In Partial Fulfillment of Award of Master Degree In Business Administration

DISSERTATION ON Nokias Marketing Strategy in India

SUBMITTED BY Purva Enrolment No: A31001910054 MBA 12 batch

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No portion of the work referred to in the dissertation has been submitted in support of an application of another degree or qualification of this or any other university or other institution of learning.

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Acknowledgement
Writing a dissertation is always the most challenging part of a students life. It was definitely the most important academic contribution by me. This however would not have been possible without the encouragement and of a few people. Here I take this opportunity to display my gratitude towards them, First and foremost, I would like to thank my professor, Mr. Srikant Kapoor for being a source of support and encouragement, guidance and persistent help. Dear Sir, thank you for your time, support and patience. My Sincere thanks to both academic and non-academic staff of the Amity Global Business School, for all their assistance. I would like to thank my parents for love and support bestowed on me. Thank you for your blessings. Also I would like to thank my friends for staying by me during the difficult parts of life. Thanks for help and love irrespective of the situations. Last but not the least; I would like to thank God for all.

Thank You!! Purva

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Preface
In this era, where the technology is growing in a very faster speed and every positive change is bringing new and enhanced features with them, the cellular phones are at the very hot issue in this growing technology. The technologies in these cellular/mobile phones are enhancing and developing day by day, including new features of entertainment, and multiple options like imaging facilities, movie/animation features, sound technologies etc. When the technology is the matter, every consumer/user prefers the latest, best and interacting featured technologies and also prefers these facilities in less cost. So, in this view, there is a very big and fast competition between many companies manufacturing of cellular phones at the world level. Nokia is a glorified Finnish multinational communication corporation. It has seen a rising curve in business, but in the recent past its market share value has shown a drop down curve. This paper discusses the various causes that led to the downfall of its market share values; it then highlights what led the company give way to its competitors. The focus of the paper is then to describe the strategy Nokia follows and how its different from its competitors, which in turn had an impact on the consumers. To raise the current downtrends, Nokia finds specific solutions and innovative approaches to regain the market share. The paper concludes with the possible suggestions and call for action that would help boosts the companys share up.

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Index
Introduction to the Organization .................................................................................................................. 5 Nokia and the Indian Market ...................................................................................................................... 10 Vision & Mission Statement ........................................................................................................................ 12 Nokia Companys LOGO ............................................................................................................................ 13 Nokia Leadership Team .............................................................................................................................. 15 Marketing principles ................................................................................................................................... 16 Nokia & Sustainability ................................................................................................................................ 17 Marketing Mix of Nokia .............................................................................................................................. 21 Nokia Brand Personality ............................................................................................................................ 31 Nokia Positioning ....................................................................................................................................... 33 Nokia Product Design ................................................................................................................................. 33 Nokia highlighted landmark achievements for its key service areas: ......................................................... 34 SWOT Analysis ........................................................................................................................................... 36 PEST Analysis ............................................................................................................................................. 40 Segmenting the Market Using Multiple Variables ...................................................................................... 42 Nokia Competitors ...................................................................................................................................... 43 Nokia Market Share In India Falling (Losing Out To Local Players)........................................................ 48 First Quarter 2012 Operating Highlights................................................................................................... 68 Marketing Strategy of Nokia ....................................................................................................................... 74 Conclusion and Recommendation............................................................................................................... 85 Nokia Stores in Chennai ............................................................................................................................. 86 References & Bibliography ......................................................................................................................... 89

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Introduction to the Organization

History

Nokia's history starts in 1865, when engineer Fredrik Idestam established a wood-pulp mill in southern Finland and started manufacturing paper. Due to the European industrialization and the growing consumption of paper and cardboard Nokia soon became successful. In 1895 Fredrik Idestam handed over the reins of the company to his son-in-law Gustaf Fogelholm.

Nokia's products were exported first to Russia and then to the UK and France. The Nokia factory attracted a large workforce and a small community grew up around it. A community called Nokia still exists on the riverbank of Emkoski in southern Finland.

The Nokia Community attracts other Companies The hydroelectricity (from the river Emkoski) which the wood-pulp mill used also attracted the Finnish Rubber Works to establish a factory in Nokia. In the 1920s, the Rubber Works started to use Nokia as their brand name. In addition to footwear (galoshes) and tyres, the company later went on to manufacture rubber bands, industrial parts and raincoats.

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Expanding into Electronics After World War II the Finnish Rubber Works bought the majority of the Finnish Cable Works shares. The Finnish Cable Works was a company that had grown quickly due to the increasing need for power transmission and telegraph and telephone networks. Gradually the ownership of the Rubber Works and the Cable Works companies consolidated. In 1967 the companies were merged to form the Nokia group.

The Finnish Cable Works had manufactured cables for telegraph and telephone networks and in the 1960 they established the Cable Works Electronics department. At this time the seeds of Nokia's global success in telecommunications were planted. In 1967, when the Nokia Group was formed, Electronics generated three percent of the Group's net sales and provided work for 460 people.

The Journey into Telecommunications Nokias Cable Work's Electronics department started to conduct research into semiconductor technology in the 1960s. This was the beginning of Nokias journey into telecommunications.

In the early 1970s, the majority of telephone exchanges were electro-mechanical analog switches. Nokia began developing the digital switch (Nokia DX 200) which became a success. Nokia DX 200, which was equipped with high-level computer language and Intel microprocessors gradually evolved into the multifaceted platform that is still the basis for Nokia's network infrastructure today.

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At the same time, new legislation allowed the Finnish telecommunications authorities to set up a mobile network for car phones that was connected to the public network.

The result was Nordic Mobile Telephony (NMT). Opening in 1981, NMT was the world's first multinational cellular network. During the following decade, NMT was introduced in many other countries and launched the rapid expansion of the mobile phone industry.

At the end of the 1980s a common standard for digital mobile telephony was developed. This standard is known as GSM (Global System for Mobile Communications). In 1991 Nokia made agreements to supply GSM networks to nine European countries and by August 1997 Nokia had supplied GSM systems to 59 operators in 31 countries. Nokia's first GSM handset 1992
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In 1992, while other cell phones were still analog devices, Nokia launched the world's first mobile phone that uses digital GSM (Global System for Mobile Communications) network technology with the Nokia 1011 - a GSM phone, which uses a removable SIM (Subscriber Identity Module) card to connect to the cell phone carrier's voice or data network. With the use of SIM cards, Nokia 1011 phones can securely store the service-subscriber key (IMSI) used to identify a GSM subscriber, thereby allowing users to change phones by simply removing the SIM card from one mobile phone and inserting it into another mobile phone.

[Picture: Print advertisement for the Nokia 1011]

New Products During the 1980s, Nokia's operations rapidly expanded to new business sectors and products. The strategy was to expand rapidly on all fronts. In 1988, Nokia was a large television manufacturer and the largest information technology company in the Nordic Countries.

Focusing on Telecommunications: While there was a deep recession in Finland at the beginning of the 1990s, the telecommunications and mobile phones divisions were the supporting pillars of the Nokia. Despite the depth of the recession, Nokia came to its feet quickly as the company started streamlining its businesses. In May 1992 Nokia made the strategic decision to divest its non-core

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operations and focus on telecommunications. The company's 2100 series phone was an incredible success. In 1994, the goal was to sell 500,000 units. Nokia sold 20 million.

Today, Nokia is a world leader in digital technologies, including mobile phones.

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30 25 20 15 10 5

Nokia Samsung Apple ZTE LG electronics

2011 market share % 2010 market share %

Nokia was still the leader in mobile phone sales (not to be confused with smartphone sales) however it has gone down by 5% since the year 2010. Samsung was next in line with just an increase of 2% in the last quarter. Apple, who is in third position seems to be doing well as it saw an increase in the market share of about 4-5%.

Nokia and the Indian Market

Nokias Entry in India: Nokia entered India in 1995. Third Largest Telecommunication Market: India ranks third globally after China and U.S. in terms of the largest telecommunication market.

500 million mobile subscribers in India: The Indian market is adding about 10 million users a month. Nokia sees the Indian market as a growth opportunity particularly in the countrys rural areas. Rural penetration in India is still very low at 13%. By 2010, Nokia estimates that there will be around 500 million mobile phone users in India as compared to 427 million. According to Standard Chartered Banks annual forecast, India will have signed up its 500 millionth mobile subscriber sometime in December 2009 or January 2010. So, it took India 12 years (from 1997 when the mobile revolution began) to grow from zero to 500 million subscribers. However, analysts estimate it will take only five years to add the next 500 million.

Nokias market share in India: Nokia has more than half the share of Indias mobile handset market. In 2009, an IDC report indicated that there were about 28 new handset

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vendors in India. Nokia led with a 54.1% market share in the fragmented Indian market, while the new vendors accounted for 17.5%. Samsung and LG followed with markets shares of 7.7 percent and 5.4 percent respectively.

Update (Mar, 2012) Nokia had a market share of approx. 38% in 2011 compared to 49.3 per cent in 2010 in India. Its revenues were Rs 12,929 crore in 2010-11 and Rs 12,900 in the 2009-10. The Indian market accounts for 12 per cent of worldwide sales for Nokia.

Nokias manufacturing facilities in India: Nokias manufacturing facility in Chennai, Tamil Nadu (South India) exports half its production to more than 59 countries. Nokia has invested $250 million since its launch in 2006.

Mobile Microfinance In 2009, Nokia piloted a scheme in two Indian states where it sold handsets on a weekly installment of 100 rupees ($2) over 25 weeks. Nokia planned to rollout the microfinance offer in 12 Indian states.

India not a low-end market segment 81 percent of the Indias mobile users are in urban areas. Nokia anticipates such customers would drive demand for high-end phones. Increasing Competition from new mobile handset manufacturers entry into India: In one quarter of 2009 alone, twenty-seven new mobile handset manufacturers entered the Indian market to introduce entry-level models (and other models with features such as dual SIM cards and full QWERTY keyboard) for the price sensitive Indian consumer.

Mobile handset sales in India: By year ended June 30, 2009, mobile handset sales in India was 100.9 million compared to 94.6 million, a year ago. Nokias strong distribution in India: In India, Nokia has 2 lakh retail outlets and 700 support centers across 400 cities and towns. Nokias competitors in India: Samsung, Apple, Blackberry, Sony Ericsson. Nokias Made for India phones: In 2000, Nokia introduced the Nokia 3210 with a Hindi menu. In 2003, Nokia launched the Nokia 1100, a first Made for India phone. Indias Most Trusted Brand: Nokia ranked as Indias topmost trusted brand in the The Economic Times-Brand Equitys annual Most Trusted Brands survey for 2010. In 2004, Nokia ranked 71 and moved to 44 in 2006 as Indias most trusted brand. In 2007, it ranked in the top ten at number 4. Nokia has since held the number one slot for three years consecutively.

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Nokias biggest advertising/marketing campaign in India: In December 2011, Nokia launched its biggest ever campaign in India called the The Amazing Everyday. The idea behind Nokias global campaign is to engage customers with the idea that hidden away in the everyday landscape are billions of little adventures. Some Firsts for Nokia in India: 1995 First mobile phone call made in India on a Nokia phone on a Nokia network 1998 - Saare Jahaan Se Acchha, first Indian ringtone in a Nokia 5110 2000 - First phone with Hindi menu (Nokia 3210) 2002 - First Camera phone (Nokia 7650) 2003 - First Made for India phone, Nokia 1100 2004 - Saral Mobile Sandesh, Hindi SMS on a wide range of Nokia phones 2004 - First Wi-Fi Phone- Nokia Communicator (N9500) 2005 Local UI in additional local language 2006 Nokia manufacturing plant in Chennai 2007 First vernacular news portal.

Vision & Mission Statement

Nokias mission is simple: Connecting People.
Our goal is to build great mobile products that enable billions of people worldwide to enjoy more of what life has to offer. Our challenge is to achieve this in an increasingly dynamic and competitive environment.

Philosophy Ideas, Energy, Excitement, Opportunities are many in today's mobile world, it feels like anything is possible - and that's what inspires us to get out of bed every day.

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Nokia Companys LOGO

The first logo of Nokia Company What is the story about the fish? Salmon in the river near the Nokia factory? 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.

The Nokia "arrows" logo before the Connecting People logo.

