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NOKIA
Fredrik Idestam, founder of Nokia. Leo Mechelin
The Nokia House, Nokia's head office located by the Gulf of Finland in Keilaniemi, Espoo, was constructed between 1995 and 1997. It is the workplace of more than 1,000 Nokia employees.
Type : Public – Oyj (OMX: NOK1V,NYSE: NOK, FWB:NOA3)
Founded: Tampere, Finland (1865) incorporated in Nokia (1871)Founder Fredrik Idestam
Headquarters Espoo, FinlandArea served WorldwideIndustry Telecommunications Internet Computer software
About the companyNokia Corporation (NYSE: NOK) is one of the world's largest telecommunications
equipment manufacturers. It has since established a leading brand presence in many
local markets, and business has expanded considerably in all areas to support
customer needs and the growth of the telecommunications industry. Nokia also
produces mobile phone infrastructure and other telecommunications equipment for
applications such as traditional voice telephony, ISDN, broadband access,
professional mobile radio, voice over IP, wireless LAN and a line of satellite
receivers. Nokia provides mobile communication equipment for every major market
and protocol, including GSM, CDMA, and WCDMA. Nokia is engaged in the
manufacturing of mobile devices and in converging Internet and communications
industries, with 128,445 employees in 120 countries, sales in more than 150 countries
and global annual revenue of EUR 50.7 billion and operating profit of 5.0 billion as
of 2008.It is the world's largest manufacturer of mobile telephones: its global
device market share was about 37% in Q1 2009, down from 39% in Q1 2008 and
unchanged from Q4 2008.Nokia produces mobile devices for every major market
segment and protocol, including, CDMA, and W-CDMA (UMTS). Nokia offers
Internet services that enable people to experience music, maps,
media, messaging and games. Nokia's subsidiary Nokia Siemens
Networks produces telecommunications network equipment, solutions and services.
The company is also engaged in providing digital map information through its
wholly-owned subsidiary Navteq.
Nokia has sites for research and development, manufacture and sales in many
countries throughout the world. As of December 2008, Nokia had R&D presence in
16 countries and employed 39,350 people in research and development, representing
approximately 31% of the group's total workforce. The Nokia Research Center,
founded in 1986, is Nokia's industrial research unit consisting of about 500
researchers, engineers and scientists. It has sites in seven countries: Finland, China,
India, Kenya, Switzerland, the United Kingdom and the United States. Besides its
research centers, in 2001 Nokia founded (and owns) INdT – Nokia Institute of
Technology, a R&D institute located in Brazil. Nokia operates a total of 15
manufacturing facilities located at Espoo, Oulu and Sal, Finland;Manaus,
Brazil; Beijing, Dongguan and Suzhou, China; Farnborough, England; Komárom,
Hungary; Chennai, India;Reynosa, Mexico; Jucu, Romania and Masan, South
Korea. Nokia's Design Department remains in Salo, Finland.
Nokia's history starts in 1865 when mining engineer Fredrik Idestam established
a groundwood pulp million the banks of the Tammerkoski rapids in the town
of Tampere, in southwestern Finland, and started manufacturing paper.In 1868,
Idestam built a second mill near the town of Nokia, fifteen kilometers (nine miles)
west of Tampere by the Nokianvirta river, which had better resources for hydropower
production. In 1871, Idestam, with the help of his close friend statesman Leo
Mechelin, renamed and transformed his firm into a share company, thereby founding
the Nokia Company, the name it is still known by today.
The name of the town, Nokia, originated from the river which flowed through the
town. The river itself, Nokianvirta, was named after the archaic Finnish word
originally meaning a small, dark-furred animal that lived on the banks of the
Nokianvirta river. In modern Finnish, noki means soot and nokia is its inflected plural,
although this form of the word is rarely if ever used. The old word, nois (pl. nokia)
or nokinäätä ("soot marten"), meant sable. After sable was hunted to extinction in
Finland, the word was applied to any dark-furred animal of the genus Martes, such as
the pine marten, which are found in the area to this day.
Mission:
Vision and strategy
Our promise is to help people feel close to what is important to them
Nokia is a consumer led company. There is a progressive and continuous increase in
consumer involvement with technology and communications globally. People are
broadening their modes of communication to include the web and, social networks are
becoming central to how people communicate.
