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1.0. Vision and Strategy:
Our vision is a world where everyone can be connected

Everyone has a need to communicate and share. Nokia helps people to fulfill this need and we help people feel close to what matters to them. We focus on providing consumers with very human technology – technology that is intuitive, a joy to use, and beautiful.

We are living in an era where connectivity is becoming truly ubiquitous. The communications industry continues to change and the internet is at the center of this transformation. Today, the internet is Nokia's quest.

Nokia's strategy relies on growing, transforming, and building the Nokia business to ensure its future success.



Devices is responsible for developing the best device portfolio for the marketplace, including sourcing of components.

Services & Software reflects our strategic emphasis on developing and growing our offering of consumer Internet services and enterprise solutions and software.

Markets is responsible for management of our supply chains, sales channels, and brand & marketing activities.

The Corporate Development Office focuses on our strategy and future growth, and provides operational support for integration across all the units.

Our infrastructure and related services business is conducted through Nokia Siemens Networks, a separate company jointly owned by Nokia and Siemens and consolidated by Nokia.

NAVTEQ is a leading provider of comprehensive digital map data for automotive navigation systems, mobile navigation devices, Internet-based mapping applications, and government and business solutions. NAVTEQ’s map data will be an important part


of the Nokia Maps service that brings downloadable maps, voice-guided navigation and other context-aware web services to people’s pockets.


Production Unit:


Networks Technology

China Finland India

Mobile Devices and Enhancements

Brazil China Finland Great Britain Hungary India Mexico Romania South Korea



Quality is at the heart of Nokia’s brand promise, very human technology.

We want our customers to know that Nokia is the best quality company in the industry. Our goal is to have the industry’s best products and services, most loyal customers and most efficient operational mode.

We believe that quality is about meeting and exceeding customer expectations. At Nokia, we view quality holistically and as an integral part of business management. The quality of products and customer experiences depends on the quality of processes, which in turn is tied to the quality of management.

Our key quality targets are: a. For Nokia to be number one in customer and consumer loyalty b. For Nokia to be number one in product leadership c. For Nokia to be number one in operational excellence

The quality and reliability of our products and services are among the most important factors driving customer satisfaction and loyalty. Designing good quality products begins with understanding customer requirements and creating the best user experience. The whole chain, from suppliers through to R&D, operations, sales and distribution to customers, impacts the end-result – everybody in the chain has a role to play in achieving quality.

Our products and customer experiences are the results of our everyday processes. Process management means finding the simplest way of operating, in order to create customer value in a lean manner. Our process thinking covers everything we do, and processes are continuously improved based on the measures and the feedback we receive from our customers.

Quality in management is vital for leveraging innovations globally and improving productivity in general. Our approach to this is platform thinking, process management and combining fact-based management with values-based leadership. We have

developed a key framework for improvement at Nokia, which we call the 'Self-Regulating Management System'. It's about management practices that allow us to run our business in a consistent, effective and fact-based manner.

Commitment to quality improvement is a continuous management process. It is both a business strategy and a personal responsibility, and it is a part of our culture and values. But at the end of the day, quality improvement is much more than something we can quantify in words or pictures. It is an attitude – a mindset. By taking quality personally we are able to deliver world-class quality to our customers. It is our source of inspiration, energy and excitement. Take quality personally!



Collaboration is a key ingredient in Nokia's growth strategy. We work with other companies, research institutions, authorities, and industry organizations to further the competitiveness of our company and the strength of our industry as a whole. 

Joint Venture: Nokia has entered several joint ventures, particularly in the areas of manufacturing and research and development.

Nokia has entered into several joint ventures over time, particularly in the areas of manufacturing and research and development. Regional joint ventures have proven to be an effective way to combine Nokia's global technology leadership with strong local partners to accomplish faster and higher market penetration in new and emerging markets.

Meridea Financial Software Oy, Finland   Established 2001 New company founded by 3i, Accenture, Nokia and Sampo for producing and marketing of software for mobile and online financial services Nokia (Suzhou) Telecommunications Co., Ltd., China     Established 2001 Established in 1998 as soly-owned foreign company, became Joint Venture in 2001 Production of GSM base station and cellular transmission product Partner Shanghai Alliance Investment Ltd.

Hangzhou R&D center, China      Established 2001 MoU between Nokia Networks and the Zhejiang Provincial Government of China signed on November 22, 2001 Software development, platform technology development related to Nokia's 3G networks Start of operatioins at the beginning of 2002 To start cooperation with a local partner in 2003

Nice-business Solutions Finland Oy, Finland   Established 2000 Joint venture between ICL and Nokia focusing on developing solutions and services for Nokia's e-business and customer relationship management (CRM) needs

Nokia Neu Comm Tech Company Ltd., China    Established 2000 Software products research and development Partner NEU-ALPINE Software Holding Co. Ltd

Nokia Citic Digital Technology Co. (Beijing) Ltd., China    Established 1999 Development, manufacturing and marketing of digital multimedia terminals Partners CITIC Technology Co. Ltd and the Academy of Broadcasting Science Symbian Limited, United Kingdom   Established 1998 Symbian supplies an advanced, open, standard operating system for mobile phones. Symbian OS is used in the Nokia 9200 Communicators, the Nokia 7650 and Nokia 3650 as well as in the recently announced announced Nokia N-Gage. Symbian OS is used in the S60 platform.   The shareholders are Nokia, Psion, Motorola, Samsung, Siemens, Sony Ericsson, Ericsson and Panasonic. For more information, visit

ChongQing Nokia Telecommunications Co. Ltd, China    Established 1998 Provision of a full range of services, manufacture and supply of products for fixed networks Partners ChongQing Telecommunications Bureau, ChongQing PTAC Fujian Nokia Mobile Telecommunications Ltd., China  Established 1997

 

Main activities in the field of GSM 900/1800 technical services, primarily network planning and optimization Partner Fujian PTA

Nemo Technologies Ltd, Finland    Established 1996 Development and production of cellular radio network

measurement and optimization tools Partner Elektrobit, Finland

Dongguan Nokia Mobile Phones Co., Ltd, China    Established 1995 Production of mobile phones and accessories Partner Dongguan Nan Xin Industrial Development Co., Ltd.

Beijing Capitel Nokia Mobile Telecommunications Co., Ltd., China    Established 1995 Production of GSM digital cellular systems and mobile phones Partner Beijing Capitel Co., Ltd.

Beijing Nokia Hangxing Telecommunications Systems Co., Ltd., China    Established 1995 Production of mobile digital switches, base station controllers and fixed digital switches Partner Beijing Hangxing Machinery Manufacturing Corporation

Sapura-Nokia Telecommunications Sdn Bhd, Malaysia    Established 1992 Implementation of a DX 200 digital switching system project Partner Sapura Holdings




Nokia devotes substantial time and resources to creating standards and specifications for the communications industry. We promote open standards that match our customers' needs. Below you can find brief descriptions of those cooperation forums as well as standard and specification making and promoting bodies in which Nokia sees specific interest and opportunity, and also where our participation is most active.

3GPP: The Third Generation Partnership Project (3GPP) is a global body dedicated to developing 3G specifications. 3GPP encompasses standards organizations from Europe, Japan, the U.S., Korea, and China, with 400 companies participating in the technical work.

In 1997-98, Nokia was active in establishing 3GPP as the organization to develop global 3G standards based on Wideband Code Division Multiple Access (WCDMA) technology. In 2000 Nokia promoted the transfer Rates for of Global GSM System of Mobile





standardization to 3GPP. These standards mark the evolution path of GSM radio technology and have been successfully finalized in 3GPP.

