Product Market Analysis of Nokia (E Series)

Introduction: The Nokia Eseries consists of business-oriented smart phones, with emphasis on enhanced connectivity and support for corporate e-mail push services. All devices have advanced office features. Phones equipped with Wireless LAN also provide a VoIP client (SIP Protocol).

On October 12, 2005, mobile phone manufacturer Nokia announced what the

company refers to as the Eseries, consisting of the three mobile phones, the Nokia E60, Nokia E61 and Nokia E70. On May 18, 2006, Nokia announced the addition of the E50 to the series, which it refers to as a "business device" rather than a "smart phone".

On February 12, 2007, Nokia announced the addition of three new devices to the series; E61i, E65 andE90.

On April 11, 2008, Nokia Australia has advised that the E61i will be discontinued in May 2008 and be replaced by a more featured but smaller E71.

Nokia provides the Nokia PC Suite that allows synchronization and transfer of data, calendars, contacts, and more between the phone and a Windows PC. Mac users can access the data on an E-series phone using a Bluetooth connection, e.g. the Bluetooth File Exchange application native to OS X. Synchronizing addresses and calendars is done using iSync: some Nokia phones are supported natively by Mac OS X, some require that the user installs an iSync plugin from Nokia. Nokia also provides Nokia Multimedia Transfer for managing user content on the device. NMT will synchronize music, videos and photos from selected iTunes play lists and iPhoto albums into the phone, transcoding and reducing the file size if necessary. It also presents the device as a digital camera in iPhoto for easy importing of photos and videos.

Nokia E-series

Logo

Parent Company Category Sector

Nokia Mobile phone Handsets Telecommunication Connecting People; Success does not need a desk, make it everywhere you go A Nokia branded business phone STP

Tagline/ Slogan USP

Segment

Mid-High end Business-cum-Smart phones Business professionals aged 25 - 50 with upper middle class income A device which could serve a dual purpose of entertainment as well as business with it's unique design of fitting in a keypad.

Target Group

Positioning

SWOT Analysis and List of competitors

SWOT 1. Successful E series phones 2.Good quality and features 3.Strong brand name and excellent distribution 1.Symbian 3 OS not accepted by masses 2.All E Series models are similar 3.Declining market share 1.Redeem it's hold in the smart phone market which it has never properly addressed in the past 2.Better advertising and price competitiveness 1.People are more focusing on OS than on brands and Symbian 3 has got bad publicity since launch 2.Low end competitors with similar features at a lower price Competition 1.Blackberry 2.HTC 3.Samsung 4.Apple

Strength

Weakness

Opportunity

Threats

Competitors

Identification of 4 Ps a. Product According to Nokias thinking, the company believes that, A good product sells itself, hence Nokia concentrates on innovating, providing good quality, serving necessary features and at the same time keeping its customers happy. Even though the E Series of Nokia phones is specifically for a segment of the target market, the company makes sure that this category of customers get all necessary components in order to make full use of such distinctive features. List of Nokia E Series Products till date: Nokia E50 Nokia E51 Nokia E51 (No Camera) Nokia E52 Nokia E55 Nokia E60 Nokia E61 Nokia E61i Nokia E62 Nokia E63 Nokia E65 Nokia E66 Nokia E6 Nokia E70 Nokia E71 Nokia E72 Nokia E73 Mode Nokia E75 Nokia E5-00 Nokia E7-00 Nokia E90 Communicator

b. Price Nokia uses a pricing strategy that best suites the product. The pricing strategy used for these particular products (E Series) is known as Skimming Price Method. Price skimming is a pricing strategy in which a marketer sets a relatively high price for a product or service at first, and then lowers the price over time. Following are the prices of Nokia E Series Phones last recorded (Launched/ last traded date in Indian market.) Nokia E50 Nokia E51 Nokia E51 (No Camera) Nokia E52 Nokia E55 Nokia E60 Nokia E61 Nokia E61i Nokia E62 Nokia E63 Nokia E65 Nokia E66 Nokia E6 Nokia E70 Nokia E71 Nokia E72 Nokia E73 Mode Nokia E75 Nokia E5-00 Nokia E7-00 Nokia E90 Communicator Rs. 7700 Rs. 11250 N/A Rs. 10036 Rs.15000 N/A Rs.15865 Rs.15670 N/A Rs. 9000 Rs.12500 Rs.18759 Rs. 17378 Rs.18000 Rs. 14000 Rs. 18200 N/A Rs.7400 Rs. 9137 Rs. 25510 Rs.32827

c. Place Available at the right place, at the right time, in the right quantities. Nokia has opened its retail outlet Nokia Priority as well as many authorized dealers at various places. Networks technology

China Finland Germany India Brazil China Finland Great Britain Hungary India Mexico Romania South Korea

Mobile devices and technology

d. Promotion

Advertising, selling, sales promotions, Public Relations, etc. are the major weapons of Marketing. Promotion has become the most important P to focus on: Advertising, PR, Sales, Message, Media, Budget and Direct Sales. II. Segmentation, Targeting and Positioning. 1. a. Segmentation Strategy (E Series) Geographic: In recent times evolution of the Nokia immediate geographic target is rural India, but in this case it is the corporate and business oriented people of urban areas that need such features on the go. The total targeted population is estimated at 46 million. Demographic: Male and female. Ages 25-50, this is the segment that makes up 80% of the Nokia mobile phone market.

2.

b. Targeting Strategy Target Market for the Nokia E Series Mobile Phone is between 20 and 60 years. Who wants to use something different? Teenagers and Business Class People with a main focus on business applications. b. Positioning Strategy Nokia has created a distinct position in customer mind by: Nokia Logo. Slogan- Know our Past, Create the Future. Innovative Handsets with updated software's typically every 6 months.

III. Market Research: Progress: Increasing Adoption

Largest white-label email deployment in the world. 400,000+ subscribers and growing. Over 500K subscribers have signed-up for an Intellisync-powered content back-up / restore service in first 6 months of availability! 61% of the subscribers through our operator customers are accessing POP / IMAP mail. Surpassed 1 million IntellisyncWireless Email user licenses during 3rd quarter of 2006. 33% sequential growth (vs. RIMs 13%) added another 180K in Oct of 2006. 60% of enterprise deals are multi-product eg: Gmail and device management.

Why Nokia E series? Designed to appeal to business professionals. Meets the needs of IT managers. Delivers value to business managers Nokia E series Solutions

Email Enterprise Applications Business Voice Mobile Office Applications