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Case Title:

Nokia`s Rural Marketing Strategies in India:

Reaching Out to the Bottom of PyramidPublication Year : 2009

Authors: Shreya Tantia & Priti Krishnan

Industry: Telecommunications

Region: US

Case Code: MKS0119

Teaching Note: Available

Structured Assignment: Available

Abstract:

This case, set in 2008, attempts to analyse strategies to succeed at the Bottom of the Pyramid(BOP) through the example of Nokia Life Tools, a service launched by Nokia to tap the unmet

information needs of rural farmers. Since 2000, the rural market has emerged into a gold minefor MNCs wanting to expand their market share. Due to rising income level, literacy rate anddisposable income, the rural consumer market has been growing at twice the rate than the urbanmarket, accounting for nearly 50% of the sales of many product categories like FMCG andconsumer durables. However, despite the booming opportunities, companies, with exception to afew have not succeeded in the rural market. The case delves into the factors that makesucceeding at the BOP a challenge for marketers.

Nokia has been flourishing in rural India, by customising its phones according to market needs.However, how far does the Nokia Life Tools service, an SMS-based service that would provideinformation on agriculture, education and entertainment to farmers in return for a monthly

subscription fit with the rural needs and challenges? The case delves into the challenges Nokiawould face in making its new service successful in rural India.

Pedagogical Objectives:

To understand the dynamics of the rural markets in India and analyse the need for customisingaccording to rural markets

To analyse the fit of Nokia Life Tools in rural India

http://www.ibscdc.org/marketing_strategies_case_studies.asp?action=pg&page=2

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To analyse whether Nokia will be successful or not.

Keywords : Nokia, Bottom of the Pyramid, Rural Marketing Strategies, Marketing, MarketingStrategies, Market Segmentation, HLL, ICICI, 4Ps, Customization, BOP

Contents:

Rural Marketing in India: Demographics and Economics Reaching Out to the BOP Nokia Launching of Life Update Service

Nokia's launch of mobile phones for ruralIndia can boost mobile governmentapplications for grassroots

The rural phone in integration with the CSC centers to be launched by government of India may provide a major boost to mobile government services in India especially to thegrassroots and unreached.

Nokia chose Delhi for Thursday's launch of seven mobile phones for emerging markets,including two intended for shared use by families or entire villages.

The launch of these GSM (Global System for Mobile Communications) phones in Indiacomes in the wake of attempts by the Indian government and mobile services operators inthe country to introduce low-cost mobile telephony to India's rural masses.

Like the traditional public call office, the shared mobile phone offered through a local

village entrepreneur is seen by many nongovernmental organizations (NGOs) as the bestway to increase mobile penetration in rural markets, where users may not be able toafford a personal phone. In many villages, local entrepreneurs have already emerged tooffer this service.

Nokia's 1200 and 1208 models offer call-time tracking and multiple phonebooks, thecompany said. To help manage airtime costs, the call-time tracking feature allowsconsumers and village phone entrepreneurs to preset a time or cost limit on individualcalls, automatically ending the call after the limit has been reached, it said.

India had 166 million mobile subscribers at the end of March, up 68 percent over a yearearlier, according to the Telecom Regulatory Authority of India (TRAI). Most of thesesubscribers are in urban areas. Large mobile service providers have identified the ruralmarket as the next big opportunity. The government is also subsidizing roll-outs of mobile services in rural markets, and has proposed that operators share infrastructure toreduce costs.

A number of multinational mobile phone vendors, including Nokia, have startedmanufacturing phones in India. Nokia also has other operations in the country including a

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research and development center and a network operations center.

The Nokia 1200, with a monochrome screen, will be available this quarter with anestimated retail price of about $48 before subsidies or taxes. The Nokia 1208, with acolor VGA-resolution screen, will be available in the third quarter of this year with an

estimated retail price of $65, Nokia said.Nokia also launched four other low-cost GSM phones, including the entry-level Nokia1650 and Nokia 2660, and the Nokia 2630 and 2760 with features such as a built-incamera, an e-mail client, an FM radio and Bluetooth connectivity.

The Nokia 1650 and 2660 will be available this quarter, with the 1650 priced at about$75, and the 2660 at about $115. The Nokia 2630 and Nokia 2760 will be available in thethird quarter of this year. The estimated price for the Nokia 2630 will be around $115 andfor the Nokia 2760 around $122.

