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CONFIDENTIALMobileHandsetCompetitorAnalysis:NokiaSAMSUNGELECTRONICSCHINA(SECChina)August20,2001Thisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinsey&Company.ThismaterialwasusedbyMcKinsey&Companyduringanoralpresentation;itisnotacompleterecordofthediscussion.SAMSUNG010605BJ-kickoff2第一页，共三十页。OVERVIEWOFCOMPETITORANALYSISFRAMEWORK1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing2SAMSUNG010605BJ-kickoff2第二页，共三十页。KEYISSUESTOPROBE-NOKIAStrategyProduct/marketValuechainstrategyOrganization&ownershipFinancialperformanceHowdoesNokiapositionitselfnowandin2005?WhatareNokia’sproductandvaluedeliverysystemstrategiesthatdifferentiateitselffromitscompetitors?Howdoesitscurrentmarketpositionhelpachieveitsgoal?WhatisNokia’skeyproductofferingsandhowdoesNokiadifferentiateitsproductsfromitscompetitors’?WhatcustomersegmentsisNokiatargetingat?InwhichgeographicareasisNokiastrongorweak?HowdoesNokia’sproductdevelopmentmeetcustomerrequirement?HowdoNokia’sdistributionchannelsdifferfromitscompetitors’?WhydoesNokialaunchexclusivespecialistshops?HowdoesNokiaprovidecustomerservices?HowmuchdoesNokiainvestinJVsandWOFEsinChina,andwhatarethemaindrivers?HowdoesNokiaorganizetoenabletheJVsandWOFEstoworktogether?HowstrongisNokia’sperformanceandwhatarethemajorcontributors?WhatisNokia’sperformancetrend?3SAMSUNG010605BJ-kickoff2第三页，共三十页。BACKGROUNDINFORMATION1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing4SAMSUNG010605BJ-kickoff2第四页，共三十页。NOKIAISRELATIVELYALATE-COMERTOCHINA;HOWEVER

ITHASGROWNRAPIDLYTOBECOMEAMARKETLEADERIN

MOBILECOMMUNICATIONBackgroundImplicationLocationBasedatFinland,withofficesinChina,e.g.BeijingChinaisNokia'sstrategiclocationbecauseitisNokia'ssecondlargestmarket,secondonlytoUSInvestmentInvestedmorethanUSD1.7billioninChina BusinessTwomainbusinessunits:NokianetworkandNokiamobileStartingFirstofficeinChinain1985,firstJVinChinain1994Employees60,000staffin130countriesMorethan20officesinChina,7JVs,1WOFEand1R&Dcenterwithover5500staffHistoryStartedbusinessinChinasince1950s1985sawfirstofficeinBeijing,supplyingfixedlinenetworksSuppliedanalogNMT450systemandterminalin1986Suppliedtransmissionsystem,opticalcableandelectriccablesinlater1980sSuppliedanalogETACSsystemandterminalsin1989SuppliedGSMsystemandterminalsin1990sLeaderinmobilecommunicationgloballyandinChinaAlthougharelativelylater-comertoChina,hasinvestedheavilyinitsChinesebusinessFocusedproductlineswithNokianetworkofferingmobile,broadbandandIPnetworkinfra-structure,andNokiamobileofferingmobilehandsetsSource:NokiaPressRelease5SAMSUNG010605BJ-kickoff2第五页，共三十页。STRATEGY1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing6SAMSUNG010605BJ-kickoff2第六页，共三十页。NOKIAPOSITIONSITSELFASALEADINGPRODUCTANDSYSTEMSUPPLIERINTHEFASTGROWINGMOBILECOMMUNICATIONINDUSTRYVisionToleadmobilecommunicationthrough