Nokia has also been a prominent player in further evolving the WCDMA radio technology path towards providing higher data rates for packet access; the HSPA (High Speed Packet Access) standards were finalized in Release 5 and 6, and we are already seeing the first commercial products in the market. In Release 5 and 6 Nokia has also been a leading player in introducing and fully developing the IP Multimedia Subsystem (IMS) standards, providing a future-proof flexible communication core network platform for carrier-grade IP services.

As of June 2006, specification work for a new Nokia-promoted Orthogonal Frequency Division Multiplex (OFDM) and Single Carrier Frequency Division Multiple Access (SCFDMA) -based radio has been initiated. This is intended to address the emerging need for high-capacity, low-latency, cost-optimized, packet-only, carrier-grade mobile systems.

ARIB: The Association of Radio Industries and Businesses was designated as the Center for Promotion of Efficient Use of Radio Spectrum and the designated Frequency Change Support agency by the Japanese Ministry of Internal Affairs and

Communications (MIC) under the provisions of the Japanese Radio Law.

ARIB conducts studies and R&D, establishes standards, provides consultation services for radio spectrum coordination, cooperates with other overseas organizations, and provides frequency change support services for the smooth introduction of digital terrestrial television broadcasting. These activities are conducted in cooperation with and/or with the participation of telecommunication operators, broadcasters, radio equipment manufacturers, and related organizations as well as under the support by MIC. Bluetooth SIG: Bluetooth SIG is a trade association that is driving the development of a short-range wireless specification for connecting digital devices. Nokia is one of the nine promoter companies of Bluetooth SIG with 3Com, Ericsson, IBM, Intel, Lucent, Microsoft, Motorola, and Toshiba. In addition Bluetooth SIG has about two thousand Associate and Adopter members worldwide.

CCSA: To adapt to the reform of telecommunication industry and liberalization of telecommunications market, the Ministry of Information Industry has approved six standard groups for carrying out standard R&D since April 1999. They were CWTS, TNS, IPSG, NSSG, NMSG, power supply, and two ad hoc groups on telecommunication terminals and mobile internet (CMIS), and the Technical Coordination Department of Telecommunication Standard as well. During this period, under the leadership of the MII and with the hard work of over 200 enterprises and organizations, more than 300 state and industry standards have been developed and revised so as to support high-speed, healthy, and orderly development of telecommunications industry in China.

To establish a nationally unified standards organization that can adapt to the growing market, keep pace with global industry, and accord with Chinese situations, the initiators, Mr. Wei Leping and Mr. Wu Hequan etc., proposed the establishment of a communications standards organization on the basis of former standard study groups in

China. With the approval of the MII and Standardization Administration of China and the Civil Affairs Ministry, China Communications Standards Association (CCSA) was founded in December 18, 2002.

Scope of Activities  To endorse the state laws, regulations and policies on standardization and to deliver the opinions and requirements of its members to the relevant authorities in order to facilitate the communication between members and the authorities  To carry out research and survey activities on the communications

standardization system, making suggestions to establish/revise the projects of communications standards; to organize its members for participating in drafting standards, soliciting comments, coordination, verification, standards consistency testing, and interconnection and inter working tests  To promote the implementation of communications standards through related activities such as promulgation of communications standards, consultation, service, and training  To organize national and international technical seminars as well as cooperation and exchange activities; to collect and research national and international communications standards and related information to support standardization activities  To undertake work related to standardization commissioned by the relevant authorities, members, and other organizations.

As of 2006 August, the CCSA has 135 full members and 27 observers. Currently the CCSA has nine technical committees to cover IP, NGN, mobile and wireless, telecom power, telecom management networks, and EMC and EMF technologies and standards.

CELF: The CE Linux Forum is an industry group focused on the advancement of Linux as an open source platform for consumer electronics devices. CELF was established in July 2003 by Matsushita, Sony, Hitachi, NEC, Philips, Samsung, and Toshiba. As a steering group member of the forum, Nokia sees the interoperability between consumer electronics and mobile devices becoming increasingly important in middleware


(technology) standardization work. This work is critical in order to provide consumers with easy-to-use products that work seamlessly in different environments. CIAJ: With the cooperation of member companies, CIAJ is committed to the healthy development of info-communication network industries through the promotion of infocommunication technologies, and works to enrich lives in Japan as well as in the global community by supporting wide-spread and advanced uses of information in socioeconomic and cultural activities.

DLNA: Nokia is one of the founding members of the Digital Living Network Alliance (DLNA). DLNA brings together industry leaders from the PC, consumer electronics, and mobile industries to simplify home networking and sharing of digital content among consumer electronics, PC, and mobile devices.

DLNA has over 300 member companies as of February 2006. The group is working to establish a platform of interoperability based on open industry standards so consumers can easily consume, manage, and distribute digital content in new ways.

DVB: The Digital Video Broadcasting Project (DVB) is an industry-led consortium of over 300 broadcasters, manufacturers, network operators, software developers, regulators, and other bodies in over 35 countries committed to designing global standards for the delivery of digital television and data services. Nokia focuses on the development of the DVB standard in areas related to digital TV set-top boxes and mobile data cast services.

ETSI: The European Telecommunications Standards Institute unites 650 members from five continents. Over 200 ETSI members actively participate in 3GPP, for which the organization also provides secretarial support (Mobile Competence Center MCC). ETSI also provides forum-hosting services for OMA. Nokia's other focus areas in ETSI include TISPAN, the global center point for NGN standards; Smart Card Platform (SCP); Broadband Radio Access Networks (BRAN), a body developing standards for local wireless networks; and ETSI's Joint Technical Committee BROADCAST with the European Broadcasting Union (EBU).


GSA: The Global mobile Suppliers Association (GSA) is the representative body for the GSM/3G supplier industry. GSA was established to ensure that the GSM/3G supplier industry is better informed for decision-making, and that its views and requirements are adequately represented and accepted by influencers and decision makers, particularly in areas affecting investment and business growth opportunities, on a global scale. The organization already represents over 80% of the GSM/3G market share globally. Membership is open to all suppliers of GSM/3G systems and services, from across the entire supply chain.

IEEE: The Institute of Electrical and Electronics Engineers is a technical professional association of more than 365,000 individual members in 150 countries. IEEE is active in technical publishing, conferences, and standardization, covering areas from computer engineering, biomedical technology, and telecommunications to electric power, aerospace, and consumer electronics. IEEE Standards Association, amongst others, develops the 802.x local and metropolitan area wired and wireless standards. Nokia also sponsors an annual Internet Award through the IEEE Foundation. The award is given for exceptional contributions to the advancement of internet technology for network architecture, mobility, and end-user applications.

IETF: Internet Engineering Task Force (IETF) is an open community of network designers, operators, vendors, and researchers concerned with the evolution of the Internet architecture and the smooth operation of the Internet. The mission of the IETF is to produce high-quality, relevant technical and engineering documents that influence the way people design, use, and manage the internet in such a way as to make the internet work better. These documents include protocol standards, best current practices, and informational documents of various kinds.

The main task of the IETF is the standardization of the core protocols of the internet, including the Internet Protocol (IPv4, IPv6) itself, IP mobility, IP routing, Domain Name System (DNS), IP Security and Transport protocols. The IETF also standardizes some key Internet application protocols such as Session Initiation Protocol (SIP), Hypertext Transfer Protocol (HTTP) and Simple Mail Transfer Protocol (SMTP), which are the foundation for services like Voice over IP (VoIP), World Wide Web (WWW) and email.

As most networks, such as enterprise, home and individual operator networks have become connected to the Internet, the IETF protocols have also become widely deployed in those environments.

IETF work is often used as the basis for the work of many other standardization organizations, such as OMA, 3GPP, 3GPP2 and W3C. Nokia has a strong and active presence in the IETF, and supports many of the key IETF protocols in both mobile devices and networking products.

