【正文】 oduc e d 1 7 n ew pr o duc ts i n 1 9 98– P r odu c ed w or ld ?s fi r s t G S M phon e, f ul ly c ompl iant wi th wi r el es s ap pl ic ati on pr oto c ol ( N ok ia 7 110 )– O nl y v end or to a ggres s i v el y pu s h e v er y G t ec hno l o gy , em er gi ng c l ear w i nn er i n G P R S ( E ur ope )– F i r s t manu fac tur er t o s i mul tan eou s l y l aun c h h and po r t abl e p hon es for al l maj or di gi tal s y s tems– U ltr a light Nok ia 2 100 pr odu c t fa mi ly c ate r ed to G S M, P C N , A mer ic a? s T D MA a nd J ap an ?s di gi tal s y s temT ailors p rod u ct s ? T ai l or ed pr odu c t to t ar get c us to mer s– Introduc e d i nte r c ha ng eab l e, fas hi ona bl e c el l ph on e c ov er s to attrac t y ou nge r s e gme ntsNokia made big bets as to which technologies would emerge, redirecting resources and pany focus to emphasize these categories. PRODUCT STRATEGY “ The choice of focus is extremely important. We constantly strive to make sure we are focused on targeted markets in which the growth rate is much higher than that of the total market, Nokia?s aim is to grow somewhat faster than the targeted markets do.” – Matti Alahuta, President, Mobile Phones Dat e eff ec t i ve T ar g et n am e T ar g et b u si n e ss d es c r ipt ion Acqu is it ion pri ce Capabilitie s a cqu ir ed/ stre n g t h ed5/ 31 / 19 9 1 Cen tu r y Te l e E nt ps F LP ag i n gP r ovi d e be ep er c o mm un i c at i ons erv i c esN/A A c qu i r ed p ag i ng op erati on s2/ 15 / 19 9 5 G eo W ork s , I nc. Dev el o p s y s te ms s of tw are A c qu i r ed a nd 8. 95 % s ta k efo r $ 7. 5 m i l l i on6/ 28 / 19 9 6 S y ncr o Ma c h i n e Co. Ma nu fa c tu r e me t al w ork i ng m ach i n ery N/A T r an s mi s s i o n te c h no l og i esde v el op m en t6/ 3/ 1 99 7 Ip s i l on N et wor k s Ma nu fa c tu r e ne tw ork i ng e qu i pm e nt A c qu i r ed u nd i s c l osedmi n ori ty s ta k e1/ 12 / 19 8 8 Ip s i l on N et wor k s Ma nu fa c tu r e ne tw ork i ng e qu i pm e nt $1 20 m i l l i o n A c qu i r ed r e ma i ni ng ma j ori ty i nt er est。 en h an c i ng t echno l o gy“ k no w ho w ” in c orpo r at ec om mu ni c at i on s ap p l i c a ti o ns12 /1 3/ 19 99 T el ew are P r ovi d e s ol ut i on s fo r mo b i l e In te r ne t N/A S of tw are sec uri ty experti s e3/ 6/ 2 00 0 Netwo r k A l c he my P r ovi d e IP c l uster i ng s o l ut i o n s erv i c es $3 35 m i l l i o n P at e nt e d I P c l uster i ng te c hn ol og y 。T Wireless Service for Nokia branded mobile phones Distribution ? Ramp。D –Cooperation with Geoworks to develop next generation wireless products –JVs with HewlettPackard, Cisco, Geoworks for hightech product development ? Low investment, high return Ramp。T) –Similar product design allows Nokia to use the same production line for multiple products and enables them to react quickly to changes in demand by shifting from one model to another Ramp。 primarily driven by alliances and partnerships. CAPABILITY PLATFORM BRAND DEVELOPMENT Starting in 1994, Nokia increased corporate brand awareness through vigorous advertising campaigns. Source: Annual reports。 press clippings。 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。 annual reports。D EXPENDITURES 1995 6 . 98 . 11 5 . 3Nokia spends relatively little on Ramp。D investment through ? Numerous Ramp。T) ? Focused Ramp。 ., 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 centers exist in 14 countries on four continents. JOINT Ramp。 and when it?s necessary we form partnerships with other pioneers of technology。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。 press releases。 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。D cycles, and the right timing of product launches.” Source: Nokia press release。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 ol uti ons