People want to be truly connected, independent of time and place, in a way that is very
personal to them. And, Nokia’s promise is to connect people in new and better ways.
Nokia’s strategy is to build trusted consumer relationships by offering compelling and
valued consumer solutions that combine beautiful devices with context enriched
services.
Objectives:
• To set up a new brand image for Nokia’s mobile phone: Creative and Trendy
• To meet the needs of the niche: Young and Rich customers who are pursuing
stylish lifestyle
• To maximize current profit
• To lead the mobile phone market with innovative and modern new products
Group Executive Board
Olli-Pekka Kallasvuo
President and CEO of Nokia Corporation
Esko Aho
Executive Vice President, Corporate Relations and Responsibility
Robert Andersson
Executive Vice President, Devices Finance, Strategy and Sourcing
Simon Beresford-Wylie
Chief Executive Officer, Nokia Siemens Networks
Timo Ihamuotila
Executive Vice President, Sales
Hallstein Moerk
Executive Vice President, Human Resources
Richard A. Simonson
Executive Vice President, Chief Financial Officer
Anssi Vanjoki
Executive Vice President, Markets
Dr. Kai Öistämö
Executive Vice President, Devices
Production unitsNetworks technology Mobile devices and technology China BrazilFinland China
FinlandGermany Great BritainIndia Hungary
IndiaMexicoRomaniaSouth Korea
Nokia’s Financial Conditions:
05
101520253035
Revenue GrossProfi t
Operat i ngProfi t
NetProfi t
200320042005
The History of
How it all began – the birth of Nokia
Nokia started by making paper – the original communications technology
The history of Nokia goes back to 1865. That was when Fredrik Idestam built a
wood pulp mill on the banks of the Tammerkoski rapids, in southern Finland.
A few years later, he built a second mill by the Nokianvirta River – the place
that gave Nokia its name.
A mining engineer by trade, Idestam brought a new, cheaper paper
manufacturing process to Finland from Germany.
Nokia Ab added electricity generation to its business activities in 1902
Who was Fredrik Idestam?
A mining engineer by trade, Idestam brought a new, cheaper paper manufacturing
process to Finland from Germany. It was a great success. Idestam’s invention won a
bronze medal at the Paris World Exposition in 1867, and he is considered to the
father of Finland’s paper industry.
1898: Finnish Rubber Works founded
Arvid Wickström founds Finnish Rubber Works, which will later become Nokia's
rubber business.
1912: Finnish Cable Works founded
Eduard Polón starts Finnish Cable Works, the foundation of Nokia's cable and
electronics businesse India, Mexico, Romania, South Korea.
1960: Firstin electronics department
Cable Works establishes its first electronics department, selling and operating
computers.
1962: First in-house electrical device
The Cable Works electronics department produces its first in-house electrical device -
a pulse analyzer for nuclear power plants.
1967: The merger
Nokia Ab, Finnish Rubber Works and Finnish Cable works formally merge to create
Nokia Corporation.
From paper mill to mobile phones
The Move to mobile 1968-1991
The newly formed Nokia Corporation was ideally positioned for a pioneering role in
the early evolution of mobile communications. As European telecommunications
markets were deregulated and mobile networks became global, Nokia led the way
with some iconic products...
1981: The mobile era begins
Nordic Mobile Telephone (NMT), the first international mobile phone network, is
built.
1982: Nokia makes its first digital telephone switch
The Nokia DX200, the company’s first digital telephone switch, goes into operation.
1984: Mobira Talkman launched
Nokia launches the Mobira Talkman portable phone.
1994: Nokia Tune is launched
Nokia launches the 2100, the first phone to feature the Nokia Tune.
1994: World’s first satellite call
The world’s first satellite call is made, using a Nokia GSM handset.
1997: Snake – a classic mobile game
The Nokia 6110 is the first phone to feature Nokia’s Snake game.
1998: Nokia leads the world
Nokia becomes the world leader in mobile phones
Nokia’s story continues
With 3G, mobile multiplayer gaming, multimedia devices...
2002: First 3G phone
Nokia launches its first 3G phone, the Nokia 6650.
2003: Nokia launches the N-Gage
Mobile gaming goes multiplayer with the N-Gage.