ITU: International Telecommunication Union (ITU), part of the United Nations system of international organizations, is where governments, represented through their

telecommunication administrations, and the private sector coordinate telecom networks and services globally. ITU consists of a Radio communication Sector (ITU-R), a Telecommunication Standardization Sector (ITU-T) and a Telecommunication

Development Sector (ITU-D). Nokia is a member in all sectors and believes that ITU-R has an essential role in global radio spectrum management. JCP: Java Community Process (JCP) is a framework under which the international Java community develops and maintains Java technology specifications, such as the language, virtual machine, and different application programming interfaces. JCP forms a de facto standardization process for Java-related specifications. JEDEC: The JEDEC Solid State Technology Association (formerly known as the Joint Electron Device Engineering Council), is the semiconductor engineering standardization body of the Electronic Industries Alliance (EIA), a trade association that represents all areas of the electronics industry.

JEDEC was originally created in 1960 as a joint activity between EIA and NEMA, to cover the standardization of discrete semiconductor devices and later expanded in 1970 to include integrated circuits.

JEDEC does its work through its 48 committees/subcommittees that are overseen by the JEDEC Board of Directors. Presently there are about 300 member companies in JEDEC

including both manufacturers and users of semiconductor components and others allied to the field. Khronos Group: Khronos is a member-funded industry consortium focused on the creation of open standard, royalty-free APIs to enable the authoring and playback of dynamic media on a wide variety of platforms and devices. Lindux Foundation: The Linux Foundation is a nonprofit consortium dedicated to fostering the growth of Linux. Founded in 2007 by the merger of the Open Source Development Labs and the Free Standards Group, it sponsors the work of the Linux creator and Linux kernel developers and is supported by leading Linux and open source companies and developers from around the world. For Linux to remain open and attain the greatest ubiquity possible, the Linux Foundation provides important services including legal protection, standardization, promotion and collaboration. In the voluntary and distributed world of Linux development, the industry continues to successfully use the consortia model to rapidly improve these value attributes for Linux. mITF: The mITF was established in Japan in order to assure early actualization of fourth-generation mobile systems, such as fourth-generation portable communication systems and mobile commerce. mITF does research and development and follows the emerging standardization activities on fourth generation mobile systems. It also coordinates with other related bodies around the world, and provides information regarding 4G. mITF's purpose is to contribute to the healthy development of radio wave utilization. MMA: MMA has been the caretaker of the Musical Instrument Digital Interface (MIDI) since its inception. MMA has overseen and helped to coordinate changes to the MIDI specification, which today remains one of the most relevant standards in the entertainment industry.

The mission of MMA is to insure interoperability of MIDI products through an open standards process with broad industry participation, be proactive towards developing and enhancing MIDI to respond to market needs, encourage the use of MIDI technology

and MIDI products in established and growth markets, and protect the meaning of the term MIDI as used in commerce.

Nokia has contributed actively to multiple standards through MMA, most notably Scalable Polyphony MIDI (SP-MIDI), Mobile Downloadable Sounds (Mobile DLS), and Mobile eXtensible Music Format (Mobile XMF). MMCA: The MultiMediaCard Association (MMCA) is the open standard organization that defines the physical, functional, and interface specifications of MultiMediaCards (MMCs), removable memory cards used in mobile phone, digital imaging and portable consumer electronics applications. While removable memory cards are the primary focus, the MMCA also supports the adoption of the MMC interface standard in other embedded or removable components and subsystems, such as hard disk drives.

Founded in 1998, the MMCA provides a global forum for memory card and semiconductor component suppliers, software vendors, and manufacturers of mobile electronic devices who jointly endorse and promote the worldwide adoption of MultiMediaCards and the MMC standards.

MMCA principles:    The organization is dedicated to open standards. These standards are established consensually, with the equal participation of MMCA members. Product interoperability and compliance are integral to the specifications and standards. MMCplus™, MMCmobile™ and MMCmicro™ Cards, built to the latest MMC standards v4.2, offer wider bandwidths and the highest data transfer rates among memory cards available in the market today.

The SecureMMC Card standard gives access to smart card security functions on a removable memory card through the MMC interface protocol to make possible


applications such as Digital Rights Management (DRM), m-Commerce and Digital Identity. MMF: The MMF is an international association of radio equipment manufacturers. The MMF was formed in 1998 to jointly fund key research projects, as well as to cooperate on standards, regulatory issues, and communications activities concerning health and mobile phones. The goal of MMF research is to promote the highest quality independent research providing relevant data to develop sound public policy.

OBSAI: The OBSAI aims to create an open market for cellular base stations, which will substantially reduce the development effort and costs traditionally associated with creating new base station product ranges.

Since OBSAI was first established in September 2002, well over 130 companies have joined (as of June 2006), spanning base station manufacturing, module manufacturing, and component manufacturing. OBSAI members now have a complete suite of both interface and hardware specifications that will enable the production of base station modules to fit any base station utilizing OBSAI interface specifications.

The OBSAI base station interface specifications include GSM, GSM/EDGE, WCDMA, CDMA and WiMAX air interfaces. The complete set of OBSAI interface specifications covers the subsystem areas of transport, clock/control, radio and baseband – plus detailed system reference document and testing specifications. These, together with hardware connection specifications, are available for both members and non-members of OBSAI to download from the OBSAI web site free of charge.

OBSAI is now monitoring long term evolution to continue to improve on its specifications and ensure they remain comprehensive. As new technologies come onto the market and new bandwidths are exploited for communications, OBSAI will continue to update its specifications to guarantee they are fully inclusive. OCAF: OCAF conducts studies of NGN services to determine requirements for commercial off-the-shelf technology that accelerates deployment of new carrier-grade

open platforms advancing NGN infrastructure and services. The studies cover the complete solution stack and reflect views of the service provider, solution provider, and technology provider.

Requirements identified by OCAF studies are documented in three predefined templates. When complete, one template describes functional requirements, a second template describes non-functional requirements (such as scalability, availability, security, and legal), and a third template describes standards requirements (such as ITU, SAF, ETSI, 3GPP, Open Mobile Alliance, IETF, etc.).

OCP-IP: Open Core Protocol - International Partnership. The OCP-IP drives a common standard for intellectual property (IP) core interfaces, enabling the rapid creation and integration of interoperable cores that facilitate "plug and play" System-on-Chip (SoC) design. Nokia has been a member of OCP-IP since the consortium was founded in 2001 by Sonics, Nokia, Texas Instruments, MIPS and UMC. From the beginning, Nokia has had a board seat. Other board members are currently Sonics, Texas Instruments and Toshiba.

OMA: The mission of the Open Mobile Alliance (OMA) is to facilitate global user adoption of mobile data services by specifying market-driven mobile service enablers that ensure service interoperability across devices, geographies, service providers, operators, and networks, while allowing businesses to compete through innovation and differentiation. The Nokia Openness Site ( gives information on Nokia products that implement various OMA specifications. OMTP: The OMTP group aims to define recommendations for operator terminal requirements to deliver openly available standardized application interfaces. These recommendations will provide customers with a consistent and improved user experience across different devices, while also enabling individual operators and manufacturers to customize and differentiate their offerings. The OMTP group was formed in June 2004. Nokia is a sponsor of OMTP activities.


PICMG: PICMG is an consortium of over 400 companies who collaboratively develop open specifications for high performance telecommunications and industrial computing applications. Founded in 1994, the purpose of this global non-profit forum is to increase the availability of key platform technologies and to reduce the costs and time to market.