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The Nokia "Connecting People" slogan was invented by Ove Strandberg. Nokia Corporation has been in the telecommunications business since the 1960s and has become a global leader of the industry. The Nokia logo, like the company, is synonymous with mobile technology, high-tech gadgets and new ways to communicate and explore. So when it came to designing their logo, Nokia Co. made every effort to make its logo represent the companys mission. And thus, the infamous Nokia Connecting People logo came into being. Features of the Nokia Logo: Lets look at the features of the Nokia logo that make the brand so attractive. Whats in a Slogan? The Nokia logo consists of a very burly slogan that gives the brand a truly strong position in the telecommunication industry. The slogan cleverly expresses the companys mission, which is to connect people without barrier and distance. This has made the Nokia logo stand out from the rest. Picture Perfect! There is a perfect image of two people almost joining hands with each other on the Nokia logo. The image has given a proper support to the logo and has brilliantly complimented the companys mission and the slogan. A Powerful Brand. Undoubtedly, Nokia is a powerful player in the mobile telecommunication industry. Its mobile phones and gadgets have been infiltrated globally in mobile markets and are the customers favorite. Apart from being celebrated for its mobile phones, Nokia Co. also offers its customer other corporate functions which include multimedia devices and applications, enterprise solutions and network services. This further makes the Nokia logo a common household icon.

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Nokia Leadership Team

According to Nokias Articles of Association, the Nokia Leadership Team is responsible for the operative management of Nokia. The Chairman and members of the Nokia Leadership Team are appointed by the Board of Directors. Only the Chairman of the Nokia Leadership Team, the Chief Executive Officer, can be a member of both the Board of Directors and the Nokia Leadership Team. Few Current Members of Nokia Leadership Team 2012 Are: Stephen Elop- President and CEO of Nokia Corporation. Member of the Board of Directors of Nokia Corporation. Nokia Leadership Team member and Chairman since 2010. Joined Nokia 2010. Esko Aho- Executive Vice President, Corporate Relations and Responsibility. Nokia Leadership Team member since 2009. Joined Nokia in 2008. Marko Ahtisaari- Executive Vice President, Design. Nokia Leadership Team member since February 1st, 2012. With Nokia 2002-2006, rejoined 2009. Niklas Savander- Executive Vice President, Markets. Nokia Leadership Team member since 2006. Joined Nokia 1997. Compensation of the Board Of Directors & the Nokia Leadership Team The following table sets forth the annual remuneration of the members of the Board of Directors for service on the Board and its committees, as resolved at the respective Annual General Meetings in 2011, 2010 and 2009. 1 EUR = 1.316 US $ (2012)

Main currencies rates at the end of 2011 1 EUR = USD (United States Dollar) GBP (Great Britain Pound) CNY (Chinese Yuau Renminbi) INR (Indian Rupee) RUB (Russian Ruble) JPY (Japan Yen) 1.3059 0.8391 8.2723 69.0430 41.7680 101.70

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Position , EUR Chairman Vice Chairman Member Chairman of Audit Committee Member of Audit Committee Chairman of Personnel Committee

2011 440000 150000 130000 25000

2010 440000 150000 130000 25000

2009 440000 150000 130000 25000

10000

10000

10000

25000

25000

25000

The changes in the aggregate amount of Board pay from year to year are due to changes in the number of Board members and changes in committee composition. The amount of fees paid to the Board and Committee members for the services rendered remained the same. The President and CEO Stephen Elop did not receive remuneration for his service as a member of the Board in 2011. The aggregate amount of Board pay also includes the remuneration paid to the former President and CEO in his capacity as a member of the Board of Directors, but in that capacity only.

Marketing principles
There are many priorities within a business, but in a marketing orientated company like Nokia, many of the following principles will be high on the agenda: 1. Customer satisfaction: Market research must be used to find out whether customers' expectations are being met by current products or services. 2. Customer perception: this is based on the images consumers have of the organization and its products, this can be based on; value for money, product quality, fashion and product reliability.
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3. Customer needs and expectations: This is anticipating future trends and forecasting for future sales. This is vital to any organization if they wish to keep their entire current market share and develop more. 4. Generating income or profit: This principle clearly states that the need of the organization is to be profitable enough to generate income for growth and to satisfy stakeholders in the business. Although satisfying the customer is a big part of a company plans they also need to take into account their own needs. 5. Making satisfactory progress: Organizations need to make sure that their product is developing along with the market, if a product is developing well, then income should increase, if not then the marketing strategy should be revised. 6. Be aware of the environment: An organization should always know what is happening within their designated market, if it is changing, saturation, technological advances, slowing down or rapidly growing, being up to date on this is essential for companies to survive.

Nokia & Sustainability

At Nokia, responsible environmental and social practices are integrated into everything we do. From the devices we build and the suppliers we choose, to our mobile solutions that enhance peoples education, livelihoods and health. Social investments Around the world, billions of people live in remote or under-resourced communities without access to adequate education, healthcare or even up-to-date news let alone banking or financial services. Nokia believes that affordable mobile technology has the potential to transform the delivery of these services, improve their quality and make them available to many more people. And that can promote social and economic change on a huge scale. Education At Nokia we believe everyone deserves access to quality education. Yet millions of people around the world are excluded from learning opportunities for a variety of reasons from their geographical location to their gender or their financial circumstances. Nokia believes mobile technology has the power to change this situation.
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A global challenge Around the world, 759 million adults some 16 percent of the global population aged 15 and over lack the basic reading, writing and numeracy skills needed in everyday life. Of these, two thirds are women mostly living in remote rural areas. Added to this, we face a global shortage of 10.3 million teachers. Clearly, action needs to be taken to address this critical issue, and mobile products and applications can play a key role. How Nokia can help The beauty of mobile technology is that it frees knowledge, information and education from the constraints of classrooms, libraries, and expensive urban areas. Whats more, it adds new dimensions to learning, making it a more engaging, interactive experience. By developing mobile educational products such as Nokia Education Delivery, Nokia Life Tools and Nokia mobile mathematics, Nokia is enabling millions of people to access a world that was previously closed to them. Our education approach is aligned to UNESCOs Education for All goals, and we aim to use our products, services and technology to support those objectives. Nokia Education Delivery Nokia Education Delivery uses mobile technology to deliver quality education materials to remote, hard-to-reach areas. Using a mobile phone, teachers and trainers can access and download videos and other educational resources from a constantly updated catalogue. Already operating in hundreds of schools and having reached millions of students in the Philippines, Tanzania, Chile and Colombia, Nokia Education Delivery has been shown to improve study results and increase retention among students, especially girls. Nokia Mobile Mathematics In 2008, Nokia launched a pilot scheme for mobile mathematics in South Africa. Using a popular social networking channel to get kids interested, the service delivers interactive study packages to students' mobile phones. Today, the service content includes theory, exercises, tutoring, peer-to-peer support, as well as competitions, tests and self-assessment. The scheme has led to highly motivated grade 10 pupils chatting with friends and doing maths on their mobiles, even out of school in the evenings, weekends and holidays testing themselves to continually improve their scores and competing with their friends. The results have been so impressive; were now piloting the scheme in Finnish secondary schools.
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Nokias Group Key Sustainability Data of Employees/ Personnel Employees Total no. of employees at year End total payroll & benefits, EUR Million pension expenses net, EUR 431 427 478 420 310 5,808 5,658 5,615 4,664 3,457 2010 2009 2008 125,829 2007 112,262 2006 68,483

132,427 123,553

Nokia Helping Consumer to Save Energy 0.40 0.35 0.30 0.25 0.20 0.15 0.10 0.05 04 05 06 07 08 09 10

They had reached and exceeded their target of reducing no-load power used by their chargers by 50 percent from 2006 to 2010. The target was already reached during second

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half of 2009 and during 2010 the no-load power consumption was further decreased and finally exceeding the target with 18%. Nokia recycle INDIA, Recycling programs in India continued to grow this year. Since 2008, theyve been building their program by setting up the infrastructure for collection and reverse logistics, training retail personnel, collaborating with a responsible recycling vendor, and engaging consumers. 498,000 pieces (16 tonnes) of phones and accessories collected. Over 36,000 trees planted in cooperation with three NGOs. Take-back campaigning reached 145 million consumers and engaged 250,000 mobile phone users. We continued our corporate engagement program and digital community hub, planet ke Rakhwaale (Saviors of the planet). We also expanded the program to smaller cities and towns and started a school engagement program to distribute educational comic books on e-waste management.

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Marketing Mix of Nokia

Marketing strategy of a company in a new country plays a vital role in determining its future in that country. Knowing that Indian market is very different from other markets it was already operating in, Nokia came up with an Indiaspecific strategy or a think global act local strategy. It adapted to Indian conditions by launching new products and enhancing the products with features designed specifically for local customers, as well as promotional campaigns targeted at Indian audience to gain a foothold in the market. To capture the widespread Indian market, it developed an extensive distribution network which also helped it take its products to rural markets in India. Here, to discuss the strategy, we consider the simple concept of 4 Ps, namely; product (customization), price, place (distribution) and production.

PRODUCT
1998 was 51st year of Indian independence, hence Nokia provided the ring tone of National song Saare Jahan se Achha ye Hindustan Hamara in 5110 model. The introductory offer for this model also had inter-changeable covers. The success of 5110 initiated Nokia to focus on featurespecific localization.

In1999, Hindi (national language, and mother tongue of 43% Indians) user interface was provided in Nokia 3210. Also, Nokia also tied up with Sony music for top 20 hit songs as ring tones. Nokia 3210, became an instant hit. The model 3610 was launched with an enhancing Hindi text messaging facility in 2001.

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The most successful customization came in 2003 when Nokia came with 1100 and 1108 specifically designed for Indian market. It had features of anti-slip grip, dust resistance and torchlight. Since, in India people dont know English in villages; Nokia came up with Saral Mobile Sandesh (SMS in Hindi). Nokia sales increased from 58.2% in July 2003 to 59.6% in July 2004.

Nokia was also the first handset manufacturer to launch games download in India in 2003. It had spearheaded the industry in online distribution of tones, graphics and game downloads. These services did not just increase their sale of mobile phones but were also fruitful as they made huge profits by selling the games. In 2005, Nokia also launched games based on Indian mythology namely Makhan chor and Swayamvar. Both were arcade games involving two most of the famous characters namely, Lord Krishna and Arjun.
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Another feature that Nokia came up with attract youth was one which enabled the customer to slide in his or her photograph or for that matter the loved ones,' in the picture frame behind the phone. This was a part of Nokia 2112 model (CDMA), wherein the message is clear-personalize your phone. Earlier they had a similar feature in GSM handset Nokia 2100. "We have made a personality statement through the campaign. The feel of the campaign is such that it would evoke a 'sense of being,'" said Sanjay Behl, Head of Marketing, Nokia India. Menon, M. (2005) Nokia also tied up with Bharti cellular in 2005 to customize its handsets through which its users could access multimedia services by using an additional key on the mobile phone. Also since many FM channels were introduced in India in early 2000s, Nokia banked on the opportunity by coming with FM phones attracting a lot of youth. Later on in 2005, Nokia came with SMS services in other Indian languages including Marathi, Tamil, Bengali and Kannada. In November 2007, Nokia came with Bollywood classic movie Sholay preloaded in N95 8GB and N81. This gave opportunity to cinema buffs to now watch the movie Sholay on the go. The N series is a multimedia sub-brand of Nokia. "It is one of the biggest blockbusters that the Hindi film industry has churned out. There could have been no better option than this flick, which is liked by every age group equally," said Vineet Taneja, business director of multimedia, Nokia India. As part of its strategy to connect with the young population in India, Nokia has been associating with youth passions like Cool Sports, Music, and Fashion. In the genre of Cool Sports, Nokia hosted the Ngage QD Gaming Championship, Defend Your Turf, the first ever futsal Championship. Over the last few years, in music Nokia has brought several world class music artists including, Shakira, Shaggy, Mark Knopfler, Sting and Enrique Iglesias to India. In Fashion, Nokia has a strong association with Wills Lifestyle India Fashion Week and Nseries lifestyle led campaigns amongst others. In another attempt to give India handsets which will enable them to use more features, Nokia is in process of making cheap GPRS enabled handset. In this handset, the users can surf the net at a very reasonable price. Again targeting the low and middle income class, who are interested in using the new facilities available. "We are planning to bring internet access to all the masses in India through our low-cost handsets... The company is working diligently towards it," said
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Nokia's Senior Vice President - Entry Business Unit (Mobile Phones Business Group) Soren Peterson in an interview.

