SlideShare ist ein Scribd-Unternehmen logo
1 von 19
Downloaden Sie, um offline zu lesen
Developing markets for smartphones and how
                   to reach new consumer segments
                                        Mauri Metsäranta
                               Mobile Software Sales and Marketing
                                              Nokia




1   © 2007 Nokia Corporation
• Growth market opportunities
             • Where are they
             • Who they are

          • How consumers use S60 smart devices
             • Usage profiles
             • Data usage drivers
             • Comparison to Europe

          • Successes and challenges in driving smartphone adoption
             • Why would they buy a smartphone
             • How to sell




2   © 2007 Nokia Corporation
Where are the largest growth markets?

                                                                    Russia




                                                                             China


                               Mexico                               India
                                                          Egypt

                                                                              Thailand


                                                                                     Indonesia
                                            Brazil


                                    Chile
                                                     South Africa




3   © 2007 Nokia Corporation
Who are they?




4   © 2007 Nokia Corporation
Broadly Speaking, Consumers Fall Within 4 Quadrants
                                                        High Involvement



                                                    Mobile
                                                                       Mobile
                                                Communication
                                                                   Communication
                                                      as
                                                                    trend leaders
                                                 empowerment
                                                     tool

                     Rational                                                        Aspirational


                                                   Mobile              Mobile
                                                Communication      Communication
                                                  only when        trend followers
                                                  necessary




                                                        Low Involvement
    Source: Nokia consumer research 2006-2007

5     © 2007 Nokia Corporation
Focus into “high involvement“ segments
                                                                           HIGHER
                                                                                                       Technology Leaders
                                                                        INVOLVEMENT
                                                                                                       Technology Stylists

                                               Pragmatic Leaders
                                                                                              Young Explorers

                                                                                              Life Builders


                                                      Life Jugglers                                           Style Leaders

                                     RATIONAL                                                                 ASPIRATIONAL

                                                                                                         Image Seekers
                                      Mature Acceptors




                                                                                     Style Followers
                                                                  Family Providers


                                                                            LOWER
                                 Simplicity Seekers
                                                                         INVOLVEMENT
    Source: Nokia consumer research 2006-2007

6     © 2007 Nokia Corporation
Young Explorers                                       Life Builders



                  Very social people and                    Aiming to make something of
                   living life to the full                          themselves

                                                         What do they look for in mobile
    What do they look for in mobile
                                                         communications?
    communications?
    • Immediate connectivity to friends for organizing   • Convergence is a key purchase criteria
      social lives
                                                         • Data services for personal productivity
    • All-in-one handset with computer functionality
                                                         • Digital content such as gaming, watching, music
    • Music
                                                         • All-in-one handset with computer functions, large
    • Advanced communications functionality                number of features
    • Mid-high to high handset and services value        • High-quality camera

    Source: Nokia consumer research 2006-2007

7     © 2007 Nokia Corporation
Europeans spent 48 minutes a day using
                         their smartphone
                                                                         EUROPE 2007

                                                                 Other
                                                                                               Messaging
                                                                 31 %
               Smartphone usage minutes increased                                                33 %

               60% in Europe in a year! Voice minutes
               have not increased, but other functions
               have acquired much more time
                                                           Voice calls
               (multimedia, navigation, browsing, email,     12 %                           Multimedia/
               MMS, SMS)…                                                                  Infotainment
                                                                              PIM
                                                                                               13 %
                                                                             11 %



                                                                         EUROPE 2006
                                                                     Other
                                                                     20 %
                                                                                              Messaging
                                                                                                31 %




                                                           Voice calls
                                                             24 %
                                                                                               Multimedia/
                                                                                              Infotainment
                                                                                                  11 %
    Source: Nokia Smartphone 360 studies 2006-2007                                   PIM
                                                                                    14 %
8     © 2007 Nokia Corporation
Chinese spent 82 minutes a day using
                                                          their smartphone!
                                                                                  Number of minutes spent per application category
                                CHINA 2006
    S60 Browser
                                                                                                                                              40
    File Manager
                                                                                                                         35
                          Other
    Dictionary
                          15 %
                                                                                                                                              30