PICMG has created and will develop further specifications for hardware architectures and technologies as well as for related embedded software. The AdvancedTCA® (ATCA) series specifications for telecommunications equipment is a most topical form factor. The Advanced Mezzanine Card (AMC) as well was ATCA300 and the MicroTCA form factors relate to the same technology family. Nokia is an executive member in PICMG. To develop the ATCA family specifications’ usability, harmonization, and technology options’ convergence further, the PICMG Requirements Engineering Subcommittee (RES) was established in February 2006, with Nokia acting as a founding sponsor. As an umbrella forum for the ATCA-related technology specifications it works also in the interoperability area.

RosettaNet: RosettaNet is a non-profit consortium of major information technology, electronic components, semiconductor manufacturing, and telecommunications

companies working to create, implement, and promote open e-business process standards. These standards form a common e-business language, aligning processes between supply chain partners on a global basis. Today RosettaNet has over 500 member companies, and is a subsidiary of the Uniform Code Council, Inc. Nokia has taken an active role to drive the adoption of RosettaNet as a de facto standard in electronics and telecom industry supply chain integration.

SA Forum: The SA Forum (SAF) is a consortium of industry-leading communications and computing companies working together to develop and publish high availability and management software interface specifications. SAF then promotes and facilitates specification adoption by the industry. The Service Availability™ Forum specifications enable the implementation of carrier-grade systems and services built with commercial












providers/operators, network equipment providers, and independent software vendors.

In August 2006 RES consisted of 69 member companies and organizations. The PICMG RES works for the benefit of the whole telecommunication platform industry. The Nokia representative was elected as the permanent PICMG RES Chairman from the outset.

Other PICMG technologies include CompactPCI®, System Host Board (SHB) Express on passive backplane, Compact PCI Express (EXP.0), System Fabric Plane, iTDM voice over packet protocol, Computer-On-Module (COM.0) small form factor PCI Express based modules, etc. SD Card Association: In January 2000, Matsushita Electric Industrial Co., Ltd. (Panasonic), SanDisk Corporation and Toshiba Corporation established the SD Card Association as a new industry-wide organization charged with setting industry standards and promoting wide acceptance for the SD memory card in digital applications.

The association aims to establish the technical and specification standards for SD memory card applications, to continuously promote the SD memory card as the de facto industry standard, and to encourage the development of digital A/V, wireless communication, and digital networking products that make use of the many unique benefits of SD technology. SMIA: The SMIA standard is an open standard for all companies making, buying, or specifying miniature integrated camera modules for use in mobile applications. It is a complete standard and it is proposed that a product will be compliant with all portions of the standard. The main requirement is to be able to connect any SMIA-compliant sensor to any SMIA-compliant host system with matching capabilities and get a working system with acceptable performance. Symbian: Symbian was founded in 1998 to support a mass-market for phones based on a Symbian operating system. Symbian shareholders are Nokia, Ericsson, SonyEricsson, Panasonic, Samsung, and Siemens.


The Symbian OS is built on open standards where possible and is equally available to all to license. Licensees have access to the source code. The Symbian OS is a key component for OMA (Open Mobile Alliance) implementations and is also the basis of user interfaces such as S60.

TCG: The Trusted Computing Group (TCG) is an industry standardization body developing and promoting open specifications for trusted computing hardware and associated software interfaces. TCG's work spans different platforms, including PCs, servers, PDAs, and mobile phones. TCG specifications aim to create a more secure computing environment without fragmenting the security market. TM Forum: The TeleManagement Forum (TM Forum) is a non-profit global organization that provides leadership, strategic guidance, and practical solutions to improve the management and operation of information and communications services. Its open membership of over 340 companies comprises incumbent and new-entrant service providers, computing and network equipment suppliers, software solution suppliers, and customers of communications services.

TM Forum has been contributing to the Information and Communications Services (ICS) Industry for over 13 years. The TM Forum has liaison partnerships with all key standards and industry groups. TTC: Japan-based TTC was established in October 1985 as a private standardization organization to contribute to further activation of the field of telecommunications, after the introduction of the free competitive market principle was introduced based on the implementation of the Telecommunication Business Law in 1985. TTC was also founded as a response to the Japan/US Market Oriented Sector Service (MOSS) Conference, which was held in the same year. The purpose of this committee is to contribute to Japanese standardization in the field of telecommunications by establishing protocols and standards for telecommunications networks and terminal equipment, etc., and to disseminate those standards.


UPnP: The UPnP Forum is an industry initiative to enable simple and robust connectivity among stand-alone devices and PCs from many different vendors. The forum consists of more than 800 hundred vendors, including industry leaders in consumer electronics, computing, home automation, home security, appliances, printing, photography, computer networking, and mobile products. UPnP technology is all about making home networking simple and affordable for users. USB Implementers Forum: The USB Implementers Forum, Inc. is a non-profit corporation founded by the group of companies that developed the Universal Serial Bus specification. The USB-IF was formed to provide a support organization and forum for the advancement and adoption of Universal Serial Bus technology. The forum facilitates the development of high-quality compatible USB peripherals (devices) and promotes the benefits of USB and the quality of products that pass compliance testing.

Board members include Agere Systems, HP, Intel (the current chair), Microsoft, NEC and Philips. Nokia is actively involved in promoting new standards which promote the use of USB within the mobile device industry.

VESA: The Video Electronics Standards Association is an international non-profit organization representing hardware, software, PC, display and component

manufacturers, cable and telephone companies, and service providers. VESA supports and sets industry-wide interface standards for PC, workstation, and computing environments. VESA promotes and develops timely, relevant, open standards for the display and display interface industry, ensuring interoperability and encouraging innovation and market growth. WiMAX Forum: The WiMAX Forum™ works for the deployment of broadband wireless networks based on the IEEE 802.16 standard by ensuring the compatibility and interoperability of broadband wireless equipment. Formed in June of 2001, the nonprofit association promotes the adoption of IEEE 802.16-compliant equipment by operators of broadband wireless access systems.


Most major telecommunications manufacturers are members (Alcatel, Ericsson, Lucent, Motorola, Nortel, Samsung, Siemens). Nokia joined as a principal member in November 2004. Wireless USB Promoter Group: The Wireless USB Promoter Group was formed to create a new wireless extension to USB that combines the speed and security of wired technology with the ease-of-use of wireless technology. The Promoter Group will reduce time-to-market and ensure rapid consumer adoption by preserving and extending the investment in the existing USB device and class-driver infrastructure. Broad industry participation in the Promoter Group demonstrates the multi-vendor support of the technology and will ensure interoperability of Wireless USB devices. The original USB principles of ease-of-use, compatibility, and low cost continue to influence every design decision made by the group.

WWRF: The Wireless World Research Forum is a global forum for discussing research issues related to beyond 3G. With over 150 members, the objective of WWRF is to formulate visions on strategic future research directions in the wireless field, among industry and academia, and to generate, identify, and promote research areas and technical trends for mobile and wireless system technologies. WWRF does no research itself, but research is carried out in separate projects. WWRF has been a major player in creating research projects with a total budget over 100 million euros. The forum is open to all interested parties.

W3C: The World Wide Web Consortium (W3C), with its approximately 450 members, is developing common protocols and data formats that promote the evolution of the World Wide Web and its interoperability. Markup Languages (e.g. HTML/XHTML, CSS, SVG, SMIL), Web Services (e.g., SOAP, WSDL), XML (Schema, XPath, XSLT) Multi Modality Browsing (e.g. Voice XML) and the Semantic Web (e.g. RDF, OWL) are just a few of the technologies specified by the W3C. These specifications provide the basis for Web applications and Internet services. Organizations join this open standards organization to work and exchange ideas with its Members, including the world's foremost Internet and technology companies. The value of membership is further increased by the world-class


expertise of the large fulltime W3C technical Team, which contributes to and coordinates W3C's Activities.


