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MSD REPORT

COMPANY ANALYSIS OF NOKIA

Submitted To

Submitted by MBA 2nd Semester

Dr. Ajay Pratap Singh (Faculty, MBA)

MUHAMMAD SALIM

(07217003909)

SESSION: 2009 - 2010

TECNIA INSTITUTE OF ADVANCED STUDIES

(Approved by AICTE, Ministry of HRD, Govt. of India) Affiliated To Guru Gobind in!" Indraprast"a #niversity, Del"i INSTITUTIONAL AREA, MADHUBAN CHOWK, ROHINI, DELHI- 110085 E-Mail:dire !"r#!e $iai$dia%"r&, We'(i!e: )))%!e $iai$dia%"r& *a+ N": ,-5551,0, Tel: ,-5551,1-,.

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CONTENTS

INTRODUCTION : NOKIA

HISTORICAL !ACK"ROUND # MISSION AND $ISION O% NOKIA 7 PRODUCTS O% NOKIA AND ITS %EATURES 9 AREAS O% %OCUS 29

S&OT ANAL'SIS 30 PEST ANAL'SIS #P ANAL'SIS ( MARKETIN" MI) STP ANAL'SIS 33 3* 3+

SOME ACHIE$EMENTS O% NOKIA 37 COMPETITOR PRO%ILIN" 3, &H' NOKIA RULES THE MARKET #0 #3

LOOPHOLES

RECOMMENDATIONS ## !I!LIO"RAPH' #+

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INTRODUCTION
Nokia is a world leader in mobile communications, driving the growth and sustainability of the broader mobility industry. Nokia connects people to each other and the information that matters to them with easy-to-use and innovative products like mobile phones, devices and solutions for imaging, games, media and businesses. Nokia provides equipment, solutions and services for network operators and corporations.

N"/ia T"da0
Today, Nokia is a world leader in digital technologies, including mobile phones, telecommunications networks, wireless data solutions and multimedia terminals .Backed by its experience, innovation, user friendliness and secure solutions, the company has become the leading supplier of mobile phones, fixed broadband and ! networks. By adding mobility to the internet, Nokia creates new opportunities for companies and further enriches the daily lives of people. Nokia is operating in over "#$ countries and "% factories over & countries. Nokia spends '$( of net sales in research and development. Nokia registers on an average % patents every day. C-a./0a1: $.2e C-a./0a1: Hea3 O44.2e: Re5e16e0 E78a9:.7-0e18 .1 I13.a: !/a12-e7 .1 I13.a: )orma *llila +ame ,ar-orie .cardino /inland 1. 2 3#.'4 billion 5year ended ,ay, '$$36 "&&% 7urgaon, ,umbai, 8olkata, New +elhi, Bangalore, 9yderabad and :hmedabad.

; <eported net sales of =1< >$,&3> million 5=1< %$,4"$ million in '$$36 ; <eported operating profit of =1< ","&4 million 5=1< >,&?? million6 ; Nokia estimated mobile device market share #3( ; Nokia had strong <@+ presence in "? countries ; Nokia employed ",'#,%%# people at year-end.

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HISTORICAL BACK1ROUND O* NOKIA

N*8 : was established in "3?% as a wood-pulp mill by 8nut /redrik destam on the banks of the Tammerkoski rapids in the town of Tampere, in south-western /inland. The company was later relocated to the town of Nokia by the side of Nokianvirta river which had better resources for hydropower production. That is where the company got the name that it still uses today. The name Nokia originated from the river which flowed through the town. The river itself, Nokianvirta, was named after the old /innish word originally meaning a dark, furry animal that was locally known as the nokia, or sable, or later pine marten. /innish <ubber Aorks established its factories in the beginning of '$th century nearby and began using Nokia as its brand. .hortly after Aorld Aar , /innish <ubber Aorks acquired Nokia Aood ,ills as well as /innish Bable Aorks, a producer of telephone and telegraph cables. These three companies were merged to form Nokia Borporation in "&?4. The new company was involved in many sectors, producing at one time or another paper products, bicycle and car tires, footwear 5including Aellington boots6, personal computers, communications cables, televisions, electricity generation machinery, capacitors, aluminium, etc.

The first Nokia century began with /redrik destamCs paper mill on the banks of the Nokianvirta river. Between "3?% and "&?4, the company would become a ma-or industrial forceD but it took a merger with a cable company and a rubber firm to set the new Nokia Borporation on the path to electronics.../redrik destam establishes a paper mill at the Tammerkoski <apids in south-western /inland, where the Nokia story begins. Nokia :b, /innish <ubber Aorks and /innish Bable works formally merge to create Nokia Borporation.

The newly formed Nokia Borporation was ideally positioned for a pioneering role in the early evolution of mobile communications. :s =uropean telecommunications markets were deregulated and mobile networks became global, Nokia led the way with some iconic products...
19,1: T-e 0;9.:e e/a 9eg.17 Nordic ,obile Telephone 5N,T6, the first international mobile phone network, is built. 19,#: M;9./a Ta:<0a1 :a612-e3 Nokia launches the ,obira Talkman portable phone. 19,7: M;9./a C.8=0a1 ( 9./8- ;4 a 2:a77.2 Nokia launches the ,obira Bityman, the first handheld N,T phone. 1991: "SM ( a 1e> 0;9.:e 78a13a/3 ;?e17 6? Nokia equipment is used to make the worldEs first 7., call.

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n "&&', Nokia decided to focus on its telecommunications business. This was probably the most important strategic decision in its history. :s adoption of the 7., standard grew, new B=* )orma *llila put Nokia at the head of the mobile telephone industryEs global boom F and made it the world leader before the end of the decade...
1992: N;<.a@7 4./78 "SM -a137e8 Nokia launches its first 7., handset, the Nokia "$"". 199#: N;<.a T61e .7 :a612-e3 Nokia launches the '"$$, the first phone to feature the Nokia Tune. 199#: &;/:3@7 4./78 7a8e::.8e 2a:: The worldEs first satellite call is made, using a Nokia 7., handset. 1997: S1a<e ( a 2:a77.2 0;9.:e ga0e The Nokia ?""$ is the first phone to feature NokiaEs .nake game. 199,: N;<.a :ea37 8-e >;/:3 Nokia becomes the world leader in mobile phones. 1999: T-e I18e/1e8 g;e7 0;9.:e Nokia launches the worldCs first A:! handset, the Nokia 4""$.

NokiaEs story continues with #7, mobile multiplayer gaming, multimedia devices and a look to the future...
2002: %./78 3" ?-;1e Nokia launches its first #7 phone, the Nokia ??%$. 2003: N;<.a :a612-e7 8-e NA"age ,obile gaming goes multiplayer with the N-7age. 200*: T-e N;<.a N7e/.e7 .7 9;/1 Nokia introduces the next generation of multimedia devices, the Nokia Nseries. 200*: T-e 9.::.;18- N;<.a ?-;1e .7 7;:3 Nokia sells its billionth phone F a Nokia ""$$ F in Nigeria. 7lobal mobile phone subscriptions pass ' billion. 200+: A 1e> P/e7.3e18 a13 CEO ( N;<.a 8;3a= *lli-!ekka 8allasvuo becomes NokiaEs !resident and B=*D )orma *llila becomes Bhairman of NokiaEs board. Nokia and .iemens announce plans for Nokia .iemens Networks.

