Emerging Markets Strategy: Nokia Life Tools for Rural Markets

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Case Details:

Case Code : BSTR349
Case Length : 23 Pages
Period : 2003-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Nokia Corporation
Industry : Mobile phones
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Background Note

About Nokia Corporation
The history of Nokia dates back to 1865 when Fredrik Idestam, a mining engineer, set up Nokia Ab, a paper manufacturing company, in Finland. In 1920, Finnish Rubber Works (FRW) became a part of the company, and later on in 1922, Finnish Cable Works (FCW) joined them. In 1967, Nokia Ab, FRW, and FCW were merged to form the Nokia Corporation...

Targeting the Indian Rural Market

Nokia had always been at the forefront in coming out with products that would cater to the needs of the Indian consumers.

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While it focused on launching products for the urban market, it also focused on serving the rural population. In 2002, Nokia announced its emerging market strategy under which it planned to lower the initial costs of owning a mobile phone in addition to lowering the operating costs...

Nokia Life Tools

The Pilot Program
Taking its rural thrust forward, Nokia planned to offer VAS through its mobile handsets to the rural consumers. The company felt that adding content that would benefit the rural consumers while offering the mobile handset at an affordable price would help it further tap the rural market...

Launching Nokia Life Tools
Buoyed by the success of the NLT pilot program, Nokia launched the service commercially in Maharashtra, on June 12, 2009. The company signed a Memorandum of Understanding (MOU) with the Maharashtra State Agriculture Marketing Board (MSAMB)...

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