2005: The Nokia Nseries is born
Nokia introduces the next generation of multimedia devices, the Nokia Nseries.
2005: The billionth Nokia phone is sold
Nokia sells its billionth phone – a Nokia 1100 – in Nigeria. Global mobile phone
subscriptions pass 2 billion.
2006: A new President and CEO – Nokia today
Olli-Pekka Kallasvuo becomes Nokia’s President and CEO; Jorma Ollila becomes
Chairman of Nokia’s board. Nokia and Siemens announce plans for Nokia Siemens
Networks.
2007
Nokia recognized as 5th most valued brand in the world. Nokia Siemens Networks
commences operations. Nokia launches Ovi, its new internet services brand.
2008
Nokia's three mobile device business groups and the supporting horizontal groups are
replaced by an integrated business segment, Devices & Services.
Number of employees
Sales
WHY NOKIA?
The largest market share ever gained by Nokia is
in Peshawar 88% more than allover Middle East
and Africa
Largely available
Greater network coverage
Easily repaired
Changeable body casing
Updating software
Use of Carl Zeiss lens
Only dealing in mobiles
Nokia is world third richest company ”
MISSION STATEMENT
Everyone has a need to communicate and share. Nokia helps people to fulfill this need
and we help people feel close to what matters to them. We focus on providing
consumers with very human technology – technology that is intuitive, a joy to use, and
beautiful. We are living in an era where connectivity is becoming truly ubiquitous.
The communications industry continues to change and the internet is at the center of
this transformation. Today, the internet is Nokia's quest. Strategy: Nokia's strategy
relies on growing, transforming, and building the Nokia business to ensure its future
success.
BRAND PERSONALITY
Nokia focused on building customer relationship and trust. Building friendship and
trust is the heart of Nokia brand. Logo shows their brand personality.
Marketing principles of NOKIA
There are many priorities within a business, but in a marketing orientated company
like Nokia, many of the following principles will be high on the agenda:
1. Customer satisfaction: Market research must be used to find out whether
customers' expectations are being met by current products or services.
2. Customer perception: this is based on the images consumers have
of the organization and its products, this can be based on; value
for money, product quality, fashion and product reliability.
3. Customer needs and expectations: This is anticipating future
trends and forecasting for future sales. This is vital to any organization if they wish to
keep their entire current market share and develop more.
4. Generating income or profit: This principle clearly states that the need of the
organization is to be profitable enough to generate income for growth and to satisfy
stakeholders in the business. Although satisfying the customer is a big part of a
companies plans they also need to take into account their own needs, such as:
5. Making satisfactory progress: Organizations need to make sure that their product
is developing along with the market, if a product is developing well, then income
should increase, if not then the marketing strategy should be revised.
6. Be aware of the environment: An organization should always know what is
happening within their designated market, if it is changing, saturation, technological
advances, slowing down or rapidly growing, being up to date on this is essential for
companies to survive.
Marketing Mix of Nokia
Products
Mobile phones
Classic series – The Mobira series
Original series
1000–9000 series
Nokia 2000 series – Basic series
Nokia 3000 series – Expression series
Nokia 5000 series – Active series
Nokia 6000 series – Classic Business series
Nokia 7000 series – Fashion and Experimental series
Nokia 8000 series – Premium series
Nokia 9000 series – Communicator series (discontinued)
Special function phones
Nokia Eseries – Enterprise series
Nokia Nseries – Multimedia Computer series
Nokia N-Gage – Mobile gaming devices (discontinued)
Vertu – Luxury phones
Cardphones (PCMCIA)
Concept phones
Other products
Digital television
ADSL modems
WLAN products
Telephone switches
GPS products
TETRA
Internet tablets
Price
Psychological pricing
Consider the psychological approach rather than economic approach
LV is a high-end brand
Therefore, people are willing to spend on one a “LV-branded” mobile
phone
Market-Skimming Pricing
Set a high price
Skim the maximum revenue
Decrease the price gradually
Intiailly we will set a high price around $1200, gradually decrease and
replaced by a newer model
Maintain a high profit margin
Promotion
Printed advertisement
Goal: to create a new reason to buy our new cell phone
Focus on masculine and feminine magazine, etc
Car
Audio/Video products
Cosmetics
Fashion
Online - Advertisement
Bid on cell-phone before the launch of our product
TV advertisement
Demonstrate its outlook and style
Encourage people to bid our product online
• Road show advertisement.