                                                                                                                                                   Minutes / Day
                                                   Messaging
                                                     38 %
                                                           S60 Messaging                                                                      20
        Voice calls
                                                           QQ
          22 %                                                                    12
                                                           Pica                                                 11
                                                           XRose…                                                                             10
                                                                                                                     6                    5
                                                                                                                              4
                                                                                             3
                                                                                         2                                        2   1
                                                                                                      1
                                                                                                                                              0
                                            Multimedia/
                                PIM
                                           Infotainment

                                                                                                  y
                                                                             ce




                                                                                                                                 es
                                                                                                            M



                                                                                                                                 ng




                                                                                                                                 f ig

                                                                                                                                 ng
                               15 %




                                                                                                                                   ia
                                                                                                  n

                                                                                                ity




                                                                                                                                    t
                                                                                                                               en
                                                                                   r/U tilit

                                                                                               w



                                                                                                          PI

                                                                                                                              ed
                                                                              i




                                                                                                                            am
                                               10 %




                                                                                           t iv




                                                                                                                              si
                                                                                                                             on
                                                                                                                              gi
                                                                           Vo




                                                                                          no




                                                                                                                             m
                                                                                                            t im
                                                                                         U




                                                                                                                            w
                                                                                                                          sa
                                                                                        uc




                                                                                                                          in




                                                                                                                           C
                                                                                                                          G
                                                                                       nk




                                                                                                                        ro
                                                                                                                      es

                                                                                                                       ta
                                                                                                           ul
                                                                                     od




                                                                                                                      B
                                                                                                                    fo
                                                                                                                   M
                                                                                                          M
                               Contacts                                           Pr




                                                                                                                 In
                                                                                     e


                                                Gallery
                                                                                  th



                               Log
                                                                              O




                                                Camera
                               Calendar…
                                                QQPlayer…




* Source: Nokia, 360 Smartphone study/China 2006


9   © 2007 Nokia Corporation
Internet services drive data service usage
                                Source of data traffic in China*

                                                                                • 40% from connected add-on
                         Multimedia /
                                             Other
                         infotainment
                                                                                  applications
                                             0,3%
                             19 %
                                                                                • Multimedia data nearly all from
                                                                                  internet services
                                                                                • Nearly half of the messaging data
                  Messaging
                                                                                  from add on IM applications
                                                            Browser
                    19 %                                     62 %




                                                                                                        Contacts
                                           QQ Groups                                    Information
     Friends List                                                     QQ Show

* Source: Nokia, 360 Smartphone study/China 2006


10   © 2007 Nokia Corporation
They are after style and features

           •     Features that are relevant
           •     Brand
           •     Design with personalization
           •     Affordable price
           •     Internet services and add-on
                 applications

           • Growth market differ from
                 developed markets in three aspects
                  • Word of Mouth
                  • Budgeting
                  • Trust


11   © 2007 Nokia Corporation
65% of the decisions are made in-store

           • Build on the device brand
           • Provide on-line to support for pre-
                 purchase decisions and to
                 increase loyalty
           •     Utilize social influencers and
                 communities
           •     Use and train promoters to sell
                 value and excite the customers in
                 retail
           •     Affordability through re-fresh
                 campaigns
           •     Differentiate from feature phones
                 with partner innovations
           •     Right balance with Global and
                 local features


12   © 2007 Nokia Corporation
Examples



                                                   China


                                           India




13   © 2007 Nokia Corporation
Nokia E50 re-fresh campaign in India




14   © 2007 Nokia Corporation
Nokia N72 travel campaign in India




15   © 2007 Nokia Corporation
Nokia 6120c launch with applications in China




16   © 2007 Nokia Corporation
Stock application
           campaign with S60
           device portfolio in China




17   © 2007 Nokia Corporation
Challenges

           • Distribution and retail
                 experience

           • Cost and speed of data traffic

           • Availability of local
                 applications and content
                  • Competence and technical
                    support
                  • Developer business case
                  • Discovery, distribution and
                    billing




18   © 2007 Nokia Corporation
Thank You!
                                        Please visit
                                www.s60.com or www.s60.com/cn
                                     www.blogs.s60.com




19   © 2007 Nokia Corporation

Weitere ähnliche Inhalte

Was ist angesagt?

