Internet strategy doc

1. NokiaUSA 2.0 Roadmap
www.nokiausa.com
NokiaUSA 2.0 Roadmap Page: 1 of 16
Submitted: 7/9/2001
Rev. 09
NokiaUSA explores the unique properties of the Web
– it’s interactive and involving; it offers current, rich
information; it’s timely, and it personalizes the
experience.

2. Project Scope
Redesign NokiaUSA Web site to comply with Web Book 2.0, and design a site that will have vitality, increase user
satisfaction, have a logical-easy navigation, defined objectives, capture market share, increase sales and revenue.
Goals With Existing Site
1. Remove Ambiguity
2. Integrate the Business Selling Strategy
3. Improve Information Architecture
4. Define Website Objectives
5. Execute to Brand Strategy
6. Increase Traffic to the Site
7. Increase User Satisfaction
8. Measure Results
9. Refresh Content/Images Quarterly
> current homepage review
NokiaUSA 2.0 Roadmap Page: 2 of 16
Submitted: 7/9/2001
Rev. 09

3. BENEFITS
Remove Ambiguity by:
• User is in control – users take charge of their interactive destiny.
• Information is current, maintained, support and email available – builds user assurance.
• Sections appeal to the respective target audience (college student, business professional, field worker, family,
male/female, sports fans, etc).
• Site follows a logical progression to destinations – easy, intuitive, clean, well designed presentation of information
and storefront.
• Each section is designed with the user's interactive experience in mind – hierarchical order of importance to
information and section.
• Strategic use of white space to break eye clutter.
• Copy and graphics support each other.
Early Prototype Concept
> home > information > phone models
Integrate the Business Selling Strategy to
• Increase revenue stream.
• Suggestive selling – customer wants a battery – suggest a charger.
NokiaUSA 2.0 Roadmap Page: 3 of 16
Submitted: 7/9/2001
Rev. 09

4. • Higher visibility of product launches on homepage – target launch effectively and integrate with overall corporate
program.
• Attention to product placement.
• Reduce shopping cart abandonment.
Restructure Information Architecture
• Design elements have purpose and logic.
• Navigation bars, buttons, colors, templates, comply with Web Book 2.0.
• Focus and purpose of each section should be intuitive.
• Storefront section needs to capitalize on "what's hot", suggestive selling, merchandising, promotion of new phone
programs, and current line of accessories.
Early Prototype Concept
> home > support > user manuals
Define Web site Objectives
• Primary focus is driven by user and business needs.
• Information is easy to find – useful.
• E-commerce transactions are not problematic.
• Should not treat Internet as a medium, but as a business.
NokiaUSA 2.0 Roadmap Page: 4 of 16
Submitted: 7/9/2001
Rev. 09

5. • Site is secure – privacy and fraud prevention.
• Site supports brand identity.
o Identity – Who Nokia is as a company.
o Shopping – Sell Nokia products and services.
o Service – Let users take control of their interactions and relationship with Nokia.
• Site has a dual focus: provide users information, and a storefront to purchase accessories.
• Descriptions of phones, accessories, and Digital Services.
• Comprehensive rate plans – consumers can contrast and compare.
Execute Brand Strategy
• Brand promise: "Nokia will enhance your life by connecting you through inspired, human technology." This needs
to be reflected and captured within copy and graphics.
Position brand and message to reflect:
• Brand essence: How we see ourselves as a company and how we want the world to see us.
• Brand promise: What we stand for and the value we deliver.
• User's experience on our site is a reflection of our brand.
Early Prototype Concept
NokiaUSA 2.0 Roadmap Page: 5 of 16
Submitted: 7/9/2001
Rev. 09

