【正文】 offering mobile handsets Source: Nokia Press Release SAMSUNG010605BJkickoff2 5 STRATEGY 1. Background information ? Location ? Registered capital ? Management team ? Equity structure ? Starting year ? Number of employees ? Era analysis 4. Value chain strategy 5. Organization and ownership 6. Financial performance ? Focus on – Marketing, advertising and promotion – Distribution (channel and sales force) ? Organization structure ? Ownership structure ? Sales ? Profit 2. Strategy 3. Product /market ? Mission ? Vision ? Corporate strategy ? Market position ? Key product offerings ? Key customers ? Value proposition ? Geographic focus ? Pricing SAMSUNG010605BJkickoff2 6 NOKIA POSITIONS ITSELF AS A LEADING PRODUCT AND SYSTEM SUPPLIER IN THE FAST GROWING MOBILE COMMUNICATION INDUSTRY Vision To lead mobile munication through the integration of mobility with inter and the innovation of new service models Product Value delivery system Strategy ? Focuses on mobile munication products and aims to be a total solution provider in mobile munication ? Regularly introduces consumeroriented products with emphasis on designs and functions ? Builds strong local alliance through JVs with Chinese partners and Ramp。D centers with Chinese universities ? Builds exclusive specialist shops to bring onestep solutions to end users ? Builds fixed and mobile service stations with wide geographic coverage including rural areas Source: Nokia press Release SAMSUNG010605BJkickoff2 7 NOKIA HAS CAUGHT UP WITH MOTOROLA AS MARKET LEADERS IN MOBILE HANDSETS SINCE 1999 Monthly market share development (Percent of market in units sold) 98 99 Jan ?00 Dec ?00 010203040Nokia Motorola Siemens Ericsson Source: IDC, McKinsey Analysis SAMSUNG010605BJkickoff2 8 UNLIKE ITS COMPETITORS, NOKIA’S MARKET SHARE IS THE SAME AMONGST NEW AND REPURCHASE BUYERS 31 31 3128 29 291012 1287 723 2121Others Nokia Ericsson Siemens Motorola Repurchase Buyers New Buyers Total market Percent of units sold, 2000 4Q 25% 75% % of Market 100% Definition: ? New buyer:never bought mobile phone before ? Repurchase buyer: bought mobile phone before Source: IDC, McKinsey analysis SAMSUNG010605BJkickoff2 9 AMONG REPURCHASERS, NOKIA’S CHURN RATE IS HIGH, BUT AT PAR WITH MOTOROLA Percent, 2000 10633241566Ericsson Nokia Alcatel Others Siemens Brand bought by previous Nokia owners Motorola Samsung 11326326319Motorola Alcatel Others Siemens Brand bought by previous Motorola owners Nokia Samsung Ericsson Source: McKinsey analysis SAMSUNG010605BJkickoff2 10 PRODUCT/MARKET 1. Background information ? Location ? Registered capital ? Management team ? Equity structure ? Starting year ? Number of employees ? Era analysis 4. Value chain strategy 5. Organization and ownership 6. Financial performance ? Focus on – Marketing, advertising and promotion – Distribution (channel and sales force) ? Organization structure ? Ownership structure ? Sales ? Profit 2. Strategy 3. Product /market ? Mission ? Vision ? Corporate strategy ? Market position ? Key product offerings ? Key customers ? Value proposition ? Geographic focus ? Pricing SAMSUNG010605BJkickoff2 11 ? Nokia has a narrow product portfolio focusing on mobile munication products, and mobile handset is Nokia?s key product offering ? Nokia offers consumeroriented handsets with emphasis on designs and functions, targeting medium and low end customers. Its main customer segments are the young and fashionable ?Nokia?s fashion phones are relatively strong in major cities and the south region。 however Nokia is relatively weak in the fourthtier cities KEY MESSAGES PRODUCT/MARKET SAMSUNG010605BJkickoff2 12 MOBILE HANDSET IS NOKIA39。s BIGGEST PRODUCT OFFERING AND ITS ESSENTIAL PART OF TOTAL SOLUTIONS IN MOBILE COMMUNICATION Nokia mobile handsets Nokia product offerings Nokia work Products Now and future ? Nokia 3310 for young people ? Nokia 82