How iPod was developed?
How iPod was developed?How iPod was developed?
How iPod was developed?Alar Kolk
 
Digital & Music Matters 2012 Wrap Report
Digital & Music Matters 2012 Wrap ReportDigital & Music Matters 2012 Wrap Report
Digital & Music Matters 2012 Wrap Reportjasperd
 
Ashndk-led lighting revised-ppt
Ashndk-led lighting revised-pptAshndk-led lighting revised-ppt
Ashndk-led lighting revised-pptashokpishey
 
Oled and led lighting scenarios sep 2011 HCL
Oled and led lighting scenarios sep 2011 HCLOled and led lighting scenarios sep 2011 HCL
Oled and led lighting scenarios sep 2011 HCLIan Hendy
 
White Paper: MMA/iLoop Mobile Location Technology Roadmap
White Paper: MMA/iLoop Mobile Location Technology Roadmap White Paper: MMA/iLoop Mobile Location Technology Roadmap
White Paper: MMA/iLoop Mobile Location Technology Roadmap Archer Inc.
 
GPDI Portfolio 2014
GPDI Portfolio 2014GPDI Portfolio 2014
GPDI Portfolio 2014scottgales
 

Was ist angesagt? (7)

How iPod was developed?
How iPod was developed?How iPod was developed?
How iPod was developed?
 
Digital & Music Matters 2012 Wrap Report
Digital & Music Matters 2012 Wrap ReportDigital & Music Matters 2012 Wrap Report
Digital & Music Matters 2012 Wrap Report
 
Ashndk-led lighting revised-ppt
Ashndk-led lighting revised-pptAshndk-led lighting revised-ppt
Ashndk-led lighting revised-ppt
 
Oled and led lighting scenarios sep 2011 HCL
Oled and led lighting scenarios sep 2011 HCLOled and led lighting scenarios sep 2011 HCL
Oled and led lighting scenarios sep 2011 HCL
 
White Paper: MMA/iLoop Mobile Location Technology Roadmap
White Paper: MMA/iLoop Mobile Location Technology Roadmap White Paper: MMA/iLoop Mobile Location Technology Roadmap
White Paper: MMA/iLoop Mobile Location Technology Roadmap
 
Doro 810 Case For Resale
Doro 810 Case For ResaleDoro 810 Case For Resale
Doro 810 Case For Resale
 
GPDI Portfolio 2014
GPDI Portfolio 2014GPDI Portfolio 2014
GPDI Portfolio 2014
 

Ähnlich wie How To Reach New Segments Segmentation

AdReaction 2012: Marketing in the Mobile World
AdReaction 2012: Marketing in the Mobile WorldAdReaction 2012: Marketing in the Mobile World
AdReaction 2012: Marketing in the Mobile WorldAraceli Castelló
 
Windstream Webinar: Demystifying VoIP for Business
Windstream Webinar: Demystifying VoIP for BusinessWindstream Webinar: Demystifying VoIP for Business
Windstream Webinar: Demystifying VoIP for BusinessWindstream Enterprise
 
Enhancing monetisation potential from mobile location services: The case for ...
Enhancing monetisation potential from mobile location services: The case for ...Enhancing monetisation potential from mobile location services: The case for ...
Enhancing monetisation potential from mobile location services: The case for ...Merlien Institute
 
Next Level in Online Banking: Users to the CORE OF THINKING
Next Level in Online Banking:Users to the CORE OF THINKINGNext Level in Online Banking:Users to the CORE OF THINKING
Next Level in Online Banking: Users to the CORE OF THINKINGTommi Pelkonen
 
Xl axiata growth strategy
Xl axiata growth strategyXl axiata growth strategy
Xl axiata growth strategyMita Hadi
 
The World Goes Mobile
The World Goes MobileThe World Goes Mobile
The World Goes MobileInMobi
 