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2007: Nokia recogniGed as %th most valued brand in the world. Nokia .iemens Networks commences operations. Nokia launches *vi, its new internet services brand. 200,: NokiaCs three mobile device business groups and the supporting horiGontal groups are replaced by an integrated business segment, +evices @ .ervices.

PRODUCTION UNITS

Ne8>;/<7 8e2-1;:;g= Bhina /inland 7ermany ndia M;9.:e 3e5.2e7 a13 8e2-1;:;g= BraGil Bhina /inland 7reat Britain 9ungary ndia ,exico <omania .outh 8orea

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2ISION AND MISSION STATEMENT

$.7.;1 ;4 8-e 4686/e
HBonnecting peopleH is now connecting people to what matters - whatever that means for each person - giving them the power to make the most of every moment, everywhere, any time. Bonnecting the HweH is more powerful than -ust the individual. ThatCs how Nokia is needed to help make the world a better place for everyone.

M.77.;1 S8a8e0e18
Bustomer F To maintain customer confidence by continuing to provide quality service specifically designed to meet their needs. ,arket F To be recogniGed as a market innovator in the mobile phone industry to continuing to improve our business practice. Business F To ensure the team has a complete understanding of all ,obile Network nternal .ystems and !rocedures and that each team member is responsible for compliance with the Business ,anagement .ystem. Training F To develop ongoing training strategies to empower personnel with skill levels essential for future company success. The Team F To create the best possible working environment, promoting career enhancement and -ob security, encouraging trust in the company and loyalty to the customer.

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Ma/<e8.1g S8/a8eg=
Nokias corporate responsi ility strategy is to engage, i!pro"e an# e accounta le . They constantly measure and review their performance in economic, environmental and social issues. They engage in stakeholder dialogue and form partnerships that serve the areas they want to improve upon. They pursue focused and practical improvement programs in relevant organiGational or geographical areas as part of business operations - this involves business planning, internal communications, training. They increase accountability to stakeholders through reporting, and informative internal and external communications activities. Ahat makes them unique is the way they do it. Based on the same approach that guides the rest of their activity F I$he Nokia %ay@ - their corporate responsibility is developed through logical steps, with much of the work concentrated inside the company, much of the work built on existing programs, and many stages taken forward in parallel :ccording to them it is essential to 3/.5e 2;/?;/a8e /e7?;17.9.:.8= 8-/;6g- 8-e 2;0?a1= -wide strategy process, support issue owners in building business cases for ethical improvement and implementation, and increase accountability to both internal and external stakeholders. /or them, corporate responsibility is an integral and continuous part of decision-making in all parts of their businessD taking responsibility for the consequence of their actions. tEs a belief that by focusing on issues over which they have most influence and which their stakeholders consider important, they will be able to mobiliGe more of company resources, be more proactive, and ensure long-term programs. The Nokia .trategy continues to focus on three activities to expand mobile communications in terms of volume and value0 =xpand mobile voice +rive consumer multimedia Bring extended mobility to enterprises

3RODUCTS O* NOKIA

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AND ITS *EATURES

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N;<.a ?/;362e7 :;87 ;4 5a/.e8.e7 .1 0;9.:e ?-;1e7 7;0e ;4 8-e0 a7 4;::;>7

N;<.a 120,

8ey /eatures =xperience enhanced visual with the ?%,%#? color display +ust and splash proof with rubberiGed keypad and anti-slippery back cover

Bright flashlight for convenience and emergency Timer tracker feature helps you controls the duration of each call ,ultiple phonebook makes sharing phone easier =asyFto-use menu in multi languages with calendars

*perating /requency 7., +ual band =7., &$$J"3$$ ,9G +imensions Kolume0 ?4.# cc Aeight0 4?.& g

Length0 "$' mm Aidth0 >>." mm Thickness 5max60 "4.% mm

+isplay

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?%,%#? color, &? x ?3 pixels display

1ser nterface .#$ user interface ,essaging TeB8 0e77ag.1g0 .upports concatenated .,., picture messaging, .,. distribution list D.78/.968.;1 :.78 - create and manage your personal list

P/e3.28.5e TeB8 I1?680 .upport for all ma-or languages in =urope and :sia !acific including ndian dialect Large .,. storage for up to ?$ .,. on phone memory

<inging Tones #'-chordJvoice polyphonic ringing tones with ,!#-grade sound Ball ,anagement Large contact storage - up to '$$ entries in built-in phonebook Koice /eatures ntegrated handsfree speaker !ersonal nformation ,anagement 5! ,6 ,ulti phonebook :larm clock

:nalogJdigital clock <eminders .topwatch Balculator Balendar Bonverter Bountdown timer

!ower ,anagement !a88e/= Ta:< 8.0eC S8a139= 8.0eC BL-%B: 1p to 4 hrs 1p to "%.' days

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N;<.a 1+*0

8ey /eatures =asy one-touch key to activate /, radio in an instant =n-oy easy viewing with the ?%,%#? colors, large screen display and large font type when dialing

!ersonaliGe your phone ring with quality ,!#-grade and #' !olyphonic ringtones =xtend your talk time with !ower .aver mode Bonvenient one-touch key to switch on built-in flashlight

*perating frequency 7., +ual band =7., &$$J"3$$ ,9G +imensions Kolume0 ?& cc Aeight0 3$ g

Length0 "$>.' mm Aidth0 >#.3 mm Thickness0 "4.3 mm

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+isplay ?%,%#? colors, "'3 x "?$ pixels BT.N display 1ser interface .#$ user interface ,ultimedia ntegrated /, radio ,essaging TeB8 0e77ag.1g: .upports concatenated .,., picture messaging, .,. distribution list Bhat

Large .,. storage on phone - up to '%$ .,. =asy to create and send .,. F with local input method

Language .upport "3 nput languages0 Bahasa ndonesia, Bahasa ,alaysia, Bengali, .implified Bhinese, =nglish, 7u-arati, 9indi, 8annada, ,arathi, !ilipino 5Tagalog6, !un-abi, Tamil, Thai, Kietnamese, 8hmer, ,alayalam, .inhalese, Telugu <inging Tones S6??;/8e3 4.:e 4;/0a87: ,!#-grade, #'-chord polyphonic , + ringing tones Bonnectivity Hea37e8 2;11e28;/: .tandard '.%mm headset connector Ball ,anagement Time Tracker Ball +uration Log Koice /eatures ntegrated handsfree loudspeaker !ower ,anagement !a88e/= Ta:< 8.0eC S8a139= 8.0eC BL-%B 1p to 3 hrs 1p to "4.% days

N;<.a 2+2+

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8ey /eatures .tand out from peers and friends with colored covers Listen to and share your /, radio music through the integrated handsfree speaker

<ecord sound on the move and send to friends with Nokia Mpress :udio ,essaging +ownload wallpapers @ ringing tones via 7!<. .tay updated on work and play with one inbox for .,. and ,,. messages

*perating frequency 7., +ual band =7., &$$J"3$$ ,9G +imensions Aeight0 &" g Length0 "$> mm

Aidth0 ># mm Thickness 5max60 "3 mm

+isplay ?%,%#? colors display ,ultimedia ntegrated /, radio Nokia Mpress :udio ,essaging

!reloaded polyphonic ,!# and , + ring tones

,emory functions ' ,B 7allery to store downloaded files

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,essaging ,ultimedia messaging0 ,,. for creating, receiving, editing, and sending videos and pictures with :,< voice clips =mail0 .upports .,T!, !*!# and ,:!> protocols. .upport for attachments

