Nokia Nseries: building an iconTapio HedmanSVP, MarketingNokia Multimedia

We want to iconizeNokia Nseriesas the ultimate choicefor multimedia computersand experiences…

…to help Nokia become the most loved and admired brand in the world!

Nokia´s vision 2000

Within the Mobile Information Society,an increasing part of all human communication will take place with personal wireless terminals.

The content of mobile communication evolves from voice to text to images to multimedia.

Vision come true!

All of my connected applications, always

with me

A solidfoundation

Flickr user vpvasquez8

Motorola10%

Microsoft7%

Siemens1%

Qualcomm0%

LG4%

RIM2%

Ericsson1%

34%

Samsung7%

Sony Ericsson11% Apple

23%

Highest share of media attention

Source: Multimedia Media Monitoring September 2006 by Observer

Global multimedia coverage September 2006

Enterprise Solutions

6%

Networks6%

Strategy & Technology

9%

Mobile Phones18%

Corporate32%

Motorola10%

Microsoft7%

Siemens1%

Qualcomm0%

LG4%

RIM2%

Ericsson1%

34%

Samsung7%

Sony Ericsson11% Apple

23%

Highest share of media attention

Source: Multimedia Media Monitoring September 2006 by Observer

MultimediaMultimedia29%

Global multimedia coverage September 2006

Highest favorability of media attention

0 200 400 600 800 1000 1200 1400 1600

QualcommEricssonSiemens

RIMLG

SamsungMicrosoft

Sony EricssonMotorola

AppleNokia

Positive Neutral Negative

Source: Multimedia Media Monitoring September 2006 by Observer

Global multimedia coverage September 2006

Positive web buzz

Rob Dickinson shot his ‘Oceans’ video using Nokia N93

• Uploaded to YouTube – in 4 days over 18.000 views

• Multiple blog site discussions appraising the video quality of Nokia N93 with Carl Zeiss

Prompted awareness of Nokia Nseries among consumer segments (%)

Source: On Track, Global Q2’06Base: Total Sample = Total Population

13

2218 18 17 16 15

11 117 7

Total TechnologyLeaders

YoungExplorers

CareerBuilders

PragmaticLeaders

StyleLeaders

YoungSettlers

PracticalHome

Owners

StyleFollowers

StyleSeekers

FamilyProviders

ComfortableSeniors

26

Good sub brand awareness

Nokia Nseries people

Technology StylistsSource: ??

Technology Leaders

Flickr user -bartimaeus-

Technology Stylists

What do Nokia Nseries people have in common?

Flickr user _e.t

How should Nokia Nseries speak to these people?

Flickr user bendu

Minds, hearts,souls.

Nokia N91 –“I Am My Music”

Nokia N93 –“The Next Story in Video”

Nokia Nseries Music Range –“Hear New in Black”

Nokia N95 –“It’s What Computers Have Become”

Thankyou.

25 © 2006 Nokia

Nokia NseriesDo New ExperiencesCapital Markets Day

Ralph Eric KunzVice President, Multimedia Experiences

26 © 2006 Nokia

Social Networking

SearchInternet-based communities

Location-based experiences

There is only one internet, with mobile as a key access route...

Do New Experiences team establishes the foundation for Mobile Web 2.0 business models

27 © 2006 Nokia

Nokia’s Open SourceBrowser with leadingposition

eCommerce & Banking

JavaScript & SSL support

By 2010, full mobile web browsers as abundant as PC browsersAll NSeries devices with full web functionality

0

500

1000

1500

2005 2006E 2007E 2008E 2009E 2010E

(M)

Growth of web browsers: mobile vsPC

CAGR > 50%

WAP Browser/xHTML Browser

Full WebBrowser

Source: Nokia Forecast 2006

Full WebBrowser

Mobiles with PCs with

Web mail

JavaScript & SSL support

Search

News Feeds & Blogs

Weather

News Feeds & Blogs

Sports & News

Mini Map / Page Overview

Maps, driving directions & Finance

AJAX Web sites

News Feeds & Blogs

RSS

Flight booking

JavaScript & Dynamic HTML

28 © 2006 Nokia

Internet-based communities will go mobile

Location to Location CommunitiesPerson to Person

Is Mr. Bell at Home?Hi, are you able to speak?

