Nokia Digiday Mobile

Company Confidential

Mobile trendsJeremy Wright, Global Director,

Mobile Brand Strategy, Nokia Interactive

Mobile trendsJeremy Wright, Global Director,

Mobile Brand Strategy, Nokia Interactive


More than 1 billion Nokia devices in use - 38% market share

World’s 5th most valued brand

Focus on Internet services

Global network of Nokia, carrier and premium publisher sites

6 Awards in 2008 for brand campaigns



World population

Internet users

Mobile subscriptions

Source: AMD, Internet World Stats, EMC, Nokia

1995 2000 2005 2010

1

2

3

4

5

6

7

Bill

ion

but not homogeneously

0%

10%

20%

30%

40%

50%

60%

70%

Nor

thA

mer

ica

SE

AP

adva

nced

Japa

n &

Kor

ea

Wes

tern

Eur

ope

Eas

tern

Eur

ope

Mex

ico

LTA

and

carib

ean

Bra

zil

Chi

na

SE

AP

emer

ging

Indi

a

ME

A

Internet penetration

Source: ITU, Internet World Stats

PC internet also growing …

Mobile has different role to play in

emerging markets

Mobile users


Attitudes to advertising vary

CynicalCynical

Cynical consumers saturatedby advertising and cynical inattitude

Optimistic

Optimistic

Optimistic

Optimistic consumers viewadvertising positively as usefulsource of info & entertainment

Rational

Rational

Rational consumers open-minded about ads, but demandclear benefit


Smartphones rising

Death of patience

Rewarding engagement

Personal expression

New learning economy

Clickable world

Personal relevance

7

tren

ds

7

tren

ds

Smartphones rising

Source: EconomistSource: Economist


The converged device

Always with me


Smartphones multiple usage

Messaging37 %

Multimedia16 %

Personal Information

Management14 %

Productivity1 %

Utility4 %

Games4 %

Browsing8 %

Voice12 %

Timeper application

Source: Smartphone 360 study 2007


30+% pa growth

Exceeds laptop unit sales

Nokia 44% share

Taking roles from online

Rise of the app

Highly influentialTap to Sign Up for Alerts

Nokia 44%Nokia 44%

Apple 8%Apple 8%

RIM 17%RIM 17%

HTC 4%HTC 4%

Other 23%Other 23%

Samsung 4%Samsung 4%

Source: Gartner, end 2008Source: Gartner, end 2008

Company Confidential12 © 2008 Nokia

“The value of an app is directly proportional to the

number of people who access and download it”

Company Confidential13 © 2008 Nokia

Smartphone = 40% of users onNokia Media Network


Launch May 2009


Not just for Smartphones: addresses 98% of users new to apps

But a smart store: - suggests things you might like, adding ‘social location’ dynamics

- shows relevant apps based on what friends have bought or where you are

AccuWeather, Facebook, Rough Guides, Lonely Planet, Electronic Arts, Fox Mobile, and MySpace already developing

Ovi Store

Death of patience

LouisCK.flvLouisCK.flv


New technologies raising expectations

Intolerance of delays:- Queues

- Download times

Dislike of ‘downtime’

Rise of bite-sized information

Expectation for fast, instant engagement



Contactless payment

Mobile wallet

Couponing

Contactless payment

Mobile wallet

Couponing

Rewarding engagement


Consumer/provider relationship changing

Brands must reward engagement

Lines blurring between advertising and useful services

Consumers interacting more to create the content

New business models

Future where basic services and copyable content free, while people pay for deeper engagement

Company Confidential© 2008 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials22

Appeal of mobile incentives

Source: Harris Interactive, 2008

Company Confidential© 2008 Nokia

Pepsi Super Bowl can design launch

Banners on Sprint offered:1. Win tickets

2. Live video updates of game

3. Download branded wallpaper

4. View video of new can designs

4.65% average CTR

Wallpaper download more popular than click to win tickets (175,000 downloads)

50+% of clicks downloaded wallpaper

60+% of clicks viewed video


Game rewards

Nike T90 football game

Pan Europe on Nokia Media Network

200,000 downloads in month

7% average CTR, 33% on some sites

View catalog & download ‘Dee&Gee’ game

10% average CTR on nokia.mobi


Coupons and tickets

Big potential, especially in a recession-hit world

“Frugal cybermoms are nations new sweethearts” “Frugal cybermoms are nations new sweethearts”

