BOARD OF DIRECTORS

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 OKIA
¦ Founded in 1865, by Fredrick Idestam in
Finland as a paper manufacturing company
¦ In 1920, Finnish Rubber works became a part
of the company
¦ In 1992, Finnish cable works join them
¦ All the 3 companies merged in 1996 to form
the okia Group
 Contd..
¦ In 1970, okia started taking an active interest in the power and
electronics businesses
¦ In 1987, consumer electronic became okia͛s major business
¦ okia created the mobile phone standard in 1981a and launched
the first phone , Mobira cityman, in 1981
¦ In 1991, the first GSM network was delivered to Radkilinia, a Finnish
company
¦ In 1922, okia 1011 ʹ a precursor for all okia͛s current GSM
phones was introduced
¦ The company focus on two core business: mobile phones and
telecommunication networks
¦ Between 1992 & 1996, the company exited from the rubber and
cable businesses
 OKIA In India
¦ Entered in 1994
¦ okia 2110 ʹ first ever GSM call
¦ Operating office ʹ ew Delhi, Mumbai, Kolkata,
Bangalore, Hyderabad, and Ahmadabad
¦ The Indian operations ʹ handsets and network
infrastructure businesses
¦ R&D facility in Bangalore, Hyderabad and
Mumbai
¦ 10th manufacturing facility in Chennai, USD 150
million, March 2006 and employs over 4100
people.
 Some first for okia in India
¦ 1995 ʹ First mobile phone call made in India on a okia
phone on a okia network
¦ 1998 ʹ Saare Jahaan Se Acchha, first Indian ringtone in
a okia 5110
¦ 2000 ʹ First phone with Hindi Menu (okia 3210)
¦ 2002 ʹ First Camera phone (okia 7650)
¦ 2003 ʹ First Made for India phone, okia 1100
¦ 2004 ʹ Saral Mobile Sandesh, Hindi SMS on a wide
range of okia phones
¦ 2004 ʹ First Wi-fi Phone- okia Communicator (9500)
¦ 2005 ʹ Local UI in additional local language
¦ 2006 ʹ okia manufacturing plant in Chennai
¦ 2007 ʹ First vernacular news portal
 Initial Hurdles
¦ When okia entered India , telecom 6


   for growth of mobile phone industry.
¦  
 on importing mobile phones were as
high as 27%.
¦ Usage charges Rs.16 per minute, at these high rates,
consumer did not take to mobile phones.
¦ Competition from other powerful global players like
Motorola, Sony, Siemens, Ericson.
 Infrastructure business
·
 
  



 
¦ Infrastructure business is under okia etworks (now called
   
 ).
¦ ow key supplier to all the top GSM operators including
Airtel, Vodafone, BSL & IDEA.
¦ okia has also set-up it͛s a


 

 
in
Chennai. Solutions Center performs 
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for operators in Asia Pacific, Europe, Middle East and Africa.
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¦India has second largest market after China.

¦Today 6-7 million new subscribers every month.
¦Indian consumers tend to change their phone very fast.

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 Recent achievements & Recognition

¦ Ranked º
 
 

 Survey by Brand
Equity - 2007.
¦ Ranked  in India by BusinessWorld- 2007.
¦ Ranked   
  
in India in 2005-
06.
¦  

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   from 2004- 07.
¦ M
 


   by the Media-
Synovate survey.
¦ ü  
! üat CII Brand Summit in 2005.
¦ a
 "  M ºfor okia 1100, for most
innovative product in the telecom segment.
 ear 2008
¦ India is only country where okia is present in the entire
range- R & D, retail, manufacturing and services.
¦ 75000+ outlets to sell okia products.
¦ okia has #$share in mobile handset market in India.
¦ Launched a new service brand ʹ 6  for %
 
 .
¦ To access  
   besides
other entertainment content.
¦ okia  #
 6that enable users to find their way
to people and places. Maps services also have a  

 
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SWOT AALSIS
 Strengths
¦ One of the most popular mobile communication.
company in the industry
¦ Offering high product quality.
¦ Wide range of product.
¦ Product warrantee worldwide.
¦ Fashionable product ( serve new trend).
¦ Global marketing (product).
 WEAKESSES
¦ Higher price as compared to competitors
¦ High supply chain cost
 OPPORTUITIES
¦ Increase their presence in the CDMA market, which
they are just entering, as well as 3G and Edge.
¦ ew growth markets where cell phone adoption still
has room to go, including India and other countries.
¦ Joint venture in technology.
 THREATS
¦ Looking mainly at the competition that are taking
away okia͛s market share.
¦ Government legislations that hinder okia͛s
development as a company
(total cost of 3G licensing in Europe is 110 billion
euros).
¦ Higher import charges.
MARKETIG MIX
 Product
¦ Latest technology.
¦ Text messaging and games like Snake and Memory.
¦ Bulky and quite unattractive but now they are all
quite sleek and stylish.
¦ Accessories that consumers buy with them (carry
cases, hands free kits and in-car chargers).
 Price
¦ Penetration Pricing
¦ Competitor Based Pricing
 Place
¦ Mobile phone dealerships
¦ Retailers and electrical suppliers.
 Promotion

͞One Big Advertising Campaign͟

 Organizational Culture
¦ The okia Way-emphasizes the speed and flexibility of
decision-making.

