nokia客户细分战略介绍

NokiaConvergenceStrategy

MUMMConferenceDay2007Rome,9thMay

BackgroundscenarioLowerGlobalAverageSellingPrice=>lowerMarginsMatureMarkets(EuropeandNorthAmerica):onedigitgrowth=>toughcompetitionforBrandswitchoverandinvestmentsforloyaltyHighSubsidybyTelecomOperators=>toughnegotiationsandstrongconsumers’attitudetolowerpricesBoomingMarkets(China,IndiaandLatinAmerica)

butlowrangeproducts=>lowMarginsFastercommercialproductlifecycle=>highInvestmentsinR&DMixoffinancialinvestmentscomingfromMulti-BusinessesCompaniesQuitestrongConvergencedemandcomingfromMobileandFixedOperatorsActualBusinessModelsarestilleffectivetohavetwodigitsOperatingMargininMPIndustry?No!NewValueAddedBusinessesarenecessaryConvergenceisthemaindrivertoenterinnewBusinessesConvergenceisnotapuresumoftwodifferentneeds/industriesConvergenceissomethingmore:newCategories,newBusinesses,newExperiences,newBenefits,newMarketsDigitalContentsHighcapacityMemories,fastProcessors,longlastingbatteriesStableandfastOperatingSystemforMobilePhonesWiderTransmissionBand(GPRS,UMTS,HSPA,…)TechnologyConsumersLegislationCompetition“everything,everytime,everywhere”Needsofcustomization(ringtones,wallpapers,UI,cover,etc..):EverybodyhasaMPDeregulationLiberalizationMarginerosionToughNegotiationsDriversforConvergenceWhat’sConvergenceNokiaConvergenceStrategy:GeneralApproachNetworksExperiencesTechnologyMobileBusinessWi-Fi/Wi-MaxPushe-mailVoIPUMAMultimediaMPixMPEG4MP3CarlZeissHighTouchDesignNewMaterialFormFactorSportNewMaterialSWFeaturesConvergenceStrategy:NewRequisitesComplementaryStrategy=>Experiencecompletion:HighEndUserPriceNotcompellingFeaturesNotrecognizedBrandinthenewBusinessFrontalAttackStrategy=>ProductsubstitutionStrategiesCompetitionPartnershipsAcquisitionsCompetitornowPartner:SiemensNewCompetitors:Apple,SonyPSP,Nintendo,Nikon,etc…Co-Opetitors:Microsoft,Canon,HP,BleckBerry,TomTom,Yahoo

FundamentaltocompletethenewBusinessValuePropositionandtogaincredibility:CarlZeiss,GamingPublishers,Epson,Kodak,Adobe,IBM,Oracle,JBL,Sennheiser,Bose,TopofthePops,TomTom,Route66,Skype,Flickr,GoogleLoudeye(OD2),Gate5,Intellisync.....andmoretocomeWhatisour

startingpoint?VisionandMissionInaworldwhereeveryonecanbeconnected,

wetakea

veryhuman

approach

to

technology.TowardsthefourbillionmilestoneSource:GlobalbrandtrackingdataexJapan-Korea.Brandpreferenceweightedbypopulation.#2CompetitorNokiaOthers20042005Q2’06GlobalBrandPreference%BrandPreferencebyAreaChinaAPACLatinAmericaN.AmericaMEAEurope394345Nokiawinsconsumershearts

andmindsby4:1margin…ItalySource:InterbrandCorp,BusinessWeek,July200..10.ValueChange2005vs.’06-1%-5%+5%+4%-9%+14%+12%+5%+6%+9%6.…andisoneofthemostlovedandfastest

growingbrandsintheworld.Nokia:BrandNumber6FirstEuropeanBrandFirstnon-USBrandFirstTelcoBrandWhyisthisimportant?Becausegreatbrandshelpgrowgrossmargin…ASPVolumeMarketPressure…whilebuildinglongtermbrandequity.?…andwhileweareallthesame……wehavedifferentneeds