Text messaging0 .upports concatenated .,., picture messaging, .,. distribution list

Browsing A:!N '.$ x9T,LJ9T,L browser +ata Transfer 7!<.0 Blass B, multislot class ? Ball ,anagement Large contact storage F #$$ entries in built-in phonebook Koice /eatures Koice recorder ntegrated handsfree speaker

.et voice clip as ringing tone

!ersonal information management 5! ,6 Balculator !ower organiGer - week, month review with local calendar !ower management !a88e/= Ta:< 8.0eC S8a139= 8.0eC BL-%B 1p to # hrs 1p to #$$ hrs

N;<.a 2+00C:a77.2

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8ey features Bapture images and videos in daGGling color with the digital K7: camera and video recorder !ersonaliGe your phone with ,!#, ringtones and user-created ringtones

=n-oy music and news on the move with the /, radio ,onitor call times with !re-paid Tracker .hare your photos and video clips with friends and family using Bluetooth 8eep in contact with .,., ,,., email, and Nokia Mpress :udio ,essaging 8eep all your contacts on hand with "$$$-entry phone book

*perating frequency +ual band 7., 3%$J"&$$ ,9G +ual band =7., &$$J"3$$ ,9G +imensions Kolume0 ?#.% cc Aeight0 4#.' g 5with battery6

Length0 "$&.? mm Aidth0 >?.4 mm Thickness0 "' mm

+isplay ?%8 color, "'3 x "?$, T/T

P a g e | 17

maging K7: camera T/T color display

,,.

,ultimedia +igital K7: camera with video recorder for pictures and video /, radio ,essaging =mail supports !*!#, ,!> and .,T! protocols Nokia Mpress :udio ,essaging 5sends greetings with short voice clips6

.,. text messages ,,. messaging with pictures !ersonaliGe .,. message alerts with your favorite ringtones

)avaO :pplications x9T,L over TB!J !, A:! '.$ ,,. ".' 5supports #$$8B siGe6

Nokia Mpress :udio ,essaging )ava , +! '.$ applications *,: +<, ".$ smart content download 5forward lock6

Bonnectivity !hoto and data sharing with Bluetooth '.$ Browsing A:! '.$ web browser 5x9T,L6 !ower ,anagement Battery0 BL-%BT Bapacity0 34$ m:h

Talk time0 1p to ? hrs .tand-by0 1p to '> days

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Nokia 3500 classic

8ey /eatures :n elegant, large, glossy black ".3H smoked screen makes viewing all your photos a pleasure. : solid metal rim around the phone protects the screen from scratches

.plitline colouring in the keymat adds a touch of color Benefit from easy connectivity with Bluetooth, and a mini-1.B port to connect to a !B .ave more of your moments with the option to use ,icro.+ memory cards up to '7B =nsure youEre always in touch with up to ',$$$ contacts. .tay entertained with a music player and /, radio ,ake your handset unique with ,!# ringtones

+isplay ,ain display0 "'3x"?$, up '?'k colors. T/T 5active area ",3H6 maging ' megapixel camera 3 x digital Goom

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,essaging =mail client with attachments 5)ava version6 ,,.0 *,: ,,. ".' 5#$$ 8B ,,. siGe6

nstant ,essaging

,ultimedia ,edia player supporting ,!#, ,!>, ::B, ::BP e::BP, 9.'?#, 9.'?> /, .tereo radio

Kideo streaming 5#7!!6 Kideo ringing tones , + ringing tones up to ?> polyphonies +<, release '.$ 9MT,L browser )ava0 , +! '.$

Bonnectivity Bluetooth ,icro .+ memory slot up to '7B

,ini-1.B connector

*ther features Themes including animated wallpapers, screensavers, color schemes @ ringing tones Koice recording, voice commands, speaker independent name dialing

1ser configurable right soft key and 7oTo menu *rganiGer with calendar, To-do list and notes :larm clock, Bountdown timer 5normal and interval timer6

Bearers supported +:<! =+7= class "$D 7!<. class "$

7!<.J=+7=J9.B.+JB.+ for browsing and as data modem Bluetooth

!ower ,anagement !a88e/= Ta:< 8.0e S8a139= 8.0e Ca?a2.8=

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BL->B

#$$h

3?$m:h

Nokia 6500 slide

8ey features Take high quality pictures with a #.' megapixel camera with Barl Qeiss optics, auto focus, and 3x digital Goom : powerful double L=+ flash makes indoor pictures perfect .hare pictures or videos with friends and family via TK-*ut #7 video calling helps you feel even closer to the people you care about Bonnect directly to /lickrO website to share your photos with all your friends maging and video ntegrated #.' megapixel camera with Barl Qeiss optics, auto focus, with up to 3x digital Goom ntegrated double L=+ flash

,acroshot, landscape mode, sequential shots, and dedicated '-step capture key

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9oriGontal mode with capture and Goom keys allows you to use the phone like a digital camera 1se !ictBridgeO to print copies of your favorite images :dd finishing touches to your pictures with :dobe !hoto.hop software Kideo recording0 K7: 5"%fps6 and RB / 5#$fps6 resolutions with >x smooth Goom. .upports 9.'?# ,!=7-> in .#gp format .econdary camera for video calling 5RB / resolution, "% fps6 :dd a new dimension to your conversations with #7 TK video calling and TK conference via TK-*ut Kideo0 Kideo recording and playback in ,!=7>

Browsing A:!N '.$ browser with M9T,L support over 9TT!JTB!J ! stack *pera ,ini browser

*,: +igital +<, '.$ - including forward lock for content protection, combined delivery, separate delivery and super distribution.

Bonnectivity Bluetooth '.$ ,icro 1.B connector with 1.B '.$ '.%mm :K connector for headset and TK-*ut Local and remote .ync,L synchroniGation using Nokia !B .uite software +ata transferN =+7= <elease > multi-slot class #" 5%<MP'TM0 maximum ? slots6 7!<. multi-slot class #" 5%<MP'TM0 maximum ? slots, class B@B6

B.+ 5circuit-switched data6 transfer for browsing and as data modem

+igital services *ver-the-air 5*T:6 downloads for ringtones, themes, wallpapers, and screensavers /*T: F firmware update over the air +isplay "? million colors RK7: '>$ x #'$ pixels '.'H LB+ display

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:ctive display area ##.% x >>.4 mm :mbient light sensor

,emory functions '$ ,B user free internal memory *ptions to expand up to > 7B with micro.+ memory card ,usic and multimedia Kisual <adio0 Listen to music and interact with your favorite radio stations /ind out what song is playing, who sings it, and other artist information =nter contests and answer surveys, vote for your favorite songs +ownload the songs you buy direct to your phone ntegrated music player supports ,!#J,!>J::BJe::BPJA,: audio file formats Kideo streaming0 9.'?# @ ,!=7> 5up to RK7:, "% fps6, and 9.'?> 5RB / "%fps6 Local video playback0 up to #$fps in RK7: for 9'?# and ,!=7-> with '$>3 kbps bit rate. 1p to "%fps RB / for 9'?> with "'3 kbps ntegrated /, <adio .till picture to TK-*ut in K7: Kideo to TK-*ut in RK7: "% fps *ffline and demo modes /light mode0 all transmission-related activities turned off *perating frequency Ruadband 7., 3%$J&$$J"3$$J"&$$ ,9G +ual band AB+,: 3%$J'"$$ ,9G !ower management !a88e/= Ta:< 8.0e S8a139= 8.0e Ca?a2.8= Battery B!-%, 1p to ? hrs 1p to "#.'% days &$$ m:h