The company also launched Nokia 2505, an entry-level phone based on the CDMA (codedivision multiple access) standard for markets in Asia-Pacific, the Middle East, Africa,China and Latin America. The phone will be available in select markets in this quarter.Nokia did not disclose the pricing of this product.

Nokia has launched Nokia Life Tools across India, a tool aimed to meet the information gap and in turn improve lives andthe livelihood of farmers and sub-urban consumers.

The primary range of services will include agriculture, education, and entertainment.

Nokia has been pilot testing its Life Tools services in some parts of Maharashtra in the past 4 months.

The full-fledged service will now be provided in Maharashtra for starters, followed by other parts of India. Nokia hasannounced the launch for the state in association with the Maharashtra State Agricultural Marketing Board (MSAMB).

MSAMB will provide expertise in the areas of commodity prices from their network of 291 local mandis (marketyards).MSAMB will also have the opportunity to deliver relevant news, alerts on schemes and other information directly tograssroots consumers.

The company has commenced this initiative in association with Reuters Market Light for its content services.

Other Partners

Nokia has collaborated with multiple partners across the Indian Government and private enterprises to bring together a richecosystem to deliver localised & personalised information directly to consumers' Life Tools-enabled mobile devices.

Nokia is collaborating with Reuters Market Light (RML), which was the exclusive provider for agriculture services in thesuccessful pilot. Syngenta, Madison Research, Skymet and many others also form this ecosystem.

Compatible Handsets

The complete Nokia Life Tools solution will be available on the newly launched Nokia 2323 classic and Nokia 2330 classicdevices, and will be later expanded to other Nokia devices.Nokia Life Tools services use an icon-based, graphically rich user interface that comes complete with tables and which caneven display information simultaneously in two languages. Behind this rich interface, SMS is used to deliver the criticalinformation to ensure that this service works wherever a mobile phone works, without the hassles of additional settings orthe need for GPRS coverage.

Cost of Services

http://www.techtree.com/India/News/Nokia_Life_Tools_Coming_Soon/551-96545-893.htmlhttp://www.techtree.com/India/News/Nokia_Life_Tools_Coming_Soon/551-96545-893.htmlhttp://www.techtree.com/India/News/Nokia_Life_Tools_Coming_Soon/551-96545-893.htmlhttp://www.techtree.com/India/News/Nokia_Life_Tools_To_Be_Launched_Soon_in_India/551-100942-547.htmlhttp://www.techtree.com/India/News/Nokia_Life_Tools_To_Be_Launched_Soon_in_India/551-100942-547.htmlhttp://www.techtree.com/India/News/Nokia_Life_Tools_To_Be_Launched_Soon_in_India/551-100942-547.htmlhttp://www.techtree.com/India/News/Nokia_Life_Tools_To_Be_Launched_Soon_in_India/551-100942-547.htmlhttp://www.techtree.com/India/News/Nokia_Life_Tools_Coming_Soon/551-96545-893.html

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Nokia Life Tools Agriculture services :

The Nokia Life Tools Agriculture service offers consumers a choice of 2 plans.

1. The basic plan, available across India at Rs 30 per month, provides daily weather updates and relevant agriculture-related news, advice and tips.

2. The premium plan, at Rs 60 per month, will be available in 10 states, including Maharashtra, and provides the closestmarket prices for three crops chosen by the subscriber, as well as weather, news, advice and tips.

Nokia Life Tools Education services :

The Nokia Life Tools Education service, available throughout India, offers three components:

1. Learn English, with basic, intermediate and advanced levels;

2. Exam preparation, which offers students tips and advice for ICSE, CBSE and State Board-level exams mapped to therelevant curriculum;

3. General Knowledge, which gives subscribers useful information about the world around them.

Each of the Education services will be offered at Rs 30 per month.

Nokia Life Tools Entertainment services:

The Nokia Life Tools Entertainment service at launch will include Astrology, News, Jokes, Cricket and ringtones, offered atexisting market prices. The content is aggregated and brought to Life Tools by OnMobile.

Nokia Life Tools service will be expanded to select countries across Asia and Africa later in 2009 and beyond, says thecompany.

Nokia Life ToolsFrom Wikipedia, the free encyclopediaJump to: navigation , search

Nokia Life Tools is an SMS based, subscription information service designed for emergingmarkets which offers a wide range of information services covering healthcare, agriculture,education and entertainment. The service is currently available in India , Indonesia , China andNigeria . As of April 2011, over 15 million people have experienced NLT services in these fourcountries.