Story of Nokia:

Follow the story of Nokia - a century and a half of innovation, from a riverside paper mill in southwestern Finland to a global telecommunications leader. Nokia's first century: The first Nokia century began with Fredrik Idestam's paper mill on the banks of the Nokianvirta river. Between 1865 and 1967, the company would become a major industrial force; but it took a merger with a cable company and a rubber firm to set the new Nokia Corporation on the path to electronics...


1865: The birth of Nokia: The history of Nokia goes back to 1865. That was when Fredrik Idestam built a wood pulp mill on the banks of the Tammerkoski rapids, in southern Finland. A few years later, he built a second mill by the Nokianvirta River – the place that gave Nokia its name.

Who was Fredrik Idestam?

A mining engineer by trade, Idestam brought a new, cheaper paper manufacturing process to Finland from Germany. It was a great success. Idestam’s invention won a bronze medal at the Paris World Exposition in 1867, and he is considered to be the father of Finland’s paper industry. Idestam named his company Nokia Ab in 1871. Nokia Ab added electricity generation to its business activities in 1902

The Nokianvirta River is named after a dark, furry animal that was locally known as the nokia – a type of marten. 1898: Finnish Rubber Works founded Arvid Wickström founds Finnish Rubber Works, which will later become Nokia's rubber business. 1912: Finnish Cable Works founded Eduard Polón starts Finnish Cable Works, the foundation of Nokia's cable and electronics businesses. 1937: Verner Weckman, industry heavyweight Former Olympic wrestler Verner Weckman( becomes President of Finnish Cable Works. 1960: First electronics department Cable Works establishes its first electronics department

(, selling and operating computers.


1962: First in-house electrical device The Cable Works electronics department produces its first in-house electrical device - a pulse analyzer for nuclear power plants. 1967: The merger Merger paves the way for Nokia’s future as a global corporation

The merger of three companies created Nokia Corporation. These were:    Nokia Ab Finnish Cable Works Finnish Rubber Works

The companies, which had been jointly owned since 1922, officially merged in 1967. At the time, Nokia Ab was the smallest of the three.

The new Nokia Corporation had five businesses:      rubber cable forestry electronics power generation

Each business had its own director who reported to the first Nokia Corporation President, Björn Westerlund. As the president of Finnish Cable Works, he had been responsible for setting up the company’s first electronics department, sowing the seeds of Nokia’s future in telecommunications.


The Move to the Mobile: 1968-1991

The newly formed Nokia Corporation was ideally positioned for a pioneering role in the early evolution of mobile communications. As European telecommunications markets were deregulated and mobile networks became global, Nokia led the way with some iconic products... 1979: Mobira Oy, early phone maker Radio telephone company Mobira Oy begins life as a joint venture between Nokia and leading Finnish television maker Salora.

1981: The mobile era begins Nordic Mobile Telephone (NMT), the first international mobile phone network, is built. 1982: Nokia makes its first digital telephone switch The Nokia DX200, the company’s first digital telephone switch, goes into operation.

1984: Mobira Talkman launched Nokia launches the Mobira Talkman portable phone. 1987: Mobira Cityman – birth of a classic Nokia launches the Mobira Cityman, the first handheld NMT phone. 1991: GSM – a new mobile standard opens up Nokia equipment is used to make the world’s first GSM call.

Mobile revolution: 1992-1999

In 1992, Nokia decided to focus on its telecommunications business. This was probably the most important strategic decision in its history.

As adoption of the GSM standard grew, new CEO Jorma Ollila put Nokia at the head of the mobile telephone industry’s global boom – and made it the world leader before the end of the decade... 1992: Jorma Ollila becomes President and CEO Jorma Ollila becomes President and CEO of Nokia, focusing the company on telecommunications. 1992: Nokia’s first GSM handset Nokia launches its first GSM handset, the Nokia 1011. 1994: Nokia Tune is launched Nokia launches the 2100, the first phone to feature the Nokia Tune.

1994: World’s first satellite call The world’s first satellite call is made, using a Nokia GSM handset. 1997: Snake – a classic mobile game The Nokia 6110 is the first phone to feature Nokia’s Snake game.

1998: Nokia leads the world Nokia becomes the world leader in mobile phones.

1999: The Internet goes mobile Nokia launches the world's first WAP handset, the Nokia 7110.Nokia now: 2000-today:


Nokia Now: 2002-Today

2002: First 3G phone Nokia launches its first 3G phone, the Nokia 6650. 2003: Nokia launches the N-Gage Mobile gaming goes multiplayer with the N-Gage. 2005: The Nokia Nseries is born Nokia introduces the next generation of multimedia devices, the Nokia Nseries.

2005: The billionth Nokia phone is sold Nokia sells its billionth phone – a Nokia 1100 – in Nigeria. Global mobile phone subscriptions pass 2 billion. 2006: A new President and CEO – Nokia today Olli-Pekka Kallasvuo becomes Nokia’s President and CEO; Jorma Ollila becomes Chairman of Nokia’s board. Nokia and Siemens announce plans for Nokia Siemens Networks.

2007: Nokia Siemens Networks Nokia recognized as 5th most valued brand in the world. Nokia Siemens Networks commences operations. Nokia launches Ovi, its new internet services brand.

2008: OVI

Nokia's three mobile device business groups and the supporting horizontal groups are replaced by an integrated business segment, Devices & Services.


Historical Logo:


Nokia in Asia Pacific:

A leading player in mobile communications in the Asia Pacific, Nokia first started operations in the region in the early 1980s. It has since established a leading brand presence in many local markets, and business has expanded considerably in all areas to support customer needs and the growth of the telecommunications industry in the region.

Nokia's regional corporate headquarters is located at Alexandra Technopark in Singapore. As the regional hub for Nokia, it is a base from which over 700 staff provide leading-edge technology, product and solutions support to the 20 diverse markets and Nokia offices in the Asia Pacific.

Nokia's regional treasury center - Nokia Treasury Asia - operates out of Singapore as an in-house bank for Nokia subsidiaries in the Asia Pacific region, while Nokia Research

Centre - the corporate research unit - has offices in Japan and China. Nokia also manufactures products out of three major facilities in Masan, Korea, and Beijing and Dongguan in China.

As of January 2004, Nokia streamlined its global organizational structure to strengthen its focus on convergence, new mobility markets and growth. To address emerging new business areas in the Mobility era while continuing to grow its leadership in mobile voice communications, Nokia has four business groups to best meet the unique dynamics of each business.

Mobile Phones offers a global range of highly competitive mobile phones for large consumer segments, and develops mobile phones for all major standards and customer segments in over 130 countries. It is responsible for Nokia's core mobile phones business, based mainly on WCDMA, GSM, CDMA and TDMA technologies. Mobile Phones focuses on bringing feature-rich, segmented mobile phones to the global market.

Multimedia brings mobile multimedia to consumers in the form of advanced mobile devices and applications. Its products have features and functionality such as imaging, games, music, media and a range of other attractive content, as well as innovative mobile enhancements and solutions.

Networks continues to offer leading-edge network infrastructure, technology and related services, based on major wireless standards to mobile operators and service providers. Focusing on the GSM family of technologies, the group aims at leadership in GSM, EDGE and WCDMA radio networks. Our networks have been installed in all major global markets that have adopted these standards. Networks is also a leading provider of broadband access and TETRA networks for professional users in the public safety and security sector.

Enterprise Solutions provides a range of terminals and seamless mobile connectivity solutions based on end-to-end mobility architecture, dedicated to helping businesses and institutions worldwide improve their performance through extended mobility. Its end34

to-end solution offerings range from business optimized mobile devices on the front end, to a robust portfolio of mobile business optimized gateways in the back end including: wireless email and internet, application mobility, message protection, virtual private networks, firewalls, and intrusion protection.