P a g e | 23

N;<.a N72

8ey /eatures H.lide and shootH print quality photos with ' megapixel camera with up to '$x Goom +edicated music keys for access to digital music player

:mbient light detector optimiGes display brightness Transfer data with Bluetooth wireless connectivity or via 1.B '.$

*perating /requency =7., &$$J"3$$J"&$$ ,9G :utomatic switching between bands +imensions Kolume0 &%.> cc Aeight0 "'> g

Length0 "$3.3 mm Aidth0 %#.# mm

P a g e | 2#

Thickness 5max60 '".3 mm

+isplay '?',">> colors T/T RK7: "4? x '$3 pixels display :ctive standby main services always on top

:mbient light detector - used to optimiGe display brightness and power consumption

1ser nterface .?$ user interface 'nd =dition +edicated ,usic keys for direct access to digital music player maging

ntegrated ' megapixel camera 5"?$$ x "'$$ pixels6 with up to '$x digital Goom and close-up mode .lide for lens protection and camera activation ntegrated flash 5operating range up to "m6 /lash modes0 on, off, automatic +edicated capture key .cenes0 automatic, user defined, portrait, landscape, sport and night Ahite balance0 automatic, daylight, cloudy, tungsten, fluorescent Bolor tone0 normal, sepia, black @ white, negative .ettings for brightness ad-ustment, image quality, self-timer, white balance and color tones :dvanced camera modes0 still, sequence, video $.3e;
o o o o o

Kideo0 play, record, stream :udio recording ::B Kideo clip up to ?$ minutes 5limited by available memory6 /ile format .mp> 5high6, .#gp 5normal, ,,.6 Kideo capture0 #%'x'33 5B /6 at up to "% fps ,!=7->

P a g e | 2*

*n device photo editor and video editors 5manual @ automatic6 9ome photo editing on compatible !B with :dobe !hotoshop :lbum .tarter =dition

,ultimedia $.76a: Ra3.; Rea:P:a=e/ Me3.a P:a=e/ !layed formats0 :,<-NB, :,<-AB, ::B, <eal:udio, <ealKideo, 9.'?#, ,!=7->

,emory /unctions 1p to %"' ,BN internal dynamic memory for contacts, text messages, multimedia messages, ringing tones, images, video clips, calendar notes, to-do list and applications ,essaging M6:8.0e3.a 0e77ag.1g0 ,,. for creating, receiving, editing, and sending videos and pictures with :,< voice clips E0a.:0 .upports .,T!, !*!# and ,:!> protocols. .upport for attachments 5view -pg, #gp, mp#, ppt, doc, xls, pdf files6

TeB8 0e77ag.1g0 .upports concatenated .,., picture messaging, .,. distribution list

Bonnectivity !op-!ortO interface with 1.B '.$ full speed Bluetooth '.$

Local synchroniGation with !B using !B .uite

Browsing A:!N '.$ x9T,LJ9T,L multimode browser +ata TransferN =7!<., Blass B, multislot class "$ 51LJ+L S ""3.>J'#?.3 kbps6 .peech codecs supported0 /<, =/<, and :,<

+ata transfer application for moving data from compatible old Nokia .?$ device over Bluetooth connectivity

Koice /eatures Koice dialing Koice commands

P a g e | 2+

!ower ,anagement !a88e/= Ta:< 8.0e S8a139= 8.0e BL-%B 7.,0 1p to #.% hrs 7.,0 1p to '>$ hrs

N;<.a N73

8ey /eatures #.' megapixel camera with Barl Qeiss optics Large, bright '.>-inch display

:dvanced auto-focus and mechanical shutter .tereo /, and support for Kisual <adio +ownload and stream videos with built-in <eal!layer

*perating /requency Ruadband =7., 3%$ J &$$ J "3$$ J "&$ ,9G +ual mode AB+,: J 7.,

P a g e | 27

AB+,: '"$$ ,9G

+imensions Aeight0 ""? g Length0 ""$ mm

Aidth0 >& mm Thickness 5max60 "& mm

+isplay 1p to '?',">> colors, '.> inch RK7: '>$ x #'$ pixels display with automatic brightness control maging #.' megapixel camera 5'$>3 x "%#? pixels6 with up to '$x digital Goom Ca0e/a S?e2.4.2a8.;17
o

B,*. sensor, #.' megapixel 5'$>3 x "%#? pixels6 with autofocus and digital Goom up to '$x Barl Qeiss *ptics, TessarO lens /ocal length %.? mm

o o

$.3e;
o o o o o

Kideo0 play, record, stream :udio recording ::B stereo Kideo stabiliGation Kideo clip up to ".%h 5limited by available memory6 /ile format .mp> 5high6, .#gp 5normal, ,,.6

,ultimedia Kisual <adio <eal!layer ,edia !layer

+igital music player for ,!#J::BJe::BJe::BPJA,: formats with playlist and equaliGer ntegrated stereo speakers with #+ sound effect

,emory /unctions

P a g e | 2,

1p to >' ,BN internal dynamic memory for contacts, text messages, multimedia messages, ringing tones, images, video clips, calendar notes, to-do list and applications *ptions to expand up to ' 7B with mini.+ card

,essaging M6:8.0e3.a 0e77ag.1g0 ,,. for creating, receiving, editing, and sending videos and pictures with :,< voice clips E0a.:0 .upports .,T!, !*!#, ,:!>, and :!*! protocols. .upport for attachments 5view -peg, #gp, ,!#, .ppt, .doc, excel, and .pdf files6

TeB8 0e77ag.1g0 .upports concatenated .,., picture messaging, .,. distribution list

)avaO :pplications )avaO , +! '.$, BL+B "." 5Bonnected Limited +evice Bonfiguration 5)',=66 BPP and )ava .+8s Bonnectivity !op-!ortO interface to 1.B '.$ nfrared 5 <6

Bluetooth '.$

Browsing A:!N '.$ x9T,LJ9T,L multimode browser +ata TransferN =7!<., Blass B, multislot class "" 51LJ+L S ""3.>J'#?.3 kbps6 AB+,: '"$$ with simultaneous voice and packet data 5!. max speed 1LJ+LS "'3J#3> kbps, B. max speed ?> kpbs6

+ual transfer mode 5+T,6 support for simultaneous voice and packet data connection in 7.,J=+7= networks AB+,: packet data rates0 1L #3>kbps, +L #3>kbps Bircuit data to ?>kbitsJs for video call .peech codecs supported0 /<, =/<, AB+,:, and 7., :,<

Koice /eatures Koice dialing Koice commands !ower ,anagement !a88e/= Ta:< 8.0eC S8a139= 8.0eC B!-?, AB+,:0 1p to #.4 hrs AB+,:0 1p to "% days