“Iexpectthenewglobalconsumersegmentationmodeltore-installourreputationashavingthebestconsumerunderstandingintheindustry”Olli-PekkaKallasvuo––August2005Nokia’sConsumerSegmentationisofkeystrategicimportanceNokia’ssegmentationmodelPortfolioPlanningProductCreationCampaignDevelopmentSalesPortfolioManagementCategoryManagementDesignProductManagersProgrammeManagersTPOManagersCampaignManagementCampaignPlanningCountryMarketingMarketingplanningCountryManagementAccountTeamsSalesTeamQuantifiableActionableOnemodelinplacefromplanningthroughtosalesensuringacommonlanguageTargetingconsumerswiththerightmessagesQuantificationofnewsolutionopportunitiesSellingsolutionstocustomerstoaddressspecificconsumersSolutiontargetingspecificdesiresofspecificconsumersGlobalsegmentationContinuouslyrefreshableresearch10billiondatapoints77,000Consumersx1.5hourinterview21countries122questionsUnderstandingof:Values,Beliefs,Attitudes,LifestyleNokiaConsumerSegmentation:atwodimensionalspace-theAxisRationalAspirationalHighInvolvementLowInvolvementVerticalAxis–basedonbehaviorHighInvolvementLowInvolvementHowdoconsumersactuallybehave?Replacephoneevery6monthsTendtopayhigherpriceformobileTendtobuyfromwellknownbrandsMoredesigndrivenpurchasingbehaviorHorizontalAxis––basedonattitudeRationalAspirationalWhatdoconsumerswant?IusemyMobilePhoneasafashionaccessoryIwouldpreferamobilephonethatisgreatlookingratherthanhavingthelatestfeaturesIwouldbewillingtoowndifferentMobilePhoneindifferentsituationsIamembarrassedifmyMobilePhonelooksoutdatedIwouldliketokeepuptodatewiththelatestfashiontrendsKeyAttitudes:thequadrantsRationalAspirationalHighInvolvementLowInvolvementMobilePhoneasempowermenttoolMobilePhonetrendleadersMobilePhonetrendfollowersMobilePhoneonlywhennecessaryItalianSegmentationModelYoungExplorers(10.3%)TechnologyStylists(5.2%)StyleLeaders(5.3%)StyleFollowers(6.3%)FamilyProviders(12.5%)LifeJugglers(6.3%)PragmaticLeaders(3.4%)LifeBuilders(8.9%)ImageSeekers(0.0%)HIGHERINVOLVEMENTSimplicitySeekers(34.3%)MatureAcceptors(5.6%)TechnologyLeaders(3.4%)LOWERINVOLVEMENTRATIONALASPIRATIONAL(non-existentinEurope)Keyconsumerneedaroundmodernitythelatestandbest–technologyisakeydriver.Keyconsumerneedaroundstyle/fashion.Designconsciousconsumers.RequirewelldesignedstylishproductsMoremainstreamsegments,buttendtobeyoungerindemographics.SlowertechnologyadoptionMorerationalattitudes.KeyconsumerneedisthedeviceasatoolforempowermentLessinvolvedwithmobiletelephonyandconsumerneedisaroundabasiccommunicationdeviceGlobalSegmentSizesItalyWave1ItalyWave2YoungExplorers(7.9%)6.9%10.3%TechnologyLeaders(6.1%)3.6%3.4%TechnologyStylists(6.4%)1.1%5.2%StyleLeaders(10.6%)4.5%5.3%ImageSeekers(7.2%)NENEStyleFollowers(6.3%)6.7%4.8%FamilyProviders(10.3%)21.6%12.5%SimplicitySeekers(13%)28.1%34.3%MatureAcceptors(7.6%)1.9%5.6%LifeJugglers(3.8%)7.1%6.3%PragmaticLeaders(7.1%)6%3.4%LifeBuilders(13.9%)12.4%8.9%ItalyRe-FreshSegmentationMapYoungExplorersTechnologyLeadersTechnologyStylistsStyleLeadersStyleFollowersFamilyProvidersSimplicitySeekersMatureAcceptorsLifeJugglersPragmaticLeadersLifeBuildersImageSeekersSI=StatisticallyInsignificant NE=NonExistentGlobally,11.1%ofmarkethasmovedontoorabovehorizontalinvolvementaxis(=mostsegmentsaboveaxishavegrown)FourcategoriestohelppeoplenavigateYoungExplorers(7.9%)TechnologyStylists(6.4%)StyleLeaders(10.6%)StyleFollowers(6.3%)FamilyProviders(10.3%)LifeJugglers(3.8%)PragmaticLeaders(7.1%)LifeBuilders(13.9%)ImageSeekers(7.2%)SimplicitySeekers(13%)MatureAcceptors(7.6%)TechnologyLeaders(6.1%)RATIONALASPIRATIONALSmartandcollaborativebusinesssolutionsAchieveNokiaEseriesAchievingtogetherLiveDesignandstyleleadershipInspiring

