Nokia Mobile Phones

(North America)

Brand Development Situation:• Nokia wanted to fully- utilize

CTIA to create an environment that delivers the essence of how mobility has changed our lives… “Life Goes Mobile”.

Insights: • CTIA (#1 industry tradeshow)• 30,000 “powerful” attendees.• Nokia Competitors getting stronger & now

cutting into Nokia’s industry leadership. • Positive 1st interaction with CTIA

Tradeshow attendees is Nokia’s key to success.

Targets: • Buyers (Wireless World)

• Carriers/Operators/Agents

• Hardware & Software Reps.

• Industry Analysts

• Media/Public Relations

Challenges:• Nokia Sr. Mgmt. needed to

buy-in/commit to CTIA 2004 Strategy in a timely manner & support the Events Group with resources required for Nokia to maintain the “look of the leader”.

Solution:• 3 main layers to CTIA booth:1) Outer - Human experience*2) Middle - Product experience3) Inner - Business experience

Human experience* (Attendee’s 1st Nokia interaction) - vignettes focused on how Nokia connects people to their passions:

- “At Home” - “Personal Time”- “At Work” - “Stay Connected”- “At Play” - “At Travel”

Objectives:

• Sustain and enhance trust in Nokia as the world’s number one (#1) Mobility Brand.

• Focus on Products + Services.• Refine Measurement process.• Win CTIA Best of Show award.• Secure Tradeshow Week cover/

feature story, following CTIA.

Marketing Services Situation:• Nokia Branded & Product-

specific merchandise was primarily sold via a catalog and shipped from 3 different manufacturing/distribution centers, which was not very effective and/or efficient.

Insights: • Nokia Employees & Trade liked

traditional catalogs.• Vendor/Partners resistant to change &

investment.• 1-day shipping too often.• Nokia’s Account Teams needed a new

“everyday low pricing” model.

Targets: • Nokia Employees

• Trade Customers (all)

• Consumers (end-user)

Challenges:• Nokia fulfillment had to be

reorganized and long-time vendor/partners needed to accept change & invest in online technology or risk losing Nokia’s business.

Solution:

• “Connecting Nokia” d/b/a www.ConnectingNokia.com was awarded to a single Nokia vendor/partner and became the catalog website for all Nokia & Product-specific support merchandise.

- Collateral Materials- POS/Merchandising- Promotional ProductsObjectives:

• Promote online shopping & begin phasing-out Nokia catalogs.

• Consolidate fulfillment from 3 to1 distribution centers & reduce Nokia’s shipping expenses.

• Lower the cost of goods sold, especially on Nokia Product-

specific Launch merchandise.

Product Launch MarketingSituation:• Carrier Call Centers

experiencing steady increases in volume of customer service calls, due to more questions regarding Nokia phones.

Insights: • Carriers (ie. AT&T) own Customer

Relationship Management, not Nokia.• No Nokia competitors have an

internet-based mobile phone tutorial.• Nokia’s “ease of use” credibility, now

at risk.

Targets: • Call Centers (ie. AT&T)

• Customer Care (Nokia)

• Sales & Service Reps

• Consumers (end-user)

Challenges:• AT&T (# 1 Carrier) hard-

pressing Nokia to solve growing problem or pay for AT&T Call Centers’ incremental expenses.

Solution:

• www.NokiaHowTo.com

Internet-based, Interactive, Nokia Owners Manual for all Nokia Mobile Phones sold in the Americas.

Easily accessed by any web browser, at any connection speed, anywhere, anytime.

Won 2000-2001 Award of Excellence from Lone Star Chapter of the Society for Technical Communication.

Objectives:

• Develop cost-effective, AT&T solution, asap.

• Launch industry’s 1st internet-based tutorial.

• Leverage NokiaUSA.com web traffic to help support Brand Loyalty, through better understanding of Nokia phone’s features.

Strategic Field MarketingSituation:• AT&T (USA’s 1st Nationwide

Carrier) needed to push a massive consumer migration from analog to digital mobile phones, in order to continue providing wireless services, both effectively & efficiently.

Insights: • Consumers hated roaming & long

distance charges, and wanted a flat rate plan.

• Business-users traveled & preferred AT&T Wireless.

• Nokia 6100 was the 1st USA mobile phone that would meet AT&T’s expectations.

• AT&T could combine a specific model to promote the dominant rate plan.

Targets: • AT&T Customers/end-users

• Business-users/Airports

• AT&T Personal Network

• Nationwide Consumers

Challenges:• AT&T (#1 Carrier) was pushing

for exclusivity of Nokia 6100 & Nokia Co-Branding Support, and both Motorola & Ericsson were now trying to duplicate Nokia’s

Strategic Field Marketing efforts.

Solution:

• AT&T Digital One Rate:

600 Minutes @ $89.99/mo.1,000 Minutes @ $119.99/mo.1,400 Minutes @ $149.99/mo.

“Fifty States, One Rate…Let Freedom Ring” Promo.

- No Roaming Charges- No Long Distance Fees

Objectives:

• Americanize the Nokia Brand (Nokia 6160 USA flag phone).

• Solidify AT&T Relationship (Nokia is AT&T’s #1 Partner).

• Nationwide AT&T Promotion & all points of impact (USA).

• Trial & Sampling of the new Nokia 6100 @ major airports.