theintegrationofmobility

withinternetandtheinnovationofnewservicemodelsProductValuedeliverysystemStrategyFocusesonmobilecommunicationproductsandaimstobeatotalsolutionproviderinmobilecommunicationRegularlyintroducesconsumer-orientedproductswithemphasisondesignsandfunctionsBuildsstronglocalalliancethroughJVswithChinesepartnersandR&DcenterswithChineseuniversitiesBuildsexclusivespecialistshopstobringone-stepsolutionstoendusersBuildsfixedandmobileservicestationswithwidegeographiccoverageincludingruralareasSource:NokiapressRelease7SAMSUNG010605BJ-kickoff2第七页，共三十页。NOKIAHASCAUGHTUPWITHMOTOROLAASMARKETLEADERSINMOBILEHANDSETSSINCE1999Monthlymarketsharedevelopment(Percentofmarketinunitssold)9899Jan‘00Dec‘00NokiaMotorolaSiemensEricssonSource:IDC,McKinseyAnalysis8SAMSUNG010605BJ-kickoff2第八页，共三十页。UNLIKEITSCOMPETITORS,NOKIA’SMARKETSHAREISTHESAMEAMONGSTNEWANDREPURCHASEBUYERSOthersNokiaEricssonSiemensMotorolaRepurchaseBuyersNewBuyersTotalmarketPercentofunitssold,20004Q25%75%%ofMarket100%Definition:Newbuyer:neverboughtmobilephonebeforeRepurchasebuyer:boughtmobilephonebeforeSource:IDC,McKinseyanalysis9SAMSUNG010605BJ-kickoff2第九页，共三十页。AMONGREPURCHASERS,NOKIA’SCHURNRATEISHIGH,BUTATPARWITHMOTOROLAPercent,2000EricssonNokiaAlcatelOthersSiemensBrandboughtbypreviousNokiaownersMotorolaSamsungMotorolaAlcatelOthersSiemensBrandboughtbypreviousMotorolaownersNokiaSamsungEricssonSource:McKinseyanalysis10SAMSUNG010605BJ-kickoff2第十页，共三十页。PRODUCT/MARKET1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing11SAMSUNG010605BJ-kickoff2第十一页，共三十页。Nokiahasanarrowproductportfoliofocusingonmobilecommunicationproducts,andmobilehandsetisNokia’skeyproductofferingNokiaoffersconsumer-orientedhandsetswithemphasisondesignsandfunctions,targetingmediumandlowendcustomers.ItsmaincustomersegmentsaretheyoungandfashionableNokia’sfashionphonesarerelativelystronginmajorcitiesandthesouthregion;howeverNokiaisrelativelyweakinthefourth-tiercitiesKEYMESSAGES-PRODUCT/MARKET12SAMSUNG010605BJ-kickoff2第十二页，共三十页。MOBILEHANDSETISNOKIA'sBIGGESTPRODUCTOFFERINGANDITSESSENTIALPARTOFTOTALSOLUTIONSINMOBILECOMMUNICATIONNokiamobilehandsetsNokiaproductofferingsNokianetworkProductsNowandfutureNokia3310foryoungpeopleNokia8210forfashionchaserNokia6210businessprofessionalNokia7110fullChineseinterfaceNokia9210aspersonnelcommunicatorNokia8310,6310forGPRSandWAPMobilenetworkBroadbandnetworkIPnetworkLargestmobilehandsetsupplierintheworldwithaboveaveragegrowthinsalesandmorethan30%globalmarketshareViewsmobilehandsetasadigitalconvergencepointformultimediaservicesSupportsbluetoothbetweenmobilehandsetandPCinNokia6310formobileprofessionalDevelopWCDMAhandsetswithDoCoMoDevelopshomenetproductssuchasmultimediaterminalsinNokiaZhongxinProvidesmultimediaservicenetworksolutionsforoperatorsandISPenteringthemobilecommunicationfieldsNokianetworkcoversmanycitiesandareasinChinaincludingBeijing,Shanghai,HongKongandTaiwanetc.Aimstobeatotalsolutionproviderformobilecommunication13SAMSUNG010605BJ-kickoff2第十三页，共三十页。NOKIAEMPHASIZESONCONSUMER-ORIENTEDDESIGNSANDFUNCTIONSFashionBusinessBasicFunChangeablecoverSub-100gVoice-dialRecordingVibrationTri-bandWAPBuilt-inmodemIR-portChineseinputLi-IonbatterySMSmessagingGamesComposable/downloadableringertone82106210P7689L2000V998++FashionClassicPriceinChina(RMB)26522878236918001435*1452Equivalentfeatures,Nokiamorefun/fashionvs.MotorolamorefunctionsMotorolaofferslowerpricemodelswithsimilarfeatures,tri-bandandWAP * Nov.2000priceKeyDifferences14SAMSUNG010605BJ-kickoff2第十四页，共三十页。WITHINCHINA,NOKIA'sFASHIONPHONESPERFORMBETTERINSOUTHCHINAANDLARGECITIESNorthregionEastregionSouthregionChinaaverageBeijingShanghaiShenzhenGuangzhouMarketsharePercent,2000Source:McKinseyAnalysis15SAMSUNG010605BJ-kickoff2第十五页，共三十页。Tier1Tier2Tier3Tier4NokiaMotorolaOthersNOKIAISRELATIVELYWEAKINTHEIMPORTANT4THTIERCITYMARKETPercentmarketshare,2000EricssonSiemens18%19%23%40%Tiersizeas%oftotal100%=Millionunits

