How Nokia succeeded in Emerging Markets?

 Low-cost handset models: offering few standard models at low prices  Customization, high quality and low
Customized prices attracting Local 2 customers in
 Handsets tailored to local conditions with country-specific features
low-cost low income countries
headsets  Applying leading technology in affordable phones
 Maximum standardization but with
 Pivot to customer-oriented products, with behavioural studies customized features

 Ovi Store with music, location tools, messaging services and third-party apps
 Filling emerging countries institutional
 Digital maps for location-specification applications
Tailored voids
 Education, Entertainment and Health services tailored to each country and designed to
services  Offering value-added services to
use SMS technology
increase brand loyalty
 Mobile payments service Nokia Money, easily scalable to other countries

 “Most efficient sourcing, logistics, manufacturing and distribution in any company in the
Manufacturing world”
 Improvements all across the supply chain
and supply  Local production manufacturing in China, India, Brazil and Mexico to reduce production costs and prices
chain efficiency  2 steps manufacturing process: first basic parts and then country-specific customized
parts

 Working with distributors of different scale to target urban as well as rural areas,
 State of the art distribution system to
reaching BOP customers
Distribution reach all customers
 Shifting to its own distribution network
 First mover advantage
 Customer service retail stores easily accessible all across the country