149:, and offers a wide range of information services covering healthcare, agriculture, education and entertainment. The project began with Nokia's Emerging Market's Jawahar Kanjilal, wherein he worked with BCG to identify the services for consumers in emerging markets to expand Nokia's footprint and drive long-term loyalty. The team then carried on consumer research, insights generation, proposition development & concept definition for the "Next Billion Consumers". Post Board approval, Nokia teams led by Jawahar Kanjilal & Hemant Madan created a suite of services, branding, distribution, piloting, pricing & digital subscriptions business model for the
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with the Nokia Life user. This sequential engagement unit (SEU) was offered to partners to help drive behavioral and attitudinal changes. These SEU's helped build the context and reinforce the messaging by targeted communication with the users over a specified time duration. The most critical partnerships involved content providers for free content (e.g. governmental organizations, NGOs, universities, content agencies), and Nokia and operators as distribution partners. The service provider included at first partners that were used to get the content and offering in place, and secondly go-to-market partners (operators) were included.
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Therefore, Nokia Life operated on a local level with locally-insights driven teams. The service has been built from the ground-up based on the insights that local teams were gathering about each specific market in order to overcome the paradox of distance by adjusting the product or service to the local needs in order to increase the fit with the customer segment. The unit was headed by
Jawahar Kanjilal, Global Head for Nokia Life. The languages were also adjusted to local preferences. For example, the services in
157:, in the state of Maharashtra in India in early 2009. After the successful pilot, a wider commercial deployment of the service under the name Nokia Life Tools began in India in June 2009. The service was later expanded to Indonesia in November 2009, China in May 2010, and Nigeria in November 2010. Nokia Life was able to use the existing distribution network of Nokia by pre-installing it on Nokia devices. The first two supported devices were the Nokia 2323 Classic and Nokia 2330 Classic devices.
153:(BoP) consumers, because of the significant brand- and distribution presence that it already had in those markets at that time. In 2013 Nokia Life was eliminated due to Nokia's switch in focus and the arise of Internet-based information services in those markets. The service has been available in Pakistan, India, Indonesia, China, and Nigeria. Around 125 million people have experienced Nokia Life services in these five countries. Nokia Life was launched as
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consists of localized information including weather conditions, advice about crop cycles, general tips and techniques, as well as market prices for crops. Farmers in the pilot scheme said getting daily prices on their phones reduced their dependency on agents for basic information, enabling them to negotiate with greater confidence. The relevance of the service is described in an anecdote from the former
Strategic Manager:
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is one of the most important challenges to overcome when targeting the Bottom of the
Pyramid. The customer-centric approach contributed to achieving affordability by ensuring that Nokia Life invested time and money in activities and elements that were most relevant for the targeted customer segments.
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were combined. In return those partners were willing to bear costs in the form of sponsorships and to provide free content and resources. Partnerships included some services that were free to the end consumer and paid for by the partner (advertiser). Here the partner paid for a sequential engagement
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Nokia Life included partners in their business model to complement each other in order to serve a common goal. It built a platform that could reach specific segments while other parties were also looking to reach this segment with certain content. Nokia Life's need for content and the partner's need
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Furthermore, the educational tools provide simple
English and general knowledge courses in local languages, as well as study modules in a variety of state and ICSE board topics, including history, geography, biology, physics and chemistry. In India, it also includes a service that allows students to
230:"One of our customers was a farmer who had a son that drove all day around on his bicycle to visit markets and determine the market prices. At the end of the day, when the farmer was loading his crops, the son gave this information to his father so that he knew what price he could ask for his crop".
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Nokia Life was precursor of the customer-centric approach. Customer studies in the form of pilots, surveys, observation, and prototyping were used as input and testing for both the product design and the business model. Consequently, the trick was to scale the service to a personal content level to
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Basically, Nokia Life helped people to make decisions at one specific moment in time. Therefore, it had to make sure that it created value by providing the right content for that decision, and delivering the value at that specific moment in time. For example, the agricultural part of the service
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The healthcare services offers pregnancy and childcare advice, men's health, and women's health in all countries. There is also a range of health topics like respiratory, heart, diabetes, hepatitis and digestive health which are specific to some countries.