Nokia Life Tools was preceded by a pilot called Mera Nokia, in the state of Maharashtra in Indiain early 2009 .[1] After the successful pilot, a wider commercial deployment of the service underthe name Nokia Life Tools began in India in June 2009 .[2] The first two supported devices werethe Nokia 2323 Classic and Nokia 2330 Classic devices, and the services in India supported 11local languages .[3]

The service has later been expanded to Indonesia in (November 2009) .[4], China (May 2010 )[5] and Nigeria (November 2010 )[6]

http://en.wikipedia.org/wiki/Nokia_Life_Tools#mw-headhttp://en.wikipedia.org/wiki/Nokia_Life_Tools#mw-headhttp://en.wikipedia.org/wiki/Nokia_Life_Tools#mw-headhttp://en.wikipedia.org/wiki/Nokia_Life_Tools#p-searchhttp://en.wikipedia.org/wiki/Nokia_Life_Tools#p-searchhttp://en.wikipedia.org/wiki/Nokia_Life_Tools#p-searchhttp://en.wikipedia.org/wiki/SMShttp://en.wikipedia.org/wiki/SMShttp://en.wikipedia.org/wiki/SMShttp://en.wikipedia.org/wiki/Emerging_marketshttp://en.wikipedia.org/wiki/Emerging_marketshttp://en.wikipedia.org/wiki/Emerging_marketshttp://en.wikipedia.org/wiki/Emerging_marketshttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indonesiahttp://en.wikipedia.org/wiki/Indonesiahttp://en.wikipedia.org/wiki/Indonesiahttp://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Nigeriahttp://en.wikipedia.org/wiki/Nigeriahttp://en.wikipedia.org/wiki/Nokia_Life_Tools#cite_note-0http://en.wikipedia.org/wiki/Nokia_Life_Tools#cite_note-0http://en.wikipedia.org/wiki/Nokia_Life_Tools#cite_note-0http://en.wikipedia.org/wiki/Nokia_Life_Tools#cite_note-1http://en.wikipedia.org/wiki/Nokia_Life_Tools#cite_note-1http://en.wikipedia.org/wiki/Nokia_Life_Tools#cite_note-1http://en.wikipedia.org/wiki/Nokia_Life_Tools#cite_note-2http://en.wikipedia.org/wiki/Nokia_Life_Tools#cite_note-2http://en.wikipedia.org/wiki/Nokia_Life_Tools#cite_note-2http://en.wikipedia.org/wiki/Nokia_Life_Tools#cite_note-3http://en.wikipedia.org/wiki/Nokia_Life_Tools#cite_note-3http://en.wikipedia.org/wiki/Nokia_Life_Tools#cite_note-3http://en.wikipedia.org/wiki/Nokia_Life_Tools#cite_note-4http://en.wikipedia.org/wiki/Nokia_Life_Tools#cite_note-4http://en.wikipedia.org/wiki/Nokia_Life_Tools#cite_note-4http://en.wikipedia.org/wiki/Nokia_Life_Tools#cite_note-5http://en.wikipedia.org/wiki/Nokia_Life_Tools#cite_note-5http://en.wikipedia.org/wiki/Nokia_Life_Tools#cite_note-5http://en.wikipedia.org/wiki/Nokia_Life_Tools#cite_note-5http://en.wikipedia.org/wiki/Nokia_Life_Tools#cite_note-4http://en.wikipedia.org/wiki/Nokia_Life_Tools#cite_note-3http://en.wikipedia.org/wiki/Nokia_Life_Tools#cite_note-2http://en.wikipedia.org/wiki/Nokia_Life_Tools#cite_note-1http://en.wikipedia.org/wiki/Nokia_Life_Tools#cite_note-0http://en.wikipedia.org/wiki/Nigeriahttp://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Indonesiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Emerging_marketshttp://en.wikipedia.org/wiki/Emerging_marketshttp://en.wikipedia.org/wiki/SMShttp://en.wikipedia.org/wiki/Nokia_Life_Tools#p-searchhttp://en.wikipedia.org/wiki/Nokia_Life_Tools#mw-head

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The service has been created from the ground-up, having teams in local markets where they work with government organizations, NGOs, universities and reputed partners and content providers.The unit is headed by Jawahar Kanjilal, Global Head for Nokia Life Tools .[7]

The agricultural part of the service consists of localized information including weather

conditions, advice about crop cycles, general tips and techniques, as well as market prices forcrops. Farmers in the pilot scheme said getting daily prices on their phones reduced theirdependency on agents for basic information, enabling them to negotiate with greater confidence.