PRICING
Pricing of the phones was of prime importance for success in India. Being a developing country, the purchasing power of the people was not high as compared to other developed countries. Research unveiled that phones of lower price range (below Rs8000 or $200 approx.) amounted for 65% of the total sales in India. Nokia depended majorly on rural market; therefore, pricing was a major success factor for the company. Nokia did achieve success in India, in spite of the fact, that its handsets were not the cheapest in the market. Nokia 1100, which was specially launched for India, was priced at Rs. 4000. This price, although was at a premium as compared to entry level phones, but was enhanced with several special features which were not available in other phones of the same price. The head of marketing at Nokia India, Sanjay Behl said, The phone is a combination of product benefits and pricing. This model further became the best selling model ever in India. It also increased the brand preference of Nokia from 66% to 77% within 9 months of its launch. This show how nature of Indian consumer is value sensitive. The major strategic move by Nokia in this regard was that it charged a lower price in India than most of other countries for the same model.

PLACE (Distribution)
Mobile phones in India are considered as to be consumer durable, hence they are not just sold through exclusive telecom retailers but also through general retailers. Nokia designed modeled its distribution strategy on lines of FMCG business. An important reason for the success of mobile phones in India was limited reach of the landline phones in several parts of the country. By mid 2005 the mobile phone sales in smaller towns and cities was higher than those of the metropolitans. The sales in these urban markets were beginning to saturate. The distribution in these small towns called for nontraditional channels. Nokia strengthened their distribution network, and selected distributors from FMCG line or experience holders for durables or automobiles. In fact, about a fifth of the mobile phone sales in India were consumer durables or service providers shops.
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In 1995, Nokia tied up with HCL Infinet for sales and distribution of its phones and appointed them as Nokia distributor for GSM handsets in India. HCL Infinet provided a complete range of Nokias GSM mobile phones, data products and mobile services. The retail network they developed was very strong and dedicated. They came up with Nokia Professional Centers (NPCs), Nokia Priority Dealers (NPDs) and redistribution stockiest all over India. NPCs were one stop shops for the complete range of Nokia mobile phones, batteries, chargers, accessories, covers, hands free kits and car kits amongst others. It also provided the after sales services for Nokias handsets. NPCs were multi-brand retail outlets with 60% of their area dedicated to Nokia. While redistribution stockiest were for supplying handsets across India. HCL also came with Nokia Care Centers (NCCs) for providing solutions to mobile related problems. These were spread all over the country and provided phone repairing software upgradation services. They also displayed complete range mobile phones, data products and complete mobile phones accessories. Another effective concept that Nokia up with in 2005, was that of Nokia Concept Store in Bangalore in south India. It was located in the city centre, MG Road. This concept store is being set up with an objective to provide Indian consumer with a truly enhanced mobility experience through its cast and exciting range of Nokia products and mobile accessories. We are keen to lead a unique mobile retailing experience for consumers through these tough points Sanjay Behl, Head Marketing, Nokia India. Nokia Concept Store in Bangalore was the country's first concept store in India to provide customers a complete experiential mobile experience. The store measures approximately 2,000 square feet and is designed to reflect the design ethic of the Nokia brand. The layout and design of the store follows the same pattern as Nokia Concept Stores around the world to guarantee an easy and informative shopping experience. With a simple-to-navigate setup, open doorways and low-glare lighting, the store provides a relaxed and satisfying customer experience. The hightech display terminals and dedicated areas for Imaging, Smart, Multimedia, Business and Entry phones make it easy for the public to keep up to date on the latest technologies and trends in the mobile industry. Nokia today has eight Nokia 'Concept stores' in Bangalore, Delhi, Jaipur, Hyderabad, Chandigarh, Ludhiana, Chennai and Indore Nokia kept its promise of enhancing the mobile experience of its customers. In October 2007, they launched the first 'global format' Nokia Concept Store in Western India at Indore. Located
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at MG road and spread over 3500 sq. feet, square feet, the state-of-the-art Nokia Concept Store will provide mobile phone consumers in Indore a world class interactive and informative shopping experience, allowing them to get a first-hand experience before making a purchase decision.. Nokias vast distribution network covered almost every city or town where mobile network was available.

PROMOTION
Nokia entered India with one for mobile services to start, and had to establish its non-popular brand. To build credentials the company used both print and television campaigns. In the early days, print media concentrated on Nokias status, global R&D and international awards won to establish brand awareness. Even after the market grew, Nokias advertisements concentrated on product attributes. Gaining acceptance of Indian consumer is not as simple as other countries. India is a multicultural country, where people have strong believe in their mythology, nationality and cultures and to add to it, their purchasing power was not as high as other countries where Nokia was operating. Hence, to achieve approval of the mobile consumers in India, Nokia decided to localize its products heavily. For the purpose of developing the products specifically for markets with high population and low penetration, Nokia developed a team called Mobile Entry Business Unit. Until 2003, Nokia used all their international advertisements with slight modifications in India. For instance, the advertisement for NGAGE showed two young persons getting bored stuck in traffic jam and then they show them combat with super natural powers. It showed how NGAGE could help them pass their time. But it did not have a very good affect on the Indian audience as they could not relate themselves to the people over there. There was needed to make special advertisements for India. Nokia India marked its special presence in advertisement world with Made for India ad campaign on the launch of Nokia 1100. This was the fourth advertisement created in India but created maximum stir in the industry. The advertisement showed that the Nokia 1100 was launched first in India and addressed all the concerns of Indian consumers. The advertisement made a clear deviation from hitherto hip urban-focused advertisements that Nokia are known for.
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It aimed at highlighting the broad appeal of mobile phones across all socio-economic segments of India. The aim was to highlight Nokias Indian image.

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Analysts believed that Nokia would lose the top end consumers who attached lot of importance to mobile phones as a style statement. Sanjeev Sharma, Managing Director, Nokia Mobile Phones India, said No, not in the least does the latest piece of communication create dissonance in the minds of consumers with regard to Nokias brand image. The technology driven ads have created a rub-off on the entire Nokia range. And fashion and lifestyle products create a desire at all levels, be it the first-time urban or rural user. The advertisement was a success, and Nokia 1100 went on to become best seller not just in India but also worldwide. The major reason for handset was, Nokia was expecting exponential growth in small towns and rural areas. The company planned to build brand loyalty amongst this segment. They conducted research to get to know the needs and concerns of the users of this segment. As Sanjeev Sharma said, One of the things we found out was that the torch is of high value. Besides that a major concern was dust People feared that dust might penetrate through the gaps of their keypad, and that explains the extensive use of handset covers in India. Another major concern was the grip of the phone, because of the climatic conditions in this country people usually have sweaty palms, and therefore the, what if the handset slips? One advertisement that Nokia made in 2000 was a public interest advertisement, urging users to switch off their cell phones while watching movies. It showed a clip where hero picks up an argument with person sitting in front row in a movie theatre. One of the advertisements was for Nokia 2280 which was offered in bundle with reliance mobile connection. This was a simple one which educated the audience of availability of cheap handset with bundled airtime. Cricket is considered a religion in India. Nokia has had a strong association with the sport through its advertisements. In an advertisement released during cricketing season of 2003, a cricket fan was watching cricket with his daughter and a prospective groom walks in, the father throws the ball to him, which he is unable to catch. The dejected young lad starts to walk away; just then the television gets blank. The enthusiast fan is frantically trying to find the score. The boy gets a message of latest score update on his Nokia mobile phone, impressing the father. The advertisement targeted the middle class youth of India. Recently, Nokia sponsored the ICC World Twenty20 2007 in South Africa. To its luck, India won the world cup and this format of the game was an instant hit in India. In 2007 itself, Nokia was the 'on air' sponsor for the West Indies World Cup and for the Champions Trophy held in India, 2006.
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In 2004, network provider Hutch came up with television on mobile phone. Clips from these 13 television channels can be accessed by Hutch and Orange users through their EDGE-enabled mobile phones, said Mr Harit Nagpal, Chief Marketing Officer, Hutch (Web 18). Hutch then came with an advertisement showing people watching television on Nokia 6630 which was EDGE enabled. This helped Nokia to increase its sales. Another successful, India-specific campaign was the one where phones with Saral Mobile Sandesh (Hindi SMS) were promoted. It targeted the rural India, where mobile penetration is low. The advertisement showed a postman giving a mobile to a girl which was sent to her by her brother so that she can exchange Hindi SMSes with her brother. It was a audience specific advertisement and encouraged the use of Hindi SMS amongst the rural population Nokia was not the market leader in colored handsets. To regain its share, it came up with advertisement Har Jeb mei Rang (color in every pocket) for Nokia 2600. It was a very colorful advertisement, showing colors spreading out of Nokia phone. It showed the idea of color spreading happiness in every life. Nokia came up with some good advertisements around the end of 2007. One of them starring the superstar of Hindi cinema, Shah Rukh Khan calling Nokia as his friend and companion for 10 years. He expresses how it brings and spreads happiness and how it has been with him through the ups and downs of his life. Other advertisements have been model specific as Nokias advertisements have always been. Other advertisements include Nokia 7900 Prism, The new edge in fashion and Nokia E series, Success is the name of the game. Another advertisement shows Nokia 1650 with features of cricket game, alarm amongst others at a very reasonable price. As a part of its strategy to enrich mobile user experience, Nokia announced its association with Bollywood's most awaited multi star blockbuster, Om Shanti Om (OSO). As a part of this tie-up, Nokia users can exclusively watch OSO movie clips, behind the scenes videos, ring tones and wallpapers on their mobile phones. Nokia has created a special 'OSO Crazy mobisode', animated characters of 'OM' (played by Indian superstar Shah Rukh Khan) that can be downloaded exclusively on all Nokia GPRS enabled handsets by dialing 55555 or from www.nokia.co.in/oso, a special website created for Nokia and OSO association.
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Nokia followed model-specific advertising for most part. Different advertisements were made for each model of Nokia, making it easy to target the specific audience, which will demand that model. Even different media was used according to the audience. Nokia even faced the problem of brand identification in the early stages as there were no specific signs suggesting that it was an advertisement from Nokia. Since 2005, Nokia has embarked a new advertising plan to consolidate its ad campaigns and strengthen its brand identity.

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 emerged as India's Most Trusted Brand for the third year in a row, topping a field of 300 product and service brands. "Receiving the award was a humbling and exhilarating moment," D Shivakumar, MD, Nokia India, said. If Nokia manages to hold on to its position as India's Most Trusted Brand in 2011, it will have equaled a feat previously accomplished by just one brand: Colgate, winning India's Most Trusted Brand title four years in a row. Of course, it takes a lot more than the softer aspects for a brand like Nokia to win the trust sweepstakes consistently. A key building block to this is Nokia's extensive service network. Nokia claims that 70% of consumers who approach customer care are served within an hour, with 90% of phone issues handled within 24 hours. Even before environment friendliness became a really hot-button issue in India, Nokia developed a widely publicized recycling program, run through its retail and collection points. The waters of course have been particularly choppy for Nokia itself over the last year or so. It has lost market share in India as well as overseas. Besides the increase in the sheer number of competitors, many of the new brands are perceived to be more innovative, an attribute that Nokia previously dominated. The Finnish mobile phone major has been slow to react on growing categories within the lower end of the mobile handset segment like dual SIM phones and at the high end with touch screen devices.
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Perceptual Map A perceptual map was created for the smartphone industry based on two axes, the business personal axis, as well as the exciting, trendy reliable, family axis. Business: Smartphones emphasizing functionality, including the ability to process email and security provisions Personal: Smartphones emphasizing entertainment functionality, including games, music and video apps Exciting, trendy: Smartphones emphasizing aesthetics and technological advancement, and being up to date Reliable, family: Smartphones emphasizing ease of use, family oriented, and sincere

On the whole, while the smart phone industry seems to be varied in terms of perceptions, each specific smart phone is seen to serve a specific purpose to enhance communication and connectivity, and is catered to a specific niche.

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Ultimately, based on the current perception map as above, we can see that Nokia is classified as being reliable and for families, whereas with regards to the business personal axis, they do not have a distinctive position, and is appealing to both business and personal mobile phone users.

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 aspiration, 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
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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 mid1999, it ranked 11th on the world's most valuable brand list, making it the highest-ranking nonU.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.

