1. The document discusses Nokia's strategy and vision to connect 5 billion people by 2015 through its four businesses and by leveraging consumer understanding, brand, and technology. 2. Nokia's strategic capabilities include consumer understanding, brand, technology and architecture, and supply chain. Its values are engaging customers, achieving together, and passion for innovation. 3. The presentation provides an overview of Nokia's consumer segmentation research based on behavior and attitudes to help guide their product design and enhancements.

1. Very Human
Technology –
the Nokia strategy
Petra Söderling
Head of Marketing
Nokia Research Center
AAATE 2007
1 © 2007 Nokia San Sebastian, Spain

2. Way of life
2 © 2007 Nokia

3. Nokia’s four
businesses
Lead and win in devices.
Grow consumer Internet services.
Accelerate adoption of business solutions.
Leverage scale and transform
to solutions in infrastructure.
3 © 2007 Nokia

4. Our vision
A world where everyone
can be connected
In 2015, 5 billion people always connected,
and 100 fold more network traffic.
4 © 2007 Nokia

5. Our promise
We help people
feel close to what
matters to them.
5 © 2007 Nokia

6. Nokia’s strategic
capabilities
Consumer understanding.
Brand.
Technology and architecture.
Channels & supply chain.
6 © 2007 Nokia

7. Nokia values
Engaging you
Achieving together
Passion for innovation
Very human
7 © 2007 Nokia

8. Nokia brand
aspiration
The most loved & admired
brand in the world.
8 © 2007 Nokia

9. Design is about practical
intelligence and aesthetic
delight.
9 © 2007 Nokia

10. Simply
beautiful.
Beautifully
simple.
10 © 2007 Nokia

11. Observe,
then design.
11 © 2007 Nokia

12. Nokia’s consumer
understanding
10 billion data points in 2 waves
77,000 people in 1.5 hour interview
122 questions
21 countries
Understanding of: Socio-Cultural,
Mobile phone, Market Dynamics, Lifestyle
12 © 2007 Nokia

13. Vertical Axis – based on behavior
High involvement
Highly involved consumers…
• Replace phone every 6 months
• Tend to pay higher price for mobile
• Tend to buy from well known brands
• Use their mobile phone as an active part of
their life
13 © 2007 Nokia
Lower involvement

14. Horizontal Axis – based on attitude
Highly aspirational consumers…
Aspirational
Use the phone to project status
Rational
Use the phone as fashion accessory
Would be willing to own different
mobiles for different situations
Are embarrassed if their phone looks
outdated
14 © 2007 Nokia

15. Consumer
HIGHER
INVOLVEMENT
Technology Leaders
Segmentation
2006
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
15 © 2007 Nokia

16. Enhancements &
applications
16 © 2007 Nokia

17. Respect
individual
preferences
17 © 2007 Nokia

18. Summary
Very Human Technology
Consumer understanding
Variety of products
Open development
18 © 2007 Nokia

19. Thank you
19 © 2007 Nokia