The educational tools provide simple English and general knowledge courses in local languages,as well as study modules in a variety of state and ICSE board topics, including history,geography, biology, physics and chemistry. In India, it also includes a service that allowsstudents to retrieve their exam results through their NLT app.

The healthcare services offers pregnancy and childcare advice, mens health, and womenshealth in all countries. There is also a range of health topics like respiratory, heart, diabetes,

hepatitis and digestive health which are specific to some countries. [8]

The entertainment suite offering varies regionally and includes among others cricket & footballscores, news, wallpapers, astrology, and ringtones.

The service has also been known as Ovi Life Tools.

Nokia Life Tools is a mobile application service from Nokia India, launched in 2009, to provideservices to farmers, education service and entertainment via SMS. The agriculture, education and

entertainment service is focused on rural and semi-rural India.

Nokia Life Tools has now launched LifeTools healthcare application. The new healthcareapplication will be available in 22 models of Nokia phones starting at a price of Rs 1, 200. Nokiahas partnered all major mobile service providers in the country to provide the sms service in 12vernacular languages.

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In the healthcare domain Nokia look at preventive measures than diagnostics. Through thehealthcare service, Nokia addresses the needs of all section of people, both urban and rural. Theproject have a knowledge team who understands healthcare systems in a much better way.

Life Tools for health will focus on three segments mother and child care (for pregnant women

and infants), health and fitness for both men and women and health topics related to diabetes,heart diseases among others. The monthly charges of Rs 30 will be charged for the service fromcustomers.

Apart from this, Life Tools for education has tied up with IGNOU. According to the partnership,IGNOU will provide study material and certificates for people enrolled for the course.

Life Tools will send SMS tips to students. Life Tools will help Nokia strengthen its presence inthe India market where mobile penetration in the rural areas is increasing.

Read more at TECK.IN: http://teck.in/nokia-life-tools-mobile-app-for-healthcare-and-education.html#ixzz1ouWwign8

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Plemix Electron World GSM Nation uSwitch (UK) Mobideal (UK)

PopularityDaily interest

1.2%

Total hits:

1878053

Voting resultsDesign

6.5

Features

6.1

Performance

6.4

Votes:

2205

General 2G Network GSM 900 / 1800

GSM 850 / 1900 - US version

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Announced 2008, November

Status Available. Released 2009, June

Body Dimensions 107 x 46 x 13.8 mm, 57 cc

Weight 80 g

Display

Type TFT, 65K colors

Size 128 x 160 pixels, 1.8 inches (~114 ppi pixel density)

- 5-way navigation key

Sound

Alert types Vibration, MP3 ringtones

Loudspeaker Yes

3.5mm jack No

- 2.5 mm audio jack

Memory

Card slot No

Phonebook 1000 entries

Call records 20 dialed, 20 received, 20 missed calls

Internal 10 MB

Data

GPRS Class 10 (4+1/3+2 slots), 32 - 48 kbps

EDGE No

Speed No

WLAN No

Bluetooth Yes, v2.0

USB No

Camera

Primary VGA, 640x480 pixels

Video Yes, 128x96 @ 6fps

Secondary No

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Features

Messaging SMS, MMS, Email

Browser WAP 2.0/xHTML, HTML

Radio Stereo FM radio; broadcast recording

Games Yes

GPS No

Java Yes, MIDP 2.1

Colors Black, Deep red

- H.263 player- MP3/AAC player- Organizer- Voice memo- Predictive text input

Battery

Standard battery, Li-Ion 1020 mAh (BL-5C)

Stand-by Up to 528 h

Talk time Up to 4 h

Standard battery, Li-Ion 860 mAh (BL-5CA)

Stand-by

Talk time

Misc

SAR US 1.42 W/kg (head) 0.89 W/kg (body)

SAR EU 0.99 W/kg (head)

Price group

Disclaimer. We can not guarantee that the information on this page is 100% correct. Read more

Nokia 2330 classic - user opinions and reviews

Princess

can it download smth. from the OVI store?! like whatsapp?! :)

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Reply 2012-03-04 13:26 fk2G Q

Xef_josef

I was really disapointed with this phone 'cause when my auntie gave it to me (she's fromgermany),I cant configure it to start browsing. It's all orange mobile. Even the Internet logo isorange world instead. There's a little "orange" logo ...

Reply 2012-03-03 08:38 v0qx Q

Egill

I think, Nokia 2330 classic is a good phone, especially for those users, who would like to use ahandset primarily as a telephone, rather than a digital camera, music centre or portable computer.On the other hand, Nokia 2330 has video and camera rec...