Nokia highlighted landmark achievements for its key service areas:

Location: Launched in late January, the new Ovi Maps features drive and walk navigation in 74 countries and 46 languages, as well as traffic information in many. All new Nokia GPS-enabled smartphones will include this great service at no extra cost. - More than 3 million Ovi Maps downloaded to date - More than one download per second, 24 hours a day; around 100,000 downloads a day - Rich functionality and the best mobile maps coverage in the world Music: Last week, Comes With Music grew to 27 markets with its arrival in the Middle East. People that own a Comes With Music device can download as much free music as they want from Ovi Music and, unlike other online music services, can keep them on their device forever. Music downloaded from the Ovi Music la carte menu is also DRM-free. - Ovi Music is in 33 markets, making Nokia the worlds most scaled global digital music provider - The average person using Comes With Music downloads 500 free songs in the first few weeks of using the service, which would cost about EUR 450 from iTunes - More than nine million tracks in the Ovi Music catalogue Store: Launched in May 2009, multiple upgrades and experience improvements have improved the browsing and search experience, leading to a significant increase in the number of
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downloads. In 2010, Ovi Store will have more languages, billing support, improvements and of course, lots more apps. - More than one million downloads a day - The number of people shopping on the store doubles every month - Fully localized store in 18 countries supporting 30 languages, and serving 90 percent of Store visitors with their local language - Integrated mobile billing from 60 operators in 18 countries Messaging: A million people a month open an Ovi Mail account, often their first online identity, bringing the total number of accounts created to more than six million in just over a year. Working closely with operators, Nokia Messaging, Nokias push email service, is now signed up with over 70 operators. Nokia Money: Global financial services initiative starts in India In partnership with YES BANK, a commercial pilot of the global mobile financial services initiative has started in Pune, one of the largest metropolitan areas in India. The service in Pune, called Mobile Money Services by YES BANK, brings financial services to the consumers mobile devices. The Nokia Money initiative based on Obopays platform is initially targeted at growth markets and designed to work in partnership with multiple network operators and banks, involving distributors and merchants in a dynamic open ecosystem to seamlessly provide the new services. YES BANK is our first partner in India to bring this service to market, said Teppo Paavola, VP and general manager of Mobile Financial Services at Nokia. - Initial phase: consumers will be able to transfer money to another person just by using the persons mobile phone number, pay utility bills as well as recharge their prepaid SIM cards (SIM top-up). - Later, consumers will also be able to pay merchants for goods and services. Nokia Life Tools: Nokia Life Tools is providing rural subscribers with livelihood and life improvement services, including agriculture and education services. Subscribers primarily depend on the agriculture
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trade and live around the poverty threshold which makes parting with one or two dollars each month for a mobile service a substantial investment. Since its launch in mid-2009, around one million people have already subscribed to the service. Nokia Life Tools is available in India and Indonesia, and will roll out to more markets this year.

SWOT Analysis
STRENGTHS
Size enable Nokia to amortize Research and Development costs and to get cost advantages Brand position: Top 5 popular brand in India 2011 (Brand Equity Survey) Listed among the worlds largest corporation (Fortune 500) Global brands of the year 2011. Nokia saw good growth in its India business, especially in sales of dual SIM phones in 2011 4Q Dec.

WEAKNESSES
The Ngage is considered a flop. Being the market leader, its increase role in Symbian is giving Nokia a bad image, much like Microsoft in the PC industry.

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4Q11 Market share in %

Bada Microsoft 2% Research in Motion 2% 9%

Symbian 12% Android 51% ios 24%

Slow to adopt new ways of thinking: a good example is clamshell phones which are preferred by many customers. Nokia was reluctant to produce a clamshell until year 2004, when it launched its first model.

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OPPORTUNITIES
Increase their presence in the CDMA market, is still dominated by LG, also concentrate on 4G and Edge

Internet usage on mobiles: NET USAGE ATTRIBUTE % MOBILE INTERNET USERS Usage dynamics Have activated GPRS service on mobile phones Have GPRS- enabled phone but not activated GPRS service Use daily Use more than 1 hr a day Searched/ bought travel/ non-travel product on mobile Mode of Usage WAP enabled service provided by the operator Use pre-installed/ downloaded application on mobile access internet services Browse website directly using a mobile browser Use push mail service 61 21 72 41 63 32 23 87 8

Cheap mobile handsets which provides GPRS facilities in it. New growth markets where cell phone adoption still has room to go, including India and other countries. Leverage its infrastructure business to get preference and a stronger position with carriers
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 Opportunities to target on household rural women as its unreached segment yet

Gender of mobile owner %

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 2006 2010 female male

Note: Base is all India-rural, mobile owners 2006 (R1) and 2010 (R2) Source: The Marketing White Book (2011-12) Business World

THREATS
Delayed entry in 3G sectors creates a risk to be displaced by leaders like Motorola, LG, NEC and others. Asian OEMs who are entering the market very aggressively (TCL, nGo Bird) ODMs (HTC and others) enabling carriers to leverage their customer power bypassing the handset vendor. Operators want to lessen their dependency on handset vendors and the dominance of Nokia. Orange, O2, and many other operators globally are selling their own brand of phones. Pricing actions due to the competitive environment in both the smartphone and mobile phone markets can impact the company.

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PEST Analysis
In the case of Nokia, it can be classified as international organization. It is basic for global brand, which is required to focus on macro environmental factors, such as Nokia. Macro environmental factors comprise Political, Economics, Society, and Technology, viz, PEST Analysis. It is necessary force that Nokia has to concern and know what is happening in the other countries at the moment. Because there are different culture and different external factors between different countries, Nokia has to adjust its strategic plan in order to develop international market.

POLITICAL FACTORS
Political/Legal environment are usually considered as one because they are enforced by the nations government. It is vital for Nokias operation because different nations with their respective government have different Political/Legal platforms respectively; Nokia operating on global level must abide to ground rules and regulation in different markets of host countries around the world. To its success, Nokia surveys its scope of limits in order to isolate prohibited actions, regulations and aid from the government so as to withstand the international trade. Quotas (limit to goods imported), embargoes (restrictions), tariff and tax charges, subsidies and patents over certain technology or equipment are decided by the government so Nokia works hand-to-hand with authorities to gain maximum advantage to the Nations target market. Laws of copyright and abuse of phone usage keeps Nokia ahead, it limits any space of intrusion or misuse of their products. As markets are deregulated, both operators and manufacturers are free to act independently of government intervention. In Countries like India and China where Partial regulations exist, government intervention does take place.

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ECONOMIC FACTORS
Economy in tells the production and consumption of goods and services. As far as Nokia is concerned, the economic system is critical as it can control what the organization is to produce, how it should produce and the category of recipient who should use their end products. On one hand, aspects of international trade is important for Nokia being the global supplier of mobile phones and on the other hand, the knowledge concerning the nations economic status (Type of economic system practiced, Inflation rate, level of employment and exchange rate) is equally as important to realize future plans for personal and financial safety together with enhancing entrepreneurship. With incomes rising, people have more disposable income, which enables consumers to be more selective with their choice of mobile phone, looking to other factors rather than fulfilling the most basic of user needs (text messaging and phone calls) and price being such a key factor.

SOCIAL FACTORS
Socio-culture focuses on how Nokia blends in with components in a society; that is culture, social class, lifestyle and demographic and psychological factors making up the society. Nokia operates in a diverse number of culture and all levels of social class simply because different models are frequently released to satisfy all individuals despite their difference in race, nationality, religion, income level or beliefs among each other. Mobile phones can easily adapt to any culture and can be used to support different aspects and existing patterns of Individuals lifestyle or behavior. The rise of the so-called information society has made telecommunications increasingly more important to consumers, both in terms of work and leisure. Users are more aware of mobile phone handset choice and advancements due to increased information availability.

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TECHNOLOGICAL FACTORS
Technology change defines how fast technology advances. Being the predominate medium by which we get things done; technology as a process, in terms of mobile phones defines the way we make contact. Not only does it helps shape culture but also changes other aspects within and/or outside the organization for example the need to upgrade Equipments to en-better the manufacturing of the end products. The success of Nokia is based on constant innovation on human technology. By enhancing communication and exploring new ways to exchange information, connecting people, Nokia allow users to get more out of life.

Segmenting the Market Using Multiple Variables

Nokia India had a 74% market share in the GSM mobile handset market at the end of the year 2006. And the company has found a new way of connecting with its consumers. The company has embarked upon a brand new retail strategy that is based on the classification of its consumers into four major groups that segment consumers in terms of product usage, income level and lifestyle. The classification is based on an extensive survey The Nokia Segmentation Study involving 42,000 consumers from 16 countries. The survey studied the impact that lifestyle choices and attitudes have on the mobile devices purchased by consumers and how they use them. The company is following separate marketing strategies for the four different segments that emerged from this survey. The advertising campaigns for the segments are also different. Nokias entire product portfolio has how been re-aligned towards these four groups to address the specific needs of each. The first of these segments is Live. This segment comprises first time users whose basic need is to stay in touch, with voice as the main driver. This segment would be served basic handsets which would be low on features and price. These will be functional phones and the target group for these phones range from SEC C (low socio-economic class) to SEC A1+ (very high socioeconomic class) markets. The second segment Connect comprises more evolved users who look for more functionality, features and connectivity. Accordingly, phones in this segment would have GPRS, camera and
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music capabilities. The next two segments, Achieve and Explore, consist of high-end users who would be offered Nokias top-end handsets. For example, Achieve segment comprises company executives who need to have business functionalities in their phones. Nokias E-series (Enterprise series) is aimed at this segment with handsets having QWERTY keyboards and full Internet capabilities. Explore would be the most prominent segment for the company in the coming years. This segment comprises high lifestyle users. This segment would see the most vibrant growth in the coming years. The phones aimed at this segment will focus on five different functionalities: applications, imaging, mobile TV, music and gaming. The company is fast developing the ecosystem to support these functionalities. Nokia acquired music solution and content provider Loud Eye and GPS solution provider Gate5. It has also launched its most high- profile handset, which boasts of having a 5 megapixel camera and GPS capabilities apart from iPod quality music. There is an increasing demand for convergence and multiple functionalities in high-end handsets. The N- series will try to address this demand. Nokia feels that the new platform strategy wherein different handsets are launched under a platform, like the N-Series, will become a status and style statement, and bring in revenues.

Nokia Competitors
Nokia competitors are primarily in the Wireless Telecommunications Equipment Manufacturing industry. Nokia also competes in the Wired Telecommunications Equipment Manufacturing, Billing & Service Provisioning Software, and Customer Relationship Management, Marketing & Sales Software sectors. Nokia competitors include: Samsung Electronics, Apple inc., Stephen Elop said Nokia is surrounded by a 'fire of competition', according to a company memo:

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Nokia's chief executive has said that the mobile phone giant is "standing on a burning platform" surrounded by a fire of competition, according to a leaked memo sent to staff. The unusually frank document, sent by newly appointed Stephen Elop, suggests the company is not doing enough to compete with Apple's iPhone or Google's Android smartphone, and that a radical change is necessary. He compared the situation faced by the company to a story of a man who jumps into freezing waters to escape a burning oil rig. "In ordinary circumstances, the man would never consider plunging into icy waters," the memo, obtained by the AFP news agency, said. "We too, are standing on a 'burning platform,' and we must decide how we are going to change our behavior. When we share the new strategy on February 11, it will be a huge effort to transform our company," Elop wrote in the message on the company's internal website. 'Intense heat from competitors' Some British media say they have verified the authenticity of the memo, but Nokia refused to comment on it when approached by Al Jazeera. Finnish-based Nokia was once the leader in the mobile world, with a 40 per cent share in the mobile device market up to the second quarter of 2008. But its fortunes have dropped recently, hitting 31 per cent of the market in the fourth quarter of 2010.

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Elop said there were "multiple points of scorching heat" fuelling the "blazing fire around us". "For example, there is intense heat coming from our competitors, more rapidly than we ever expected." He said Apple and Android quickly took over the market, and criticized Nokia for being slow to respond to changes in trends. "The first iPhone shipped in 2007, and we still don't have a product that is close to their experience." "Android came on the scene just over two years ago, and this week they took our leadership position in smartphone volumes. Unbelievable." According to the leaked memo, Nokia has stopped developing its first smartphone using a MeeGo operating system, which was seen as key to the firm's battle in the high-end smartphone market. "We thought MeeGo would be a platform for winning high-end smartphones. However, at this rate, by the end of 2011, we might have only one MeeGo product in the market," Elop wrote. Samsung Ambushes Nokia in Smartphone War NEW DELHI: In a packed theatre, scores of excited movie buffs sat through a long march of commercials patiently, but the organizers were dismayed. It was an exclusive premier of SRKstarrer Ra.One for mobile phone maker Nokia's premium users at PVR Select City Walk mall in Delhi, but the advertisements that had been running for the previous few minutes were of Samsung mobile! It had been quite a long time that Nokia was being the favorite handset of Indians where much competition didn't affect the annual revenue of the company from India. But the latest study made by Voice and data, it states that things are not going on the right way for the Finnish Company. Korean leading mobile handset maker Samsung's entry into the Indian market shows a tough competition to Nokia in the coming days. Within a year Samsung made a grand increase (21.7) in their revenue from India which makes around 5,720 crore in the fiscal year 2010-2011. Even Nokia could earn revenue around 12,929 crore in 2010-11, it does not show any progress in the growth comparing with the past. Even though Nokia dominating around 39% of the mobile market share in India, on the latest statistics it's sure that Nokia's supremacy will be questioned as competition gets more tightened. Samsung has grown much higher than its previous records. At present Samsung is able to sell

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around 30 lakh sets a month, which stimulates its growth. Overwhelming sales of Galaxy Tab and Wave series mobile sets have really boosted the share profit of Samsung. Nokia's dual sim mobile phones have high demand in India as they have introduced the X1-01 and C2-00 sets as the latest reports say that these two handsets are having higher demand in the Indian market. To be in the Indian market Nokia is setting new plans with the introduction of more Qwerty and touch phones at very cheap price rates.