2.0. Product and the Brand of the Company:
Nokia - Building A Powerful Technology Brand


- Dr. Paul Temporal

The world of parity has hit the mobile phone market just as it has many other technology product categories. The products range from the simple to the complex, but every manufacturer offers, of course, the latest features. Leapfrogging in sales between brands frequently occurs based on design. But overall the market is predictable, with Nokia, Motorola, and Ericsson fighting it out at the top and several less successful brands like Samsung, Philips, Siemens and Panasonic trying hard to make inroads into their top competitors' market share. So what makes the difference between the most successful and less successful brands? It certainly is not what product features are offered. How, then, do consumers choose? The answer seems to be what the brand names mean to them.

Nokia Group the Finland-based manufacturer of mobile phones has been steadily working on its corporate brand name and the management of consumer perceptions over the last few years. Its efforts have paid off, because it is now the number one brand in many markets around the world, effectively dislodging Motorola from that position. The brand has been built using the principles described above, and has been consistently well managed across all markets. Nokia has succeeded in lending personality to its products, without even giving them names. In other words, it has not created any sub-brands but has concentrated on the corporate brand, giving individual products a generic brand personality. Only numeric descriptors are used for the products, which do not even appear on the product themselves. Such is the strength of the corporate brand.

Nokia has succeeded where other big brand names have so far failed, chiefly by putting across the human face technology-taking and dominating the emotional high ground. It has done so in the following way. Nokia Brand Personality

Nokia has detailed many personality characteristics for its brand, but employees do not have to remember every characteristic. They do, however, have to remember the overall impression of the list of attributes, as you would when thinking about someone you have met. As the focus is on customer relationships, the Nokia personality is like a trusted friend. Building friendship and trust is at the heart of the Nokia brand. And the human dimension created by the brand personality carries over into the positioning strategy for the brand. Nokia Positioning

When Nokia positions its brand in the crowded mobile phone marketplace, its message must clearly bring together the technology and human side of its offer in a powerful way. The specific message that is conveyed to consumers in every advertisement and market communication (though not necessarily in these words) is "Only Nokia Human Technology enables you to get more out of life"

In many cases, this is represented by the tag line, "We call this human technology". This gives consumers a sense of trust and consideration by the company, as though to say that Nokia understand what they want in life, and how it can help. And it knows that technology is really only an enabler so that you-the customer-can enjoy a better life. Nokia thus uses a combination of aspirational, benefit-based, emotional features, and competition-driven positioning strategies. It owns the "human" dimension of mobile communications, leaving its competitors wondering what to own (or how to position themselves), having taken the best position for itself. Nokia Product Design


Nokia is a great brand because it knows that the essence of the brand needs to be reflected in everything the company does, especially those that impact the consumer. Product design is clearly critical to the success of the brand, but how does Nokia manage to inject personality into product design? The answer is that it gives a great deal of thought to how the user of its phones will experience the brand, and how it can make that experience reflect its brand character. The large display screen, for example, is the "face" of the phone. Nokia designers describe it as the "eye into the soul of the product". The shape of phones is curvy and easy to hold. The faceplates and their different colors can be changed to fit the personality, lifestyle, and mood of the user. The soft key touch pads also add to the feeling of friendliness, expressing the brand personality. Product design focuses on the consumer and his needs, and is summed up in the slogan, "human technology."

Nokia now accounts for over half of the value of the Finland stock market, and has taken huge market share from its competitors. According to one brand valuation study carried out in mid-1999, it ranked 11th on the world's most valuable brand list, making it the highest-ranking non-U.S. brand. As has been pointed out, it has unseated Motorola. Nokia achieved its brilliant feat through consistent branding, backed by first-class logistics and manufacturing, all of which revolve around what consumers what.


Products of Nokia:

a. Devices b. Service and Software c. Nokia Siemens Network

a. Devices:
The main business of Nokia is produce mobile phones. There three stages of mobile phone: i. ii. iii. iv. Early Models, N-Gage, Nseries, and Eseries


Early Models:

There are 74 early models mobile phones. Here include classical model, MusicExpress and Symbian smart phones.





In 2003, Nokia introduce N-Gage mobile. The main features are music and multiplayer gaming mode. Now this N-Gage mode is available in Nokia N81, N82, N95 and N96 (Coming Soon) model.

Nokia N-Gage 39

Nokia N-Gage QD



Nokia Nseries is a product family consisting of multimedia smartphones. These are convergence mobile devices supporting digital multimedia services such as music playback, video capture, photograhy, mobile gaming and Internet services. All Nseries devices support at least one high-speed wireless technology, such as 3G, HSDPA, or Wireless LAN.

On 27 April 2005, Nokia announced a new brand of multimedia devices at the press conference of mobile phone manufacturer in Amsterdam. The first three Nseries devices introduced at the conference consists of N70, N90 and N91. On 2 November 2005, Nokia announced the N71, N80 and N92, and on 25 April 2006, Nokia announced the N72, N73 and N93, and on 26 September 2006, Nokia announced the N75 and N95. On 29 August 2007, Nokia announced the N95 8GB, N81, N81 8GB, and on 14 November 2007, Nokia announced the N82. At the 2008 GSMA held in Barcelona, the N96 and N78 were unveiled.


The Nokia Nseries is aimed at users looking to pack as many features as possible into one device. The better-than-average cameras often found on Nseries devices are one such example, as are the video and music playback and photo viewing capabilities of these devices, which resemble those of standalone portable media devices.

From recent devices launched, GPS feature, MP3 player, UPnP and WLAN functionality also have being in all devices.



The Nokia Eseries consists of business-oriented smartphones, with emphasis on enhanced connectivity and support for corporate e-mail push services.

We've seen some major smart-phone such as Windows Mobile and the Sprint PPC6700. Now Nokia's getting in on the action with its brand-new Eseries. Aimed at business users, the Eseries consists of several models: the Nokia E50, the Nokia E51, Nokia E60, Nokia E61, Nokia E61i, Nokia E62, Nokia E65, Nokia E66, Nokia E70, Nokia E70 – 2 (North America), Nokia E71 and the Nokia E90. All smart phones run on Symbian OS 9.1 or higher and support a number of corporate mobile e-mail solutions, including GoodLink, BlackBerry Connect, and Nokia Business Center. Plus, they feature advanced voice services, such as Voice over IP (VoIP) and pushto-talk capabilities.

Nokia Eseries models offer many of the same features; they each display a distinctive design to match their functionality. Focused more on phone capabilities, the Nokia Eseries a classical business shape and comes with a host of voice options: speakerphone, conference calling, push to talk, and VoIP. The Nokia E61, Nokia E61i, Nokia E71 and Nokia E90 is intended to be used as a mobile e-mail device, and its styling may look a little familiar (think BlackBerry). The lean, mean e-mail machine is armed with a full QWERTY keyboard and push e-mail

clients such as BlackBerry Connect, GoodLink, Nokia Business Center, Mobile Mai as well as an editing function and support for attachments. Finally, the Nokia E50, Nokia E60 a classic candy bar shape and Nokia E70, Nokia E66 combines the best of both worlds with a classic candy bar shape that flips opens to reveal a full keyboard like the Nokia 6820. Nokia E90 like a Palmtop with full QWERTY keyboard. It’s shows smart business look.

From recent devices launched, GPS feature, MP3 player, FM Radio, Camera with Flash and WLAN functionality also have being in all devices.

b. Service and Software:
This sector emphasis on developing and growing our offering of consumer Internet services and enterprise solutions and software such as Symbian software and others R&D for smooth mobile operating system and develop exiting software.

Nokia has customer care center for customer service contact information, please select a regional Nokia site from the list below.         