6.77.08.514.8Source:McKinseyAnalysis16SAMSUNG010605BJ-kickoff2第十六页，共三十页。 Source: RetailAudit,McKinseyanalysisANDTHISWEAKNESSIN4THTIERCITIESSPANSMOSTPROVINCESInnerMongoliaHunanYunnanAnhuiGuangdongFujianZhejiangHeijongjiangJilinHenanJiangxiHebeiShanxiLiaoningSichuanShandongJiangsuShanxiHubeiGansuGuizhouPercentmarketshare,NokiaMarketsharePercentProvinceTier1/2/3cityTier4city17SAMSUNG010605BJ-kickoff2第十七页，共三十页。VALUECHAINSTRATEGY1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing18SAMSUNG010605BJ-kickoff2第十八页，共三十页。Nokiaisnotregardedasatechnologyleader,ascomparedwithMotorola;however,itspendsagreatamountofeffortinunderstandingcustomerrequirementsandtailorsitsproducttomeettheserequirements.NokiaemploysPTAC,CellStar,BeijingTelecommunicationEquipmentFactory,BrightPoint,ExpressFortune,andTechGloryasthefirst-tierresellerstodistributehandsetsthroughauthorizedstoresandcounters.Thedistributionchannelsarerelativelyflat.Whileitsretailshopsaregrowingrapidlytoapproximately900aroundthecountry,Nokiaalsodevelopsexclusivespecialistshopsinordertoprovide“one-step”solutionstoendusersNokiaimplementsahighlyefficientcustomerservicesystemwith250servicestationsandmobileservicestationsforruralareas.Itprovidesgoodpre-andaftersalesserviceKEYMESSAGES-VALUECHAINSTRATEGY19SAMSUNG010605BJ-kickoff2第十九页，共三十页。NOKIAISSTRONGATMARKETING,SALESANDSERVICE,BUTWEAKATTECHNOLOGYManufac-turingandsupplychainSalesanddistributionMarketing

and

brandingR&DStrengthsLeversforimprovementEstablishedR&Dcenterin98/99inBeijingforChinamarket,with150researchstaffStronginlowenddevelopmentGoodproductqualityanddesignWeakerpositioninhighendsegmentandhighendtechnologyPositioninlowendunderattackScalablelocalproductionOptimizedlogisticsCountry-widedistributionchannelsandstrongchannelmanagementHighretailerspreferenceLowerratingofretailsupportRetailerpreferencenottranslatingintohighermarketshareStrongbrandawarenessandpreferencePromotes“technologybasedonpeople”AwarenessandpreferencelowerthanMotorolaBrandinyoungmarketunderattackLowtechnologyimageServiceHighlyefficientcustomerservicesystemwith250servicestationsandmobileservicestationsforruralareasGoodpre-andaftersalesservice,e.g.“onehourrepair”service20SAMSUNG010605BJ-kickoff2第二十页，共三十页。….onNokia……onMotorolaNOKIAHASREPUTATIONGAPASTECHNOLOGYLEADER,ANDTARGETDIFFERENTCUSTOMERSEGMENTSFROMMOTOROLANokiahas

goodproduct

designsNokiaphones

areforfemaleor

youngerpeopleNokiaissecondto

upgradeproductsMotorolaproductsaremoreformalMotorolaalways

introducesnew

technologytothe

marketfirstLoyaluser

iswhite-collar

worker….ontechnologyleadershipandinnovation….ondesign…ontypicalloyalusers21SAMSUNG010605BJ-kickoff2第二十一页，共三十页。NOKIADISTRIBUTESTHROUGHSIXFIRST-TIERRESELLERSANDDEVELOPSEXCLUSIVESPECIALISTSHOPSNokiaChannelStructureLateentrytotheChinamarketwithlesshistoricoverheadFlatdistributionchannelsDevelopsexclusivespecialistshopsProvidesafter-saleservices