¦ Flat-networked organization with a certain amount of

bureaucracy.

¦ Equality of opportunities and employee participation.

¦ The okia Values are Customer Satisfaction, Respect,

Achievement, and Renewal.
Product Life Cycle

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Economies of scale
 Packaging
¦ Packaging is important because it protects products as they make their
way from factory to customers.
¦ They͛ve saved energy in logistics by reducing the amount of printed
material inside the sales packages. Examples of innovative packaging
include:
¦ In 2007 alone, they saved 15000 tonnes of material by using
smaller packaging. This also saved water.
¦ Over the years they've been replacing plastic with paper-
based material.
¦ using more recycled packaging material.
¦ Packaging is an area where they have been demonstrating
savings not only for the environment, but also for the
company.
¦ February 2006, when they first created smaller packaging until
the end of 2007 they had shipped 250 million phones using
this new compact packaging.
¦ This resulted in 5000 fewer trucks being needed to distribute
products around the world and
¦ created financial savings of 100 million euros.
 Transportation Cost
¦ wanted to cut emissions by reducing employee trave by
teleconferencing
¦ To improve our videoconferencing and to further reduce the
need for travelling, they set up new advanced video facilities
at 21 key office locations. And plan to roll out the technology
to 30 sites globally.
¦ We also set up an extra 20 traditional video conferencing
facilities
¦ We actively promote the use of existing shuttle services
between airports, offices or hotels whenever possible, instead
of individual taxi rides.
 Recycling
¦ Because they design their products to last and have a global
okia service network to look after them, they keep working.
But a lot of the phones are no longer used. The global
consumer survey reveals that 44% of old mobile phones are
lying in drawers at home and not being recycled only 3% of
people recycle their mobile phones globally.
¦ Recycling means don͛t need to extract and refine as much
material for new products, saving energy, chemicals and
waste. If every okia user recycled just one unused phone at
the end of its life, together we would save nearly 80,000
tonnes of raw materials.
 Strategies
¦ Customer remains the top priority
- okia͛s priority is to be the most preferred partner to operators,
retailers and enterprise
- the brand goal for okia is to become the most loved brand by the
customer
¦ okia͛ s business strategy focus on 5 areas:
- create winning devices
- embrace consumer internet service
- Deliver enterprise solution
- Build scale in networks
- expand professional services
¦ Three strategic assets in which okia invest
and prioritize:
- Brand and Design
- customer engagement and fulfillment
- Technology and architecture
¦ okia now has separate marketing strategies -- customised
products and advertising -- to address the needs of each
segment.
Live, for instance, offers basic handsets low on features and
price. It is aimed at first-time users whose basic need is to stay
in touch with voice as the main driver.
The second segment, Connect, focuses on more evolved users
who seek functionality, features and connectivity. Accordingly,
phones in this segment offer GPRS, camera and music
capabilities.
The next two categories, Achieve and Explore, are aimed at
high-end users and include top-end handsets like series and
Eseries.
They target multimedia applications, imaging, mobile TV,
music, Internet service and gaming to next segments," adds
Taneja.
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Global Reach
 Contd͙
¦ The 10 largest markets were
US, UK, China, Germany, Italy, France, UAE, Thailand, Brazil and
Poland, together representing 60% of total sales

¦ okia has appointed JWT as its global network marketing

agency
¦ JWT will support the lead creative agencies in the
implementation and localization of global campaigns.
¦ Also, as a strategic global partner, the agency will support
local marketing activities in over 80 markets worldwide.
Structure
Presentation on okia E90
 Product Specification
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¦ Devices is responsible for developing the best
device portfolio for the marketplace,
including sourcing of components
¦ Services & Software reflects strategic
emphasis on developing and growing offering
of consumer Internet services and enterprise
solutions and software.
¦ Markets is responsible for management of
supply chains, sales channels, and brand &
marketing activities.

¦ The Corporate Development Office focuses on

strategy and future growth, and provides
operational support for integration across all
the units
¦ Infrastructure and related services business is
conducted through okia Siemens etworks, a
separate company jointly owned by okia and
Siemens and consolidated by okia

¦ AVTEQ
leading provider of comprehensive digital map
data for automotive navigation systems, mobile
navigation devices, Internet-based mapping
applications, and government and business
solutions.
 



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