nokia客戶細(xì)分戰(zhàn)略介紹

NokiaConvergenceStrategy

MUMMConferenceDay2007Rome,9thMay

BackgroundscenarioLowerGlobalAverageSellingPrice=>lowerMarginsMatureMarkets(EuropeandNorthAmerica):onedigitgrowth=>toughcompetitionforBrandswitchoverandinvestmentsforloyaltyHighSubsidybyTelecomOperators=>toughnegotiationsandstrongconsumers’attitudetolowerpricesBoomingMarkets(China,IndiaandLatinAmerica)

butlowrangeproducts=>lowMarginsFastercommercialproductlifecycle=>highInvestmentsinR&DMixoffinancialinvestmentscomingfromMulti-BusinessesCompaniesQuitestrongConvergencedemandcomingfromMobileandFixedOperatorsActualBusinessModelsarestilleffectivetohavetwodigitsOperatingMargininMPIndustry?No!NewValueAddedBusinessesarenecessaryConvergenceisthemaindrivertoenterinnewBusinessesConvergenceisnotapuresumoftwodifferentneeds/industriesConvergenceissomethingmore:newCategories,newBusinesses,newExperiences,newBenefits,newMarketsDigitalContentsHighcapacityMemories,fastProcessors,longlastingbatteriesStableandfastOperatingSystemforMobilePhonesWiderTransmissionBand(GPRS,UMTS,HSPA,…)TechnologyConsumersLegislationCompetition“everything,everytime,everywhere”Needsofcustomization(ringtones,wallpapers,UI,cover,etc..):EverybodyhasaMPDeregulationLiberalizationMarginerosionToughNegotiationsDriversforConvergenceWhat’sConvergenceNokiaConvergenceStrategy:GeneralApproachNetworksExperiencesTechnologyMobileBusinessWi-Fi/Wi-MaxPushe-mailVoIPUMAMultimediaMPixMPEG4MP3CarlZeissHighTouchDesignNewMaterialFormFactorSportNewMaterialSWFeaturesConvergenceStrategy:NewRequisitesComplementaryStrategy=>Experiencecompletion:HighEndUserPriceNotcompellingFeaturesNotrecognizedBrandinthenewBusinessFrontalAttackStrategy=>ProductsubstitutionStrategiesCompetitionPartnershipsAcquisitionsCompetitornowPartner:SiemensNewCompetitors:Apple,SonyPSP,Nintendo,Nikon,etc…Co-Opetitors:Microsoft,Canon,HP,BleckBerry,TomTom,Yahoo

FundamentaltocompletethenewBusinessValuePropositionandtogaincredibility:CarlZeiss,GamingPublishers,Epson,Kodak,Adobe,IBM,Oracle,JBL,Sennheiser,Bose,TopofthePops,TomTom,Route66,Skype,Flickr,GoogleLoudeye(OD2),Gate5,Intellisync.....andmoretocomeWhatisour

startingpoint?VisionandMissionInaworldwhereeveryonecanbeconnected,

wetakea

veryhuman

approach

to

technology.TowardsthefourbillionmilestoneSource:GlobalbrandtrackingdataexJapan-Korea.Brandpreferenceweightedbypopulation.#2CompetitorNokiaOthers20042005Q2’06GlobalBrandPreference%BrandPreferencebyAreaChinaAPACLatinAmericaN.AmericaMEAEurope394345Nokiawinsconsumershearts

andmindsby4:1margin…ItalySource:InterbrandCorp,BusinessWeek,July200..10.ValueChange2005vs.’06-1%-5%+5%+4%-9%+14%+12%+5%+6%+9%6.…andisoneofthemostlovedandfastest

growingbrandsintheworld.Nokia:BrandNumber6FirstEuropeanBrandFirstnon-USBrandFirstTelcoBrandWhyisthisimportant?Becausegreatbrandshelpgrowgrossmargin…ASPVolumeMarketPressure…whilebuildinglongtermbrandequity.?…andwhileweareallthesame……wehavedifferentneeds