Source:ChinaComputerJournalVendor1st-tierresellersConsumers2nd-tierresellersRetailers/retailchainstores6%3%91%22%33%36%6%33%58%RationalesNokiaemploysPTAC,CellStar,BeijingTelecommunicationEquipmentFactory,BrightPoint,ExpressFortune,andTechGloryasits6first-tierresellersNokiarequiresresellerstoreportthepromotionplanandproductorderingplansaquarterinadvance,andsincethedemandforhandsetstendstofluctuateacrosspromotionalprograms,thisinflexiblestrategygenerallylimitsthepotentialgainwhenmarketdemandchangesacrosspromotionsCloseto900retailshopsandcounterscountry-wide,with50%growthfrom1999Formexclusivespecialistshoptoprovideone-stepsolutiontoendusers22SAMSUNG010605BJ-kickoff2第二十二页，共三十页。ORGANIZATIONANDOWNERSHIP1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing23SAMSUNG010605BJ-kickoff2第二十三页，共三十页。Nokiahas7JVand1WOFEinChina,amongwhichNokiaBeijingandNokiaDongguanaremanufacturingmobilehandsets.NokiaBeijinghasannualproductioncapacityof30millionunitsin2001.ThemaindriversforNokiatosetupJVsandWOFEsinChinaincludebuildinglocalalliances,localizingmanufacturingtomeetdomesticmarketdemandandincreaseexports,andtechnologytransferencouragedbytheChinesegovernmentWithanarrowproductportfolio,Nokia’sorganizationisproductfocusedwithcoordinatedsalesandmarketingeffortacrossJVsthatmanufacturethesameproductsKEYMESSAGES-ORGANIZATIONANDOWNERSHIP24SAMSUNG010605BJ-kickoff2第二十四页，共三十页。NOKIAHAS7JVsAND1WOFEINCHINA,AMONGWHICH2JVsAREDEVOTEDTOMOBILEHANDSETSMaindriversBuildssuccessfulalliancewith

ChinesepartnersLocalizesmanu-

facturingformajorproductsMeetsdomesticmarketdemand

andincreasesexportsRealizestechnologyandskilltransferindevelopment,manufacturingandmanagementHelpsChinesepartnersimprovecompetitivenessinChinaandgloballyNokiainternationalNokiaBeijingmobile

commu-

nicationNokiaDongguanmobilephoneNokiaFujianmobilecommunicationtechnologyNokiaBeijing,HangxingtelecomNokiaDongdatelecomtechnologyNokiaZhongxindigitaltechnologyNokiaSuzhoutelecomNokiaChongqintelecomEstablishedyearProductoffering1995199519971994200019991998GSM

systemandequipmentMobilehandsetsMobilehandsetsGSM900/1800networkservicesMobileswitchesWirelessapplicationssolutionsandservicesDigitalmultimediaterminalsGSMbasestationCellularnetworktransmissionproducts50%withShouxin70%WithDongguanWanxinWithFujianmobileWithBeijingHangxingWithDongruanWithZhongxinandbroadcastingscienceinstitute100%25SAMSUNG010605BJ-kickoff2第二十五页，共三十页。NOKIA'sORGANIZATIONISMAINLYPRODUCTFOCUSEDWITHANARROWPRODUCTPORTFOLIOANDCOORDINATEDSALESANDMARKETINGNokiainternationalNokiaBeijingmobilecommuni-cationNokiaDongguanmobilephoneNokia

Fujianmobilecommunic-ationtechnologyNokiaBeijingHangxingtelecomNokiaDongdatelecomtechnologyNokiaZhongxindigitaltechnologyNokiaChongqintelecomMarketingNokiaChinaofficeNokiaChinaofficeSalesServiceManufa-

cturingSalesandServicesManu-

facturingR&DServiceManufa-

cturingSalesandServicesR&DImpleme-tationSalesandServicesManufa-

cturingSalesandServicesNokiaSuzhoutelecomManufa-

cturingSalesandServicesGSMsystemandequipmentMobilehandsetsMobilehandsetsGSM900/1800networkservicesMobileswitchesWirelessapplications,solutionsandservicesDigitalmultimediaterminalsGSMba