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

is a broadly held company with listings on four major exchanges.Nokia comprises four business groups and two horizontal groups.

Organizational Structure

Nokia comprises four business groups: Mobile Phones ; Multimedia ; Enterprise Solutions and Net

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The company also includes two horizontal groups: Customer and Market Operations and TechnoloPlatforms . The following chart shows Nokia's organizational structure:

Nokia India Private Limited first started operations in India in 1995, and presently operates out of officGurgaon, New Delhi, Mumbai, Kolkata, Bangalore, Hyderabad and Ahmedabad, covering the whole oIndia for the companys different businesses.

We wrote telecom history in India together with our customers, when the first GSM call in India was mon a Nokia 2110 mobile phone on a Nokia-supplied network in 1995.

Today, our operations include both the handsets and infrastructure businesses, supported by about 1200personnel covering Mobile Phones, Multimedia, Enterprise solutions, and Network infrastructure.

India is among the top 10 markets for Nokia worldwide today. In new growth markets such as India, wmobile phone penetration being less than five per cent of its over one billion population, Nokia is focuson working closely with operators to lower the total cost of ownership and usage for consumers, by offthe right mix of affordable and attractive handsets with relevant feature sets and essential mobile voice messaging services, to bring the benefits of mobile communication to end-users.

Over the years, Nokia has established itself as the market and brand leader in the mobile device marketNokia has a diverse product portfolio in India to meet the needs of different consumer segments, ranginfrom advanced multimedia devices, to an affordable range of entry level phones for first time subscribe

I started using the Ovi Life Tools since last Saturday, to see how useful they are and found themengaging for having the latest updates of facts on Health, Education, Agriculture and Entertainment formy news and information blogs.

The Ovi Life Tools were launched in Nigeria last November, 2010, after the successful introductions inIndia, Indonesia and China.

Ovi Life Tools is a first step toward extending the advantages of todays digital econ omy to the whole

http://www.nokia.com/link?cid=EDITORIAL_838http://www.nokia.com/link?cid=EDITORIAL_838http://www.nokia.com/link?cid=EDITORIAL_838http://www.nokia.com/link?cid=EDITORIAL_846http://www.nokia.com/link?cid=EDITORIAL_846http://www.nokia.com/link?cid=EDITORIAL_846http://www.nokia.com/link?cid=EDITORIAL_846http://conversations.nokia.com/almanac/ovi-life-tools/http://conversations.nokia.com/almanac/ovi-life-tools/http://conversations.nokia.com/almanac/ovi-life-tools/http://conversations.nokia.com/almanac/ovi-life-tools/http://www.nokia.com/link?cid=EDITORIAL_846http://www.nokia.com/link?cid=EDITORIAL_846http://www.nokia.com/link?cid=EDITORIAL_838

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world at cheaper rates so that everyone can afford the service.

The service has been of immense benefit to over 7 million users so far. Farmers in rural areas in Asia usethe tool for agriculture to get vital information on the weather and crops.

Presently the Nokia Ovi Life Tools in Nigeria will be offered on the Nokia 2690 and on the Nokia C1-01through Zain/Airtel and Glo Mobile, at the affordable prices of N250 for the agriculture service and N200per month for all other subscriptions and will soon be on MTN.

The service will be available countrywide in Nigeria in three languages English, Hausa and PidginEnglish.

Once activated the service on their phones, it will be free of charge for one service for the next onemonth. Note that there are 4 services: Agriculture, Healthcare, Entertainment, and Education. The 1month free service is for only one of these services of their choice. If they choose to activate the 4services, they will be charged for 3 while the 4 th will be free.

The healthcare service include information and advice on mother & childcare, health, fitness anddiseases. Users can tailor the service to their needs by entering their sex, age and other relevant details.The agriculture service allows subscribers to s pecify the crops or commodities theyre interested in, theirlocation and the preferred language for messages. English learning can be provided in Easy, Medium andDifficult levels, according to the users proficiency. The entertainment services includes l ocal andinternational football information (personalised around the subscribers favourite team), music,entertainment news and jokes.

Go try the Ovi Life Tools and Enjoy 24/7.

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FREQUENTLY ASKED QUESTIONS ABOUT OVI LIFE TOOLS IN NIGERIA

Q: What is Nok ias Ovi Life tools?

A: Nokias Ovi Life Tools is a suite of personally relevant information services providing regular localizedinformation related to Agriculture, Healthcare, Education and Entertainment. The service is designed towork without the need for any GPRS plans or settings, as the updates are delivered via SMS to the OLTinbox in a graphically rich easy to read format in the users local language.

