L’ing. Carzaniga presenta la Convergence Strategy adottata dalla Nokia.

1. Nokia Convergence Strategy MUMM Conference Day 2007 Rome, 9th May

4. Nokia Convergence Strategy: General Approach Networks Experiences Technology Mobile Business Wi-Fi/Wi-Max Push e-mail VoIP UMA Multimedia MPix MPEG4 MP3 Carl Zeiss High Touch Design New Material Form Factor Sport New Material SW Features

6. What is our starting point?

7. Vision and Mission In a world where everyone can be connected, we take a very human approach to technology .

8. Towards the four billion milestone

9. Source: Global brand tracking data ex Japan-Korea. Brand preference weighted by population. #2 Competitor Nokia Others 2004 2005 Q2’06 Global Brand Preference % Brand Preference by Area China APAC Latin America N. America MEA Europe 39 43 45 Nokia wins consumers hearts and minds by 4:1 margin… Italy

11. Why is this important?

12. Because great brands help grow gross margin… ASP Volume Market Pressure … while building long term brand equity.

13. ?

14. … and while we are all the same …we have different needs

15. “ I expect the new global consumer segmentation model to re-install our reputation as having the best consumer understanding in the industry” Olli-Pekka Kallasvuo – August 2005 Nokia’s Consumer Segmentation is of key strategic importance

16. Nokia’s segmentation model Portfolio Planning Product Creation Campaign Development Sales Portfolio Management Category Management Design Product Managers Programme Managers TPO Managers Campaign Management Campaign Planning Country Marketing Marketing planning Country Management Account Teams Sales Team Quantifiable Actionable One model in place from planning through to sales ensuring a common language Targeting consumers with the right messages Quantification of new solution opportunities Selling solutions to customers to address specific consumers Solution targeting specific desires of specific consumers

18. Nokia Consumer Segmentation: a two dimensional space - the Axis Rational Aspirational High Involvement Low Involvement

21. Key Attitudes: the quadrants Rational Aspirational High Involvement Low Involvement Mobile Phone as empowerment tool Mobile Phone trend leaders Mobile Phone trend followers Mobile Phone only when necessary

22. Italian Segmentation Model Young Explorers ( 10.3% ) Technology Stylists (5.2%) Style Leaders (5.3%) Style Followers (6.3%) Family Providers ( 12.5% ) Life Jugglers ( 6.3% ) Pragmatic Leaders (3.4%) Life Builders (8.9%) Image Seekers (0.0%) HIGHER INVOLVEMENT Simplicity Seekers ( 34.3% ) Mature Acceptors (5.6%) Technology Leaders (3.4%) LOWER INVOLVEMENT RATIONAL ASPIRATIONAL (non-existent in Europe) Key consumer need around modernity the latest and best– technology is a key driver. Key consumer need around style / fashion. Design conscious consumers. Require well designed stylish products More mainstream segments, but tend to be younger in demographics. Slower technology adoption More rational attitudes. Key consumer need is the device as a tool for empowerment Less involved with mobile telephony and consumer need is around a basic communication device

23. Italy Re-Fresh Segmentation Map Young Explorers Technology Leaders Technology Stylists Style Leaders Style Followers Family Providers Simplicity Seekers Mature Acceptors Life Jugglers Pragmatic Leaders Life Builders Image Seekers SI = Statistically Insignificant NE = Non Existent Globally, 11.1% of market has moved onto or above horizontal involvement axis (= most segments above axis have grown) 12.4% 6% 7.1% 1.9% 28.1% 21.6% 6.7% NE 4.5% 1.1% 3.6% 6.9% Italy Wave 1 Italy Wave 2 Global Segment Sizes NE Image Seekers (7.2%) Life Builders (13.9%) Pragmatic Leaders (7.1%) Life Jugglers (3.8%) Mature Acceptors (7.6%) Simplicity Seekers (13%) Family Providers (10.3%) Style Followers (6.3%) Style Leaders (10.6%) Technology Stylists (6.4%) Technology Leaders (6.1%) Young Explorers (7.9%) 8.9% 3.4% 6.3% 5.6% 34.3% 12.5% 4.8% 5.3% 5.2% 3.4% 10.3%

24. Four categories to help people navigate Young Explorers (7.9%) Technology Stylists (6.4%) Style Leaders (10.6%) Style Followers (6.3%) Family Providers (10.3%) Life Jugglers (3.8%) Pragmatic Leaders (7.1%) Life Builders (13.9%) Image Seekers (7.2%) Simplicity Seekers (13%) Mature Acceptors (7.6%) Technology Leaders (6.1%) RATIONAL ASPIRATIONAL Smart and collaborative business solutions Achieve Nokia Eseries Achieving together Live Design and style leadership Inspiring the senses Connect Essence of Nokia through balance of style and proven benefits Connecting simply Innovation and technology leadership Explore Nokia Nseries Sharing discoveries Improve marketing yield

25. Sharing Discoveries Achieving Together Connecting Simply Nokia connects people through very human technology to help them feel close We believe life is better when shared We believe everyone achieves more when working together We believe experiences are more valuable when shared WHAT We Believe WHAT We Promise … expressed through Nokia Connecting People We believe people need inspiration to bond even deeper Inspiring Senses … expressed through Nokia Connecting People EXPLORE Connect ACHIEVE CONNECT LIVE

26. 1 Nokia brand 4 Categories 2 Sub-brands With distinct tonalities, not multiple personalities.

28. Thank you