Nokia Indonesia needs to focus on being loved by the few that matter – its beachheads. Who are these beachheads? Why do they matter? How can Nokia activate them for word-of-mouth marketing? Download this presentation at http://www.mobileyouthreport.com/reclaimed

1. Nokia: Reclaiming Indonesia FLICKR: YUHUI

2. The story so farNokia was Indonesian youth’s most preferred handset. It stood for innovation, social badge, and affordable reliability. .Then Apple, BlackBerry, & Samsung stepped in and elbowed Nokia out of those differentiators. .With its identity and relevancy eroding among Indonesian youths, Nokia will continue its slippery downward slide, unless it re-engages its beachheads. FLICKR: JOHN KARAKATSANIS

3. Beachheads … … are the most influential customer segment that Nokia needs to cater to if it aims to conquer the mainstream market. Nokia has beachheads within the 25-29 age group, who are driven by a sense of nostalgia for the good old days when Snake was the most cutting edge piece of app on a mobile handset. They have fond memories of the original Nokia SMS and caller ringtones. FLICKR: FILTRAN

4. What’s Next?Being liked by everybody is doesn’t give returns on investment. Nokia needs to focus on being loved by the few that matter – its beachheads.Nokia should help its beachheads reclaim the space of nostalgia - family, relatives, close circle of friends . In return the beachheads will do what they naturally do: advocate the brand to their networks. FLICKR: ED SCHIPUL

5. Key questions for Nokia Indonesia Are you focused on the 10% beachheads who love your brand or the 90% customers who like your brand? How can OVI store stand out among app stores to become an indispensible tool for young Indonesians reclaiming their social space?

6. How Beachheads Work Sell to the Sold. Focus on the 10% of the market that will influence the 90% Influence(Earned Media) Customers Marketing Focus

7. Beachheads make brands profitable Our new metric, SMART Index, measures Beachhead activity for each handset brand and shows its relation to brand profits SMART INDEX 60% BlackBerry Apple Samsung Sony Ericsson Motorola CHANGE IN SHARE OF MARKET PROFIT -60% 60% Handset brands that have successfully increased their SMART scores have also seen an increase in their share of market profit as a % share. For example, Apple’s SMART index recommendation score for youth has increased nearly 50% while its share of total markets has increased nearly 50% Nokia Source: mobileYouth 2011 -60%

8. Find out more about your beachheads BRAND HEAT MAPS BRAND RANKINGS BRAND BEACHHEADS A CROSS CULTURE STUDY ON THE EFFECTIVENESS OF BRAND BEACHHEADS AND HOW THEY AFFECT FUTURE PROFIT FOR MOBILE BRANDS LIKE BLACKBERRY, NOKIA, APPLE, SONY ERICSSON, SAMSUNG & MOTOROLA HTTP://WWW.MOBILEYOUTHREPORT.COM “The industry changed, and now it’s time for Nokia to change faster." – Stephen Elop, CEO Nokia, Q4 2010 Earnings Release