Very Human Technology
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1 © 2007 Nokia Very Human Technology – the Nokia strategy Petra Söderling Head of Marketing Nokia Research Center AAATE 2007 San Sebastian, Spain
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Petra Söderling, Nokia. Presentation at AAATE 2007 San Sebastian. Association for the Advancement of Assistive Technology, 9th European Conference for the Advancement of Assistive technology in Europe.
Transcript of Very Human Technology
1 © 2007 Nokia
Very Human Technology –the Nokia strategy
Petra SöderlingHead of Marketing
Nokia Research Center
AAATE 2007 San Sebastian, Spain
2 © 2007 Nokia
Way of life
3 © 2007 Nokia
Lead and win in devices.Grow consumer Internet services.Accelerate adoption of business solutions.Leverage scale and transform to solutions in infrastructure.
Nokia’s fourbusinesses
4 © 2007 Nokia
A world where everyone can be connected
Our vision
In 2015, 5 billion people always connected,and 100 fold more network traffic.
5 © 2007 Nokia
We help peoplefeel close to what matters to them.
Our promise
6 © 2007 Nokia
Nokia’s strategiccapabilitiesConsumer understanding.Brand.Technology and architecture.Channels & supply chain.
7 © 2007 Nokia
Engaging youAchieving togetherPassion for innovationVery human
Nokia values
8 © 2007 Nokia
The most loved & admiredbrand in the world.
Nokia brand aspiration
9 © 2007 Nokia
Design is about practical intelligence and aesthetic delight.
10 © 2007 Nokia
Simply beautiful. Beautifully simple.
11 © 2007 Nokia
Observe, then design.
12 © 2007 Nokia
Understanding of: Socio-Cultural, Mobile phone, Market Dynamics, Lifestyle
77,000 people in 1.5 hour interview
21 countries122 questions
10 billion data points in 2 waves
Nokia’s consumer understanding
13 © 2007 Nokia
Vertical Axis – based on behaviorHigh involvement
Lower involvement
Highly involved consumers…
• Replace phone every 6 months• Tend to pay higher price for mobile• Tend to buy from well known brands• Use their mobile phone as an active part of
their life
14 © 2007 Nokia
Horizontal Axis – based on attitudeRa
tion
al
Aspirational
Highly aspirational consumers…
Use the phone to project statusUse the phone as fashion accessoryWould be willing to own different mobiles for different situationsAre embarrassed if their phone looks outdated
15 © 2007 Nokia
Consumer Segmentation 2006
HIGHERINVOLVEMENT
Family Providers
Simplicity Seekers
Mature Acceptors
Young Explorers
Technology Stylists
Style Leaders
Life Builders
Technology Leaders
Life Jugglers
Pragmatic Leaders
LOWERINVOLVEMENT
RATIONAL
Style Followers
Image Seekers
ASPIRATIONAL
16 © 2007 Nokia
Enhancements & applications
17 © 2007 Nokia
Respect individual preferences
18 © 2007 Nokia
Summary
Very Human TechnologyConsumer understandingVariety of products Open development
19 © 2007 Nokia
Thank you