“Iexpectthenewglobalconsumersegmentationmodeltore-installourreputationashavingthebestconsumerunderstandingintheindustry”O(jiān)lli-PekkaKallasvuo––August2005Nokia’sConsumerSegmentationisofkeystrategicimportanceNokia’ssegmentationmodelPortfolioPlanningProductCreationCampaignDevelopmentSalesPortfolioManagementCategoryManagementDesignProductManagersProgrammeManagersTPOManagersCampaignManagementCampaignPlanningCountryMarketingMarketingplanningCountryManagementAccountTeamsSalesTeamQuantifiableActionableOnemodelinplacefromplanningthroughtosalesensuringacommonlanguageTargetingconsumerswiththerightmessagesQuantificationofnewsolutionopportunitiesSellingsolutionstocustomerstoaddressspecificconsumersSolutiontargetingspecificdesiresofspecificconsumersGlobalsegmentationContinuouslyrefreshableresearch10billiondatapoints77,000Consumersx1.5hourinterview21countries122questionsUnderstandingof:Values,Beliefs,Attitudes,LifestyleNokiaConsumerSegmentation:atwodimensionalspace-theAxisRationalAspirationalHighInvolvementLowInvolvementVerticalAxis–basedonbehaviorHighInvolvementLowInvolvementHowdoconsumersactuallybehave?Replacephoneevery6monthsTendtopayhigherpriceformobileTendtobuyfromwellknownbrandsMoredesigndrivenpurchasingbehaviorHorizontalAxis––basedonattitudeRationalAspirationalWhatdoconsumerswant?IusemyMobilePhoneasafashionaccessoryIwouldpreferamobilephonethatisgreatlookingratherthanhavingthelatestfeaturesIwouldbewillingtoowndifferentMobilePhoneindifferentsituationsIamembarrassedifmyMobilePhonelooksoutdatedIwouldliketokeepuptodatewiththelatestfashiontrendsKeyAttitudes:thequadrantsRationalAspirationalHighInvolvementLowInvolvementMobilePhoneasempowermenttoolMobilePhonetrendleadersMobilePhonetrendfollowersMobilePhoneonlywhennecessaryItalianSegmentationModelYoungExplorers(10.3%)TechnologyStylists(5.2%)StyleLeaders(5.3%)StyleFollowers(6.3%)FamilyProviders(12.5%)LifeJugglers(6.3%)PragmaticLeaders(3.4%)LifeBuilders(8.9%)ImageSeekers(0.0%)HIGHERINVOLVEMENTSimplicitySeekers(34.3%)MatureAcceptors(5.6%)TechnologyLeaders(3.4%)LOWERINVOLVEMENTRATIONALASPIRATIONAL(non-existentinEurope)Keyconsumerneedaroundmodernitythelatestandbest–technologyisakeydriver.Keyconsumerneedaroundstyle/fashion.Designconsciousconsumers.RequirewelldesignedstylishproductsMoremainstreamsegments,buttendtobeyoungerindemographics.SlowertechnologyadoptionMorerationalattitudes.KeyconsumerneedisthedeviceasatoolforempowermentLessinvolvedwithmobiletelephonyandconsumerneedisaroundabasiccommunicationdeviceGlobalSegmentSizesItalyWave1ItalyWave2YoungExplorers(7.9%)6.9%10.3%TechnologyLeaders(6.1%)3.6%3.4%TechnologyStylists(6.4%)1.1%5.2%StyleLeaders(10.6%)4.5%5.3%ImageSeekers(7.2%)NENEStyleFollowers(6.3%)6.7%4.8%FamilyProviders(10.3%)21.6%12.5%SimplicitySeekers(13%)28.1%34.3%MatureAcceptors(7.6%)1.9%5.6%LifeJugglers(3.8%)7.1%6.3%PragmaticLeaders(7.1%)6%3.4%LifeBuilders(13.9%)12.4%8.9%ItalyRe-FreshSegmentationMapYoungExplorersTechnologyLeadersTechnologyStylistsStyleLeadersStyleFollowersFamilyProvidersSimplicitySeekersMatureAcceptorsLifeJugglersPragmaticLeadersLifeBuildersImageSeekersSI=StatisticallyInsignificant NE=NonExistentGlobally,11.1%ofmarkethasmovedontoorabovehorizontalinvolvementaxis(=mostsegmentsaboveaxishavegrown)FourcategoriestohelppeoplenavigateYoungExplorers(7.9%)TechnologyStylists(6.4%)StyleLeaders(10.6%)StyleFollowers(6.3%)FamilyProviders(10.3%)LifeJugglers(3.8%)PragmaticLeaders(7.1%)LifeBuilders(13.9%)ImageSeekers(7.2%)SimplicitySeekers(13%)MatureAcceptors(7.6%)TechnologyLeaders(6.1%)RATIONALASPIRATIONALSmartandcollaborativebusinesssolutionsAchieveNokiaEseriesAchievingtogetherLiveDesignandstyleleadershipInspiring

