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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Excerpts Contd...

The Benefits

Experts lauded Nokia for launching VAS (which, till then, had been mostly offered to the young urban customers) through its mobile phone for the rural people. According to Naresh Priyadarshi (Priyadarshi), head of Synovate Business Consulting India , "VAS will definitely be the driving factor, but what is important is the end-offering customized to appeal to the target segment. It is very important to understand the needs of the rural population to ensure that the services are aligned on those lines. Vernacular content is already a differentiating factor, considering the wide language diversity in the rural population which a lot of handset manufacturers are already exploiting."..

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The Challenges

One of the biggest challenges that Nokia faced with its NLT service was in offering timely and accurate information to the subscribers, according to experts. Some experts also felt that the growth of this service would be limited since it was offered only in some areas such as agriculture, education, and entertainment...

The Road Ahead

As of 2009, Nokia was the dominant player in the Indian mobile phone market. Experts felt that its product innovations coupled with its ability to appeal to various segments of consumers were the reasons for its success...


Exhibit I: Business Week/Interbrand List of 100 Best Global Brands
Exhibit II: Nokia's Worldwide Financials
Exhibit III: A Note on the Indian Rural Mobile Phone Market
Exhibit IV: Top Ten Most Trusted Brands in India

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