1. The Device of the Future
Nokia World, 4 December 2007
Kai Öistämö
Executive Vice President & General Manager
Mobile Phones
1 © 2007 Nokia

2. Agenda
Technology, social and environmental trends
What do people want?
Nokia global segmentation
Portfolio development
Mobile experiences
Conclusions
2 © 2007 Nokia

3. Technology Trends
Converged devices go mainstream
Wireless broadband becomes universal
Innovation proliferates
Mobility transforms the Internet
Context is king
3 © 2007 Nokia

4. Social Trends
Emerging markets
Women’s rising economic power
Demand for localization
4 © 2007 Nokia

5. Environmental
Trends
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6. What Do
People Want?
6 © 2007 Nokia

7. Global Segmentation
Technology Leaders
HIGHER
INVOLVEMENT
Technology Stylists
Pragmatic Leaders
Young Explorers
Life Builders
Life Jugglers Style Leaders
RATIONAL ASPIRATIONAL
Mature Acceptors Image Seekers
Style Followers
Family Providers
Simplicity Seekers LOWER
INVOLVEMENT
7 © 2007 Nokia

8. Global Segmentation
Technology Leaders
Nokia N82 Nokia N95 8GB
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9. Global Segmentation
Nokia 3110
Evolve Life Builders
9 © 2007 Nokia

10. Device Portfolio
of the Future
10 © 2007 Nokia

11. Portfolio Development
Stronger
portfolio
More
experiences
UI
Evolved
design
Lower cost
2006
2007 2008

12. Music Experience Great music experience for
consumers looking for
advanced music features
Driven
Stylish mobile phones
with good music
experience
Enabled
MANY
MOST
200 million music enabled devices sold
Approximately 75% of Nokia’s devices have music players
12 © 2007 Nokia

13. Navigation and Mapping Experience
“Ready to go”
Nokia
Navigator Enabled with GPS
and Nokia Maps
Nokia
Maps
Basic
with maps
FEW
SEVERAL/
MANY
MOST
13 © 2007 Nokia

14. Ovi: One-stop Destination for Communities,
Content and Nokia Services
14 © 2007 Nokia

15. Conclusions
Portfolio not
product.
Bringing mobile
experiences to life.
Consumer
understanding is
key.
15 © 2007 Nokia

16. Thank you.
16 © 2007 Nokia