nokia客戶細(xì)分戰(zhàn)略介紹ppt(完整版)
【正文】 ) % % Image Seekers (%) NE NE Style Followers (%) % % Family Providers (%) % % Simplicity Seekers (13%) % % Mature Acceptors (%) % % Life Jugglers (%) % % Pragmatic Leaders (%) 6% % Life Builders (%) % % Italy ReFresh Segmentation Map Young Explorers Technology Leaders Technology Stylists Style Leaders Style Followers Family Providers Simplicity Seekers Mature Acceptors Life Jugglers Pragmatic Leaders Life Builders Image Seekers SI = Statistically Insignificant NE = Non Existent Globally, % of market has moved onto or above horizontal involvement axis (= most segments above axis have grown) 23 169。Nokia Convergence Strategy MUMM Conference Day 2023 Rome, 9th May Background scenario ? Lower Global Average Selling Price = lower Margins ? Mature Markets (Europe and North America): one digit growth = tough petition for Brand switchover and investments for loyalty ? High Subsidy by Tele Operators = tough negotiations and strong consumers’ attitude to lower prices ? Booming Markets (China, India and Latin America) but low range products = low Margins ? Faster mercial product lifecycle = high Investments in RD ? Mix of financial investments ing from MultiBusinesses Companies ? Quite strong Convergence demand ing from Mobile and Fixed Operators Actual Business Models are still effective to have two digits Operating Margin in MP Industry? No! New Value Added Businesses are necessary Convergence is the main driver to enter in new Businesses Convergence is not a pure sum of two different needs/industries Convergence is something more: new Categories, new Businesses, new Experiences, new Benefits, new Markets ? Digital Contents ? High capacity Memories, fast Processors, longlasting batteries ? Stable and fast Operating System for Mobile Phones ? Wider Transmission Band (GPRS, UMTS, HSPA, …) Technology Consumers Legislation Competition ?“everything, everytime, everywhere” ?Needs of customization (ring tones, wallpapers, UI, cover, etc..): ? Everybody has a MP ? Deregulation ? Liberalization ? Margin erosion ? Tough Negotiations Drivers for Convergence What’s Convergence Nokia
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