Europe United States Canada Latin America Brazil Middle East and Africa Asia Pacific Greater China India

They also have local which is control by 3rd party customer care and those 3rd party customer care center authorized by Nokia Regional Office.

In our country:

Nokia Care Chemor Telecommunication Limited Molly Capita Center 76, Gulshan Avenue, 2nd Floor Dhaka – 1212, Bangladesh Cell: +88-01728585858 E-mail:


Ovi is the name for Nokia's "umbrella concept" Internet services. Centered on, it will market as "personal dashboard" where users can share photos with friends, buy music and access third-party services like Yahoo's Flickr photo site. It has some significance in that Nokia is moving deeper into the world of Internet services, where head-on competition with Microsoft, Google and Apple is inevitable.

It was announced on August 29th 2007 at the Go Play event in London. The word "ovi" means door in Finnish. On December 4, a more ambitious plan was announced with more details about when public beta desktop software will be offered. As soon as ongoing internal tests are completed, the public beta will be released in early 2008.

The services offered through Ovi were announced in December 2007 and the beta version of desktop software is to be released in 2007. More services are expected to be added in 2008 and beyond. Nokia Music Store

As part of the online services Nokia plans to offer, Nokia music store allows purchasing of music directly on a mobile device or via PC. The tariffs are 1 euro per track and from 10 euro per album.

Nokia Maps


This service is planned to be offered under the Ovi brand starting fall 2007. The same functionalities will be available, users being able to download maps via phone or PC. N-Gage

The N-Gage platform has been integrated into the Nokia N73, Nokia N78, Nokia N81, Nokia N81 8GB, Nokia N82, Nokia N93, Nokia N93i, Nokia N95, Nokia N95 8GB, Nokia N96 and Nokia 5320 mobile phones. Early in 2008[3][4], an updated version of the mobile gaming platform (including its online component - the N-Gage Arena) is going live, according to Nokia. The service worked in the past only with Nokia's N-Gage mobile game consoles, but the company said it will soon work with other devices too.[1]

Share on Ovi

Share on Ovi is a media sharing website. Originally called Twango the site allows the upload and storage of photos, videos etc. Users can upload media direct from their nokia mobile phone through the share online 3.0 application or can alternately use their PC. Files on Ovi

Files on Ovi is an enhanced and re-branded version of the Avvenu "Access and Share" service, which Nokia purchased in December of 2007. The service allows users to access files on their computers from any remote PC (via Web browser) and many mobile devices, and also facilitates sharing files. It is expected to come out of Beta at the end of July, 2008. Challenges:

Nokia will need to raise Ovi's brand awareness, to keep up with Google and Facebook, in these social networking services. A major technological challenge

ahead of Nokia's Ovi and its competition alike is how to synergize Fixed Mobile Convergence technology in the gradually converging world of PC-based Internet and mobile web.

Besides, global handsets are estimated at 3 billion as of 2007, whereas the advanced multimedia phones still stand at 300 million. More Internet-enabled handsets will need to be around sooner or later, if Nokia's Ovi is to take off.

c. Nokia Siemens Network:
Nokia Siemens Networks is a leading enabler of communication services. The company comprises the former Networks Business Group of Nokia and the carrier-related businesses of Siemens.


With pro forma revenues of approximately EUR 17bn for the calendar year 2006, the company is one of the top three vendors in the telecommunications infrastructure industry and continues the legacy of two industry champions – Nokia and Siemens.

Siemens has been a frontrunner in the communications industry since the mid 19th century, while Nokia pioneered the development of mobile communications and became the world leader in this field.       

Laying ground for modern telecommunications The route to ISDN Expertise in mobile communication More than 150 years in international business Nokia and the rise of mobile telecommunications Rising to become one of the most valuable brands in the world Building on the legacy of two industry champions

Flexible Solutions for a Dynamic World

The internet and mobile communications have rapidly evolved from being technological novelties into easily accessible, everyday tools for millions of people around the world. This evolution has changed our society – and our lives – forever. The fusion of mobility and the internet will accelerate the pace of change even further.

We help our customers take advantage of this opportunity with a best-in-class solution and product offering underpinned by a unique services capability.

Our aim is to set new standards for efficiency and innovation by marrying technical agility and innovation with global processes and presence. With our world-class fixed-mobile and services portfolio and global capabilities, we offer

an unmatched breadth of knowledge and expertise in the telecommunications industry. Helping to Converge Networks and Deliver Value

We are enabling the convergence of services and networks, helping overcome service challenges and deliver value to a dynamic market.

We provide cost-effective solutions to help our customers win in fast-growth markets. And these integrated solutions improve service delivery too, enabling the successful development of new business models for all the different players in the value chain.

3.0. The New Product: Nokia E71:
Following some time off since the E51, the Nokia E-series is back to the shop with a new pet for business-minded users. Nokia E71 seems to have it all to take over and build on the E61 QWERTY messengers' expertise. The suave upgrade is much slimmer now (and thus much more pocket-friendly), more powerful and a whole lot more skilled. The smaller display is actually the only step down. Well, we're back in business too, and we're about to see if that's the step back before a major leap forward.




Key features:
          Quad-band GSM support 3G with HSDPA 3.6Mbps support Landscape 2.36" 16M color display of QVGA resolution Comfortable full QWERTY keypad Convenient business-minded shortcut keys Symbian 9.2 OS, S60 UI with FP1 (topped with some FP2 goodies) 369 MHz ARM 11 CPU and 128 MB of SDRAM Wi-Fi Built-in GPS receiver, A-GPS 3.15 megapixel auto focus camera with LED flash

          

110 MB of internal memory, microSD expansion, ships with a 2GB card (Max. 8GB) Slimmest smartphone to-date, slimmest Wi-Fi and/or GPS handset to-date Stainless steel casing Standard 2.5mm audio jack Bluetooth v2.0 with A2DP support microUSB v2.0 FM radio Infrared port Great battery life Office document editor Rich retail package

The Nokia E71 is among the best-equipped Nokia smartphones to-date. It's quick and responsive and carries a remarkable feature load for its compact size. Connectivity is at its highest with the Nokia E71 boasting every single connectivity option, which is currently available. Add the GPS receiver and the slim metallic design and you've got yourself a smartphone that walks and talks high-end.

Nokia E71 however is in for some tough BlackBerry competition. The Bold 9000 seems like a nice alternative having almost the same feature pack as the Nokia. BlackBerry's proprietary OS is not as widespread as the Symbian S60 but the business applications are all there, so the target audience won't feel deprived. The Bold also has a screen of much higher-resolution than the E71, but then, size is worth a thought.


Target Consumer:
An essential component is target consumer. Because, each individual has his or her own traits, characteristics, interest, needs, experiences, and knowledge. Target consumer for this Nokia E71:

a. Geographical Location: Dhaka, Chittagong and major business area of Bangladesh. b. Income Level: Monthly Income level BDT. 25,000+


Occupation: Business man or entrepreneur, private service holder in big local company (Manager to MD), service holder in big multinational company (Executive/System Engineer to MD).

d. Lifestyle: High or upper class lifestyle, internet user or e-mail users group, technology dependent group.


Pricing of the Product:
Price of the product is already given by local regional office (Nokia Asia Pacific, Singapore). This product launch last week in Bangladesh. The price is BDT. 31,500 – BDT 32,000.

In Bangladesh have two major Nokia Authorized distributors:

1. Excel Telecom Limited, Banani 2. Grameen Telecom

The product will be available Nokia Authorized Shops and also in:

a. Shoppers World, Gulshan b. Bashundhara City, Phantopath c. North Tower, Uttara d. Orchid Plaza, Dhanmondi

The retail package of Nokia E71 is quite worth the cheer. The phone comes with Nokia's fastest and smallest charger, which is really much more comfortable to carry around. Potentially, you wouldn't need to have it on you that often, given the battery capacity. A 2GB microSD card also comes with the E71 and so does a leather carrying case.

