Nokia Nseries: building an icon. Tapio Hedman SVP, Marketing Nokia Multimedia

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1 Nokia Nseries: building an icon Tapio Hedman SVP, Marketing Nokia Multimedia

2 We want to iconize Nokia Nseries as the ultimate choice for multimedia computers and experiences to help Nokia become the most loved and admired brand in the world!

3 Nokia s vision 2000 Within the Mobile Information Society, an increasing part of all human communication will take place with personal wireless terminals. The content of mobile communication evolves from voice to text to images to multimedia.

4 Vision come true! All of my connected applications, always with me

5 A solid foundation Flickr user vpvasquez8

6

7 Highest share of media attention Global multimedia coverage September 2006 LG 4% Samsung 7% RIM 2% Siemens 1% Ericsson 1% Qualcomm 0% Microsoft 7% 34% Mot orola 10% Sony Ericsson 11% Apple 23% Source: Multimedia Media Monitoring September 2006 by Observer

8 Highest share of media attention Global multimedia coverage September 2006 LG 4% Samsung 7% Microsoft 7% RIM 2% Siemens 1% Ericsson 1% Qualcomm 0% 34% Enterprise Solutions 6% Strategy & Technology 9% Networks 6% Corporate 32% Mot orola 10% Mobile Phones 18% Sony Ericsson 11% Apple 23% Source: Multimedia Media Monitoring September 2006 by Observer Multimedia 29%

9 Highest favorability of media attention Global multimedia coverage September 2006 Nokia Apple Motorola Sony Ericsson Microsoft Samsung LG RIM Siemens Ericsson Qualcomm Positive Neutral Negative Source: Multimedia Media Monitoring September 2006 by Observer

10 Positive web buzz Rob Dickinson shot his Oceans video using Nokia N93 Uploaded to YouTube in 4 days over views Multiple blog site discussions appraising the video quality of Nokia N93 with Carl Zeiss

11 Good sub brand awareness Prompted awareness of Nokia Nseries among consumer segments (%) Total Technology Leaders Young Explorers Source: On Track, Global Q2 06 Base: Total Sample = Total Population Career Builders Pragmatic Leaders Style Leaders Young Settlers Practical Home Owners Style Followers Style Seekers Family Providers Comfortable Seniors

12 Nokia Nseries people

13 Source:?? Technology Technology Stylists Leaders

14 Flickr user -bartimaeus- Technology Stylists

15 What do Nokia Nseries people have in common? Flickr user _e.t

16 How should Nokia Nseries speak to these people? Flickr user bendu

17 Minds, hearts, souls.

18 Nokia N91 I Am My Music

19 Nokia N93 The Next Story in Video

20 Nokia Nseries Music Range Hear New in Black

21

22

23 Nokia N95 It s What Computers Have Become

24 Thank you.

25 Nokia Nseries Do New Experiences Capital Markets Day Ralph Eric Kunz Vice President, Multimedia Experiences Nokia

26 Do New Experiences team establishes the foundation for Mobile Web 2.0 business models There is only one internet, with mobile as a key access route... Social Networking Internet-based communities Search Location-based experiences Nokia

27 By 2010, full mobile web browsers as abundant as PC browsers All NSeries devices with full web functionality Growth of web browsers: mobile vs PC CAGR > 50 % Nokia s Open Source Browser with leading position (M) E 2007E 2008E 2009E 2010E Mobiles with PCs with News ecommerce Maps, Flight Weather Search Sports Web mail booking & News Feeds & driving Banking & Blogs directions JavaScript News Mini Map Feeds / & Page SSL JavaScript Finance Dynamic Feeds & Overview support Blogs & HTML & RSS SSL Blogs support AJAX Web sites Full Web Browser WAP Browser/ xhtml Browser Full Web Browser Source: Nokia Forecast Nokia

28 Internet-based communities will go mobile Evolution of Call Paradigm Location to Location Person to Person Communities Is Mr. Bell at Home? Hi, are you able to speak? You were online so Nokia

29 Nokia is enabling branded internet communities via plug-ins into framework 2006 Experiences Integrated, native (SIP) VOIP client Framework for partner VOIP services 2007 Outlook Instant Messaging & Presence combined with VoIP framework. Integration of partner services into contacts Launch of internet communities from major brand partners Nokia

30 Search is a key entry point to the internet with even more relevance in the mobile context Search in Online Search Engine Research Local Information Contests News Greetings IM (B) Worldwide Online Advertising Revenues $ US b E 2007E 2008E 2009E 2010E % of respondents who use application Source: U.S: Bear Sterns Consumer Internet Equity Research May 2006 Search Advertising Source: U.S: Bancorp Piper Jaffray Total Online Advertising Nokia

31 Nokia Search application as a foundation for a deep search experience Mobile Search is much more than web search Nokia

32 Location-based experiences bring a new dimension to the mobile context Online Routing ( Mapquest ) Personal Navigation Devices (PND) Location aware devices Accessible Market 1000 (M annual device sales) Canalys GPS Navigation Forecast Nokia Devices Nokia Source: Nokia Forecast 2006, Canalys Mobile Phones Total

33 Create discontinuity thru tech and bizz model innovation 10 x cheaper or significantly scaled user experience Company Technology Service Aggregation page-rank sorting free web search ad volume scalable VOIP free VOIP client call-out volume and auction clearing C2C auctions small merchants blogging engine free web community ad volume, game portal movie streaming free movie search ads, map streaming free mapping and routing navi, content, ad volume Nokia

34 Biz Model: Generate a community through free maps and income through upselling and ads The Impulse for more: Free Mapping and Routing Navigation Transactions Free Maps & Routing Premium Content Advertising Nokia

35 Tech Innovation: uniquely scaleable map- and content delivery mechanism smart2go Tile Server Map Tiles smart2go Client Server Holds maps of 180 countries Access to POIs Calculates routes, and finds addresses when map tiles are not yet stored on client Map Tiles: Map vectors for drawing Routing graph to calc. route Address index POIs Bitmaps Client Caches map tiles locally Requests tiles for GPS position Performs calculations (Routing, address search, mapping) Holds city guides and other content Nokia

36 Allow users to network and merchants to sell De-facto content publishing & navigation platform. Foster Social networks Content Partners Service Provider Bill & Payment Distribution Sales Consumer Vector Maps Credit card Nokia Retail Consumer Marine Maps Operator OEM Operator Satellite Maps Retail OEM Consumer OEM Download From smart2go.com Nokia

37 Do New Experiences establish the foundation for Mobile Web Iconic broadband internet experience in consumers pockets Major branded internet communities plugged-in to Nokia s framework. Search is a key entry point to the internet, with even more relevance when mobile Disruptive business model with platform for navigation/ content upselling and add placement Nokia

38 Nokia

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