Agriculture Services:

The Agri service covers the 25 major crops/commodities at launch. More w ill be progressively added.

Market Prices for 111 marketplaces in Nigeria, with 3 market places for each state in Nigeria includingthe Federal Capital Territory (FCT). There is one agriculture subscription service which packages the news & tips, weather and marketprices. The user makes the selection of the 3 crops/commodities that she wishes to be informedregularly about. This hyper local service is personalized to those 3 crops for users region.1. News & Tips: The user will receive daily crop tips based on the choice of crop/commodity andagriculture news that is relevant to the location of the user. The crop tips are hyper localized advicebased on crop life cycle & agro climatic aspects prevalent in the users location. Tips also will containbest practices & techniques around increasing the yield of the crop/commodity. Market Prices: The user will receive market prices twice a week for a choice of 3 crops/commodities

from 3 nearby & relevant markets for the crop/commodity. Weather: The user will receive weather forecast for the day specific to the location. The weatherinformation will include general outlook around Temperature, Rainfall, Humidity & Wind.

Nokia,Tata Docomo Tie Up to Offer Ovi Life Tools

Nokia has announced to join hands with Indian GSM telecom operator Tata Docomo to offer itslife tool service to Docomos customers in rural areas.Nokia Ovi Life tools provide life assistingand entertainment services targeted mainly at customers in rural and semi urban areas wherepeople do not have access to timely proper information.Life tool aims at empowering people byassisting them with relevant information & advice on agriculture,Education etc.Now with thistie up Tata Docomo customers can take advantage of these informative and useful services onagriculture and education.people in rural areas would benefit a lot as they do not have access toany other media which renders similar benefits.

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Docomo & Nokia will work together to deliver news alerts in the fields of agriculture andeducation on schemes and other relevant information directly to thousands of users using thisservice.Tata Docomo customers can get access to Nokia Life Tool service through SMS, USSD,GPRS and STK, wherein, the SMS can be availed through a short code 55555 .

Nokia Life Tool service is available in 18 states and in 11 languages like Hindi, Malayalam,Kannada, Tamil, Telugu, Punjabi, Marathi, Bengali, Gujarati, Oriya and English.The customerhas option to choose from two plans The basic plan with Monthly tariff of Rs.30 providesweather updates and agricultural news,tips,advice and alerts.The premium plan with monthlytariff of Rs.60 provides the closest market price of any three crop selected by customers over andabove the services available in basic plan.

Tata Docomo with its innovative first to the market schemes has become a very popular brandand is has good customer base in both rural and urban areas.

Rural markets

In telecom, service providers are making a beeline for the villages. That's where the growth inwhat is now the world's fastest growing mobile market lies. According to industry estimates,70% of all new subscribers will come from rural areas. (See NTT DoCoMo's Tata Deal: WhyGlobal Telecom Firms Want to Dial India .)

Mobile device manufacturers are also tailoring their products to this market. Nokia had earlierlaunched a basic handset with a torch (large parts of rural India don't have electricity) and analarm clock. (see How Did Nokia Succeed in the Indian Mobile Market, While Its Rivals GotHung Up? ) In December 2008, it went one step further with the launch of Nokia Life Tools."Nokia Life Tools is a range of agriculture, education and entertainment services designedespecially for the consumers in small towns and rural areas of emerging markets," says thecompany. "Aimed at providing timely and relevant information customized to the user's locationand personal preferences directly on their mobile devices, Nokia Life Tools is the first steptowards bridging the digital divide."

#1 Nokia Vs. Samsung, LG, Motorola, Etc.Truly, Nokia is a trusted brand in India, so it has a reasonably fair resale value. And it has a very broadmarket segment. However, success for Nokia vis-a-vis other brands can be attributed to its well-focusedview on the Indian market.