• Objective: raise awareness of mass people
• Large banner and poster in shopping district
• Urge people to experience new product at place of selling.
Place-
Nokia products are available in whole over the world. This refers to the chosen outlets
for a product or service, for a product to be very successful it must be easy to access,
Mobile phones are very easy to access nowadays, they are sold in supermarkets,
specialized outlets (either by network or brand) and all major department stores.
Competitors
Many Competitors in this area
Motorola
Sony Ericsson
Samsung
LG
Sharp
Panasonic
Nokia 37.2%
Motorola 17.3%
Samsung 9.8%
Siemens 8.5%
Sony-Ericsson 5.2%
SWOT Analysis of the Company: Nokia
Strengths:
Nokia has largest network of distribution and selling as compared to other mobile
phone company in the world. It is backed with the high quality and professional team
in the HRD Dept. The financial aspect is very strong in case of Nokia as it has many
more profitable business. The product being user friendly and have all the accessories
one want that is why is in great demand making it No-1 selling mobile phones in the
world. Wide range of products for all class. The re-sell value of Nokia phones are
high compared to other company’s product.
Weakness:
Nokia has many strengths and some weakness. Some of the weakness includes
the price of the product offered by the company. Some of the products are not user
friendly. Not concern about the lower class f the society people. Not targeting
promotion toward them. The price of the product is the main issue. The service
centers in India are very few and scare. So after sales service is not good.
Opportunity:
Nokia has ample of opportunity to expand its business. With the wide range in
products, features and different price range for different people, it has an advantage
over the competitors around. With the opportunity like ‘Telecom penetration in India’
being at the peak time, Nokia has an opportunity to increase its sales as well as the
market share. As the standard of living in India has increased the purchasing power
of the people as increased as well, so Nokia has to target right customer at right time
to gain the most out of the situation.
Threats:
Nokia has many threats to tackle to maintain its position as market leader. The
threats like emerging of other mobile companies in the market. The companies like
Motorola, Sony Eriksson, Cingular (U.S) etc. these companies have come to the
stand of tough competition with Nokia in the field of Mobile Phones. Threats can be
like providing cheap phones, new features, new style and type, good after sales
service etc. So, Nokia has to keep in mind the growing competition around. Nokia
has to make strategies to tackle problems in the present and the near future. The
growing demand of WLL network can cause drop in sales for Nokia, as Nokia
provides many less CDMA phones to the customer.
NOKIA’s performance over a year
Once NOKIA’s closest rival, Samsung has been losing its market share since
October’05 when it had an overall market share (in terms of units) of 1.2, to 7.8% I
March’06. The drop is much steeper in value terms where its market share has fallen
to 9.8% in March’06 from 21.2% in October’05.
Sony Ericsson’s market share (in terms of units) has improved marginally from 7.1%
October’05 to 7.6% in March’06, although in value terms it has increased from 8.7%
in October’05 t 10.2% in March’06. The color segment, where Samsung used to rue
once, has seen its market share falling both in terms of units and value. The market
share (units) has dropped to 16.3% in March’06 from 34.9% in October’05 ad in
terms of value, has dropped to 14% in March’06 from 32.5% in October’05. Sony
Ericsson’s market share in the color segment is marginally more than the Samsung’s
at 16.7% (unit) and 15.9% (value) in March’06 and is an improvement over its
October’4 figures of 15.6% (units) and 14% (value). The total handset units sold in
the top 10 towns in the month of March is 5, 06,493 units, from 4, 68,621 units
inOctober’05. The total value of the handset s sold is Rs.245.6 crore as of March’06
from Rs.236.1 crore in October’06. The number of color phones jumped to 2, 11,779
units in March’06 from 1, 66,210 units in October’05. The value of the color phone
market increased to Rs.15, 208 lakhs in March’06 from Rs13, 023 lakhs in
October’05.