Personal expression


The way we engage with machines has changed dramatically

Mobiles are potent for self expression, both in what they say about you and how they are used

Becoming more expressive, easy, rich, intuitive and fun


Missing you…Missing you…


Company Confidential© 2008 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials30


Seda: Brazil

Talked about in 100+ internet communities

First tech attribute scores

5% average CTR

360k mobile site visits (2x web) in 2 months

MMA award

Talked about in 100+ internet communities

First tech attribute scores

5% average CTR

360k mobile site visits (2x web) in 2 months

MMA award




Greater personal responsibility for education

Outside classroom: gaming and communities

Blurring boundaries between gaming and learning

Learning increasingly seen as personal enrichment and self-development

Growth of self monitoring tools and services

Company Confidential34

Nokia Sports tracker

GPS-based activity tracker

Monitors route, distance, speed, altitude, heart rate, pictures on route

Community functions

MWC 2009 award

Nokia Sports tracker

GPS-based activity tracker

Monitors route, distance, speed, altitude, heart rate, pictures on route

Community functions

MWC 2009 award


Knorr recipes: bookmark by handset & market

Knorr Mobile Cookbook Knorr Mobile Cookbook


Next billion digital consumers

Mid

Low

High

RuralSuburban /

low tier citiesUrban

Population spread

Pop

ula

tion

by in

com

e c

lass

No Mobile access

No Internet access

Mobilepenetration

Fixed lineinternet

AgricultureAgriculture

Nokia Life ToolsNokia Life Tools

Sponsorship opportunitiesSponsorship opportunities


EducationEducation


Clickable world

We see a clickable world where all marketing will become interactive

Rather than mass media dollars moving to online, interactive technologies will infiltrate all media

Mobile will be key:ResponseResponse EnquiryEnquiry RewardReward

Carry on the personCarry on

the person LocateLocate ProfileProfile

DialogueDialogue PaymentPayment ResearchResearch

© 2008 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials43

SMSMMS

INS

TO

RE

INS

TO

RE

ONLINE

OFFLINE

INSTOREINSTORE

© 2008 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials45

Point & findPoint & find

Personal relevance


More data in mobile to use to improve targeting

People more willing to share info – location, time, preferences - for relevance

Mass-targeted content in decline

Control in the hands of the user


Sprint leads the field

Most advanced Carrier Grade Media

Rock solid subscriber data and mobile behavioral targeting

18m unique mobile internet users

Behaviors:50+ categories of high-propensity Individuals. Based on mobile web

browsing activity & premium mobile content purchase

Content Categories:Search & Directories

News & FinanceEntertainment

Mobile CommunicationsPremium Content & Downloads

SportsWeather

Demographics:Age

GenderHH IncomeGeographyEducation

Presence of ChildrenEthnicity

Marital Status

Time of Day &

Day of Week

LBS extends from locations to businesses, other points of

interest and friends

2012: 500 million users worldwide

Source: eMarketer, September 2008. Mobile-phone LBS only; excludes personal navigation devices and telematics applications.

Source: eMarketer, September 2008. Mobile-phone LBS only; excludes personal navigation devices and telematics applications.


Likes brands

Exchange of personal

information for more relevant

services

Relevance profiling gathers

sophistication

Relevance profiling gathers

sophistication


More than mobile advertising

© 2008 Nokia 52

Branded content

distribution

Branded content

distribution

On device marketing

Carrier dataCarrier data

Behaviour and location targeting

Behaviour and location targeting

Consumer Context

Display advertising

Nokia mobile internet services

Nokia mobile internet servicesCarriersCarriers

In app mediaIn app media

BookmarksBookmarksPremier publishersPremier publishers

Handset knowledge Handset knowledge


How will mobile’s unrivalled impact grow?

53 © 2008 Nokia

Source: Dynamic Logic AdIndex July 08Source: Dynamic Logic AdIndex July 08

Mobile Online

2.6

5.6

23.9

3.0

12.2

1.7

5.4

1.5

4.7

6.9

Aided BrandAwareness

Ad Awareness

Message Association

BrandFavorability

Purchase intent

Over 3 times more powerful than online (Dynamic Logic)

Mobile banner ad brand recall as high as 30 sec TV spot (Nielsen 2008)


Thank you

[email protected]

Global Director, Mobile Brand Strategy, Nokia Interactive

Thank you

[email protected]

Global Director, Mobile Brand Strategy, Nokia Interactive