nokia客户细分战略介绍PPT

NokiaConvergenceStrategyMUMMConferenceDay2007Rome,9thMayBackgroundscenario•LowerGlobalAverageSellingPrice=lowerMargins•MatureMarkets(EuropeandNorthAmerica):onedigitgrowth=toughcompetitionforBrandswitchoverandinvestmentsforloyalty•HighSubsidybyTelecomOperators=toughnegotiationsandstrongconsumers’attitudetolowerprices•BoomingMarkets(China,IndiaandLatinAmerica)butlowrangeproducts=lowMargins•Fastercommercialproductlifecycle=highInvestmentsinR&D•MixoffinancialinvestmentscomingfromMulti-BusinessesCompanies•QuitestrongConvergencedemandcomingfromMobileandFixedOperatorsActualBusinessModelsarestilleffectivetohavetwodigitsOperatingMargininMPIndustry?No!NewValueAddedBusinessesarenecessaryConvergenceisthemaindrivertoenterinnewBusinessesConvergenceisnotapuresumoftwodifferentneeds/industriesConvergenceissomethingmore:newCategories,newBusinesses,newExperiences,newBenefits,newMarkets•DigitalContents•HighcapacityMemories,fastProcessors,longlastingbatteries•StableandfastOperatingSystemforMobilePhones•WiderTransmissionBand(GPRS,UMTS,HSPA,…)TechnologyConsumersLegislationCompetition•“everything,everytime,everywhere”•Needsofcustomization(ringtones,wallpapers,UI,cover,etc..):•EverybodyhasaMP•Deregulation•Liberalization•Marginerosion•ToughNegotiationsDriversforConvergenceWhat’sConvergenceNokiaConvergenceStrategy:GeneralApproachNetworksExperiencesTechnologyMobileBusinessWi-Fi/Wi-MaxPushe-mailVoIPUMAMultimediaMPixMPEG4MP3CarlZeissHighTouchDesignNewMaterialFormFactorSportNewMaterialSWFeaturesConvergenceStrategy:NewRequisites•ComplementaryStrategy=Experiencecompletion:•HighEndUserPrice•NotcompellingFeatures•NotrecognizedBrandinthenewBusiness•FrontalAttackStrategy=ProductsubstitutionStrategiesCompetitionPartnershipsAcquisitions•CompetitornowPartner:Siemens•NewCompetitors: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,Google•Loudeye(OD2),Gate5,Intellisync.....andmoretocomeCompanyConfidential6©2005NokiaV1-Filename.ppt/yyyy-mm-dd/InitialsWhatisourstartingpoint?VisionandMissionInaworldwhereeveryonecanbeconnected,wetakeaveryhumanapproachtotechnology.CompanyConfidential8©2005Nokia07Catania-NokiaforSMSTowardsthefourbillionmilestoneSource:GlobalbrandtrackingdataexJapan-Korea.Brandpreferenceweightedbypopulation.#2CompetitorNokiaOthers20042005Q2’06GlobalBrandPreference%BrandPreferencebyAreaChinaAPACLatinAmericaN.AmericaMEAEurope394345Nokiawinsconsumersheartsandmindsby4:1margin…ItalySource:InterbrandCorp,BusinessWeek,July20061.2.3.4.5.7.8.9.10.ValueChange2005vs.’06-1%-5%+5%+4%-9%+14%+12%+5%+6%+9%6.…andisoneofthemostlovedandfastestgrowingbrandsintheworld.Nokia:•BrandNumber6•FirstEuropeanBrand•Firstnon-USBrand•FirstTelcoBrandWhyisthisimportant?Becausegreatbrandshelpgrowgrossmargin…ASPVolumeMarketPressure…whilebuildinglongtermbrandequity.…andwhileweareallthesame…wehavedifferentneedsCompanyConfidential15©2005NokiaV1-Filename.ppt/yyyy-mm-dd/Initials“Iexpectthenewglobalconsumersegmentationmodeltore-installourreputationashavingthebestconsumerunderstandingintheindustry”Olli-PekkaKallasvuo–August2005Nokia’sConsumerSegmentationisofkeystrategicimportanceGlobalsegmentation•Continuouslyrefreshableresearch•10billiondatapoints•77,000Consumersx1.5hourinterview•21countries•122questions•Understandingof:Values,Beliefs,Attitudes,LifestyleCompanyConfidential18©2005NokiaV1-Filename.ppt/yyyy-mm-dd/InitialsNokiaConsumerSegmentation:atwodimensionalspace-theAxisRationalAspirationalHighInvolvementLowInvolvementCompanyConfidential19©2005NokiaV1-Filename.ppt/yyyy-mm-dd/InitialsVerticalAxis–basedonbehaviorHighInvolvementLowInvolvementHowdoconsumersactuallybehave?•Replacephoneevery6months•Tendtopayhigherpriceformobile•Tendtobuyfromwellknownbrands•MoredesigndrivenpurchasingbehaviorCompanyConfidential20©2005NokiaV1-Filename.ppt/yyyy-mm-dd/InitialsHorizontalAxis–basedonattitudeRationalAspirationalWhatdoconsumerswant?IusemyMobilePhoneasafashionaccessoryIwouldpreferamobilephonethatisgreatlookingratherthanhavingthelatestfeaturesIwouldbewillingtoowndifferentMobilePhoneindifferentsituationsIamembarrassedifmyMobilePhonelooksoutdatedIwouldliketokeepuptodatewiththelatestfashiontrendsCompanyConfidential21©2005NokiaV1-Filename.ppt/yyyy-mm-dd/InitialsKeyAttitudes:thequadrantsRationalAspirationalHighInvolvementLowInvolvementMobilePhoneasempowermenttoolMobilePhonetrendleadersMobilePhonetrendfollowersMobilePhoneonlywhennecessaryCompanyConfidential22©2005NokiaV1-Filename.ppt/yyyy-mm-dd/InitialsItalianSegmentationModelYoungExplorers(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)Keyconsumerneedaroun