Industry Trends

Mobile phones vs. Smart phones global shipments (in billions of units)
Feature phone Smartphone +43% 1.6 1.2 89% 11% 2008 1.2 81% 86% 14% 2009 19% 2010 26% 35% 42% 74% 1.7 1.9 65% 2.0 58% 3.0

U.S. Smartphone Market Penetration (%)

19%

81%

2011 2012* 2013*

..

2020*

Industry
Quickly evolving designs Strong Rivalry & competitive Pricing 50% market penetration in the U.S.
Project Overview Industry Analysis Industry Pricing Strategy

Smart Phone Customers

Highly Brand conscious Focus on Mobile Experience

Competitive Landscape

Nokia Lumia 920

Recommendations

Partnership with Microsoft is expected to help turnaround Nokias declining market share
Smart Phone Global shipments: Nokia vs. Competitors Operating System Projections

Competion 51%

Android 60% 61% 67% 84% Windows iOS

47%

54%

56%

58%

58%

2% 18% 9% 18% 15% 17% 19% 12% 16% 17% 9% 17% 17%

Nokia

49%

40%

39%

33% 16%

Others

33%

9% 2015*

FY 2007 FY 2008 FY 2009 FY 2010 FY 2011

2011

2012*

2013*

2014*

Nokia is positioned well to take advantage of rising popularity of Windows Phone

Industry Pricing Strategy Competitive Landscape

Project Overview

Industry Analysis

Nokia Lumia 920

Recommendations