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AREAS O* *OCUS
To achieve their business ob-ective, their strategy focuses on0 being the preferred provider of solutions for mobile communicationsD creating personaliGed communication technologyD driving open mobile architecture enabling a non-fragmented global mobile services marketD strengthening and leveraging Nokia, the trusted brandD and expanding our business and market position on a global basis. M;9.:e C;0061.2a8.;17D The aim is to position Nokia as the preferred provider of products and solutions for mobile communications by providing leading communications networks that enable end-to-end service delivery for both cellular and broadband networks. They develop leading high-capacity cellular networks, platforms and user applications for the mobile nternet, end-to-end broadband access solutions and !rofessional ,obile <adio systems. Pe/7;1a:.Ee3 Te2-1;:;g=D They want to strengthen their leadership position in converging personal digital terminal solutions. They build on their core competencies in various key areas, including design and product innovations, brand development, and effective demandJsupply network management, to bring new product concepts and associated services to market. D/.5.1g O?e1 M;9.:e A/2-.8e286/eD NokiaEs key commitment is to create a global and open mobile software and services market. They aim to achieve this through strong partnering with customers, suppliers and industry participants, and solid focus on end-toend solutions in all their development activities. S8/e1g8-e1.1g 8-e !/a13AA :ccording to a variety of consumer surveys, the Nokia brand is associated with well-designed, high quality and technologically advanced products and customer services that are also user-friendly. 9aving invested considerable resources in establishing the Nokia name as the leading brand in mobile communications, they intend to sustain and enhance the brand through aggressive advertising, sponsorship and other marketing activities in all of their principal markets. tEs a belief that the leading market position provides significant opportunities for Nokia to better understand and respond to the usage patterns of end users, and thus enhance the Nokia brand. EB?a13.1g T-e !67.1e77AA /or more than a decade, they have actively expanded their business globally. They, therefore benefit from strong economies of scale throughout the organiGation. NokiaEs strategy is to continue focused pursuit of global business opportunities by cultivating a strong local presence in all growing markets and pursuing partnering and acquisition opportunities in order to obtain complementary technologies and market positions.

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S&OT ANAL'SIS O% NOKIA@S STRATE"'

There are various tools which can be employed to understand the effectiveness of a companyEs strategies. S&OT :nalysis outlines the Strengths, &eaknesses, Opportunities and Threats facing the operating strategy of a company. :nalyGing the effectiveness of strategies, strength and weaknesses can be defined as internal to an organiGation. The businesses do not necessarily have to correct all its weaknesses howeverD it should be able to retain its strengths. The key success factor for operating in the targeted market depends on the external factor, i.e. *pportunity. Nokia has numerable opportunities to enlarge its market share, however, they could be faced with a threat which could be challenge posed by an unfavourable trend or development that may lead into absence of defensive marketing action and thus diminish sales and profit.

S&OT ANAL'SIS

STREN"THS &lo al Pro#ucts an# '!age F Nokia is a global company. t not only sells its products to "#$ countries but also sets up research and development departments in fifteen countries to produce its products in different culture and language needs. /or example- =nglish, +utch, 7erman and Bhinese. (igh )uality Pro#ucts F Nokia concerns about product quality which is the most important factor to satisfy customerEs needs. Nokia adds more values by superior quality or differentiated features to the market. ,eanwhile, it also continuously improves upon the existent markets. Ser"ing ne* #esigns an# tren#s F Nokia launched a wireless game which by use of sms, TK, print media, radio and internet provides clues to help players to solve a mystery. This helps Nokia to attract customers to use its products. %i#e range o+ pro#ucts F Nokia has the highest number of product line 5more than "$ models6 compared to its competitors .amsung, =ricsson, ,otorola etc. !roduct Aarrantee Aorldwide F No matter where NokiaEs customers are, if they got a problem with their mobile phones, they can approach any of the NokiaEs centres.Thus, ensuring a good customer service.

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&EAKNESSES (igh Price F Nokia offers a good range of high quality products at high prices Though the high prices may be -ustified in terms of the costs to the company but this can act as a weakness in certain sections of the market e.g the middle-low income group people. +emand is skyrocketing but the price pressure is high. Ne* pro#uct #e"eloping pro le!s F :lthough Nokia provided colour screen mobile phones in .eptember '$$', this was late as compared with its competitors such as .ony =ricsson and .amsung. This acted as a weakness as the people had already accepted the range introduced in the market and didnEt want to switch.

OPPORTUNITIES ,oint "enture in $echnology F Nokia has -oined with 9ewlett !ackard 59!6 Bompany in technology which has a very good reputation for many years. Nokia thus, has a considerable opportunity to enlarge their market siGe into !B users who prefer mobile phones compatible with !B device. Pro#uct launch continuously - Nokia uses Total Ruality ,anagement 5TR,6 which mentions more about training worker program, and makes product of high quality. :ll employees are well-trained and motivated and consecutively production processes are also developed as well. Nokia has established <esearch and +evelopment department 5<@+6 which develops its product line into modern modification as well quality as the existing products. Ne* So+t*are Market F :s known, the amount of data traffic in mobile networks is growing at a tremendous rate. !eople around the world are using new mobile services, which are directly relevant to personal needs. Nokia has already added value through ,,. for ,essaging and =-mail, )ava for download any applications and 9T,L especially for content search. .o it may attract those businessmen and teenagers who are interested in the new software market. -asy A"aila ility - ,any mobile phone retail stores, such as, the link, !hone>1 and Barphone warehouse, have spread across London in every street. :nd, of course, every store has not missed the opportunity to choose Nokia as their product line. Bonsequently, all the customers can be guaranteed that any damage or loss of ,obile phone will be serviced through these retail shops.

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THREATS $hreats in P. Markets - +ue to fierce competition in mobile phone market it has caused new technology compatible with !B computer. .ony =ricsson specialiGes on !B computer now. .ony applied their computer system into mobile phone as well as !B computer on hand at the same time. /urthermore, nowadays people are interested in advance of computer as similar as mobile phone market. n this sharp competition, it is going to be harder for Nokia to grasp customersE attention and they will have to focus on outstanding imagination and creativity in their marketing plans. Fluctuations in -uro e/change rates F ,ost of the =uropean countries have -oined the =uropean 1nion and thus because of the varied economic conditions, the currency will fluctuate a lot finally effecting the profits of the company.

Blurring o+ pro#uct oun#aries F This implies new entrants in the same industry like .ony, ,otorola etc. who are producing almost the same product range as Nokia and thus, there is a need to change their models. 8eeping in mind the weaknesses and threats, +an .teinbock in an article called the INokia revolutionE outlines the secrets behind the success of Nokia. :part from the .A*T analysis, the effectiveness of NokiaEs strategies can also be analysed looking at the environment in which it operates.

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3EST ANAL4SIS
Nokia, is an international organiGation which requires to focus on macro environmental factors. ,acro =nvironmental factors comprise !olitical, =conomical, .ociety and Technology, viG., !=.T :nalysis. n view of the different culture and different external factors between different countries, Nokia has to ad-ust its strategic plan in order to develop international market. Political Factors t is important of a company to acquire certain kind of policies from its government, such as the economic policy, and science and technology policy. /innish policies assist Nokia to advance its products. The /innish policies are the most important factors behind NokiaEs success. To operate efficiently, a modern knowledge- and technology-based economy that is highly specialiGed, internationaliGed and undergoing rapid structural change requires active support from the public sector. n its widest sense industrial policy and science and technology 5.@T6 policy comprise all those measures by which the public sector shapes the operating environment for business and thus fosters public welfare. Both policies pursued by /innish government and the !arliament are crucial for the development of both, the /innish =conomy and of national information society. 7eneral macroeconomic stability, low interest rates, stable currency conditions and the international competitiveness of the tax system form the foundation for the growth of business and improvement in employment . :s the result of this, not only /innish 7overnment but also international companies, such as Nokia, have to play very important roles to develop their information society and national technology strength. -cono!ic Factors :ccording to the fact that <ussian /ederation was collapsed in early "&&$s and it clashed with /innish economics. Nokia also faced problems, and changed its functions from single market and overall products to global market and focusing mobile phone market. +uring the first half of the year '$$", Nokia continued to perform strongly in the global mobile communications market and was able to strengthen its leading market position. 9owever, the general economic slowdown in the 1. has recently shown signs of extending to other regions and to the wireless telecommunications industry as a whole. The slowdown could be a result of general market deterioration - driven by economic uncertainty, the ongoing technology transition and less aggressive marketing by the operators.C n a press release on )une "','$$" it was quoted that I Nokia sa* slo*er !arket gro*th a++ecting secon# 0uarter results an# *as to take up actions to e/pan# lea#ership *hile !aintaining strong pro+ita ility. Nokia will continue to take determined actions in all areas of the business to align its operations with the changing market conditions. !reviously announced moves to increase the companyEs efficiency and competitiveness include operational changes to further enhance customer focus in Nokia Networks. Ahile market deterioration has had an inevitable impact on NokiaCs sales growth, their products have remained strong, their market position has strengthened and they have been able to find