A leather lanyard is there too and so is a CD with the needed PC sync software. The supplied handsfree however is one piece, which means you cannot use the hands-free remote with another headset. Finally there is a whole load of paperwork including manuals, quick start guides and a few leaflets.

The price will be change basis on market demand.


IMC tools for the communication of the Product:
a. Pop up Printed Advertisement: Now-a- days, Pop up printed advertisement is more popular and more attractive. We go for this type of advertisement in some few magazines are ICE TODAY, Bangladesh Brand Forum, Canvas and some business related magazines. b. Entrepreneur Fair: Fair is more effective tools for create target customer attention and we arrange a “Entrepreneur Fair” to get our target people.

c. Live Demonstration: We already arrange live demonstration for other devices. We open a “Nokia Eseries Gallery”- in here only Eseries will show to the customers and new Nokia E71 will be more focused. d. B2B: We go for B2B with three major telecom service providers: Grameenphone Ltd., Banglalink, Warid Telecom. We give special

discount to them and we also offer their corporate customer get 10% discount on Nokia E71 and others Eseries 5% discount.

4.0. Developing Print Advertisement for the Nokia E71:

AD 01


AD 02

AD 03


AD 04


AD 05

5.0. Effectiveness of the Printed Advertisement:
We know all plans require some evaluation to assess their performance. But measuring the effectiveness of advertising is so hard to measure in broad-spectrum, it is also difficult to determine the relative effectiveness of various media or media vehicles.


Many people could define the Effectiveness in different ways, nevertheless the basic is to attain the goal of the Advertiser or the company i.e. what they want & how they want to position in consumers mind. Another important aspect is “Creative advertising might cost a lot but success might not come instantly” because we can’t easily measure the effectiveness of any ad by only considering the sells or other attributes.

The effectiveness of our print ad:  Preamble of our Print Ad:

Our target consumers are business people and they are very busy with their schedule. They want to have mobile devices that will be light / stylish / a true representative which have the regular application like instant messaging, send & receive e-mail (with attachment) as well as MS Word, Excel & PDF file viewer etc.

So we have tried to convey the proper message to our target consumer through our print ad. The slogan of Nokia is “Connecting People” i.e. connecting people towards unlimited possibilities. To cope up with the contemporary issues & peoples demand Nokia is focusing on the people who are entrepreneur. The E series introduces for the Entrepreneurs.

We know there are several fundamentals in creating a successful print ad:


1. A successful print ad should be able to attract attention – this was the main point to remember while we were doing inscription. Because we should write for the eye, since, print ads are basically visual modules of communication. When we are crafting a print ad, we must keep in mind that eyes are kind of picky and we must know what the eye likes and dislikes – here are some pointers:

a. Catchy headlines attract the eye easily. b. Eyes like art – photos, illustrations, clip art, shapes, drawing, etc. So once we create the ad, blend the words and visual art well and we will find our creation to be a visual delight and entertainment for our readers. c. Spark up the eyes’ interests by designing our print ad in an intriguing and attention-getting manner. d. Don’t crowd the ad too much. Leave a white or blank space for the reader’s appreciation.


e. Even with all the visual entertainment, print ads should have one message only. Not to add too overflowing ides into our ads that would only confuse our target customers.

2. The print ad should appeal to the reader’s self – here we have tried to focus on “you” point of view. Because we know it should contain information that tells how the readers will be benefited. It shall have a good fighting chance of capturing our reader’s attention. By making it seem like an extension to the news they’re reading on the paper.


3. Another important aspect is to communicate the unique advantage of the product to the target consumer because product is the solution of particular problem toward our target consumer.



The Ad should prove the advantage of our Product over other competitors.

Testimonials, statistics and endorsements by known people are some convincing ways that our potential customers might appreciate and respond to.


5. Another important aspect is ad should motivate your customers enough to take action. This kind of response may be won by announcing special offers, discounts, bonus or free demos or trials in your print ad. Keep your target market in mind – your message should be focused on your customer’s needs, not your own.

Aside from these pointers though, know that one of the best ways to learn crafting successful print ads is by studying the ads already out in the prints. By studying them closely and getting readers reactions, we will know what’s best. This creativity exercise makes us learn by example. Creating a successful print ad may be learned from bad examples as much as you can with good ones!

There are few points which might help us to know & understand the universal advertising standards:    Does this advertising position the product simply & with unmistakable clarity? Does this adverting bolt the brand to clinching benefit? Does this advertising contain a Power idea?

     

Does this advertising design in Brand personality? Is this advertising unexpected? Is this advertising single- minded? Does this advertising reward the prospect? Is this advertising visually arresting? Does this advertising exhibit painstaking craftsmanship?
Source: George E. Belch & Michael A. Belch (6th Edition) Page: 242

So these are the universal advertising standards that might helps to create the advertisement.

6.0. Conclusion:
In conclusion we might say as per as our Target consumer we have tried to design our Print ad. Our Advertising appeals not only informational/rational but also emotional i.e. Combining rational & emotional appeals.

We have tried to convey the proper message towards our target consumer for creating importance. Our message focuses the benefit of our product that is features as well as creating an emotional appeal though the photos, illustrations, clip art, shapes drawing, etc.

Eg: A complete solution for young entrepreneur who wants to lead a stylish & simple life, they are much technology dependent. Dreams a powerful tiny mobile that will help them to lead their life style as well as contemporary issues of life.

So, we have tried to convey portray the dream mobile devise (((Smart simplicity))) through the following points:


Do you open e-mails or open minds? i. ii. Connect with others while on the move. Easy setup of mobile e-mail on large screen and full keyboard. iii. Close your laptop but stay connected. (Accessing information is easy even e-mail with attachments).


Do you make an appointments or an opportunity? i. Manage your time & resources (Sync your notes and appointments all from one place)


Do you arrive with your heart racing or your mind? i. Get to your destination with time to spare …. GPS with Nokia Maps.


Do you want to grab the moment or freeze memory? i. Stop click your camera but store unlimited memories (8 GB expandable memory and 3.2 MP Camera with Flash).


1. Advertising and Promotion: An Integrated Marketing Communications Perspective by George E. Belch & Michael A. Belch (6 Edition), TATA McGRAW- HILL, India 2007 2. Consumer Behavior by Leon G. Schiffman & Leslie Lazar Kanuk (8 Edition), Prentice-Hall, India, 2003 3. Nokia - Building A Powerful Technology Brand by Dr. Paul Temporal,, August 03, 2008 4. Nokia Firsts, irsts/Firsts.pdf, August 03, 2008 5. Nokia in Brief, n_brief/InBriefJuly08.pdf, August 03, 2008
th th

6. Nokia,, August 03, 2008 7. Nokia Nseries,, August 03, 2008 8. Nokia Eseries,, August 03, 2008 9. Nokia N-Gage,, August 01, 2008 10. Nokia N-Gage QD,, August 01, 2008 11., , August 01, 2008 12., August 01, 2008 13. QWERTY,, August 01, 2008 14. OVI.COM,, August 01, 2008 15. Nokia Eseries line show by Bonnie Cha, October 17, 2005,, August 01, 2008 16. Nokia Siemens Network,, August 01, 2008 17. Nokia E71 and E66 online demos leak out by Joshua Topolsky, posted Jun 8th 2008 at 11:58PM;, August 01, 2008 18. Nokia E71: Demonstrations, ndex.html, August 01, 2008 19., August 01, 2008 20. Nokia E71 review: Messenger of steel by GSMArena team, 24 July 2008,, August 01, 2008


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