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Finally, the entertainment services suite offering varies regionally and includes among others cricket & football scores, news, wallpapers, astrology, and ringtones.
263:. The price differentiated per country, but was always between $ 0.50 and $ 1.00 per month. The former CEO explains the degree of affordability of Nokia Life:
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of the topic and provide significant coverage of it beyond a mere trivial mention. If notability cannot be shown, the article is likely to be
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more important than the total amount of money that has to be paid at the end of the cycle. Consequently, Nokia Life was aiming for
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Medianama: Arogya Powers
Diabetes Prevention mHealth Updates In India On Nokia Life Tools
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Prahalad, C.K. (2012). "Bottom of the
Pyramid as a Source of Breakthrough Innovations".
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based, subscription information service designed for the "Next
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Jansen, W. (2016). "Overcoming the affordability barrier with business models".
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Please help to demonstrate the notability of the topic by citing
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The
Register: Nokia Life Tools help Indian farmers get one
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Nokia Press: Nokia Life Tools
Launches in Indonesia
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247:'A rupee a day kind of service'
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168:Affordability
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69: –
68:
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63:Find sources:
57:
53:
49:
45:
41:
34:
27:
18:
17:
1551:
1472:Mika Tiivola
1442:Eduard Polón
1437:Jorma Ollila
1422:Leo Mechelin
1397:Kari Kairamo
1357:Stephen Elop
1347:Aleksi Eeben
1337:Sari Baldauf
1240:Nokian Tyres
1167:Smarterphone
1084:Acquisitions
1027:Subsidiaries
937:Video gaming
823:Desktop apps
789:HERE Transit
678:Nokia Camera
625:Nokia Xpress
610:Nokia Sensor
569:
440:
429:
418:
407:
398:
370:
366:
360:
346:
335:
324:
313:
302:
291:
273:
270:Partnerships
264:
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234:
229:
226:
164:
154:
138:
134:
130:
129:
114:
105:
95:
88:
81:
74:
67:"Nokia Life"
62:
1467:Rajeev Suri
1427:Frank Nuovo
1286:Nokia House
1207:Divestments
1177:Technophone
1117:Intellisync
1112:F5 Networks
1069:NGP Capital
1062:Other units
887:Nokia DVLUP
840:Nokia Suite
718:Nokia Share
373:(1): 6–12.
44:independent
1600:Categories
1528:Nokia tune
1518:HMD Global
1220:Nokia Data
1132:Metrowerks
959:Nokia Game
784:HERE Drive
635:OTA bitmap
620:Nokia Sync
605:Nokia Pure
570:Nokia Life
550:Nokia Care
515:Club Nokia
284:References
155:Mera Nokia
133:, earlier
131:Nokia Life
108:March 2015
78:newspapers
52:redirected
1187:Trolltech
1127:MetaCarta
1102:earthmine
928:Noknok.tv
774:Here maps
209:Malayalam
141:, was an
42:that are
1585:Wikinews
1565:Category
1317:Esko Aho
1197:Withings
1182:Trapster
1107:Enpocket
901:Websites
814:Trapster
769:HERE.com
277:platform
213:Assamese
185:Gujarati
1575:Commons
1157:Scalado
1142:Novarra
660:WidSets
205:Kannada
201:Punjabi
193:Bengali
181:Marathi
92:scholar
56:deleted
1310:People
1259:Places
1192:Twango
1147:Plazes
1137:Navteq
1097:Dopplr
944:N-Gage
908:Dopplr
655:Twango
645:Plazes
520:Maliit
275:for a
197:Telugu
94:
87:
80:
73:
65:
48:merged
1506:Other
1250:Vertu
1020:Nokia
630:OFono
495:Nokia
217:Oriya
189:Tamil
177:Hindi
173:India
99:JSTOR
85:books
54:, or
1552:Sold
1215:Here
530:MOSH
215:and
137:and
71:news
640:Ovi
375:doi
219:).
143:SMS
1602::
387:^
371:29
369:.
211:,
207:,
203:,
199:,
195:,
191:,
187:,
183:,
179:,
50:,
1012:e
1005:t
998:v
487:e
480:t
473:v
401:.
381:.
377::
354:.
121:)
115:(
110:)
106:(
96:·
89:·
82:·
75:·
58:.
36:.
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