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further efficiencies through tight control of their own performance. Nokia has countered changing market conditions by accelerating ongoing programs and generating efficiencies and cost savings. This, in combination with the current financial health and proven performance, should enable them to exit the current slowdown in a stronger position than before. Social :t Nokia, their whole business is based around communication and connecting people. *ne of NokiaCs aims is to make it as easy as possible for their people to be satisfied working with them. Thus, it keeps various stakeholders interests in mind. Nokia develops products and services that encourage communication and learning among people and societies. They are using their strengths - connecting and communicating - to help make a difference. t complements the core business and their vision to be involved with the youth and education issues around the world, preparing young people for their future. The goal is to be a good corporate community member wherever they operate, as a responsible and contributing member of society. .haring in the belief that prevention is better than cure, they take part in long-term pro-ects aimed at helping young people to create a firm foundation for themselves and to find their place in the world. $echnological Factors n the "&3$s, there was a trend towards microcomputers and Nokia tried to match this tendency by producing its main products as computers, monitors and TK sets. +ue to the changes in "&&$s, Nokia also changed its functions to mobile phone market. . .ustainable development and environmental protection have various effects on the operation of the innovation system. nnovation also creates new opportunities for promoting sustainable development. Nokia always improve their product line through <esearch and development process, beside this Nokia also has multimedia compatible improvement with mobile at the same time, such as, 7!<. and A:! .ervice. Nokia has numerous technologies which can satisfy those end-users need, such as, Bluetooth, .ymbian, .TNB,L, ,',, Aireless L:N and )ava. Nokia employed more than "4,$$$ people in <@+ department over fourteen countries worldwide. They also provided customers to choose the features and service that they personally want and need. t means Nokia does not develop only their product line, but they also improve their service process to provide the most appropriate service to those customers efficiently.

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THE #P@S O% THE MARKETIN" MI)0

P/;36280The product is the centre of the marketing mix and the other three !Cs are based around it. Bonsumers purchase goods and services for a variety of individual reasons and a company must be aware of all of these when selling a product 5that is why they conduct market research6. Nokia does exactly the same and comes up with innovative phones almost every six months. The new phones that Nokia launches have some new feature or price difference, thus appealing to the consumer. .ometimes, Nokia launches special and limited editions of its mobile phones, on special occasions such as the *lympics. n short they offer phones of great variety with various designs and high quality.

P/.2e:A
!rice is a key factor in the selling of a product, and is usually the one that is open to the most change based on different pricing strategies, for example, competitor based, penetration or skimming. The three main factors affecting the amount charged for a product or service, areD the cost of production, customer demand and competition. .ince its entry into ndian mobile market in "&&%, it focused on manufacturing of mobile handsets based on 7., technology. Nokia built a strong brand image with focused marketing and distribution network. t started focusing on the low-cost mobile phone segment for rural markets in ndia, but, faced stiff competition from .ony =ricsson, .amsung, and ,otorola who also started offering low-cost handsets. Nokia has come up with the perfect prices for each and every consumer segment in the market. : lower middle-class person can go for a Nokia "'$$ costing around <s. "'$$ while an executive can opt for N-&? costing around <s. ##,$$$.

P:a2e:A
This refers to the chosen outlets for a product or service, for a product to be very successful it must be easy to access, Nokia mobile phones are very easy to access nowadays, they are sold in supermarkets, Nokia !riority, Nokia Bare and specialiGed outlets 5eg.0 The ,obile .tore6.

P/;0;8.;1:A
This involves providing information to the customer over a variety of media platforms, using radio, television and print advertising as well as using other promotional tools such as Hmoney off dealsH and Hfree giveawaysH. The advertisements that Nokia comes up with are very successful in targeting the customers in a consumer market. The advertisements are made in such a way that it appeals to the psychology of the consumer. They also have various sale promotion

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schemes like offering discounts on special occasions and giving free gifts along with a purchase of a mobile phone.

ST3 ANAL4SIS
SE"MENTATION AND TAR"ETIN"$%
=ntry level0 5<s ",'$$-#,$$$60- Nokia targeted low income people and first time mobile buyers in this series. .ets include are "'$$, "'$3, ""$$, """$, """' etc Blassic .eries0 5<s 4,$$$-"4,$$$60- Nokia targeted decent people in this series. .ets include in this series are ?#$$,?'##,?"'$,#"'$ etc N gage .eries0 5<s 3,$$$-"?,$$$60- Nokia targeted game lovers in this series .These sets include game like play station, !.! and Mbox. N- .eries0 5<s 4$$$-#%,$$$60- Nokia targeted the young generation who wanted to possess mobiles with the latest technologies such as a % ,! camera, a decent music player, 7!<., etc. This series is also called multimedia computer. Named as one step ahead multimedia. .ets include N4', N3", N&%, N&?, N&4, etc =-.eries0 5<s "$,$$$-?$,$$$60- These mobiles were launched for people who needed mobile computing on the go especially business people. These phones are enabled with word, spreadsheet and presentation software. They also are equipped with 7!<.J =+7= technologies thus functioning as a palmtop. .ets include =&$, =4%, =?", =?', etc Mpress music .eries0 5<s ?,$$$-'$,$$$60- Nokia launched this series basically for the people who loved music. 7ood +olby digital earphones and long battery life are the features of these mobile phones. .ets include %3$$, %?"$, %#'$, %#"$, %''$, etc !remium .eries05<s 3$,$$$-",%$$,$$$60- n this series Nokia targeted people who show visual status. .ets include in this series are .ephiraarte, 33$$7old, 33$$arts etc

POSITIONIN":!ositioning of a product refers to creating an image about a particular product. Nokia has been very successful in this strategy.

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Nokia has created a distinct position in customer mind by0 Nokia logo0

.logan0 .tandard <ingtone .tandard message tone. Long battery backup. 1ser friendly mobiles. The specific message that is conveyed to the customers in every advertisement is0 UNokia enable you to get more out of lifeV. These specific aspects have been embedded into the mindset of the consumer in such a way that every time they saw the logo or heard the ringtone they associate it with a Nokia product. 9ence Nokia has been very successful in positioning it products in the market.