Loyalty on the go! How Mobile makes service effortless.
Loyalty on the go! How Mobile makes service effortless.Loyalty on the go! How Mobile makes service effortless.
Loyalty on the go! How Mobile makes service effortless.Seb Reeve
 
Phtn Mktg Corporate Brochure
Phtn Mktg Corporate BrochurePhtn Mktg Corporate Brochure
Phtn Mktg Corporate Brochurephotonsales
 
Mobile Social Networking industry 2008
Mobile Social Networking industry 2008Mobile Social Networking industry 2008
Mobile Social Networking industry 2008Christine Perey
 
Delivering Exceptional User Experiences and Engagement – Learn from Real Worl...
Delivering Exceptional User Experiences and Engagement – Learn from Real Worl...Delivering Exceptional User Experiences and Engagement – Learn from Real Worl...
Delivering Exceptional User Experiences and Engagement – Learn from Real Worl...BlueArc Group
 
I believe in the power of words - Deepak Pareek, Author Profile
I believe in the power of words - Deepak Pareek, Author ProfileI believe in the power of words - Deepak Pareek, Author Profile
I believe in the power of words - Deepak Pareek, Author ProfileDeepak Pareek
 
Mobile Convention Amsterdam - Nokia - Jean-Marc Nicolaï
Mobile Convention Amsterdam - Nokia - Jean-Marc NicolaïMobile Convention Amsterdam - Nokia - Jean-Marc Nicolaï
Mobile Convention Amsterdam - Nokia - Jean-Marc NicolaïMobileConventionAmsterdam
 
Think Mobile As A Marketing Tool, Think Lumata
Think Mobile As A Marketing Tool, Think Lumata Think Mobile As A Marketing Tool, Think Lumata
Think Mobile As A Marketing Tool, Think Lumata Kumar Gaurav
 
HKD2 - Nokia - Nokia and social media strategy
HKD2 - Nokia - Nokia and social media strategyHKD2 - Nokia - Nokia and social media strategy
HKD2 - Nokia - Nokia and social media strategyH&K Demystifying Digital
 
Digital Culture in China: NUMBERS & TRENDS
Digital Culture in China: NUMBERS & TRENDSDigital Culture in China: NUMBERS & TRENDS
Digital Culture in China: NUMBERS & TRENDSItamar Medeiros
 
John jackson capitalising on new trends
John jackson capitalising on new trendsJohn jackson capitalising on new trends
John jackson capitalising on new trendsECR Community
 
Nokia brand manegement
Nokia brand manegementNokia brand manegement
Nokia brand manegementAhmad Raza
 
DAS Performics: Hypebusters: "The Golden Age of Marketing"
DAS Performics: Hypebusters: "The Golden Age of Marketing"DAS Performics: Hypebusters: "The Golden Age of Marketing"
DAS Performics: Hypebusters: "The Golden Age of Marketing"Digiday
 

Ähnlich wie How To Reach New Segments Segmentation (20)

Very Human Technology
Very Human TechnologyVery Human Technology
Very Human Technology
 
AdReaction 2012: Marketing in the Mobile World
AdReaction 2012: Marketing in the Mobile WorldAdReaction 2012: Marketing in the Mobile World
AdReaction 2012: Marketing in the Mobile World
 
Windstream Webinar: Demystifying VoIP for Business
Windstream Webinar: Demystifying VoIP for BusinessWindstream Webinar: Demystifying VoIP for Business
Windstream Webinar: Demystifying VoIP for Business
 
Enhancing monetisation potential from mobile location services: The case for ...
Enhancing monetisation potential from mobile location services: The case for ...Enhancing monetisation potential from mobile location services: The case for ...
Enhancing monetisation potential from mobile location services: The case for ...
 
Next Level in Online Banking: Users to the CORE OF THINKING
Next Level in Online Banking:Users to the CORE OF THINKINGNext Level in Online Banking:Users to the CORE OF THINKING
Next Level in Online Banking: Users to the CORE OF THINKING
 
Xl axiata growth strategy
Xl axiata growth strategyXl axiata growth strategy
Xl axiata growth strategy
 
The World Goes Mobile
The World Goes MobileThe World Goes Mobile
The World Goes Mobile
 
Loyalty on the go! How Mobile makes service effortless.
Loyalty on the go! How Mobile makes service effortless.Loyalty on the go! How Mobile makes service effortless.
Loyalty on the go! How Mobile makes service effortless.
 