thesensesConnectEssenceofNokiathroughbalanceofstyleandprovenbenefitsConnectingsimplyInnovationandtechnologyleadershipExploreNokiaNseriesSharingdiscoveriesImprovemarketingyieldSharingDiscoveriesAchievingTogetherConnectingSimplyNokiaconnectspeoplethroughveryhumantechnologytohelpthemfeelcloseWebelievelifeisbetterwhensharedWebelieveeveryoneachievesmorewhenworkingtogetherWebelieveexperiencesaremorevaluablewhensharedWHATWeBelieveWHATWePromise…expressedthroughNokiaConnectingPeopleEXPLOREConnectACHIEVECONNECTLIVEWebelievepeopleneedinspirationtobondevendeeperInspiringSenses…expressedthroughNokiaConnectingPeople1Nokiabrand4Categories2Sub-brandsWithdistincttonalities,notmultiplepersonalities.WhatthismeansforusSustainableindustryleadershipOptimalproductportfolioofferingpercategoryImprovedmarketingyealdbyin-depthunderstandingofconsumerneedspersegmentThankyou9、靜靜夜夜四四無無鄰鄰，，荒荒居居舊舊業(yè)業(yè)貧貧。。。。1月月-231月月-23Wednesday,January4,202310、雨雨中中黃黃葉葉樹樹，，燈燈下下白白頭頭人人。。。。21:41:3321:41:3321:411/4/20239:41:33PM11、以我獨(dú)獨(dú)沈久，，愧君相相見頻。。。1月-2321:41:3321:41Jan-2304-Jan-2312、故人江海海別，幾度度隔山川。。。21:41:3321:41:3321:41Wednesday,January4,202313、乍見翻疑夢夢，相悲各問問年。。1月-231月-2321:41:3321:41:33January4,202314、他鄉(xiāng)生白白發(fā)，舊國國見青山。。。04一月月20239:41:33下下午21:41:331月-2315、比不了了得就不不比，得得不到的的就不要要。。。。一月239:41下午午1月-2321:41January4,202316、行動動出成成果，，工作作出財財富。。。2023/1/421:41:3321:41:3304January202317、做前，能能夠環(huán)視四四周；做時時，你只能能或者最好好沿著以腳腳為起點(diǎn)的的射線向前前。。9:41:33下下午9:41下下午21:41:331月-239、沒沒有有失失敗敗，，只只有有暫暫時時停停止止成成功功?。?。。1月月-231月月-23Wednesday,January4,202310、很多事情努努力了未必有有結(jié)果，但是是不努力卻什什么改變也沒沒有。。21:41:3321:41:3321:411/4/20239:41:33PM11、成成功功就就是是日日復(fù)復(fù)一一日日那那一一點(diǎn)點(diǎn)點(diǎn)點(diǎn)小小小小努努力力的的積積累累。。。。1月月-2321:41:3321:41Jan-2304-Jan-2312、世間成事，，不求其絕對對圓滿，留一一份不足，可可得無限完美美。。21:41:3321:41:3321:41Wednesday,January4,202313、不不知知香香積積寺寺，，數(shù)數(shù)里里入入云云峰峰。。。。1月月-231月月-2321:41:3321:41:33January4,202314、意志志堅(jiān)強(qiáng)強(qiáng)的人人能把把世界界放在在手中中像泥泥塊一一樣任任意揉揉捏。。04一一月月20239:41:33下下午21:41:331月-2315、楚塞三三湘接，，荊門九九