Windows 8 Tablet Windows 8 tablet vs iPad 3 wars may intensify in the days to come. Apple chief Tim Cook has suggested that Windows 8 may fail Windows 8 tablet vs iPad 3 wars has begun even before the formal launch of Windows 8 tablet or even a full-fledged version of Windows 8 operating system in the market. There is so much anticipation from the forthcoming Windows 8 tablet that everyone is expecting the tablet market to undergo a sea change with its introduction in the market later this year or early next year. The expected launch of the Windows 8 tablet seems to have unnerved even the market leader Apple too whose iPad has been ruling the tablet market for the last three years. Apple bosses seem to have been so much concerned with Windows 8 tablet that Tim Cook has gone on to publicly criticizing the Microsofts forthcoming product. Though the Apple boss didnt really name Microsoft, his comments showed amply as to what he actually meant. While responding to a question Tim Cook said, Anything can be forced to convergeBut the problem is that the products are about tradeoffs. You begin to make tradeoffs to the point where what you have left at the end of the day doesnt please anyoneyou can converge a toaster and a refrigerator, but you know, those things are probably not going to be pleasing to the user. Tims argument may seem very natural from surface, but probe a little bit and it will show his frustration over the excitement that the Windows 8 has generated in the market. Microsoft, the software giant is all set to update its Windows OS with an ARM processor friendly version, called the Windows 8 before yearend. Windows 8, unlike its previous versions, will support tablets and other ARM-powered products. Microsoft, on the other hand, has made deals with a

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set of tech makers including its exclusive partner Nokia to build hardware for Windows 8. As a whole, we are about to get a set of Windows 8 tablet. One of the most talked about feature of the Windows 8 tablet will be a spectacular user interface. The Windows 8 UI will almost look like the interface of Windows Phone 7, which is named Metro. To remain competitive to iOS and Android, Windows might get a new and fresh UI. Otherwise, customers wont have any attraction towards the platform. Experts say that the biggest advantage that Windows 8 tablet will have over its competitors including iPad 3 is the diversity of hardware. Windows 8 is to enter into the tablet market with a number of tablets from various technology companies manufacturing tablets. Besides Nokia, the official hardware partner of Microsoft, many leading and midrange firms may likely manufacture tablets for Windows 8. The list includes the biggies such as Samsung, HTC, ASUS, ZTE, Huawei and Acer. All these companies have built smartphones for Windows Phone 7. This diversity of products has been the major reason of Androids triumph and, of course, it will push Windows 8 as well. But with Microsofts Windows 8 operating system a lot better and much improved things may fall in line for it far easily than for Android tablets.

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Nokia Market Share In India Falling (Losing Out To Local Players)

We expect that Nokia will be able to sell over 400 million mobile phones this year, out of which more than 300 million will be from emerging markets like India and China. On the other hand, Samsung is expecting 374 million mobile phone sales next year compared to estimated sales of 325 million this year. Nokias position has been sliding downward, with its market share in emerging markets having declined from 45% in 2008 to about 30% in 2010, and it could slide further to 27% by the end of 2011, by our estimates. If this pace of decline continues into 2012, Nokia could very well yield its number one position to Samsung. After overtaking Apple for the top spot in the smartphone market, Samsung is looking to overtake Nokia in the overall mobile phone market in 2012. According to a report from Korea Economic Daily, Samsung is expecting a 15% increase in its mobile phone sales next year. Meanwhile Nokias fortunes continue to take a turn for the worse as its partnership with Microsoft has failed to spark interest in its phones. Nokia-Microsoft partnership not working The loss of market share is not the only bad news surrounding Nokia. Last month, when the company launched its Lumia smartphones in Europe, there was hope for a turnaround in the near future. But it seems that these hopes may be short-lived, as a recent survey indicated that only 2% of Europeans are interested in buying Nokias Lumia 800, its first Microsoft Windows Phone. If this consumer disinterest continues there could be substantial downside to our market share forecast.

Nokia Lumia 800: Undoubtedly, the big daddy of all Windows Phones. It is not only the most popular Windows Phone out there; it is undoubtedly the most popular and most exciting Windows Phone out there. It is created for reviving Nokias sagging fortunes and bringing

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Windows Phone OS on offer.

It has exciting specs on offer, which include a 3.7-inch ClearBlack display, an 8-megapixel camera, a 1.4 GHz processor and a 1450 mAh battery. But, the star of the handset is undoubtedly the Windows Phone OS 7.5 Mango OS, which has the much-advertized totally revamped UI. Aside from a deluge of Windows apps, Nokia has its own local scout functionality that comes into play with Nokia Maps and Nokia Drive. Connectivity options include Wi-Fi and 3G. But, it has just 16 GB memory on board. We recently reviewed the Lumia 800 and it did turn out to be good. It recently got a price cut and is now available at Rs. 23,790. The landscape of the mobile market is changing every minute. Phones and tablets emerge, they pass, they fail and sometimes they do better than our expectations. Same is the scene with the
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companies behind these devices.

The mobile industry is one of the biggest industries out there. Companies like Samsung and Apple are growing by the minute. One of the most important and most talked about is the NokiaMicrosoft partnership. While the Nokia range of Windows phones is doing quite decently now. There is a story behind how it came to be. Nokia was the stalwart of the mobile market until some years ago. It reigned supreme on the mobile market for many years but with onslaught of smartphones, Apples innovation and advancement and Androids open source functionality, Nokia started to fade into oblivion. Microsofts scene was not too different. While it will forever remain a PC player primarily, its advent into the mobile space wasnt very bad. It was Microsoft, which really introduced us to quality smartphones with its now outdated O2 range long time back. But then Microsoft too began sinking into oblivion. But the Bazinga! Moment arrived when Nokia, suffering from huge losses, decided to move on from the Symbian platform and Microsoft decide to compete with Android and iOS for market share. Nokia, rather than opting for Android like everyone else opted for Windows as a platform. Microsoft has been really serious about the mobile space. The Windows platform is now a strong competitor for both iOS and Android. But, the trump card for both Nokia and Microsoft has been
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undoubtedly the Lumia range of devices, especially the Nokia Lumia 800. Microsoft has cut no corners when it comes to marketing the range while Nokias software and hardware tweaks are pretty special too. While HTC, Samsung and many other companies are investing themselves in the Windows platform, the Nokia Lumia range is the top Windows mobile for sure. The reason behind this is pretty simple Nokia has firstly, features like local scout which have poured in from the Symbian range and secondly, more aggressive marketing than any phone out there. We recently reviewed the Nokia Lumia 800 and we can safely say that it does impress. Nokia has even reduced the price making it even more desirable. On our report card, this partnership is faring quite well. Agreed it hasnt risen to the level of iOS or Android and there are still many challenges to building and maintaining its place in the market, but it seems both Nokia and Microsoft do understand that. They are being not only patient but they are putting in real efforts at creating its niche. Maybe not now, but five years down the line; we believe people will start considering a Windows phone whenever they plan to switch on to their next smartphone. Background of Smartphones: "Smartphones are mobile devices with evolved operating systems, that include Symbian Series 60, Android OS, iPhone OS, Blackberry OS, Linux among others," according to Siddharth Neri, Analyst, Mobile Devices Research, Telecoms Practice, CyberMedia Research. In addition to voice capability these devices have the ability to download and run applications, and store user data beyond their required personal information management capabilities. These devices are able to synchronize with a desktop or laptop computer. Smartphones offer users PC-like functionality. These phones have ended the need to carry a separate PDA (Personal Digital Assistant) and a mobile phone. Examples of present day smartphones include the Apple iPhone 4, Motorola Milestone, HTC Desire, Samsung Galaxy, Blackberry Curve etc. Users can browse the Internet, check mail, blog, share photographs, update their status on social networking sites, play games, and download applications with their smartphones. Till the end of 2010, a top-end smartphone used to be equipped with a 1GHz processor. Starting 2011, with the use of dual core processors in smartphones, these devices have become more powerful as compared to their predecessors.
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"Going forward these devices will become as powerful as present day laptops", adds Naveen Mishra, Lead Analyst, Telecoms Practice, CyberMedia Research. Smartphones like Motorola Atrix 4G, LG Optimus X2 use dual core processors. A dual core processor is a combination of two 1 GHz processors, which can be used in parallel giving more power and speed to the device. Though these processors enable more power but a smartphones overall performance still depends on the integration of its software with its hardware. For example, how closely the phones software and applications are able to interact with its hardware taking out the maximum advantage of hardware abilities of the phone. The best example is Apple iPhone 4, which runs on a single core processor but is able to take full advantage of its hardware abilities. Some of the applications where multi-core processor based smartphones can provide a boost to usage are Gaming, Auto stereoscopic 3D enabled handsets, video streaming, HD (high definition) video recording and playback, video conferencing, HDMI user interface. Auto stereoscopic technique is a method of displaying images with perception of 3D depth without requiring the viewer to wear any glasses. This activity needs extra power and the new generation of smartphones is able to deliver this. The dual core smartphones will also allow users to play advanced games, which need more power. Users will be able to enjoy games or videos on a bigger screen by connecting the smartphone output to an HDTV through HDMI ports. Again, the increased power of a new generation smartphone will prove helpful in running HDMI applications. Dual-core processors will enable full HD video playback and recording at 1080p resolution, which is a big leap forward from the 720p video playback currently available in top present day smartphone models. Beyond full HD support, dual-core processors would enable smartphones to run more demanding applications like videoconferencing and video streaming. These smartphones will also provide a significantly higher speed and performance for multitasking in comparison to 'first generation' smartphones. The market is expected to witness more excitement on the CPU front, with the launch of multicore processor based smartphones by a number of mobile phone vendors by end 2011.
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Handset Tracker CyberMedia Research Mobile Handsets Tracker 2011 reveals India CY 2011 mobile phone sales (unit shipments) at 183 million, a 10% YoY increase December 2011 shipments cross 17 million units, a 7% MoM growth Smartphones contribute 6.2%, multi-SIM handsets over 57% of total shipments in CY2011 Total 3G phone shipments stood at 18 million units in CY2011 Android emerges as a preferred OS for smartphones for a growing number of vendors New Delhi / Gurgaon, March 1, 2012: The overall India mobile handsets market recorded sales (unit shipments) of 183 million units in CY 2011. In the overall India mobile handsets market, Nokia retained leadership position with 31% share, followed by Samsung at No. 2 with 15% and Micromax at No. 3 with 5%, in terms of sales (unit shipments) during CY 2011. This was reported in the India Monthly Mobile Handsets Market Review, CY 2011, December 2011 release, published today by CyberMedia Research, a Technology, and Entrepreneurship, Utilities, Healthcare and User intelligence firm. Table 1. India Monthly Mobile Handset Shipments (millions of units), CY 2011*

*Source: CyberMedia Research India Monthly Mobile Handsets Market Review, CY 2011, December 2011 release

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Year on Year Growth (in %)

Feature Phones 7%

Smartphones 93%

Growth of Smartphones In 2011 the India smartphones market witnessed the launch of 150 models by over 30 vendors. Smartphone shipments touched 11.2 million units in calendar year 2011 recording a YoY growth of 87%. Nokia emerged as the leader in the smartphones segment with a 38% share followed by Samsung with 28% share in CY 2011. RIM dropped to third place with a 15% share. Table 2. India Mobile Handsets Market: Shares of Leading Vendors in Smartphones*

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80 70 60 50 40 30 20 10 0 Nokia RIM Samsung CY 2010 (%) CY2011 (%)

*Source: CyberMedia Research India Monthly Mobile Handsets Market Review, CY 2011, December 2011 release The share of Android OS in the smartphones category saw tremendous growth of over 600% in CY 2011 (34% share) as compared to CY 2010 (9% share). This growth was mainly on account of an increasing number of handset vendors adopting Android as preferred OS for their smartphones. In 2012, the proportion of smartphones with extended features like NFC and 3D gaming are likely to increase. It will be interesting to see how Microsoft and Nokia take their partnership to the next level with a new range of smart devices based on the Windows 7.5 Mango OS platform. For instance, the Nokia Lumia 610 has been announced at the Mobile World Congress 2012 at Barcelona, even as we go to press. It is expected that this phone would be aggressively priced to compete with smartphones from the Android and RIM stable, stated Naveen Mishra, Lead Telecoms Analyst, CyberMedia Research. Multi-SIM Mobile Handsets Multi-SIM handset shipments accounted for 57% of the total India mobile handsets market during CY 2011, representing an year-on-year increase of 61%. Nokia was the market leader in

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the category with a nearly 13% share during the year. Table 3. India Mobile Handsets Market: Shares of leading Vendors in Multi-SIM Mobile Handsets*

25

20

15 CY 2010 in % 10 CY2011 in %

0 G'Five Micromax Maxx Nokia Samsung

*Source: CyberMedia Research India Monthly Mobile Handsets Market Review, CY 2011, December 2011 release After a long wait, Nokia introduced its dual-SIM phone portfolio to the India market in September 2010. The innovative products in the Finnish vendors portfolio helped Nokia become the market leader in the category. Some of the key features in Nokias dual-SIM portfolio were touch-and-type and easy swipe; the latter allows customers to change their secondary SIM without powering off the phone, stated Tarun Pathak, Analyst, Telecoms Practice, CyberMedia Research. During CY 2011 the dual-SIM category also extended its presence to the 3G and smartphone

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(Android) segments, Tarun further added.

