Nokia re-categorises products
CHENNAI: Nokia has created a new retail format globally to accord a richer mobile experience for its customers. The first of this kind in the Asia-Pacific (APAC) region is being opened in Chennai. This new retail format is based on the industry's largest and most comprehensive customer segmentation study conducted by Nokia recently to understand the needs and drivers for mobility for different segments of the market.
Sunil Dutt, Director (Sales), Nokia India, told The Hindu that the customer segmentation study polled 42,000 people in 16 countries with a focus on identifying and addressing the specific and different needs of customers. Based on this study, Nokia had categorised consumers into four distinct segments — live, connect, achieve and explore. This categorisation was based on the impact that lifestyle choices and attitudes had on the purchase decision of mobile devices. Keeping this research in mind, Nokia had re-categorised its entire product portfolio.
Mr. Dutt said as a million users joined the mobile revolution everyday, mobile handset providers needed to address the diversity in consumer aspirations and their demands from mobility.
Nokia had taken a lead in addressing the entire spectrum of consumers, be it first time buyers or seasoned mobile users, and this initiative was in line with the same.
He said the Chennai outlet would exhibit the entire range of Nokia's models that were available globally. This outlet would also provide the consumers a one-stop solution on Nokia products. The consumer would get the complete experience of the product and knowledge on technology aspect of it as well at the Chennai retail centre, he added.
Mr. Dutt said the mobile market was evolving and consumers were upgrading their mobiles from basic models to next levels.
The market was experiencing mobility and functionality and it had become more application-oriented.
The main objective of Nokia was to improve its profitability with increasing competition.
For which, the company had decided to expand its product portfolio that catered to all segments of the society. He said today, young and tech-savvy population drove the market. Some of its successful models were `N-seriers' and `E-series', which had multimedia and business mobility applications.
He said nearly ten models that were marketed in India were locally manufactured. During January-December 2006, it had shipped nearly 25 million pieces. Of this, nearly 80 per cent were sold domestically and the balance shipped to South East and West Asian countries.
Source: Hindu
Sunil Dutt, Director (Sales), Nokia India, told The Hindu that the customer segmentation study polled 42,000 people in 16 countries with a focus on identifying and addressing the specific and different needs of customers. Based on this study, Nokia had categorised consumers into four distinct segments — live, connect, achieve and explore. This categorisation was based on the impact that lifestyle choices and attitudes had on the purchase decision of mobile devices. Keeping this research in mind, Nokia had re-categorised its entire product portfolio.
Mr. Dutt said as a million users joined the mobile revolution everyday, mobile handset providers needed to address the diversity in consumer aspirations and their demands from mobility.
Nokia had taken a lead in addressing the entire spectrum of consumers, be it first time buyers or seasoned mobile users, and this initiative was in line with the same.
He said the Chennai outlet would exhibit the entire range of Nokia's models that were available globally. This outlet would also provide the consumers a one-stop solution on Nokia products. The consumer would get the complete experience of the product and knowledge on technology aspect of it as well at the Chennai retail centre, he added.
Mr. Dutt said the mobile market was evolving and consumers were upgrading their mobiles from basic models to next levels.
The market was experiencing mobility and functionality and it had become more application-oriented.
The main objective of Nokia was to improve its profitability with increasing competition.
For which, the company had decided to expand its product portfolio that catered to all segments of the society. He said today, young and tech-savvy population drove the market. Some of its successful models were `N-seriers' and `E-series', which had multimedia and business mobility applications.
He said nearly ten models that were marketed in India were locally manufactured. During January-December 2006, it had shipped nearly 25 million pieces. Of this, nearly 80 per cent were sold domestically and the balance shipped to South East and West Asian countries.
Source: Hindu
posted by anandsonline @ Wednesday, March 28, 2007
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