Youth
7

8. Nokia Life Tools
Inform. Involve. Empower.
Nokia Internal Use Only

9. Nokia Life Tools engages with a
Multidimensional Ecosystem
Knowledge Partners Accreditors Sponsors
Information Sources Editorial Desks Brands Dev Agencies
CREDIBILITY EXPERTISE TRUST FUNDING
75 KNOWLEDGE PARTNERS, 18 LANGUAGES, 4 COUNTRIES
18 Operators across 4 Countries
Nokia Internal Use Only

10. Nokia Life Tools co-creates meaningful
content with Knowledge Partners
Knowledge Partners
Information & Knowledge Sources Knowledge Editorial Desk
Online Secondary
Sources Information
Networks
Identify & fill
up Validation & Hyper-local,
Information
Information Advice Profile based,
Aggregation
Gaps Generation Messages
NAMIN
Regional Editorial
Experts Desk
Panels Analysts
Information Enrichment, Processing & Validation Personalization Delivery
• Over 75 Partnerships bring credible local • Generating hyper-local, personalized, timely &
knowledge & information relevant information in 16 languages across 4
• They achieve organization mandate for wider countries
outreach
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11. Increasing Consumer Engagement with Social
Elements and Interactivity
Ask an Expert
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12. Parenting Advice on Hand Washing
Example of Combining Service and Branded Messages
Service Messages Branded Messages
Parenting Advice Parenting Advice Parenting Advice Parenting Advice
Did you know that Remember, kids coming Courtesy: Lifebuoy Courtesy: Lifebuoy
Indonesia is on the way back from school or Having trouble getting Cultivating a habit of
to achieving 2/3 playground bring back your child to wash their bathing daily, brushing
reduction in child deaths not just hungry tummies, hands? Make it a fun teeth twice a day and
by 2015? Basic hygiene but also lot of harmful event! Sing songs like "Di washing hands with
helps the country to germs that cause sini senang, di sana Lifebuoy whenever the
achieve these goals. Visit diarrhea. Cultivate good senang" and soon, your child uses the toilet and
your nearest doctor to hygiene habits at a child will have this fun before and after meals
learn more about good young age to have a habit as a part of his helps your child grow fit
hygiene practices. healthy kid at home. everyday routine. and healthy.
Source: Sygma Source: Sygma
LIFE TOOLS HOME LIFE TOOLS HOME SHARE CALL HANDYSMART
Nokia Internal Use Only

13. Inform. Involve. Empower.
Nokia Internal Use Only