Phtn Mktg Corporate Brochure
Phtn Mktg Corporate BrochurePhtn Mktg Corporate Brochure
Phtn Mktg Corporate Brochure
 
Mobile Social Networking industry 2008
Mobile Social Networking industry 2008Mobile Social Networking industry 2008
Mobile Social Networking industry 2008
 
Delivering Exceptional User Experiences and Engagement – Learn from Real Worl...
Delivering Exceptional User Experiences and Engagement – Learn from Real Worl...Delivering Exceptional User Experiences and Engagement – Learn from Real Worl...
Delivering Exceptional User Experiences and Engagement – Learn from Real Worl...
 
I believe in the power of words - Deepak Pareek, Author Profile
I believe in the power of words - Deepak Pareek, Author ProfileI believe in the power of words - Deepak Pareek, Author Profile
I believe in the power of words - Deepak Pareek, Author Profile
 
Mobile Convention Amsterdam - Nokia - Jean-Marc Nicolaï
Mobile Convention Amsterdam - Nokia - Jean-Marc NicolaïMobile Convention Amsterdam - Nokia - Jean-Marc Nicolaï
Mobile Convention Amsterdam - Nokia - Jean-Marc Nicolaï
 
Think Mobile As A Marketing Tool, Think Lumata
Think Mobile As A Marketing Tool, Think Lumata Think Mobile As A Marketing Tool, Think Lumata
Think Mobile As A Marketing Tool, Think Lumata
 
HKD2 - Nokia - Nokia and social media strategy
HKD2 - Nokia - Nokia and social media strategyHKD2 - Nokia - Nokia and social media strategy
HKD2 - Nokia - Nokia and social media strategy
 
Digital Culture in China: NUMBERS & TRENDS
Digital Culture in China: NUMBERS & TRENDSDigital Culture in China: NUMBERS & TRENDS
Digital Culture in China: NUMBERS & TRENDS
 
John jackson capitalising on new trends
John jackson capitalising on new trendsJohn jackson capitalising on new trends
John jackson capitalising on new trends
 
Nokia brand manegement
Nokia brand manegementNokia brand manegement
Nokia brand manegement
 
DAS Performics: Hypebusters: "The Golden Age of Marketing"
DAS Performics: Hypebusters: "The Golden Age of Marketing"DAS Performics: Hypebusters: "The Golden Age of Marketing"
DAS Performics: Hypebusters: "The Golden Age of Marketing"
 
Nff 15112011 education from the cloud
Nff 15112011 education from the cloudNff 15112011 education from the cloud
Nff 15112011 education from the cloud
 

Kürzlich hochgeladen

Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 

Kürzlich hochgeladen (20)

Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 

How To Reach New Segments Segmentation

  • 1. Developing markets for smartphones and how to reach new consumer segments Mauri Metsäranta Mobile Software Sales and Marketing Nokia 1 © 2007 Nokia Corporation
  • 2. • Growth market opportunities • Where are they • Who they are • How consumers use S60 smart devices • Usage profiles • Data usage drivers • Comparison to Europe • Successes and challenges in driving smartphone adoption • Why would they buy a smartphone • How to sell 2 © 2007 Nokia Corporation
  • 3. Where are the largest growth markets? Russia China Mexico India Egypt Thailand Indonesia Brazil Chile South Africa 3 © 2007 Nokia Corporation
  • 4. Who are they? 4 © 2007 Nokia Corporation
  • 5. Broadly Speaking, Consumers Fall Within 4 Quadrants High Involvement Mobile Mobile Communication Communication as trend leaders empowerment tool Rational Aspirational Mobile Mobile Communication Communication only when trend followers necessary Low Involvement Source: Nokia consumer research 2006-2007 5 © 2007 Nokia Corporation
  • 6. Focus into “high involvement“ segments HIGHER Technology Leaders INVOLVEMENT Technology Stylists Pragmatic Leaders Young Explorers Life Builders Life Jugglers Style Leaders RATIONAL ASPIRATIONAL Image Seekers Mature Acceptors Style Followers Family Providers LOWER Simplicity Seekers INVOLVEMENT Source: Nokia consumer research 2006-2007 6 © 2007 Nokia Corporation
  • 7. Young Explorers Life Builders Very social people and Aiming to make something of living life to the full themselves What do they look for in mobile What do they look for in mobile communications? communications? • Immediate connectivity to friends for organizing • Convergence is a key purchase criteria social lives • Data services for personal productivity • All-in-one handset with computer functionality • Digital content such as gaming, watching, music • Music • All-in-one handset with computer functions, large • Advanced communications functionality number of features • Mid-high to high handset and services value • High-quality camera Source: Nokia consumer research 2006-2007 7 © 2007 Nokia Corporation
  • 8. Europeans spent 48 minutes a day using their smartphone EUROPE 2007 Other Messaging 31 % Smartphone usage minutes increased 33 % 60% in Europe in a year! Voice minutes have not increased, but other functions have acquired much more time Voice calls (multimedia, navigation, browsing, email, 12 % Multimedia/ MMS, SMS)… Infotainment PIM 13 % 11 % EUROPE 2006 Other 20 % Messaging 31 % Voice calls 24 % Multimedia/ Infotainment 11 % Source: Nokia Smartphone 360 studies 2006-2007 PIM 14 % 8 © 2007 Nokia Corporation
  • 9. Chinese spent 82 minutes a day using their smartphone! Number of minutes spent per application category CHINA 2006 S60 Browser 40 File Manager 35 Other Dictionary 15 % 30 Minutes / Day Messaging 38 % S60 Messaging 20 Voice calls QQ 22 % 12 Pica 11 XRose… 10 6 5 4 3 2 2 1 1 0 Multimedia/ PIM Infotainment y ce es M ng f ig ng 15 % ia n ity t en r/U tilit w PI ed i am 10 % t iv si on gi Vo no m t im U w sa uc in C G nk ro es ta ul od B fo M M Contacts Pr In e Gallery th Log O Camera Calendar… QQPlayer… * Source: Nokia, 360 Smartphone study/China 2006 9 © 2007 Nokia Corporation
  • 10. Internet services drive data service usage Source of data traffic in China* • 40% from connected add-on Multimedia / Other infotainment applications 0,3% 19 % • Multimedia data nearly all from internet services • Nearly half of the messaging data Messaging from add on IM applications Browser 19 % 62 % Contacts QQ Groups Information Friends List QQ Show * Source: Nokia, 360 Smartphone study/China 2006 10 © 2007 Nokia Corporation
  • 11. They are after style and features • Features that are relevant • Brand • Design with personalization • Affordable price • Internet services and add-on applications • Growth market differ from developed markets in three aspects • Word of Mouth • Budgeting • Trust 11 © 2007 Nokia Corporation
  • 12. 65% of the decisions are made in-store • Build on the device brand • Provide on-line to support for pre- purchase decisions and to increase loyalty • Utilize social influencers and communities • Use and train promoters to sell value and excite the customers in retail • Affordability through re-fresh campaigns • Differentiate from feature phones with partner innovations • Right balance with Global and local features 12 © 2007 Nokia Corporation
  • 13. Examples China India 13 © 2007 Nokia Corporation
  • 14. Nokia E50 re-fresh campaign in India 14 © 2007 Nokia Corporation
  • 15. Nokia N72 travel campaign in India 15 © 2007 Nokia Corporation
  • 16. Nokia 6120c launch with applications in China 16 © 2007 Nokia Corporation
  • 17. Stock application campaign with S60 device portfolio in China 17 © 2007 Nokia Corporation
  • 18. Challenges • Distribution and retail experience • Cost and speed of data traffic • Availability of local applications and content • Competence and technical support • Developer business case • Discovery, distribution and billing 18 © 2007 Nokia Corporation
  • 19. Thank You! Please visit www.s60.com or www.s60.com/cn www.blogs.s60.com 19 © 2007 Nokia Corporation