thesensesConnectEssenceofNokiathroughbalanceofstyleandprovenbenefitsConnectingsimplyInnovationandtechnologyleadershipExploreNokiaNseriesSharingdiscoveriesImprovemarketingyieldSharingDiscoveriesAchievingTogetherConnectingSimplyNokiaconnectspeoplethroughveryhumantechnologytohelpthemfeelcloseWebelievelifeisbetterwhensharedWebelieveeveryoneachievesmorewhenworkingtogetherWebelieveexperiencesaremorevaluablewhensharedWHATWeBelieveWHATWePromise…expressedthroughNokiaConnectingPeopleEXPLOREConnectACHIEVECONNECTLIVEWebelievepeopleneedinspirationtobondevendeeperInspiringSenses…expressedthroughNokiaConnectingPeople1Nokiabrand4Categories2Sub-brandsWithdistincttonalities,notmultiplepersonalities.WhatthismeansforusSustainableindustryleadershipOptimalproductportfolioofferingpercategoryImprovedmarketingyealdbyin-depthunderstandingofconsumerneedspersegmentThankyou9、静静夜夜四四无无邻邻，，荒荒居居旧旧业业贫贫。。。。1月月-231月月-23Wednesday,January4,202310、雨雨中中黄黄叶叶树树，，灯灯下下白白头头人人。。。。21:41:3321:41:3321:411/4/20239:41:33PM11、以我独独沈久，，愧君相相见频。。。1月-2321:41:3321:41Jan-2304-Jan-2312、故人江海海别，几度度隔山川。。。21:41:3321:41:3321:41Wednesday,January4,202313、乍见翻疑梦梦，相悲各问问年。。1月-231月-2321:41:3321:41:33January4,202314、他乡生白白发，旧国国见青山。。。04一月月20239:41:33下下午21:41:331月-2315、比不了了得就不不比，得得不到的的就不要要。。。。一月239:41下午午1月-2321:41January4,202316、行动动出成成果，，工作作出财财富。。。2023/1/421:41:3321:41:3304January202317、做前，能能够环视四四周；做时时，你只能能或者最好好沿着以脚脚为起点的的射线向前前。。9:41:33下下午9:41下下午21:41:331月-239、没没有有失失败败，，只只有有暂暂时时停停止止成成功功！！。。1月月-231月月-23Wednesday,January4,202310、很多事情努努力了未必有有结果，但是是不努力却什什么改变也没没有。。21:41:3321:41:3321:411/4/20239:41:33PM11、成成功功就就是是日日复复一一日日那那一一点点点点小小小小努努力力的的积积累累。。。。1月月-2321:41:3321:41Jan-2304-Jan-2312、世间成事，，不求其绝对对圆满，留一一份不足，可可得无限完美美。。21:41:3321:41:3321:41Wednesday,January4,202313、不不知知香香积积寺寺，，数数里里入入云云峰峰。。。。1月月-231月月-2321:41:3321:41:33January4,202314、意志志坚强强的人人能把把世界界放在在手中中像泥泥块一一样任任意揉揉捏。。04一一月月20239:41:33下下午21:41:331月-2315、楚塞三三湘接，，荆门九九