By: Abhijeet Sarkar, Crompton Greaves LtdSent: 06:25 AM Sun Aug.24.2008 - AU

#2 Nokia's SuccessThe Indian market is huge and diverse. Rural India especially brings a lot of unexploited opportunitiesalong with its own set of challenges. The mobile communications sector has been one of the first to tapthis potential and cater to its needs.

http://knowledge.wharton.upenn.edu/india/article.cfm?articleid=4335http://knowledge.wharton.upenn.edu/india/article.cfm?articleid=4335http://knowledge.wharton.upenn.edu/india/article.cfm?articleid=4335http://knowledge.wharton.upenn.edu/india/article.cfm?articleid=4335http://knowledge.wharton.upenn.edu/india/article.cfm?articleid=4220http://knowledge.wharton.upenn.edu/india/article.cfm?articleid=4220http://knowledge.wharton.upenn.edu/india/article.cfm?articleid=4220http://knowledge.wharton.upenn.edu/india/article.cfm?articleid=4220http://knowledge.wharton.upenn.edu/india/article.cfm?articleid=4220http://knowledge.wharton.upenn.edu/india/article.cfm?articleid=4220http://knowledge.wharton.upenn.edu/india/article.cfm?articleid=4335http://knowledge.wharton.upenn.edu/india/article.cfm?articleid=4335

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Mobile phones have come a long way in connecting rural India where wired connections are still adream. Nokia's success can definitely be attributed to its well-thought-out strategy and innovativeproducts specific to the Indian market. Understanding the market pays.

By: Merrin Kurian,

Sent: 06:43 AM Sun Oct.05.2008 - AU

#3 Nokia's SuccessNokia believes in innovation more than any other brand and hence it is always ahead of other brands.

By: Arun Roy, Bobsbanter.comSent: 05:55 AM Tue Mar.03.2009 - AU

#4 Samsung OffensiveI think the marketing plans of Nokia are a little confused. The mother brand concept is albeit a littleloose and vulnerable to niche attacks. The main premise of Nokia is quality and durability.

The decision to involve Shahrukh Khan for marketing, the tie-up with Airtel, and then taking two stepsback on both these initiatives shows a lack of direction. Samsung, however, has been very aggressiveand purposeful with its Aamir Khan ads.The next one or two years will be very interesting as the Samsung offensive pans out and we see howNokia is able to defend its market share.

By: Vivek Pandey, ISBSent: 05:10 PM Mon Aug.31.2009 - AU

#5 Indian Mobile Market No doubt, mobile phones have helped India in many ways. There isn't a section of people that has not

benefited by the arrival of mobile phones.Now is the time to take mobile phones to a different level. It can potentially become the Unique ID, thebank, the payment service provider, the health service facilitator,(by keeping the basic data in themobile and retrievable with a code by the doctors), the entertainer. Imagination and creativity are thelimit.I would say that the mobile has been the invention of the century.I am sure the Nokias of the world are listening and working on this.

By: Mahadevan Balakrishnan, Research StudentSent: 01:24 AM Thu Dec.31.2009 - IN

#6 Better Ways to Promote Nokia PhonesThe only way to succeed in the Indian market is to provide better customer service and make a brandimage. Indians trust Honda for two-wheelers and a lot of brands only compete through customersatisfaction.Here what really matters is reliability, and you need to show these things.

By: Vishwa Pandey, Franconnect

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Rural India seems to be the flavor of the mobile makers across the board. What Nokiasrural strategy against the backdrop of mobilitys increasing contribution in the growth of rural India? As a market leader, Nokia aims to empower its rural customers with services aimedat increasing their socio-economic potential and offers a strong product portfolio priced betweenRs 1200 and Rs 5000. Handsets such as 2690 and 2730 Classic are built with special focus on

design, features and solutions for rural customers. In addition, Nokia recently announced ProjectUjjwal a unique initiative to drive 100% household mobility in 6 villages adopted by Nokia inUttar Pradesh. The initiative coupled with services such as Nokia Ovi Life Tools and Nokia Ovimail endorse Nokias vision of driving inclusive growth in emerging markets in India. Can you elaborate on some of Nokias key initiatives and services in developing the ruralmarket for mobile telephony and improving the livelihood of rural consumers?Nokia's OviLife Tools Ovi Life Tools is a range of innovative and personalized services coveringAgriculture, Education and Entertainment designed to plug the information gaps thus enablingconsumers to be better informed and helps positively impact their life improvement andlivelihood needs. Project Ujjwal - a unique initiative to drive 100% household mobility in 6villages adopted by Nokia in Dehli Gram Sabha in Raebareli, Uttar PradeshNokias latest pilot

project in collaboration with Indira Gandhi National Open University (IGNOU) to provide acertificate course in English language through Ovi Life Tools. Mobile Money Powered by YesBank, Mobile Money is a unique offering from Nokia that aims to bring access to basicfinancial services that consumers had limited or no access to before Ovi Mail Nokia is the firstand only company to bring access to emails through Ovi Mail. It allows mass markets users todevelop a digital identity (an email id), and access emails for the first time through their Nokiadevices. Hence, enabling them to stay connected without having to depend on PCs

Nokia to step up after-sales service in ruralareas of IndiaBy S Shyamala Jan 06 2009 , Chennai

Tags: Companies Nokia India is stepping up its after-sales service network, with special focus on rural markets.The company, at present, has 650 Nokia care centres across the country and will strengthen itsnetwork by adding more collection centres in tier-II and III towns.

