The document summarizes findings from a diary study of 19 Nokia users testing a beta version of Universal Search on their devices. Key findings include: 1) 58% of searches were for online content like webpages, maps, and apps while 42% were for on-device content like contacts and music. 2) Participants opted to use Universal Search for 72% of all searches during the study period. User feedback indicated strong support for the Universal Search approach. 3) Home screen integration was important for discovery and active use of Universal Search. Speed, relevant results, and unlimited data plans also influenced user experiences.

1. 1 Nokia Universal Search:Understanding the intent, strategy & needs of mobile search. July 2011 Prepared by: Shawn Vallereux Fran Thorpe © 2011 Nokia Company Confidential Universal Search Diary Study.pptx v. 0.1 2011-June

2. Introducing Universal Search 2 © 2011 Nokia Company Confidential Universal Search Diary Study.pptx v. 0.1 2011-June

3. Description of Universal Search beta 3 © 2011 Nokia Company Confidential Filename.pptx v. 0.1 YYYY-MM-DD Author Document ID [Edit via Insert > Header & Footer] Search your device, the web, or the world around you Web Maps & POIs Store Messages Calendar Email Notes & Text Settings Music Apps Contacts Images

5. Evaluate how effectively the Universal Search client satisfies user needs.

8. 3 week search diary (recorded in notepads and online)

9. 1,218 unique search diary entries (~ 64 per participant)© 2011 Nokia Company Confidential Universal Search Diary Study.pptx v. 0.1 2011-June 4

10. Executive Summary 5 © 2011 Nokia Company Confidential Filename.pptx v. 0.1 YYYY-MM-DD Author Document ID [Edit via Insert > Header & Footer] 58% of all searches during the study were for network content such as webpages, topics, map points of interest and Ovi Store content. In particular, 28% of all searches were for POIs, directions and transit information. 42% of all searches during the same period were for in-device content such as contacts, apps, music, messages, settings, etc. Participants opted to use the Universal Search beta to perform 72% of all their searches. Indicative support for Universal Search approach highlighted by an NPS=88% for the beta. “I wouldn’t buy another Nokia that didn’t have it.” “Made the phone a lot more enjoyable honestly, and Ovi Maps…just quick.”

11. Search Intent 6 My smartphone really is smart “The only time I used my laptop was when I wanted to print.” Susan, Connector “Yes I would combine [network & in-device results], if it's meant to be used as such a powerful tool …you can search Internet, Maps, plus what's on your phone.” Nilma, Connector

13. Vicky, Essentialist

14. “It’s good for finding things on my phone and things I use regularly. It was good…once I knew it would do that I went straight to it.

16. Location Search 9 © 2011 Nokia Company Confidential Filename.pptx v. 0.1 YYYY-MM-DD Author Document ID [Edit via Insert > Header & Footer] More than directions “If I wanted to find something, I would use Beta… wouldn’t go to maps (Google, Ovi) they are like Tom Tom. Ididn’t want the navigation element; I know where I am. I don't need “A to B” directions. I want to know what's around.” Susan, Connector “Impressed when I was on holiday and 100% dependent on it. Lot quicker than Google and seems to give a good variety, but mostly good because it was quick.” James, Independent See Appendix for category definitions

17. 10 © 2011 Nokia Company Confidential Filename.pptx v. 0.1 YYYY-MM-DD Author Document ID [Edit via Insert > Header & Footer] Mobile Search Not Always On-the-Go Most Network Search Performed At Home Convenience is driving use 1st Choice Search Beta 1stChoice Web Browser I have the map application on phone and wanted directions Shelley, Connector Had just been on the phone, so it was in my hand so just felt natural to keep using it. Vicky, Connector Lying in bed & Computer switched off. James, Independent Only resource available Andrew, Actives

18. Home Screen Search Integration 11 © 2011 Nokia Company Confidential Filename.pptx v. 0.1 YYYY-MM-DD Author Document ID [Edit via Insert > Header & Footer] Key to discovery; successfully leverages existing search patterns “Home Screen widget…is like desktop on PC, you put things there so it's easy and a reminder… if it was in a folder, I wouldn’t bother looking for it.” Shan, Essentialist “Definitely carry on using it - it has a key place on my homescreen. I can take things [shortcuts, widgets] off home screen as I wont be using them.” Cara, Essentialist “Simple and speedy, the fact that it is on my homescreen …with so many bits on the phone – If I had to search for it I wouldn’t.” James, Actives

19. Would you recommend to a friend? 12 © 2011 Nokia Company Confidential Filename.pptx v. 0.1 YYYY-MM-DD Author Document ID [Edit via Insert > Header & Footer] Look what my phone can do…. “I would not like it if I had to give it back …I showed my friend what I was doing on it and how easy it was…phone people are competitive…I had something they didn't have.” Susan, Connector "Best search I've had on a phone, even better than a PC in some cases….the speed, the fact that it organizes the information to sift quite well.” Sabine, Actives “I think all phones should have it.” Sam, Independent “9.7”

20. Important considerations 13 © 2011 Nokia Company Confidential Filename.pptx v. 0.1 YYYY-MM-DD Author Document ID [Edit via Insert > Header & Footer] Home Screen access is essential for discovery and active use “[Home Screen widget] definitely helped me remember . If it had been on another page I might have forgotten about it.” Andrew, Actives Speed is key “I wouldn’t use it much to search for things I needed really quickly . I would go straight to Google because I know it's going to be quicker (not that it wont give it too me - but it will take longer)”. Sam, Independent Relevant Results are core to building trust in the application “Unpredictable - sometimes brilliant and sometimes completely useless.”Andrew,Actives “I wont search for places, the yell app seems more accurate.” James, Actives Unlimited Data Plan makes internet access a non issue “Phone tariff gives me free internet so I am not worried [about data charges]. If I had to pay I would be worried.” Susan, Connector “Can't tell what's on or off the phone - but it doesn't matter because I have a great plan.” Michelle, Independent

21. 14 Appendix © 2011 Nokia Company Confidential Filename.pptx v. 0.1 YYYY-MM-DD Author Document ID [Edit via Insert > Header & Footer]

22. Types of Location Search Based on Information Need 15 Source: K. Church and B. Smyth. Understanding the Intent Behind Mobile Information Needs, 2009. Local Explicit “I’m looking for information place nearby” User’s current location has a definite impact on the information need and answer expected. Need is identified by proximity / location keywords. May look at directions after location is found. i.e. Pet shop nearby ; nearest cashpoint Local Implicit “I’m looking for information about a place” User is searching for a physical location either directly or indirectly. Proximity is not necessarily a factor. i.e. Cinema, Golf lessons around London, the number of a company. Hotels near Airport in Turkey Directions “How do I get there” User is looking for directions or an appropriate route to a physical location (Does not necessarily mean turn by turn navigation) i.e. Directions back home. Post code of a street to get to it… Transit “When is the train leaving?” User is looking for public transport schedules, pricing information i.e. Train times/ delays / departures

23. Participant Profile About the Participants Nokia Segments 7X Connectors 3 X Actives 5 X Essentials 4X Independents Ages 2 X 18-24 9 X 25-34 7 X 35-50 1 X 50+ Device and Data Plan 14 X Nokia N8 5 X Nokia C7 All participants have unlimited data plans 16