3G Phones During CY 2011, close to 250 unique 3G handset models were shipped from approximately 30 different vendors. The total shipments of 3G phones in the country touched nearly 18 million units, a year-on-year growth of 153%. Nokia again emerged as the market leader in this category followed by Samsung and RIM. Table 3. India Mobile Handsets Market: Shares of leading Vendors in 3G Mobile Handsets*

60

50

40 CY 2010 in % CY 2011 in % 20

30

10

0 Nokia Samsung Sony Ericsson

*Source: CyberMedia Research India Monthly Mobile Handsets Market Review, CY 2011,

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December 2011 release In anticipation of increased 3G data usage among subscribers all the major handset vendors introduced their 3G phone portfolios to the India market during CY 2011, stated Naveen Mishra, Lead Telecoms Analyst, CyberMedia Research. 3G is a relatively new phenomenon in India with active subscribers estimated at only 15 million as of December 2011. This may be directly attributed to the lack of 3G network availability in many locations and the poor quality of service experienced by existing subscribers. Therefore, in many respects 2012 will be a test year for the growth and adoption of 3G handsets and data services in the country. It will be interesting to see how new alliances and offerings emerge from handset vendors, service providers and content developers to target mobile subscribers with innovative device plus data service bundles, Naveen further added. Notes for Users 1) CyberMedia Research, India uses the term shipments to describe the number of handsets leaving the factory premises for OEM sales or stocking by distributors and retailers. For the convenience of media, the term shipments has been interchangeably used with 'sales' in the press release, but this reflects the market size in terms of units of mobile handsets and not their absolute value. In the case of handsets imported into the country it represents the number leaving the first warehouse to OEMs, distributors and retailers. CyberMedia Research does not track the number of handsets brought on their person by individual passengers landing on Indian soil from overseas destinations or grey market handsets. These are, therefore, not part of the CyberMedia Research numbers reported here. 2) CyberMedia Research, India tracks shipments of mobile handsets on a monthly basis. However, as per convention, the market size may be reported on a calendar quarter basis where appropriate to the context; in all such cases this refers to an aggregated number for the three calendar months in the quarter to which the press release refers.

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2011 market share in %

Others 34%

Nokia 24%

Samsung 18% Motorola Sony Ericsson 2% 2% Huawei HTC RIM ZTE 2% 2% 3% 3%

Lg Electronics Apple 5% 5%

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If you look at the statistics closely, Chinese manufacturers ZTE and Huawei have seen a substantial amount of growth and are giving tough competition to companies like LG and RIM. Korean mobile handset maker Samsung is catching up fast with its Finnish competitor Nokia on the back of a strong growth in smartphones and feature phones in India. According to the latest figures made available by the Voice & Data study, Samsung posted a growth of 21.7 per cent to register revenues of Rs 5,720 crore in 2010-11 from India, from Rs 4,700 crore in the previous fiscal. Nokia on the other hand had a flat growth, with revenues of Rs 12,929 crore in 2010-11 from India compared to Rs 12,900 in the previous fiscal, according to the Voice & Data study. April 19th 2012 Nokia Q1 2012 results Struggling cellphone maker Nokia has suffered one of its worst quarterly results ever, blaming tough competition for a huge 929 million ($1.2 billion) net loss as sales plunged, especially in the smartphone market. The first-quarter loss compared with a net profit of 344 million in the same period last year and came as revenues slid 30 percent to 7.4 billion. Its share price tumbled more than 3.5 percent to close at 3.63 ($4.75) on the Helsinki Stock Exchange, even though investors had been prepared for poor results. The Finnish company is fighting stiff competition from the likes of Apple Inc.s iPhone and cellphone makers using Google Inc.s popular Android software such as Samsung Electronics Inc. and HTC of Taiwan. It said net sales of devices crashed 40 percent to 4.2 billion, with smartphone sales down by more than half at 1.7 billion, as it failed to assert a challenge in the smartphone race with new Windows-based handsets a year after teaming up with Microsoft Corp. It also issued a grim outlook for the second quarter, saying earnings would be similar to, or below those of the first quarter and that it will speed up its goal to cut costs by 1 billion by 2013.

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CEO Stephen Elop described the quarter as disappointing, conceding that Nokia had faced greater than expected competitive challenges. Tough times for Nokia- He said the company will get rid of noncore assets and focus on making any necessary changes to our organization, structure or team, but yet no details have been received about it. We are navigating through a significant company transition in an industry environment that continues to evolve and shift quickly, Stephen Elop said. The head of Nokias global sales, Colin Giles, will leave after two years in the job, Nokia said, as it restructures the sales unit, reducing a layer of sales management. Sales in China the companys second-largest market plunged 70 percent in the quarter to 577 million, with a 35-percent drop in Europe, its largest market, to 1.35 billion. Nokia has been the leading handset maker since 1998, but after reaching a global goal of 40 percent market share in 2008 its share has shrunk to below 29 percent last year, when it sold some 419 million devices. It is expected to soon lose its status as the biggest maker of handsets. This was definitely one of Nokias worst quarters ever, said Neil Mawston from Strategy Analytics. Nokias problem in developed markets is spreading to developing markets and that is causing a lot of their challenges. I think well see Samsung overtaking Nokia as the biggest volume maker of handsets. Mawston reckons Nokias global market share fell to some 22 percent in the first quarter, with smartphone share plunging to a record-low of 8 percent.
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The former bellwether of the industry has lost its dominant position against the likes of Apple and Google in the growing smartphone segment. It has also been squeezed in the low-end by Asian manufacturers making cheaper phones, such as Chinas ZTE. Nokia hopes to remedy its slide with the new Windows Phone 7, launched in October, eight months after Elop announced a partnership with Microsoft. Nokia says the Windows operating system will be the main platform in its new phones, phasing out the MeeGo and Symbian platforms, considered clumsy by many operators. Nokia has since launched several versions of Windows-based Lumia phones. Its cheapest the Lumia 610 was unveiled for Asian markets with an expected price tag of some 190 ($249). Still, sales of smartphones dropped to 12 million in the first quarter, from 24 million a year earlier, while volume sales of cell phones fell to 83 million from 108 million in 2011. The average selling price of Nokia devices also fell, to 51 from 65 a year earlier. That was one of the biggest surprises a 22 percent drop year-on-year, Mawston said. Nokia is not only battling increased competition, theyre also battling sharply falling prices. Elop said Nokia had sold more than 2 million Windows-based Lumia phones in the first quarter and that it had a clear sense of urgency to move our strategy forward even faster. In 2011, Nokia announced more than 10,000 layoffs to lower expenses and has not ruled out more cutbacks. The company has said it would not provide annual targets for 2012 since it was in a year of transition. Nokia stock has fallen by half since Elop announced the deal with Microsoft, and it dropped to a 15-year low of 2.98 earlier this week after Moodys ratings agency downgraded its debt grade to near junk status.

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DEVICES & SERVICES, EUR million (unaudited) Special items & PPA 13/2012 NonIFRS 13/2012 4,246 -3,211 1,035 24.4 Reporte d 13/2011 7,087 -5,048 2,039 28.8 Special items & PPA 13/2011 1 1 NonIFRS 13/2011 7,088 -5,048 2,040 28.8

Reporte d 13/2012 Net sales 1) Cost of sales Gross profit % of net sales Research and development expenses 2) % of net sales Selling and marketing expenses % of net sales Administrative and general expenses % of net sales Other income and expenses 3) Operating loss/profit % of net sales 4,246 -3,211 1,035 24.4

-536 12.6

-535 12.6

-690 9.7

-687 9.7

-492 11.6

-492 11.6

-534 7.5

-534 7.5

-96 2.3 -130 -219 -5.2

-96 2.3 -39 -127 -3.0

-101 1.4 15 729 10.3

-101 1.4 15 733 10.3

91 92

1) Deferred revenue related to acquisitions of EUR 1 million in Q1/11. 2) Amortization of acquired intangible assets of EUR 1 million in Q1/12 and EUR 3 million in Q1/11. 3) Restructuring charges of EUR 91 million in Q1/12. The following table sets forth the net sales for the Devices & Services business for the periods indicated, as well as the year-on-year and sequential growth rates, by geographic area.

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Devices & Services Net Sales by Geographic Area

EUR million Q1 2012 Q1 2011 YoY Change (in %) Europe Middle East & Africa Greater China Asia Pacific North America Latin America Total 1,352 737 577 945 93 542 4,246 2,082 1,088 1,902 1,317 140 558 7,087 -35 -32 -70 -28 -34 -3 -40 1,922 1,065 1,008 1,297 53 652 5,997 Q4 2011 QoQ Change (in %) -30 -31 -43 -27 75 -17 -29

2500

2000

Europe 1500 Middle East & Africa Greater China 1000 Asia Pacific North America Latin America 500

0 Q1 2012 Q1 2011

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On a year-on-year basis Devices & Services net sales in the first quarter 2012 declined in all regions, particularly in China, primarily due to competitive industry dynamics adversely affecting both our Mobile Phones and Smart Devices net sales. On a sequential basis, Devices & Services net sales in the first quarter 2012 declined in all regions, except for North America, where sales were driven by the introduction of the Nokia Lumia 710 with T-Mobile. 10 Major Markets, Net Sales; EUR Mns 2011 China India Brazil Russia Germany Japan USA UK Italy Spain 6130 2923 1901 1843 1606 1539 1405 996 982 907 7149 2952 1506 1744 2019 730 1630 1470 1266 1313 2010

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Net Sales
8000 6000 4000 2000 0

2011

2010

SMART DEVICES
The following table sets forth a summary of the results for Nokias Smart Devices business unit for the periods indicated, as well as the year-on-year and sequential growth rates. SMART DEVICE RESULTS SUMMARY: Q1 2012 Net Sales (EUR Mns) Smart Device Volume (Mns Units) Smart Device Average Selling PriceASP (EUR) Gross Margin (%) Operating Expenses (EUR Mns) 15.6 556 28.9 834 -33 1,704 11.9 143 Q1 2011 3,528 24.2 146 YoY Change (%) -52 -51 -2

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Contribution Margin (%)

-18.3

5.3

The year-on-year and sequential decreases in operating expenses resulted from the proportionate allocation of operating expenses being impacted by the relative mix of sales and gross profit performance between Mobile Phones and Smart Devices, resulting in lower relative allocations to Smart Devices in the first quarter 2012. The year-on-year decline in Smart Devices net sales in the first quarter 2012 was primarily due to significantly lower Symbian volumes. On a sequential basis, the decline in the Smart Devices net sales in the first quarter 2012 was also due to partial offset by growing sales of Nokia Lumia devices.