You were online so…

Evolution of Call Paradigm

29 © 2006 Nokia

2007 Outlook• Instant Messaging & Presence

combined with VoIP framework.• Integration of partner services into

contacts• Launch of internet communities from

major brand partners.

2006 Experiences• Integrated, native (SIP) VOIP client• Framework for partner VOIP

services

Nokia is enabling branded internet communitiesvia plug-ins into framework

30 © 2006 Nokia

Source: U.S: Bancorp Piper JaffraySource: U.S: Bear Sterns –“Consumer Internet” Equity Research May 2006

70

60

50

40

30

20

10

02003 2004 2005 2006E 2007E 2008E 2009E 2010E

(B)

Worldwide Online Advertising Revenues $ US b

Search in Online

Email

Search Engine

Research

Local Information

Contests

Greetings

IM

0 20 40 60 80 100

% of respondents who use application

News

Search is a key entry point to the internet…with even more relevance in the mobile context

SearchAdvertising

Total OnlineAdvertising

31 © 2006 Nokia

Mobile Search is much more than websearch

Nokia Search application as a foundation for a deep search experience

32 © 2006 Nokia

Source: Nokia Forecast 2006, Canalys

OnlineRouting(”Mapquest”)

Personal Navigation Devices (PND)

0

500

1000

(M a

nnua

l dev

ice

sale

s)

AccessibleMarket

Nokia Devices

Mobile Phones Total

Canalys GPS NavigationForecast

Locationawaredevices

Location-based experiences bring a new dimension to the mobile context

33 © 2006 Nokia

Company Technology Service Aggregation

page-rank sorting free web search ad volume

scalable VOIP free VOIP client call-out volume and …

auction clearing C2C auctions small merchants

blogging engine free web community ad volume, game portal

movie streaming free movie search ads, …

map streaming free mapping and routing navi, content,

ad volume

Create discontinuity thru tech and bizz modelinnovation10 x cheaper or significantly scaled user experience

34 © 2006 Nokia

The Impulse formore: Free Mappingand Routing

Free Maps& Routing

€ Advertising

€ Transactions€PremiumContent

€ Navigation

Biz Model: Generate a community through freemaps and income through upselling and ads

35 © 2006 Nokia

smart2go Tile Server smart2go Client

Map Tiles:• Map vectors for drawing• Routing graph to calc. route• Address index• POIs• Bitmaps

Server• Holds maps of 180 countries• Access to POIs• Calculates routes, and finds

addresses when map tiles are not yet stored on client

Client• Caches map tiles locally• Requests tiles for GPS position• Performs calculations (Routing,

address search, mapping)• Holds city guides and other

content

Map Tiles

Tech Innovation: uniquely scaleable map- and content delivery mechanism

36 © 2006 Nokia

Content Partners Service Provider

Marine Maps

Vector Maps

Satellite Maps

Bill &Payment

Distribution Sales

Operator

Retail

OEM

Nokia

OEM

OEM

Consumer

Consumer

DownloadFrom smart2go.com

Credit card

Operator

Retail

Consumer

Allow users to network and merchants to sellDe-facto content publishing & navigation platform. Foster Social networks

37 © 2006 Nokia

Iconicbroadbandinternet experience in consumerspockets

Major branded internet communities plugged-in to Nokia’s framework.

Search is a key entry point to the internet , with even more relevance when mobile

Disruptivebusiness model withplatform for navigation/ content up-selling and addplacement

1. 2. 3. 4.

Do New Experiences establish the foundation for Mobile Web 2.0

38 © 2006 Nokia