SOME ACHIE2EMENTS *OR NOKIA

<anked No " M;78 T/678e3 !/a13 .urvey by Brand =quity, '$$3 <anked as the M;78 Re7?e28e3 C;0?a1= in ndian Bonsumer +urables .ector in '$$4 as per an annual survey conducted by BussinessAorld, ndiaEs leading business weekly

<anked the N; 1 MNC in ndia by BusinessAorld, ndiaEs leading business weekly, '$$? <anked as the N; 1 8e:e2;0061.2a8.;17 eF6.?0e18 5e13;/ in the country by Koice @ +ata for five consecutive years F'$$3, '$$4, '$$?,'$$% and '$$>

<anked as the &th M;78 P;>e/46: !/a13 by ,illward BrownEs BrandQ '$$3

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<anked worldEs >th M;78 $a:6a9:e !/a13 by nterbrand, '$$4 <anked :siaEs M;78 T/678e3 !/a13 by the ,edia-.ynovate, '$$?

COM3ETITORS 3RO*ILIN1

S;1= E/.277;1 is a -oint venture established in '$$" by the )apanese consumer electronics company .ony Borporation and the .wedish telecommunications company =ricsson to make mobile phones. The stated reason for this venture is to combine .onyCs consumer electronics expertise with =ricssonCs technological leadership in the communications sector. Both companies have stopped making their own mobile phones. The companyCs global management is based in 9ammersmith, London, and it has research @ development teams in .weden, )apan, Bhina, 7ermany, the 1nited .tates, ndia, !akistan and the 1nited 8ingdom. Ahile .ony =ricsson has been en-oying strong growth recently, its .outh 8orean rival L7 =lectronics overtook it in R" '$$3 due to the companyCs profits crashing significantly by >#( to W"## million, sales falling by 3( and market share dropping from &.>( to 4.&(, despite favourable conditions that the handset market is expected to grow by "$( in '$$3. The situation is getting worse as .ony =ricsson announced another profit warning in )une '$$3 X"Y, leading to wide fear that .ony =ricsson is on the verge of decline along with its struggling rival, ,otorola. .ony =ricsson has approximately 3,$$$ employees worldwide. The companyCs current !resident is as of November " 9ideki 8omiyama who has replaced ,iles /lint, and the Borporate =xecutive Kice !resident is :nders <unevad. HISTORICAL !ACK"ROUND =ricsson, which had been in the cellular phone market for decades, decided to divest this business in '$$" following huge losses. =ricsson had decided to source on chips for its phones from a single source, a !hilips facility in New ,exico. n ,arch '$$$ a fire at the !hilips factory contaminated the sterile facility. !hilips assured =ricsson and Nokia 5the other ma-or customer of the facility6 that production would be delayed by less than a week. Ahen it became clear that

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production would actually be compromised for months, =ricsson was faced with a serious shortage.

,otorola is known around the world for innovation and leadership in wireless and broadband communications. nspired by their vision of .eamless ,obility, the people of ,otorola are committed to helping you get and stay connected simply and seamlessly to the people, information, and entertainment that you want and need. They do this by designing and delivering the Hmust haveH products, Hmust doH experiences and powerful networks - along with a full complement of support services. : /ortune "$$ company with global presence and impact, ,otorola had sales of 2>4.3 billion in '$$4. C;11e28e3 H;0e S;:68.;17 ,otorola provides integrated, end-to-end systems that reliably deliver digital entertainment, information, and communications services over a variety of wired and wireless broadband network architectures. The worldCs leading provider of digital video set-tops and cable modems, Bonnected 9ome .olutions empowers consumers by connecting their homes, keeping the people, content, and services important to them always within their reach. ";5e/10e18 a13 E18e/?/.7e M;9.:.8= S;:68.;17 ,otorola is a leading provider of integrated radio communications and information solutions, with more than ?% years of experience in meeting the mission-critical requirements of public safety, government and enterprise customers world-wide. t also designs, manufactures and sells automotive and industrial electronics systems and telematics systems that enable automated roadside assistance, navigation and advanced safety features for automobiles. M;9.:e De5.2e7 *ffers market-changing icons of personal technology - transforming the device formerly known as the cell phone into a universal remote control for life. : leader in multi-mode, multi-band communications products and technologies, ,obile +evices designs, manufactures, sells and services wireless subscriber and server equipment for cellular systems, portable energy storage products and systems, servers and software solutions and related software and accessory products. Ne8>;/<7 +elivers proven capabilities in cellular, wireless broadband and wireline access technologies, with recogniGed leadership in integrating core networks through wireless !, wireless softswitch and !

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multimedia subsystems. The Networks group is advancing seamless mobility with innovative technology solutions, as well as a billion dollar services business with an expanded portfolio delivering support, integration, applications and management.

Reasons Why Nokia Rules the Mobile Phone Market

n spite of the presence of big names in consumer electronics like .amsung, L7, .ony-=ricsson and ,otorola, Nokia really rules the mobile phone market all over the world with nearly >$( of the market share with no close competitors. Nokia is certainly the king when it comes to brand value, service and experience. The /innish mobile giant is clearly No. " choice in .outh =ast :sia including ndia and Bhina. 9ow they could reach the top positionZ

1. Call Quality
Nokia is known for its circuitry to handle the </ <eception and providing the best call reception quality. Tou wonEt see users complaining much about the noise or the disturbances within Nokia phones unless itEs a problem of the telecom service provider. .o, the primary ob-ective of a mobile phone i.e. to serve us with better and clearer sound when we talk , is served by Nokia perfectly. :nd if you are a person who is accustomed to other mobile phone manufacturers, then you know that even :pple i!hone and .ony =ricsson are guilty of it.

2. Hardware
Tou can be assured of the quality that Nokia provides in your phone hardware. The circuits are far more durable and reliable than any of the other mobile phone available in the market. am using a single Nokia phone for ? years and had to take it to the service centre only once during this period for a trivial problem. That speaks for the truth am talking about.

3. Battery
The Battery life of Nokia mobile phones is longer than many other cellphones available in the market. !eople who talk a lot prefer Nokia than any other brands. They always know that the battery will not run out in the middle of the call. i!hone has had this problem with battery life in the past and that hasnEt been solved yet. Nokia leaves others miles behind when we consider the longevity of the battery.

4. Robustness
=veryone knows that Nokia mobiles are truly rock solid. want to share my experience with respect to this. dropped my Nokia the very next day bought it. dropped it on the staircase and it bounced to nearly "' steps down. ,y heart pumped out with the fear of losing the phone on the second day. But what found when reached downstairs is that the phone is fully functional and

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it only had a few scratch in its body. .ince then, it slipped off my hand many a times but it did not refuse to function. Thanks to Nokia for making such rugged phones. t would really be the worst thing if had to take my phone to service centre or had to buy a new one every time dropped my phone.

5. Wide Product Range

Nokia has a vast and huge list of mobile phones. Nokia mobile phones are available for every consumer groups, starting from simple and durable phones for the low income groups and high-end phones for those who can afford to spend money. So regardless of you being a corporate honcho or a fresher into the world of economy, Nokia has something for you. The sheer ranges of products are enviable and at the same time the success mantra of Nokias dominance.

6. Custo er !er"ice
The Bustomer Bare of Nokia which they call the N;<.a Ca/eG handles the complaints very efficiently satisfying their customers. had a problem with the display of my Nokia !hone. took it to the Nokia Bare and they very quickly fixed it and gave it back. ts -ust the trust they implement on the customerEs mind, is really appreciable. 9ope you remember the battery bursting incidents of Nokia mobile phones in ndia. The BL-%B battery, which was the culprit in this case, was promptly replaced with no questions asked. They also helped people with a temporary site to go and put their unique manufacturing id and see if they needed to change the battery or not. Believe me, the call wasnEt that easy keeping in mind the number of battery parts they had to change.