MOBILE PHONES
The following table sets forth a summary of the results for Nokias Mobile Phones business unit for the periods indicated, as well as the year-on-year and sequential growth rates. Q1 2012 Net Sales (EUR Mns) Smart Device Volume (Mns Units) Smart Device Average Selling PriceASP (EUR) Gross Margin (%) Operating Expenses (EUR Mns) Contribution Margin (%) 25.9 472 4.6 27.9 387 16.5 22 2,311 70.8 33 Q1 2011 3,407 84.3 40 YoY Change (%) -32 -16 -18

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On a year-on-year basis, the Mobile Phones net sales in the first quarter 2012 decreased due to the lower ASP and volumes. On a sequential basis, the decline in Mobile Phones net sales in the first quarter 2012 was due to lower volumes.

First Quarter 2012 Operating Highlights

Devices & Services Operating Highlights
Net sales were 4.2 billion Euro, down 29 percent sequentially and down 40 percent year over year Non-IFRS gross margin in Q1 was 24.4 percent, down 140 basis points sequentially primarily driven by a lower gross margin both in Smart Devices and Mobile Phones, partially offset by an increase in Devices & Services Other gross profit Non-IFRS OPEX was 1.1 billion Euro, down approximately 140 million Euro on a sequential basis Non-IFRS operating margin was negative 3.0 percent in Q1, down 790 basis points on a sequential basis

SMART DEVICES Nokia has continued to expand the breadth and depth of its Lumia range of Windows Phonebased smartphones since their debut in November 2011. Consumers in 45 markets around the world can now purchase a Lumia smartphone, with more markets being added in the coming weeks and months. Key highlights in the growth of Lumia in the first quarter included: In January, Nokia and T-Mobile commenced sales of the Nokia Lumia 710, the first Lumia product for the United States. In January, Nokia announced the Nokia Lumia 900 with AT&T in the United States. The Lumia 900 is the first of Nokia's Windows Phone-based range to feature high-speed LTE connectivity. The device, which has a 4.3-inch AMOLED ClearBlack Display, went on sale in April.
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 In February, at the 2012 Mobile World Congress, Nokia announced that it is bringing the Nokia Lumia 900 to other markets outside the United States in a DC-HSPA variant, for high speed data connection (42Mbits download) in countries where LTE is not available. The device is expected to begin shipping during the second quarter. In February, Nokia announced the Nokia Lumia 610, the companys fourth and most affordable Lumia smartphone, designed as the perfect introduction to Windows Phone for a younger audience. The device is expected to ship during the second quarter 2012. In February, Nokia announced Nokia Reading, providing a single, integrated reading hub experience. Nokia Reading makes it easier and faster to enjoy news, books, and audio books including an extensive catalogue of local language reading material and the ability to access content offline. In March, Nokia and China Telecom announced the Nokia 800C, the first CDMA Windows Phone in China and Nokia's first Lumia phone for the world's largest smartphone market. The device went on sale in early April.

In February, Nokia announced the Nokia 808 PureView, the first smartphone to feature Nokia PureView imaging technologies, bringing together high resolution sensors, exclusive Carl Zeiss optics and Nokia-developed algorithms, which will support new high-end imaging experiences for future Nokia products. The Nokia 808 PureView features a large, highresolution 41 megapixel sensor and new pixel oversampling technology. The device is expected to ship during the second quarter 2012.

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MOBILE PHONES Nokia has continued to expand the breadth and depth of its Asha family of feature phones since their debut in late 2011. Consumers in more than 100 markets around the world can now purchase an Asha device. Key highlights in the growth of the Asha family in the first quarter included: In February, Nokia announced the Nokia Asha 302, the first Series 40-based phone to support Mail for Exchange. The Asha 302 went on sale during the first quarter. In February, Nokia announced the Nokia Asha 202, which combines a traditional keypad with a touch screen and features Nokias dual SIM Easy Swap technology. The Asha 202 is expected to ship during the second quarter 2012. In February, Nokia announced the Asha 203, a single SIM phone which combines a traditional keypad with a touch screen. The Asha 203 is expected to ship during the second quarter 2012. Nokia announced an evolution of Nokia Life Tools, now known as Nokia Life, which provides life-enhancing information across the range of Nokia Series 30 and Series 40 products. Since its 2009 launch in India, the SMS-based service has expanded to China, Indonesia and Nigeria. To date, more than 50 million people have experienced its benefits.

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Nokia Browser, Nokia's cloud-accelerated browser for Series 40 devices, continued to grow rapidly with support for 38 devices in 87 languages and more than 200 countries. During the first quarter, they released a significant upgrade to the product improving speed and access to web apps. Nokia Browser is the first of its kind to support web apps, and since the release of the SDK in 2011, developer support has continued to grow.

Nokia Personnel by Geographic Area

10 major countries, personnel, Dec 31 India China Finland Brazil Germany USA Hungary UK Poland Mexico

2011

2010

22,279 22,165 16,970 11,887 10,992 7,980 5,198 3,237 2,541 1,970

22,734 20,668 19,841 10,925 11,243 7,415 5,931 3,859 2,122 2,554

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25,000 India China Finland 15,000 Brazil Germany 10,000 USA Hungary UK 5,000 Poland Mexico 0 2011 2010

20,000

31.03.12

Y-o-Y 31.03.11 31.12.11 change, % -11 -3 6 -2 5 -25 -7 53,727 4,794 21,054 28,819 7,825 14,732 49,255 5,062 22,568 29,595 8,443 15,127

Europe Middle-East & Africa Greater China Asia-Pacific North America Latin America Total

47,812 4,641 22,292 28,163 8,181 11,059 122,148

130,951 130,050

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YoY change (%)

Europe -21% Latin America -48% Greater China 11% North America 10% Asia-Pacific -4% Middle-East & Africa -6%

SEGMENT INFORMATION
First quarter 2012, reported, EUR million (unaudited) Smart Mobile Devices Phones 1/3/2012 1/3/2012 Net sales Cost of sales Gross profit % of net sales Operating expenses Other income and expenses Contribution % of net sales Operating loss % of net sales 1,704 -1,438 266 15.6 -556 2,311 -1,712 599 25.9 -472

Devices & Services other 1/3/2012 231 -61 170 73.6 -96

Devices & Services 1/3/2012 4,246 -3,211 1,035 24.4 -1,124

-22 -312 -18.3

-20 107 4.6

-88 -14 -6.1

-130

-219 -5.2

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Marketing Strategy of Nokia

Mobile phone market in India is going through major changes. Key players are losing market share while new and young companies, mostly from Asian countries, are coming to the market. At the same time the market is slowly expanding when people are buying more phones than ever. The whole process of buying mobile phones has changed in the last few years. People no longer carry the same phone year in year out, change is the fast technological development of the phones. But also consumers but they change their phone every year, some even twice a year. One reason for these attitudes towards mobile phones has changed. Mobile phones are no longer seen as expensive, hi-tech products, but they have become accessories like jewellery or a piece of clothing. Here we can mention about Nokia the worlds number one mobile phone company and this discussion is going through about this company. Marketing Strategy Adopted A world leader in mobile communications, Nokia has established itself as the dominant or most used mobile telephone set in India by virtue of its vast experience, innovation, and userfriendliness. Leading edge products; leading technology and design till 2009 Best quality products; best care network Variety of choice to meet every price segment Good distribution network Strong relationship with channel partners Leading player in networks with business relationship with all leading GSM operators Nokia Care Delighting the customers Widest care network

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Presence across 408 cities

Nokia India

National Distributor

Redistribution Stockists (RDS) National Distributor

Retail outlets

Consumer

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560 Nokia Care Centers with 25 hi-tech facilities 18*7 access to Nokia care line From 600 + cities with single number Multilingual support 6 languages.

Distribution Channels HCL Infosystem: During the last ten years, the HCL-Nokia relationship has witnessed strong growth in the Indian GSM handset market resulting in a significant market share gain for Nokia. Bright point: It offers the most comprehensive selection of brands and products in the wireless industry. Handset, Integrated devices, PDAs, etc. They also provide full selection of OEM and aftermarket accessories, Modems and software. It distributes product manufactured by the worlds leading handset manufacturer. Retail Execution Strong Leadership across major segments Co- branding Localized manufacturing Constituted by Nokia manufacturing unit and co-located vendor/supplier units

Retailing Nokia Priority Partners Recycle point Largest organized chain amongst handset manufactures Presence amongst 255+ towns Superior buying experience to consumers

Nokia Concept Store Destination for evolved replacement consumer

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 Nokia VAN operations A special purpose van --- Showroom on Wheels operational across the country Consistent brand experience and full range of products including live demonstration Glocalization Maintaining the brand logo, the key message and the underlying philosophy and localizing the brand elements to offer customers an authentic local feel. Category creation - Creating and riding growth in mobile convergence Smartphones Mobile imaging Mobile Gaming

The network services Widest customers care network 408 cities, 560 centres 18*7 access From 600 + cities Multilingual support

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Building the Brand Another crucial aspect of Nokia's investment strategy focused on building its brand. Here, the company ran into a problem. The Nokia range available in India extends from Rs 1,499 ($37) at the lower end to Rs 45,000 ($1,125) at the high end. Marketing theory says a brand cannot be all things to all people. This is the reason that Hindustan Unilever, with quality built around its brand, refused to match Nirma, which came out with a cheap detergent. This is also why Eveready, the battery manufacturer, refused to lower prices when faced with a Chinese challenger in the dry cell market. But Nokia has a problem promoting other brands under its corporate umbrella. "Unlike the FMCG (fast-moving consumer goods) market -- where the product lifecycle is at least 10 and sometimes 50-100 years -- models have a lifespan of 15-24 months here," says Devinder Kishore, Nokia India's director of marketing. With such a lifecycle, promoting various models would mean watching money go down the drain in a couple of years. Instead, Nokia is promoting platforms -- music, for instance. With this approach, one model can replace another while the branding remains the same, or is extended slightly with the E series and N series. "Nokia has done well to focus on the 'mother' brand rather than on 'another' brand," says Jagdeep Kapoor, chairman and managing director of Samsika Marketing Consultants. Kapoor, who has written several books on brand management, says that Nokia has understood the Indian market by straddling all segments: the high, the middle and the low end. "The company has created a ladder for consumers to climb from the low end to the middle end to the high end, while being fully assured that they will be with the mother brand Nokia." Kapoor views the Nokia brand in terms of his proprietary "REAPS" model, which takes into account five needs -- rational, emotional, aspirational, physical and spiritual -- of the Indian consumer. "Nokia as a brand has been able to address all the five needs to various degrees at various stages," he says. "The rational need of quality versus price has been met across price segments with options. The emotional need of being able to keep in touch with near and dear ones during times of joy and sorrow is being adequately fulfilled. The aspirational need with the new models and features and the look-good approach has helped the brand become a sought-

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after, must-have brand. The physical need has been taken care of through size and comfort. And, finally, the spiritual need has been met through (local) languages and people --whether they are 18 or 80 -- being able to greet one another via SMS [text messages] during religious festivals." Nokia using Microfinance to sell Phones in Rural India Nokia is looking to extend a pilot scheme that has been operating in 2,500 villages in the southern states of Andhra Pradesh and Karnataka to make its mobile phones more affordable to rural Indians. The company, which accounts for about half of all mobile handsets sold in India, has been using microfinance schemes to allow poor villagers to buy its products. A microfinance organization has bought handsets from Nokia and sold them to women in rural villages by charging them Rs 100 or about US$2 a week for as long as 25 weeks. Strategic tie-up with Bharti Airtel: August 13, 2009, Colombo. Bharti Airtel Lanka (Pvt) Ltd., a subsidiary of Bharti Airtel, Asia's leading integrated telecom services provider, today announced that it had entered into an exclusive agreement with Nokia, wherein customers who purchase Nokia handsets can look forward to receiving a value rich Airtel Handset Bundle Offer. Bharti Airtel Limited has awarded Nokia an estimated USD 400 million contract to expand its managed GSM/GPRS/EDGE networks in eight Airtel circles and deploy a pan Indian WAP solution across its networks. As per the three- year contract, Nokia will provide managed services and expand Airtel networks to cover all towns and cities in the eight telecom circles of Mumbai, Maharashtra and Goa, Gujarat, Bihar (including Jharkhand), Orissa, Kolkata, West Bengal and Madhya Pradesh (including Chhattisgarh). The network monitoring operations will be carried out from Nokias state-of-the-art Global Networks Solutions Centre in Chennai. Nokia will deploy the latest radio and core network equipment including Nokia MSC Server System (MSS) mobile soft switch, Nokia Flexi WCDMA and ultrasite base stations, and provide
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services based on Bharatis capacity requirements, delivering cost-efficient rollout of on-demand capacity. The contract also has stringent service level agreements and performance metrics for both parties, which are designed to provide consistently high-quality services to subscribers and continuously enhance the user experience. Nokia, RCom tie-up for premium content 23/2/2011 Nokia launched the India chapter of Ovi Store by announcing a strategic tie-up with Reliance Communications (RCom) in Mumbai. Under the tie-up, RCom subscribers will be the first to get access to 17,000 pieces of premiumrange content that includes applications and rich content downloads. The users will be charged for the premium content through integrated billing or the amount will get deducted from prepaid balance. According to V Ramnath, Nokia Indias director Operator Channels, the first chapter of Indian telecom industry has got over now and the second chapter has begun with the 3G. 3G will help India to leapfrog into the digital age through Internet, and 3G will provide critical services that will explode in form of rich content, games, videos, Web and application downloads, which will bring more opportunities in India, said Ramnath. Commenting on Nokias Ovi Store India chapter, Ramnath explained that India chapter has begun with a partnership with Reliance Communications, where the users can download premium content and pay the charge through integrated bills. Currently, Nokia handset users in India can download premium content from the Ovi Store but need to have international credit cards or pay in Euros. Nokia Ovi Store is available across 190plus countries in 32 languages with the support of 135 devices working on Symbian platform. Ramnath informed that over 4.5 million downloads happen per week in India and added the FICCI estimates around 90 million downloads by 2030 with a revenue generation close to $15 million.

