Emerging Markets Strategy: Nokia Life Tools for Rural Markets
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Case Details:
Case Code : BSTR349
Case Length : 23 Pages
Period : 2003-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Nokia Corporation
Industry : Mobile phones
Countries : India
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Introduction Contd...
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Nokia began focusing on the Indian rural market in 2003 when
it launched a mobile handset with features such as longer battery life,
one-touch flashlight, etc., that catered to the needs of the rural consumers.
Over the years, it extended its support to the rural markets by launching
several low-end phones that rural consumers found affordable.
However, the company felt the need to serve the rural market by offering a value
proposition along with its handsets. It noted that the rural consumers,
especially farmers and students, had little or no access to the information they
needed due to lack of resources and erratic Internet connections.
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This prompted Nokia to launch a service that would be
embedded in its handsets and would serve the needs of the rural community. In November 2008, the company launched a pilot program for testing its NLT service in Maharashtra. The test phase was carried out for a period of four months and the results, revealed in April 2009, showed that farmers and students, in particular, had benefited through this service.
The farmers could access the latest information on crops, weather, market prices of seeds, fertilizers, and pesticides, etc. through this service. The students benefited by learning the English language and gaining local, national, and international general knowledge.
Having received the feedback, Nokia commercially rolled out the NLT service in 10 districts in Maharashtra,
in June 2009...
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