#. Reliability
Nokia really has become a brand that people can trust upon. The error rates or crash rates of Nokia phones are very low. t will not dump you when you need this phone. :nd petty may this be but stillD Nokia has this trust thing going in favour of it. !eople can blindly trust Nokia in :sian Bountries and not to mention, Nokia has deservingly earned this place.

$. Price
The price tag of every Nokia mobile phone is very reasonable. mean, can still get a 7., mobile phone for as less as <s. "'$$ in ndia with all the basic features and that will last long enough to pay me back with my dues.

%. &'(erience
Nokia is the largest cell phone manufacturer in the world with about >$( of market shares with its competitors nowhere near its sales volume. They know the world of mobile phone more than any other. They have ages of experience, hundreds of success stories and doGens of smart handsets in current portfolio. That helps them to evolve and thereby nourish our needs.

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1). *ar+eting !trategy

*ne of the main reasons behind the success of their mobile phones is their marketing strategy. The main source of earning is the popularity of their phones in the :sian market. Bhina is making phone designsJsoftware specific for the region. /or instance, since many rural Bhinese arenEt familiar with the <omaniGed transliteration system that most cell phones use to input Bhinese for text messages, Nokia developed two phones with software that lets them write characters with a stylus. :nd for ndia, Nokia launched two ndia-specific models, which included a flashlight, dust cover, and slip-free grip 5handy during ndiaEs scorching, sweaty summers6. They also included some software in several regional languages which made Nokia a success.

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LOO3HOLES
No doubt that the products from the /innish company, Nokia, are some of the very best in the world, but the company still hasnEt found a profitable way to market its goods. The very reason that other mobile phone companies are fast eating up NokiaEs market share is their superior 5yet simple6 marketing practices. ,otorola and .amsung must now be in the /1A 5frequently used words6 list in NokiaEs board meetings. These companies have made Nokia pay dearly for its rudimentary approach in marketing its phones. The aggressive marketing practices followed by ,otorola have hit Nokia very hard and it is losing very crucial global market share every month to its :merican competitor. Nokia, quite alarmed by the dropping sales of its phones, is now putting all its weight behind the N-.eries range. The N-.eries is packed with multimedia features and Nokia believes that these phones might woo the costumers back to the big daddy of the mobile phone world. But =spoo, we have a problem[[ 5Nokia is headquartered at =spoo, /inland6. Ahile ,otorola 5quite intelligently6 gives a dashy-flashy name to every phone it brings into the market, Nokia tends to do the exact opposite. Nokia from the very start has relied on numbers rather than names. This strategy worked very well in the past, but only because there wasnEt much competition back then. But times have changed. =very month the market sees at least a doGen new handsets from an equal number of manufacturers. Bonsumers now have more than they can choose. Bonsumers are more attracted by names because they can thus easily relate to the features of the phone. This is evident from the success of the ,oto<aGr, ,oto.lvr, ,oto<iGr and ,oto8rGr. These phones are not packed with heavy multimedia features like the N-.eriesD still they are selling like hot cakes. )ust by reading the name of the handset, one gets a broad idea what the phone looks like or what its features are. Nokia advertises more than ,otorola. .till its market share is dropping. ,otorola does not need to spend much money for the promotion of its products and it doesnEt have to worry about the marketing of these phonesD it -ust simplifies its -ob by naming its products right. Take the example of :pple. t did not have to do much to promote its i!hone.

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RECOMMENDATIONS
Na!ing o+ Phones
t is high time that Nokia starts applying some sense to its marketing strategies. t doesnEt have to do anything great, other than -ust naming its phones. : few months ago, a highly placed Nokia official told <euters that his company would soon go the ,otorola way and start using names for its new phones. t is in NokiaEs best interest that it takes to this path as early as possible, otherwise the once market leader might see its market share plummeting to even lower depths

,ocus on Re(lace ent *ar+et

Aith mobile handset penetrating through the mass market, it is becoming increasingly difficult for handset makers to sell additional mobile phones and sustain growth. This is especially true for a market leader like Nokia. Aith the market approaching saturation, the only viable source of growth for the mobile handset industry is the replacement market. The replacement market customers will be pickier about their next handset and will demand data services 5,!# player, 7!., ,obile Kending ,achine, -ust to name a few6 in addition to voice communications from their mobile handset. Therefore, Nokia must concentrate its efforts on convincing existing users of the need to purchase the next generation of handsets. *ne way to effectively achieve this goal is to segment the existing customers into different groups based on their collective characteristics and employ different marketing strategies to the different target groups. Two groups of customers naturally come to mind for the replacement market, youth and professional users. /or the youth market, the handset should add services with an emphasis on entertainment. /or instance, ,!# players, short message services, chatting, and mobile gaming are some promising examples. :lso for the youth market, careful attention should be paid to the design of the handset. Teenagers and young adults simply wonEt buy if the new handset does not look UcoolV or Uhip.V /or professional users, Nokia should provide the ability to remotely access their data and files through the handset. Balendars, conference schedules, e-mails, !ower!oint presentations, spreadsheet, and word processing documents should be obtained with the touch of a button, at least in the corporate site, if not nationally. +ue to the limited memory capacity available to handsets, Nokia should also provide the means to transfer information from the handset to a computer or !+:. !rofessional

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users are known to pay premium prices for convenienceD Nokia will see huge margins for its new handsets if they can provide seamless data access services.

&nable -ata.-ri"en !er"ices

*ne way Nokia may capture the replacement market is by working with content providers and enabling the delivery of compelling data content. Aith the emergence of #7, data communications are finally ready to be deployed for the mobile handset. :s a handset manufacturer, Nokia does not have core competence in the data content area, so key alliances with data content providers will be beneficial in terms of delivering innovative services to customers through NokiaEs handset. Nokia also needs to establish strategic partnerships with mobile software developers so that new data services can be launched without glitches.

,ocus on t/e C-*0

ar+et

*ver the last twelve years, Nokia has done many things right to establish market leadership. t was one of the first companies to develop a 7., phone in "&&', and since then it has been leading the market in 7., technology. t should also focus on B+,: market as it is mainly focusing on the 7., mobile phone market.

BIBLIO1RA3H4

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8otler !hilip, 8eller 8.L., 8oshy :., )ha ,. 5"#th =dition, '$$&6, ,arketing ,anagement- : .outh :sian !erspective, !rentice 9all of ndia. http0JJwww.nokia.comJabout-nokiaJcompanyJvision-and-strategy UNokia says >$(-plus handset market share possibleV, !aul de Bendern, infoworld.com, ,ay >, '$$". http0JJwww.nokia.co.inJabout-nokia UNokia expects to meet estimatesV BN=T Tech .ites0 By <euters, .eptember "', '$$". ,erriden Trevor, 5'$$%6,EBusiness0 The Nokia AayE. )ohnson 7erry and .choles 8evan, =xploring Borporate .trategy, ?th edition, !rentice 9all London, New Tork. !orter ,ichael =, Bompetitive .trategy FTechniques for analyGing industries and competitors 5"&3$6, ,ac,illan publishing Bo. New Tork. http0JJwww.news.bbc.co.ukJ"JhiJsciJtechJ"4'#4#3.stm http0JJwww.amanet.orgJbooksJcatalogJ$3">>$?#?x\history.htm http0JJreinholm.comJstrategic('$management.htm