WiFi and Developing Nation Communications

Nokia: Rubber Boots to Cellular and Beyond Global Wireless Broadband as an Inroad to Developing Markets Daniel Bleckmann Ray Costantini Celso Misaki Damian Schwiethale Tia Vanni Tania Van Ranst Team Strategikon

Introduction ,[object Object],[object Object],[object Object],[object Object]

Road Map ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Catalyst: Global Wireless Broadband ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

WiFi Expansion is Happening ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://blogs.zdnet.com/ip-telephony/?p=89 http://www.venturebeat.com/2007/01/29/index.php?p=1099 http://www.corp.att.com/news/2005/02/23-2

Who is Nokia? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Nokia’s Position SWOT Reference: Harvard Business School, Harvard Business Essentials: Create and Implement the Best Strategy for Your Business, Harvard Business School Press 2005 Catalytic event is causing a crisis and potential opportunity for Nokia Strengths Opportunities Threats ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Weaknesses ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Nokia’s Position SWOT Reference: Harvard Business School, Harvard Business Essentials: Create and Implement the Best Strategy for Your Business, Harvard Business School Press 2005 Strengths Opportunities Threats ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Catalytic event is causing a crisis and potential opportunity for Nokia Weaknesses ,[object Object],[object Object],[object Object],Key Considerations

Nokia’s Current Position ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Explore Key Considerations ,[object Object],[object Object],Go To Market Service Mix Footprint Partnerships

This Changes Everything… Free Global Wireless Broadband will dramatically disrupt Nokia’s Business Model by changing how the market communicates and uses the internet ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Market Acceleration ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Internet Utilization Expansion 100 120 140 160 180 200 220 2002 2003 2004 2005 2006 2007 Growth as a % of 2002 Value Online Expenditure on Peripherals Internet Users Globally Households Online Globally Existing rapid internet expansion will accelerate dramatically with free wireless broadband coupled with new media and handheld technology

Product ,[object Object],[object Object],[object Object]

Product ,[object Object],[object Object],[object Object],[object Object],[object Object]

Services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CAGR 2007-2010 = +24% Projected Digital Content and Services Growth* 0 20 40 60 80 100 120 140 160 180 200 2005 2006 2007 2008 2009 2010 Market Value (€bn) Navigation / LBS Search / Advertising TV/Video Game Sales Communities Mobile Internet Non-SMS Messaging Music / Audio Imaging Source: Nokia internal data *Projections do not assume catalytic event of global wireless broadband

Services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Initial focus on high impact, high growth services to ensure low cost, high value product Strong, established niche players ,[object Object],[object Object],[object Object],[object Object],Highest Growth Projections Relatively high cost/price. Video download as alternative.

Competitors & Collaborators COMPETITORS √ √ √ √ √ ,[object Object],Motorola ,[object Object],Sony ,[object Object],Fon ,[object Object],Truphone ,[object Object],YouTube ,[object Object],Nintendo ,[object Object],Microsoft ,[object Object],Apple Nokia Collaboration vs. Competition Influence In Future Market ,[object Object],Skype ,[object Object],Yahoo/Google ,[object Object],AT&T Nokia Strategic Intent Potential Competitors/ Collaborators Low High

Current & Future Industry Directions Established business model Disruptive new sales / business model Cellular Internet Mobile Virtual Network Ops ISPs and ASPs Free voice services Mobiles and Hybrids

Current & Future Industry Directions Established business model Disruptive new sales / business model Cellular Internet Mobiles and Hybrids Mobile Virtual Network Ops Free voice services ISPs and ASPs

Customers & Regions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Industry Defined ,[object Object],[object Object],[object Object],Substitute Threat Entry Barriers Supplier Power Buyer Power Degree Of Competition

Barriers to Entry ,[object Object],[object Object],[object Object],[object Object],Barriers to entry similar to Nokia’s current industry Entry Barriers Supplier Power Buyer Power Degree Of Competition Substitute Threat

Maximizing Barriers to Entry ,[object Object],[object Object],[object Object],[object Object],[object Object],Leverage Nokia’s existing strengths Entry Barriers Supplier Power Buyer Power Degree Of Competition Substitute Threat

Buyer Power ,[object Object],[object Object],[object Object],[object Object],Lower intrinsic switching cost in new industry increases buyer power Entry Barriers Supplier Power Buyer Power Degree Of Competition Substitute Threat

Mitigating Buyer Power ,[object Object],[object Object],[object Object],[object Object],Increase non-monetary switching costs Entry Barriers Supplier Power Buyer Power Degree Of Competition Substitute Threat

Supplier Power ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Dependence on New Media service providers and WiFi networks increases supplier power Entry Barriers Supplier Power Buyer Power Degree Of Competition Substitute Threat

Mitigating Provider Power ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Partnering, acquisition and integration minimizes provider power Entry Barriers Supplier Power Buyer Power Degree Of Competition Substitute Threat

Threat of Substitutes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Management of current 3G customer base cannibalization Entry Barriers Provider Power Buyer Power Degree Of Competition Substitute Threat

Mitigating Threat of Substitutes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Product Differentiation is Key Entry Barriers Provider Power Buyer Power Degree Of Competition Substitute Threat

Degree of Competition ,[object Object],[object Object],[object Object],[object Object],[object Object],Continuous crowding/evolution of competitive playing field Entry Barriers Provider Power Buyer Power Degree Of Competition Substitute Threat

Maximizing Competitive Position ,[object Object],[object Object],[object Object],[object Object],[object Object],Conquering competitive landscape through efficiencies and value added services Entry Barriers Provider Power Buyer Power Degree Of Competition Substitute Threat

Pricing Model Changes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Pull-through Services WiFi Free Access Purchased Services V.S. Virtual Platform Hosting High-Value Imaging Services Non-SMS Messaging/e-mail Advanced Internet Options Apps Architecture Integration $ $ $

Marketing Focus ,[object Object],[object Object],[object Object],[object Object]

Marketing Focus ,[object Object],[object Object],[object Object],[object Object],[object Object]

Organizational Changes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Regional Centers Local Researchers Central R&D

Strategic Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Take Away Points ,[object Object],[object Object],[object Object]

Questions? Our team is available for discussion or questions via teleconference, email or chat.

WiFi and Developing Nation Communications

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