Social Analysis:
For electronics companies, take back and recycling add value. They support
brand value and customer loyalty and inspire customer insights. They also
demonstrate environmental responsibility. Manufacturers like Nokia are generally in a
disadvantaged position for take back, due to the costs involved and the lack of many
consumer touch points. Stakeholders in the take back and recycling process include
governments, retailers, customers, consumers and products. Other stakeholders
include recyclers, refurbishes and NGOs. The responsibility for bringing used devices
back for recycling lies ultimately with the consumers. The challenge for Nokia in take
back programs is how to make mobile phone users do their share and return the used
products for recycling. By bringing the used mobile to a take back point the customers
make sure that used phones will not end up in landfills in their own or other countries.
Instead, the recyclable raw materials can
be used again in new products.
In a typical consumer scenario, such as when a mobile phone user is renewing a
service contract with a mobile phone provider, in the US and Europe an estimated
60% to 70% retain their old devices because of their perceived value.
Successful take back is also driven to a great extent by economics and market
factors, which in turn place large quantities of used devices in refurbishment
scenarios. This causes concern for the quality and safety of products repaired or
altered outside of the intense controls fundamental to a Nokia production process. The
optimum outcome from Nokia's environmental efforts in the product lifecycle is to
minimize adverse effects to the environment, to our customers and consumers and to
our business. As the Nokia lifecycle philosophy applies to take back, the power to
manage take back and direct the disposal of a mobile device at the end of its life is
largely controlled by: customers, consumers, retailers, and by governments. There are
various take back channels and Nokia has limited control over the actual flows.
Despite the challenges posed by the logistics of recovery, Nokia has for years had
programs in place and continues to move ahead with new programs to recover mobile
devices at the end of their useful lives.
These include take back:
Via our authorized service centers and flagship stores
Through our web site, only limited in certain countries
As part of eBay Rethink, only in the US
Nokia is also piloting different forms of cooperation with operators and
distributors, such as installing collection bins at point of sales and mail service return,
as well as in various industry level schemes and in public awareness building
campaigns.
Environment Analysis:
NOKIA aims to be a leading company in environmental performance. By
working to reduce the adverse environmental impacts of our products and activities,
our customers can use our products with confidence and good conscience. Combining
environmental issues into daily work makes business sense for Nokia. By working to
reduce the adverse environmental impacts of our products and activities, we minimize
risk, ensure legal compliance, gain stakeholder acceptance, and help advance the long-
term success of our company.
Our customers can also use our products with confidence and good conscience.
Through our environmental strategy, we work to ensure that our products are safe for
personal use and that they do not overly tax the environment. Nokia is a trusted brand
and we take that trust seriously.
Nokia environmental strategy:
Nokia is a leading company in environmental performance. Nokia’s
environmental strategy is based on lifecycle thinking, beginning with the extraction of
raw materials and ending with recycling and disposal of as well as the reintroduction
of recovered materials into the economic system. Our goal is to develop advanced
mobile technology, products and services, which have no undue environmental
impact, consume energy efficiently, and that can be appropriately reused, recycled or
disposed of. Nokia's environmental strategy is integrated with our business strategy.
Our four business groups have set environmental targets for their own activities to
implement our corporate level environmental strategy.
Main Issues in Focus:
Three important global issues remain at the forefront of much of Nokia’s
environmental work. They are substance management, arrangements for the take back
and recycling of end-of-life products, and energy efficiency.
Substance management
During the planning and design of our products, one of our main focus areas is
their material content. We are continuously analyzing the materials used in our
products with the aim of reducing the amount of potentially hazardous or harmful
content.
Take back and recycling
In take back and recycling, we have for years had in place our own arrangements
for mobile devices and accessories, as well as for mobile network and IP network
security equipment. All Nokia products are also covered by the European Union's new
Waste Electrical and Electronic Equipment (WEEE) directive. Nokia is assuming
product responsibility as defined by the directive as it is implemented throughout
Europe. In addition, take back of Nokia mobile devices will also continue at
authorized Nokia Service Centers and Flagship stores in all markets where we do
business.
Energy efficiency
In our product creation as well as our own operational activities, an important area for
continuous performance improvement is in energy efficiency. We have consistently
been able to reduce the energy intensity of our products.