Customer service is an ongoing initiative. We are working on a model to increase our servicenetwork. We are stepping up our after-sales- service infrastructure, especially in rural areas, saidT S Sridhar, regional general manager, markets, Nokia. However, he refused to divulge specificnumbers. The company has worked out a ratio between the number of handsets sold in aparticular region to the care centres.

Turnaround time has always been the major issue for the company and also its competitors, sofar as service is concerned. Non-availability of spare parts with local centres always cause delayin service. Constant upgrades in phones and launch of new models in quick succession have notonly been confusing customers but also service dealers.

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We did face all the problems. We have now reduced the turnaround time. For high-end phonessuch as the N-Series, we ensure repair in one hour.

The main problem is that at least six new phones are launched every week in the industry.

However, we are always try ing to service customers better, he said. Sridhar spoke to mediapersons at the launch of the companys Touch Music device, the Nokia5800 XpressMusic, in south India on Tuesday. The phone comes preloaded with A R Rahmansexclusive and latest music album Connections . The device has a virtual alphanumeric keypad,a virtual QWERTY keyboard and also a pen stylus called plectrum. It has a handy drop menu the media bar that provides direct access to music and entertainment.

The 8GB expandable memory phone can hold up to 6,000 tracks. It has a 3.2 megapixel cameraand built-in GPS and Nokia maps. Nokia 5800 is priced at Rs 21,899.

Today, rural consumers account for 25% of Nokia phone sales in India, and the target next yearis 30%. With mobile phone penetration in the rural market almost doubling to 20% over the pastyear -- to approximately 150 million, according to the Cellular Operator Association of India(COAI), a trade association -- Nokia has been aggressively pursuing an even more targetedexpansion strategy in smaller towns and villages. "There's an insatiable hunger for mobilephones permeating all layers of society," says Pankaj Mohindroo, president of the COAI. "AndNokia has been developing the rural market with appropriate products for a long time, unlikeother players."

But now, Nokia's first mover advantage in rural India is being chipped away. Both home-grownand foreign rivals are muscling in on Nokia's rural territory, beating it down on price. All eyesnow are on Nokia, as it rolls out innovative services that can be sold alongside its handsetsthrough a range of partnerships.

Advertising strategy

In the past few years, airports have emerged as an apt platform for brands to showcase their dominance. Nokia is the latest brandto jump on the bandwagon by launching its outdoor campaign across Delhi, Mumbai and Bangalore.

Executed by Aaren Initiative in association with JCDecaux at Bangalore, and Times OOH at Mumbai and New Delhi, the campaignhas been woven around the proposition- Success Redefined . Nokia redefines success for the modern age with this new global spotfor its E7 Smartphone. Whether that involves jumping from the sauna into snow, climbing a mountain or connecting with friends viayour phone. Whatever it is, it s not about s itting behind a desk.

The aim of the communication exercise is to create high visibility and highlight the key features that allow consumers to multitask.Thus, the agency has used large outdoor LED screens at each airport, which has been masked with the casing of the phone and thephone's keyboard has been fabricated as a 3D backlit cutout with halo effect. Reflective stickers have been used to highlight thephone model. Large LED screens of sizes

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Gautam Shahane, business head, Times OOH, said, Times OOH is driven by innovation! Competitionamong various media for consumer engagement is really high. Such installations at premium advertisinglocations like the Delhi and Mumbai airports are a real big step towards providing a strong foothold forout-of-the box engagement options in the out of home advertising arena. We take pride in executing suchworld class innovations at our properties.

Frederic Brun, COO, Airports, JCDecaux said, "JCDecaux and Bangalore International Airport have alwaystried to be ahead in terms of innovative media solutions proposing limitless creativity for premiumadvertisers. With this recent launch of the new high end Nokia smartphone E7 their media agency AarenInitiative has proved how to best use such iconic display offering unique visibility through an original largeformat combined with LED technology."

The OOH plan which focused on airports of the metro cities not only drives the imagery of the brand butalso engages the customer. The strategic spread at the

airports and innovative use of OOH has helped create excellent brand visibility in a very quick time.