【正文】 gh vigorous advertising campaigns. Source: Annual reports。 press releases。 press clippings。 pany web site Cr e a ting p ul lthro ugh b ui ld in gbr a nd a w a r e ne s s? E a rl y a d o p tio n o f c o n su m e r b ra n d a d ve rtisin g ra the r t h a nte ch n o lo g y fo cu s? S tra teg ic T V ad ve rtisin g (e .g . , th r o u g h C NN to re a ch b u sin e ss p e o p le ,th ro u g h N B C S u p e rch a n n e l a n d MT V t o re a ch y o u n g e r s e g me n ts w h oto o k t o t h e c o n ve n ie n ce an d s ty l e o f t h e p ro d u ct s)? A g g re ssive a d v e rtisin g in p ri n t me d ia (e . g ., B u sin e ss We e k, F o rtu n e )? S tra teg ic s p o n so rsh ip s ( e .g . , Th e T o n i g h t S h o w wit h J a y L e n o ,Fo rmu la O n e T e a m, S u p e r B o wl F o o tba ll C la ssic)? “Th e f a ct t h a t we a re p o sitio n in g ou rse lve s in t h e s a me c la ss with t h ewo rl d ?s me g a b ra n d s ma k e s ma g n ifice n t ima g e ma rke tin g f o r u s. ”– T a n p a n i Y li , S a v n a m228。 ki, N o kia V ice P re sid e n tIn c re a s in ge ff ic ie nc y a nds ur fa c e a rea o fs a les c h a nne ls? Jo in t ve n tu re w ith T a n d y Co rp o ra tio n t o d e li ve r mo b il e ph o n e sto mo re t h a n 6 , 0 0 0 R a d io S h a ck st o r e s? Dist ri b u tio n c o n tra ct w it h A Tamp。 T Wir e le ss S e rvice s, f o rNo kia b ra n d e d mob il e ph o n e s? Dist ri b u tio n ag re e me n t with r e ta il g ia n t, S e a rs? O E M ma n u f a ct u ri n g f o r c o mp a n ie s in clu d in g G TE , De lc o ,S o u t h we st e rn B e ll , B e ll A tla n tic mo b il e s yst e msNokia 6100 Series phone Nokia kept its advertising consumer friendly and easy to follow, in contrast to their petitors who targeted professionals NOKIA COMMUNICATION STRATEGY ? Since the early niies Nokia?s value proposition to the consumer has been singleminded on ?simplicity? and ?ease? of using mobile phones ? The proposition of ?simplicity? is further enhanced by the tone of voice and visuals used in the munication ? The proposition has been municated through all their munication efforts both in mass media and at pointofsale Source: Press articles。 annual reports。 ECCH Collection Case Study Nokia Motorola Ericsson Percentage of sales Ramp。D EXPENDITURES 1995 6 . 98 . 11 5 . 3Nokia spends relatively little on Ramp。D, but still achieves a high return on its Ramp。D investment through ? Numerous Ramp。D partnerships with outsiders such as universities, and hightech panies ? Outsourcing of noncore technologies (., microprocessors from Intel, ponents from Motorola, semiconductors from ATamp。T) ? Focused Ramp。D programs concentrating resources on future growth areas。 ., cellular data transmission ? Use of cheap industry standard products as a base rather than more expensive systems Every third Nokia employee works in Ramp。D. Ramp。D centers exist in 14 countries on four continents. JOINT Ramp。D ACTIVITIES “We do not aim to do everything by ourselves。 and when it?s necessary we form partnerships with other pioneers of technology。 this means focusing on what we are best at and plementing it with the expertise of others.” Partner pany Products Start ATamp。T, . GSM ponents 1989 Qualm, . CDMA technology 1990 Cicso, . ATM works 1994 Geoworks, . Wireless products 1995 Psion, . Software for GSM 1996 Nokia has built extensive Ramp。D partnerships. For example, at the beginning of 1994, Nokia signed an agreement with HewlettPackard to cooperate in the development of Intelligent Network systems for telemunications operators. The agreement centers around the integration and development of key IN architecture elements. Source: Press clippings。 press releases。 Inter homepage NOT EXHAUSTIVE President, Nokia Telemunications204。 Network and Access Systems Division Objective To jointly develop ATMbased (broadband) service solutions for petitive tele operators in deregulated markets that provide services for ? Corporate customers: need to increase connectivity across the pany ? Residential customers: require advanced data and video (multimedia) services Cisco ? Data and private work/corporate applications knowhow (market leader in switched interworking。 ., routers, LAN, and ATM switches Nokia ? Experience in tele operator business ? Expertise in voice transmission infra structure and work management “This cooperation answers the need for faster building of new petencies, faster Ramp。D cycles, and the right timing of product launches.” Source: Nokia press release。 press articles NOKIA/CISCO Ramp。D ALLIANCE – EXAMPLE In 1995, Nokia and Cisco Systems, ., established a strategic alliance to develop ATMbased work products to provide total tele service solutions to panies. D at e A llia n c e Pa rt n er C ap ab ilit ie s D eal d e sc ript io n Im act? Se p 0 0 ? Si e be l S y s te ms ? Mar k eti ng? Se l l i ng? D ev el o pm ent? Wo r l dwi de j o i nt mar k eti ng,c ol l a borat i v e s e l l i ng, an d e x te ns i v edev el opm ent of m ob i l eeB us i nes s ap pl i c ati ons? En a bl es c omp l ete en d to en d mo b i l eeB us i nes s s ol uti ons for N ok i a c us t ome r s? Se p 0 0 ? T el l abs ? D ev el o pm ent? St r ate gi c a gr ee men t to enh a nc e ATMand I P tr a ns mi s s i on? En a bl es en d t o end ma nag e d, i nt egrat edmob i l e trans m i s s i on pl atfo r m , of fer i ngev ol ut i o n to w ar ds A T M an d I P for ope r a tor s? Se p 0 0 ? C omp aq ? Mar k eti ng? D ev el o pm ent? C o dev e l op men t an d m ar k eti n g o fend to e nd mob i l e In ter ne t an dIntrane t s