PRODUCTION UNIT
Networks Technology
ChinaFinland
India
Mobile Devices andEnhancements
BrazilChina
FinlandGermany
GreatBritainHungary
IndiaMexico
South Korea
World map
Difference in picture quality!
NOKIA, 2MEGAPIXEL OTHER, 2MEGAPIXEL
OTHER, 1.3MEGAPIXELNOKIA, 1.3MEGAPIXEL
Nokia N800 N-Series Internet Tablet
High-resolution widescreen display Opera 8 web browser
Internet calling with integrated web camera Instant messaging E-mail client Full-screen, touch keyboard
Standby time: up to 10 days Browsing time: up to 3 hours
Full screen finger keyboard On-screen keyboard Handwriting recognition
PRICE: 25000
N75
Size Dimensions 95 x 52 x 20 mm, 93 cc
Weight 123.5 g
Memory Phonebook Practically unlimited entries and fields, Photocall
Call records Detailed, max 30 days
Camera 2 MP, 1600x1200 pixels, video(CIF), flash
Battery Standard battery, Li-Ion 800mAh (BL-5BT)
Stand-by Up to 200 h
Talk time Up to 4 h
N73
Nokia N73 Quad Band GSM Cell Phone
256,000 Color LCD 3D Speakers MP3 Music Player 3 Megapixel Camera for still and video mini SD slot FM Radio USBPrice: 21700
N76
Nokia N76-B Multimedia Slim Flip Cell Phone
Quad Band GSM MP3 Player 2 MP Camera for stills and video 1GB Micro SD Card in slot Audio out jack Speakerphone New Service Plan Not Required.
Price: 21700
N81
Nokia N81 N-series 8GB Quad Band GSM Slider Cellular Phone
2.4" QVGA Screen 2 Megapixel Camera Up to 4 hours talk or 17 day standby Music Player Bluetooth 8 GB Internal Memory.
Price: 30000
N92
Camera 2 MP, 1600x1200 pixels, video,- DVB-H TV broadcast receiver
- Java MIDP 2.0- MP3/AAC player- T9- Voice command/memo- PIM including calendar, to-do list- FM radio (visual radio
Price: 25100
N95
Nokia N95 8GB Quad Band GSM Smartphone
GPS 5 Megapixel Camera 802.11b/g Wifi 2.8" Screen 8-GB Internal Memory - No SD slot MP3 Music Player / A2DP / Stereo Speakers USB Bluetooth.
Price: 45600
E61
Multiple email options—several compatible Nokia and third partyemail applications available, including Nokia Intellisync WirelessEmail 8.0, Nokia Intellisync 8.0, Mail for Exchange 1.5 (delivered viaDownload! application), Visto Mobile 5.5 and RIM BlackBerryConnect 2.1
Price: 21300
E- 65
The Nokia E65 unlocked quad band GSM cell phone is the latest phone of the new Nokia E series. Get more out of your workday with a range of business features by using conference calling, voice recording, notepad, integrated handsfree speaker, talking ringtones, and Nokia Team Suite
Take your best snapshots using 2 mega pixel cameras.
Price: 21300
E90
The Nokia E90 Communicator takes on where the 9300iCommunicator left off. It keeps the familiar laptop-sequel formfactor but makes a lot of upgrades under the hood. One bigchange is that the device is now on the S60 platform instead ofSeries 90.
Price: 54000
E70
The Nokia E70 Unlocked GSM Smartphone is a powerfulnetworking device incorporating the latest connectivitymethods from advanced voice to data features. The NokiaE70 incorporates GPRS/EGPRS and WCDMA networksfor fast, wide area connectivity with WLAN forcomplementary local area connectivity
We launch a new product (N 96)
NOKIA N-96
N-96 has created a distinct position in customer mind by:
Nokia logo…..>
Slogan……> “Know our past. Create the future”
Latest Ring Tone
New Messages Tunes
The specific message that is conveyed to the customers in every advertisement.