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However, the tie-up will allow RCom subscribers to get access to premium content and download it and also pay in Indian currency at lower price. The focus is to deliver top quality customer experience through local and global content with a range of applications (apps), exclusive and rich premium content in Hindi and English through simple and transparent tariff rates, said Prashant Gokarn, Reliance Communications 3G head. Consumers will get SMS or email alerts for the confirmation of apps download. They can access free trials before downloading the app or service and they will not need credit cards for payments as it will be directly charged with integrated bills, added Gokarn. He also informed that the pricing of premium content would range between Rs.25 and Rs.500.

Nokia Brings Mobile Money Client to All Nokia Devices in India Nokia is now planning to insert the Mobile Money client in all the Nokia devices in India. The client will provide a gateway to financial services (via mobile phones) to anyone without a bank account or access to a financial institution.

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Nokia Money (mobile financial services) is already live in India through partnerships with Union Bank of India (UBI), Yes Bank, Obopay and other merchants, retailers and business correspondents. The services branded as Union Bank Money (from UBI) and Mobile Money services by Yes Bank are already available in some regions in India and will be introduced in more locations in the coming months. The application can be activated at Nokia retail and other outlets (which are also authorized banking correspondents of Yes Bank and/or Union Bank of India) and with the application, consumers can subscribe to Union Bank Money or YES Bank Mobile Money services from their Nokia devices. Mobile Money services eliminate dependence on the physical presence of a branch or availability of internet banking services. Embedding the Money client in the Nokia devices going forward further makes the service ubiquitous and accessible for consumers across categories. We believe our partnerships with Yes Bank and Union Bank of India will help us connect the unbanked population in the country, said Gary Singh, General Manager, Nokia Mobile Payment Services according to The Mobile Indian. The Money App is integrated with the phone and its services, hence making money transfer as simple as sending an SMS. The service allows users access to financial services like bank account management, bill payments, money transfer, cash withdrawal from cash-out outlets (registered Nokia stores) and ATMs and mobile phone recharges. People who already have Nokia mobile phones can go to a Nokia Money agent and get the application loaded onto their phones or they can use the service via text messages which do not require the client. The Mobile Money client will be available on high end Symbian S60^3 devices, Anna devices, Series 40 feature phones and Series 30 Nokia mobile phones. The success of the Mobile Money client will largely depend on the reach of the service in the country and the strategic tie-ups of Nokia with other banks as well. Additionally, with the growing popularity of Android and iOS operating system and the shrinking market share of Nokia, we will have to wait and watch how lucrative the service actually is to the end customers.

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Nokia and Microsoft sign strategic tie-up Friday, 11 February 2011 Microsoft-Nokia Partnership -- Under the proposed partnership: Nokia would adopt Windows Phone as its principal smartphone strategy, innovating on top of the platform in areas such as imaging, where Nokia is a market leader. Nokia would help drive the future of Windows Phone. Nokia would contribute its expertise on hardware design, language support, and help bring Windows Phone to a larger range of price points, market segments and geographies. Nokia and Microsoft would closely collaborate on joint marketing initiatives and a shared development roadmap to align on the future evolution of mobile products. Bing would power Nokias search services across Nokia devices and services, giving customers access to Bings next generation search capabilities. Microsoft adCenter would provide search advertising services on Nokias line of devices and services. Nokia Maps would be a core part of Microsofts mapping services. For example, Maps would be integrated with Microsofts Bing search engine and adCenter advertising platform to form a unique local search and advertising experience Nokias extensive operator billing agreements would make it easier for consumers to purchase Nokia Windows Phone services in countries where credit-card use is low. Microsoft development tools would be used to create applications to run on Nokia Windows Phones, allowing developers to easily leverage the ecosystems global reach. Nokias content and application store would be integrated with Microsoft Marketplace for a more compelling consumer experience. Well, undoubtedly the biggest winner is Microsoft. Not only does this move mean that it will inevitably make significant gains in Windows Phone market share, its also managed to eliminate Nokias Symbian OS as a competitor. Also, its managed to win over an OEM and get them to effectively dump their own established ecosystem in favor of its embryonic ecosystem.
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Microsoft also gets its hands on Nokias Ovi/NAVTEQ mapping assets. Given the number of times this was mentioned at live event, I think that this is what Microsoft wanted more than anything. No word on how this will fit into the WP ecosystem - will the technology be licensed to other handset OEMs? What about Nokia? Is it a winner or a loser? Well, the company is fighting for survival, and this deal no doubt guarantees its survival for now. But its hard to see how in the long term Nokia can do much to differentiate itself from other OEMs. Sure, Nokia makes some good, solid hardware, but its this good solid hardware (over-engineering some might say) that got the company into the mess its in. Today Nokia truly becomes just another Microsoft OEM. The company has managed to gain more freedoms than other WP OEMs (more on that in a moment), but another OEM it is nonetheless. Its definitely a bad day for Nokia employees. There were strong suggestions that this move would mean job losses at Nokia. Its also a bad day for Google. Why Google? you might ask. Because in choosing a new platform for its products, Nokia went with Microsofts WP platform rather than Googles Android platform. Nokias reasoning behind going with WP over Android is that it felt that going with Android meant that it would one of many and that value was being moved from Nokia to Google. It could also be a bad day for other Windows Phone OEMs. During todays Financial and Strategy briefing, Nokia CEO Stephen Elop said that the company had a unique relationship with Microsoft, and that the deal was not your mothers OEM deal with Microsoft and that the deal also allowed Nokia to differentiate itself from other OEMs. Elop said that no details of this deal would be released, but all this talk of a cozy relationship between Microsoft and Nokia must make other OEMs uncomfortable. Nokia has already talked a lot about creating differentiation within the WP ecosystem and come up with unique hardware and services that will only be seen on Nokia handsets. Elop even suggested that Nokia had the power to change the WP UI to suit its needs, something that no other OEM can do.

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Conclusion Nokia being in a competitive market held the market as a monopoly with its unique identity, Marketing Strategy and distribution policy. Through the Ease-of-use concept, it had added a lot to Customer Value, which further helps Nokia in capturing the market share in India.

Conclusion and Recommendation

The aim of the study is to critically analyze Nokias marketing strategy in India and to examine the effect on its sales. For this purpose secondary sources were used to collect the information of marketing strategies. The conclusions that could be drawn were, the main drivers of sales of Nokia are the product features. The marketing strategy though aggressive and very customer specific was not the prime force towards the sales. The prices of Nokia phones are competitive but they are not the price leaders. And having a strong distributive network had a played a role of icing on cake. There is need for Nokia to differentiate itself from the past. This should be done by becoming more customer-friendly to the Asian markets. Nokia should project itself more aggressively to the low end, mass market with its low range (but hi-quality) products. There is also a need to develop a Personal Digital Assistant (PDA) phone for its high range customers. Over the time, quality has been Nokias success factor. They have developed a brand name, and the consumers have a high brand preference. There is need to in-cash on this by continuing to launch the good quality products. The major drawback was not up to the mark after-sales customer services. The key strategy that can be suggested is to maintain its leadership with reasonably quality driven, low end products for the mass market. Considering the future, this will be wise investment. With this they can bank upon the brand preference and increase the margin instead of sales. Another aspect that can be considered is the balancing act between market share and profit margin. Right now, Nokia is in position to take advantage of their brand name and may change
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their strategies to increase the profit margins. As the other companies are gaining on market share, this could be the solution to Nokias problem.

Nokia Stores in Chennai

There are 13 Nokia priority centers in Chennai and 1 Nokia Concept Store in Chennai Rocky Marketing # 32/10,T.V.K. Road,Royapettah, Royapettah Chennai, 600014 Tel: 9884478290 Mob: 9884478290 Matrix Shop No.3 & 4,Venkat Narayana Road Chennai, 600017 Tel: 04442070330 Mob: 9884185015

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 Aikon Communications Shop No. A-10,Gemini Parsn Complex, No.1, Kodambakkam High Road, Nugambakkam Chennai, 600006 Tel: 044-42070733 Mob: 9884019222 Asterix Shop No:54,1st Avenue, 100 ft Road, Ashok Nagar, Next To Prabha Tvs Showroom Chennai, 600083 Tel: 42029656 Mob: 9952984556 Cell Point # 28, Gst Road, Pallavaram, Near Traffic Signal Chennai, 600044 Tel: 04442076692 Mob: 9840331152 Sai Guru Communications 101, Majestic Tower, Eldams Road, Teynampet Chennai, 600018 Tel: 04445000300 Mob: 9884019222 Rekha Department Store No. 138 (Old No. 102,Usman Road,T.Nagar, Next To Old Grp Office Chennai, 600017 Tel: 044-42071178 Mob: 9884012551 Munoth Industries(Head Office) S 239, Whites Road, 2Nd Floor, Spencers Plaza,Stage 3 Chennai, 600002 Tel: 044-64620602 Mob: 9840326233 Munoth Iindustries Ltd-2 15/16, Dr. Nair Road, Pondy Bazar, T Nagar, Next Idbi Back Chennai, 600017 Tel: 044-64620604 Mob: 9841777050 Munoth Industries Ltd-3 Shop No. 12, Door No. 123 To 125A, Bricklin Road.,Arihant Vaikunth Cmp, Purasawalkam
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Chennai, 600007 Tel: 044-64620603 Mob: 9840308208 Rocky Agencies No. 26/55,Kamaraj Avenue,1St. 3Rd Cross Street, Adyar Chennai, 600020 Tel: 9884940001 Mob: 9884940001 Munoth Industries Ltd(Express Avenue) Shop No. S-239,2Nd Floor, Main Atrium Express Avenue, Whites Road, Royapettah Chennai, 600014 Tel: 044-64620602 Mob: 9840326233 Sayar Systems No 1/3,Balakrishna Mudali Street, Arya Gowda Road, Westmamblam Chennai, 600033 Tel: 044-65445655 Mob: 9840187575

NOKIA CONCEPT STORE 550/136,Ttk Road,Hallmark T Sriram Nagar, Alwarpet Chennai, 600018 Tel: 9884207362 Mob: 9884207362

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References & Bibliography

The Marketing White Book (2011-12) Business World Product Management in India (Third edition) Ramanuj Majumdar http://www.nokia.com/in-en/ http://en.wikipedia.org/wiki/List_of_Nokia_products http://mobigyaan.com/ http://www.indiaretailing.com/nokia-concept-store.asp http://www.denverpost.com/business/ci_20431976/nokia-posts-1-2-bln-loss-q1-sales http://www.cmrindia.com/press_releases/india_monthly_mobile_phones_market_review _for_cy_2011.asp http://knowledge.wharton.upenn.edu/india/article.cfm?articleid=4220 http://www.casestudyinc.com/nokia-strategy-india http://www.icmrindia.org/casestudies/catalogue/Business%20Strategy/BSTR174.htm http://itcomweek.com/news/nokia-rcom-tie-up-for-premium-content.html http://nvonews.com/2012/04/25/windows-8-tablet-vs-ipad-3-tim-cook-says-windows-8may-fail/ http://www.google.co.in/

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