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The Device of the Future
      Nokia World, 4 December 2007
      Kai Öistämö
      Executive Vice President & General Manager
      Mobile Phones
1   © 2007 Nokia
Agenda



                   Technology, social and environmental trends
                   What do people want?
                   Nokia global segmentation
                   Portfolio development
                   Mobile experiences
                   Conclusions




2   © 2007 Nokia
Technology Trends



                    Converged devices go mainstream
                    Wireless broadband becomes universal
                    Innovation proliferates
                    Mobility transforms the Internet
                    Context is king




3   © 2007 Nokia
Social Trends



    Emerging markets
    Women’s rising economic power
    Demand for localization




4   © 2007 Nokia
Environmental
      Trends

5   © 2007 Nokia
What Do
      People Want?

6   © 2007 Nokia
Global Segmentation
                                                                                       Technology Leaders

                                                           HIGHER
                                                        INVOLVEMENT
                                                                                      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

7   © 2007 Nokia
Global Segmentation

                                    Technology Leaders

        Nokia N82   Nokia N95 8GB




8   © 2007 Nokia
Global Segmentation


       Nokia 3110
         Evolve     Life Builders




9   © 2007 Nokia
Device Portfolio
      of the Future

10   © 2007 Nokia
Portfolio Development

                               Stronger
                               portfolio



                               More
                               experiences

                                             UI
                               Evolved
                               design


                               Lower cost




  2006
                        2007         2008
Music Experience                  Great music experience for
                                  consumers looking for
                                  advanced music features

                                      Driven



                                                         Stylish mobile phones
                                                         with good music
                                                         experience

                                                         Enabled

          MANY


                    MOST

      200 million music enabled devices sold
      Approximately 75% of Nokia’s devices have music players

12   © 2007 Nokia
Navigation and Mapping Experience
               “Ready to go”
                  Nokia
                 Navigator     Enabled with GPS
                                and Nokia Maps

                                                     Nokia
                                                     Maps



                                                    Basic
                                                  with maps

     FEW


                SEVERAL/
                  MANY
                     MOST



13   © 2007 Nokia
Ovi: One-stop Destination for Communities,
Content and Nokia Services




14   © 2007 Nokia
Conclusions

     Portfolio not
     product.


     Bringing mobile
     experiences to life.


     Consumer
     understanding is
     key.



15   © 2007 Nokia
Thank you.



16   © 2007 Nokia

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Nokia World 2007 The Device Of The Future

  • 1. The Device of the Future Nokia World, 4 December 2007 Kai Öistämö Executive Vice President & General Manager Mobile Phones 1 © 2007 Nokia
  • 2. Agenda Technology, social and environmental trends What do people want? Nokia global segmentation Portfolio development Mobile experiences Conclusions 2 © 2007 Nokia
  • 3. Technology Trends Converged devices go mainstream Wireless broadband becomes universal Innovation proliferates Mobility transforms the Internet Context is king 3 © 2007 Nokia
  • 4. Social Trends Emerging markets Women’s rising economic power Demand for localization 4 © 2007 Nokia
  • 5. Environmental Trends 5 © 2007 Nokia
  • 6. What Do People Want? 6 © 2007 Nokia
  • 7. Global Segmentation Technology Leaders HIGHER INVOLVEMENT 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 7 © 2007 Nokia
  • 8. Global Segmentation Technology Leaders Nokia N82 Nokia N95 8GB 8 © 2007 Nokia
  • 9. Global Segmentation Nokia 3110 Evolve Life Builders 9 © 2007 Nokia
  • 10. Device Portfolio of the Future 10 © 2007 Nokia
  • 11. Portfolio Development Stronger portfolio More experiences UI Evolved design Lower cost 2006 2007 2008
  • 12. Music Experience Great music experience for consumers looking for advanced music features Driven Stylish mobile phones with good music experience Enabled MANY MOST 200 million music enabled devices sold Approximately 75% of Nokia’s devices have music players 12 © 2007 Nokia
  • 13. Navigation and Mapping Experience “Ready to go” Nokia Navigator Enabled with GPS and Nokia Maps Nokia Maps Basic with maps FEW SEVERAL/ MANY MOST 13 © 2007 Nokia
  • 14. Ovi: One-stop Destination for Communities, Content and Nokia Services 14 © 2007 Nokia
  • 15. Conclusions Portfolio not product. Bringing mobile experiences to life. Consumer understanding is key. 15 © 2007 Nokia
  • 16. Thank you. 16 © 2007 Nokia