About Nokia N-96
NOKIA N96 is the most expensive and powerful model in the whole Nokia
portfolio. It can’t stand up to the level of popularity that N95 once enjoyed, though,
but still serves a formidable expansion of the model range upwards. The device looks
interesting in terms of the availability of DVB-H digital TV and strikingly high
specifications. It comes with an astonishing 16 Gb of onboard and 8 Gb of replaceable
flash storage, and has a pronounced focus on the video aspect. Even the form factor
and bundled kick-stand suggest this model being a TV-phone, let alone the numerous
hardware specifications specially fitted to this cause. The STMicroelectronics chipset
offers its video-relevant powers at a cost, though: it doesn’t do as well in the rest of
performance tests. We can’t say N96 lags in the menus, yet a certain delay can be felt,
it’s a bit slower than N78 and N85. A high audio quality, a large screen and a spacious
storage make N96 a perfect multimedia player and a possible replacement for a
number of Nokia N96 users. The price is going to be comparable to the starting price
of N95 8GB, namely around 550 Euros. N95 will slowly phase out of the market,
making way for the new flagship (it’s currently out of production). That’s how the
company divided the niche originally occupied by N95 8GB in two: one model sticks
to the same price bar, the other (N85) sells at a lower price and plays a big part on the
mass market, nominally featuring slightly lower specifications.
Nokia N96 is the company’s video flagship. That means that all the optimizations
introduced into the model support solely that cause, the accent on mobile TV and
video. N85 is more versatile and thus is going to win more popularity, but it can’t beat
N96 in terms of video recording and playback, as well as in the musical department.
Next comes a DVB-H digital TV module, so we get the best multimedia handset on
the whole market which is going to stay so for quite a while on.
Product Life Cycle
A large untapped potential exists among the present base of non-users: the 10%
of existing customers who use services infrequently or do not use services at all, even
though they have the right mobile handset. In general, these mainstream users are
more loyal to their existing service provider,
making them a group to reward for their loyalty. Ease-of-use is one of the key factors
when increasing customer loyalty, which, in turn, will lower churn and eventually lead
to a decrease in marketing expenditures. Differentiation by ease-of-use experience
will also have an effect on increasing ARPU, because it speeds up the adoption of new
services.
The more mainstream the target users, the more they value ease-of-use and
customer intimacy and seek practical uses for new services. The fact that ease-of-use
is particularly relevant to mainstream users makes it such an important consideration.
Making a service successful in the mainstream market has the challenge for most
existing services. Creating ease-of-use in services will help a service provider to
“cross the chasm” from the early market of innovators and trendsetters to the
mainstream market of average users.
Product life cycle of Nokia
Conclusion
After thorough research, we come to the conclusion that the marketing
strategy of NOKIA is working for them and the is gaining popularity among
youth day by day.
Nokia is a mobile telecommunications company, and offers far more than
just mobile phones for everyday use. They offer networking solutions for
businesses that help businesses stay connected and communicate with each
other at all times and places. For them, Nokia also offers special mobile phones
with exquisite and unique functions and options. In this project, we can
overview on NOKIA. N 96 is the most expensive and powerful model in the
whole Nokia portfolio. It can’t stand up to the level of popularity that N95 once
enjoyed, though, but still serves a formidable expansion of the model range
upwards. The device looks interesting in terms of the availability of DVB-H
digital TV and strikingly high specifications. It comes with an astonishing 16
Gb of onboard and 8 Gb of replaceable flash storage, and has a pronounced
focus on the video aspect. Even the form factor and bundled kick-stand suggest
this model being a TV-phone, let alone the numerous hardware specifications
specially fitted to this cause. The STM microelectronics chipset offers its video-
relevant powers at a cost, though: it doesn’t do as well in the rest of
performance tests. We can’t say lags in the menus, yet a certain delay can be
felt, it’s a bit slower than N78 and N85. A high audio quality, a large screen and
a spacious storage make N96 a perfect multimedia player and a possible
replacement for a number of Nokia N96 users. The price is going to be
comparable to the starting price of N95 8GB, namely around 550 Euros. N95
will slowly phase out of the market, making way for the new flagship (it’s
currently out of production).
Bibliography
1. University library
2. Nokia Outlets
3. www.nokia.com
4. http://www.realkarachi.com/nokia-mobile-prices-karachi.php
5. http://europe.nokia.com/A41466357
6. http://www.gsmarena.com/nokia_n96-2253.php
7.http://www.pressreleasepoint.com/nokia-n96well-known-its-awesome-design-and-specifications
8. http://www.the-infoshop.com/study/kt32528-nokia.html