Nokia’s Strategy in the Emerging Markets

Business Strategy – India – November 2008

In the emerging markets, Nokia’s business strategy is to:

• Increase mobile usage in rural areas
• Reduce the mobile phone ownership and operating costs
• Bring the benefits of mobile telephony to people in emerging markets
• Bring the power of the Internet to these markets

An end-to-end player with a product for everyone

Nokia caters to the mass-market and also the high-end market and has a product for everyone. The company’s focus would continue to be driving demand and foster brand aspiration.

In November 2008, in India, Nokia introduced handsets (prices ranging from €25 to €90 – Nokia’s lowest cost handset to date at €25) and a range of services (available from first-half of 2009). The services will be expanded to other countries in Asia and Africa later.

Nokia’s Market Positioning: Different price points and value propositions

Nokia’s service offerings

The services being introduced include:

• Nokia Life Tools: Farmers and students can get relevant local information on seeds, crops, markets and weather through SMS. Advantages include information in two languages simultaneously, easy icon-based user interface and availability of critical information without a GPRS connection.
• Mail on Ovi: An email service directly on the mobile phone. No PC required.
• Education Services: Users can opt for an English word a day and learn how it is pronounced and its meaning in their native language.