Topics: Mobile phone, Smartphone, Nokia Pages: 12 (826 words) Published: May 24, 2014
Brief discription
Nokia is a Finnish multinational communications and information technology corporation with headquarters in Keilaniermi, Espoo, Finland.
Its principal products are mobile telephones and portable IT devices.
It also offers internet services including applications, games, music, media, and messaging, and free-of-charge digital map
information and navigation services.
Nokia has a joint venture with Siemens, Nokia Siemens Networks, which provide telecommunications network equipment and

Brief discription

■ Nokia has around 122,000 employees across 120 countries, sales in more than ISO countries and annual revenues of
around E38 billion.
Nokia was the world's largest manufacturer of mobile phones of 2011, with global device market share of 23% in the second

By 2010, after dominating the mobile world for more than a
decade, Nokia no longer has things all its own way. In the allimportant smartphone market, competitors such as the iPhone and Android-based devices have posed a serious challenge

Aims and objectives

(I)To win In smartphones by partnering with Microsoft to
deliver industry-leading smartphones using the Windows
Phone operating system;
(2) Connect the next billion" to the Internet and information, bringing customers with limited economic means the full
benefits of mobile communications; and
(3)To continue to invest in future disruptions — technology, business and process areas that have been identified to
have profound influence to the industry to ensure that it is positioned as a leader in the next era of computing
innovation and remain ahead of the competition.

Mobile telephone industry forecasts

a Worldwide Mobile Market Forecasts 2009-2013, which
reveals that over half the world now uses a mobile phone and predicts that 80% of the world's population equating to 5.8
billion people - will be doing so by the end of 2013. a
International Data Corporation (IDC) anticipates that for 2015, total mobile phone shipments will reach 2.1 billion units,
resulting in a compound annual growth rate (CAGR) of 8.4%
from 2010 to 2015.

Mobile telephone industry forecasts

"The worldwide mobile phone market is heading for certain growth," says Ramon Llamas, senior research analyst with IDC's Mobile Phone Technology and Trends team. "What will change between now and 2015 is the profile of mobile phones from a speed perspective. 3G mobile phones will account for the majority of mobile phone shipments throughout our forecast period, while 4G mobile phones will grow the fastest.This does not necessarily spell the end of 2G and 2.5G mobile phones, which have served as the backbone of the mobile phone market in previous years. Demand for these devices will be sustained primarily in emerging markets."

Target markets

Nokia will target low-end emerging markets to stay relevant, especially India and China.The company became the numberone smartph one vendor in the world selling feature phones to large sectors of the market who could not afford high-end

devices. Nokia will also focus their efforts to the "next
generation o( mobile purchasers" particular') the youth and teen market.

Ranking marketing opportunities

Nokia's shall prioritize low-end emerging markets in India and China over the youth and teen market. This is considering that Nokia will be hitting the latter market through the former.

Marketing strategy
Market Penetration

Enter into a partnership to offer a new smartphone ors the
network of just one or two European carriers. Nokia used this strategy with the flagship Nokia Lumia 900 model in the
U.S.with AT&T and was happy with the results_ the idea is to recreate the exciternent that took place prior to the exclusKte launch of the OG Apple iPhone in 2007.
Partnership with Six Flags, an entertainment corporation that owns and runs multiple them parks across the US, Mexico and...
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