This document proposes a strategy for Nokia to re-establish leadership in the mobile brand. It suggests that Nokia focus on connecting people in developing nations through affordable technology. The strategy also recommends open sourcing some Nokia technology to education to nurture new innovators, and licensing the Nokia brand to third parties for sales and marketing in the US and EU to free up resources. The overarching goal is for Nokia to reconnect with users by demonstrating what is possible with their technology through innovation and partnerships around the world.
2. Nokia didn’t let anyone
down, the brand is just
becoming irrelevant
On millennium eve most of the developed
world called called their family on a Nokia.
By 2008 Nokia technology drove local
innovation in developing countries around the
world from IED’s to M-Pesa micro payments.
Now in 2013 consumers are moving on
Consumers in developed nations sought emotion, Nokia offered rational.
Users in emerging nations craved appropriate technology, Nokia had a fixed
response.
Nokia is significantly out spent in marketing and retail support in the US and
Europe.
Both internally and amongst its customers, the Nokia brand appears confused
and unsure of its purpose, however its technology continues to underpin the
entire mobile industry.
Image authors own,
3. Re-establish an
emotional connection
between users and
Nokia technologyNokia needs a bold strategy, that can give
meaning to what the brand stands for.
Nokia is the biggest corporation in Finland,
with one of the highest qualities of life in the
world, with an engrained benevolent attitude
across all aspects of its open society.
Innovation
Enterprise
Features
Gaming
?
Sourcedinformation:GoogleTrends,YouTubeAnalytics,IABMobilereport.Pewinternet.orgTeensandTech13. Images shown for illustration purposes only no rights claimed or offered
4. Share with the
world the
effects of being
born in Finland
Focus on the needs of developing and emerging nations;
connectivity and universal access to the mobile web
Aim to become famous for connecting all peoples of the
world for the improvement of mankind. Stand for a tangible
benefit. The Finnish Approach.
Images shown for illustration purposes only no rights claimed or offered
5. Liberating technology
Release open source
elements of Nokia
technology to education
facilities. Nurturing the
new generation of digital
pioneers.
Born in Finland
Brought up a humanist
Married to innovation
Broadcast the power of Nokia technology to the
world by demonstrating what is possible.
When you 1; open source it and 2; when
you partner with local innovators.
Producing the most affordable communication
access appropriate to each market.
To free up resources, license brand to third party
corporation to lead sales and marketing in the US
and EU. i.e. media company News International
This shot National Geographic shown as illustration purpose only. No rights claimed or offered
6. Built from
Nokia
http://www.foreignpolicy.com Images shown for illustration purposes only no rights claimed or offered
Embedded into the DNA of any education
process or structure, technological tools that
realise the dreams of the new innovators