The Rebirth of Nokia Phones & Analytics Driven Customer Engagement Pia Kantola COO, HMD Global

1. Rebirth of Nokia Phones and
Analytics Driven Customer
Engagement
Pia Kantola
Vice President, HMD Global Oy

2. Nokia 8 SiroccoNokia 7.1 Nokia 7 PlusNokia 3.1 Nokia 5.1 Nokia 6.1Nokia 1Nokia 8110 Nokia 2.1
We are HMD.
The home of Nokia phones

3. Hello World. We are HMD.
Small team managing big global business.
100Direct sales countries
70MSold phones 2017
650+Colleagues
25Announced phones
1.8BEUR revenue 2017

4. Feature phone brand
globally
Smart phone brand
globally

5. High consumer
engagement
NPS
Many industry and
media awards

6. Reach Engage Activate Nurture
Watch
sponsored
content
Browse
product
pages
See
product
videos
See
unboxing
videos
Watch user
generated
content
Follow Nokia
Influencers
Chat with
sales
support
Store
finder
Browse
online
shop
Read phones
reviews
Join Nokia
Community
Forum
Search
Nokia
phones
Participate
to Social
discussion
Register
to Nokia
emails
Visit
retail
Listen
product
pitch
Follow
Nokia
phones in
Social
Chat with
Support
Publish
in Forum
Browse
Mobile
app
Get
phone
repaired
Answer
to CSAT
survey
Watch
How to
videos
Browse
digital
user
guides
Watch
marketing
videos
Browse
Web
pages
Buy
Nokia
phone
Answer
to NPS
survey
Buy
phone
service
Join
Beta
Labs
Nokia phones consumer journey

7. Create data
strategy
Create data
capabilities
Collect data
Analyze data
Use data
Monetize
data
Understand
consumer journey
Engage
people
From data strategy to data monetization

8. 23.1.2019 Author | Unit | Classification8
Build fast with the incremental steps, flexible tools and
partner collaboration
Create capabilities Collect data Analyze data Automate data
Create flexible tool
landscape
• Data collection, storing
and visualization
• Data competences
• Own IPR in core tools,
others on-the-shelf
• Real time dashboards
Collect data from
consumer journey steps
• Web pages, e-
commerce, offline retail
channel, care channel,
care app, NPS, social
media, phone telemetry
• Ensuring data quality
Solve business problems
• Business problem
solving
• Understand new
opportunities
• Educate people to
interpret data
Optimize with AI
• Process optimization,
automatization and
data driven applications
• Language processing
• Phone telemetry AI

9. Use consumer data
Acquisition of new
consumers
Retention of existing
consumers
Cost avoidance from
support processes
New data driven
business models
• Understand consumer interests based on their
online behavior to drive e-commerce
• Optimize marketing investments
• Increase consumer satisfaction by helping users
to get most out from the products
• Recommend new solutions to consumers
• Service business models that can be run
natively on the phone, in app, web or other
digital channels
• Proactively solve customer problems based on
user behaviors and product health indicators
• Communicate solutions directly to consumers
Revenue
Marketing efficiency
Retention
Lifetime value
Customer satisfaction
Support cost
Active Users
New Revenue

10. Monetize consumer data
Value of the Data Volume of the Data
AI Services
Applications
Insights
Processed Data
Raw Data
Complex
Simple

11. Thank you!