6. > home
Increase Traffic to the Site
• Contact Internal Communication mediums to promote "new site deployment".
• Press release to the outside.
• Be the first compliant Nokia site – build word-of-mouth momentum.
• Present Design strategy to Corporate for exposure, future programs, and sign-off approval.
• Maximum exposure from Nokia.com (request new site launch announcement).
• Optimize site layout and copy for Search Engine Spiders.
• List new URLs with Search Engines and Directories.
Increase User Satisfaction
• Rate Plan information/ comparison’s – value add to consumer.
• Product details and recommendations i.e. case studies to direct consumers to the "right" accessory.
• Reality testimonials – current model phones, and current testimonials.
• Reduce visual clutter – easy, intuitive, design supports functionality.
• Make it easy, fun and rewarding to have a relationship with Nokia through the Internet utilizing a PC or any mobile
handset device
• Integrate benefit statements throughout copy – Nokia beats the competition.
• Consumers need to see "them" represented in the graphics and copy – "People identify with other people using
products."
• Create a user experience that will compel users to bookmark site.
Measure Results
• Key Sections of the site need to be measured and quantified so that messages, graphics/images, sales/business
decisions, and branding issues can have validation.
• Establish benchmarks weekly, monthly, and quarterly via commerce transactions, promotional programs, click-
through rates, overall traffic, and customer support issues.
• Expedite Accrue Web stats process so it does not consume large amounts of man-hours to compile. Upgrade to
new 5.0 version.
• Review visitor study metrics after launch of new site.
• Study shopping cart abandonment results after launch of new site.
Refresh Content/Images
• Refresh content/images quarterly.
• Remember site operates on Internet time – information ages quickly.
NokiaUSA 2.0 Roadmap Page: 6 of 16
Submitted: 7/9/2001
Rev. 09

7. NAVIGATION
The navigational structure is based on the following criteria:
• Web Book 2.0 establishes the corporate navigational standards, and guidelines.
• Understand our users – design navigation based on user’s needs (who is on the site, why are they there, what do
they want).
• Create a value-add, interactive experience, intuitive functionality for consumers to access the “right-information”
about Phones, Service, Support, and to purchase Nokia Accessories online through a secured network.
• Information architecture and navigational flow is quantified by: Workshop Meetings with owners of Web Book 2.0,
Market Research, Cross-Functional Team Meetings, Consumer Interface Studies, Comparative Analysis Studies,
and the BizRate Visitor Study.
• Navigational attributes will encompass: intuitiveness, clarity, consistency, relevance, control, personality, and
flexibility.
• Each section is structured in hierarchical order relevant to importance of the information to consumer: main,
secondary, footer, subnavigation and tertiary.
NokiaUSA 2.0 Roadmap Page: 7 of 16
Submitted: 7/9/2001
Rev. 09

8. What is Important to Consumers When Accessing Our Site*
• Check phone availability 24%
• Gather information about phones 22%
• Purchase accessories 18%
• Compare phone prices 8%
User Segmentation
The following research aggregates our users into four themes: Balancers, Distinguishers, Resisters, and Extenders. By
utilizing these themes as ongoing principles they will allow us to begin to articulate the user needs, and architect a site that
will meet and exceed user expectations.
Understanding our Users
The success of the site, and the value Nokia receives from the functions it provides, will depend on recognizing and
identifying the End users. The site needs to execute against a segmentation that recognizes and helps identify:
• How people occupy multiple segments.
• How people move among the segments over time.
User Profiles (Target Audience/End User’s)*
Balancers
As Balancers increase their efficiency and organize their family life through the mobile phone, their range of contacts
expands beyond that of the immediate family.
• Attributes
o Often a single parent with one or two children.
o Predominantly female.
o Age: late 20s-to-mid 40s.
o Responsible for managing the family resources.
• First-time Buying
o They are unfamiliar with phone options or technology.
o They are not initially interested in features, but are interested in how they want to use the phone.
o They only understand how to evaluate after they have used the phone.
• Characteristics of Shopping
o Research and comparison are major shopping activities.
o Accessorizing becomes more important with the increased identification of phone with individual and his/her
lifestyle.
Distinguishers
The initial trigger for purchase is “phone envy”. The mobile phone allows Distinguishers to make a statement about
themselves in relation to their style-conscious peers.
• Attributes
o Typically single or a couple without children.
NokiaUSA 2.0 Roadmap Page: 8 of 16
Submitted: 7/9/2001
Rev. 09
* Stats compiled from: Users of NokiaUSA
Source: Bizrate Visitor Study May 2000
* Source: Sapient Nokia B2C
User Research and Future Directions
Workshop September 15, 2000

9. o Gender varies.
o Age varies.
o May have a day job for basic needs and an evening job for personal satisfaction.
• First Time Buying
o Value and the total package of the phone and the plan drive purchasing decisions.
o Personal expression becomes more important as their comfort and familiarity with the technology increases.
o The experience of using a mobile phone has educated them about their own needs and the features that
satisfy them.
• Characteristics of Shopping
o Enter shopping with knowledge gathered primarily from social networks.
o Look and feel of design is important (defined as the hardware attributes of the handset).
Resisters
The Resisters enter mobile phone usage as Far Away. Their attitude toward technology does not change throughout the
evolution of their relationship with the mobile phone.
• Attributes
o Often single or couples without children.
o Gender can vary, but mostly male.
o Age varies.
o Have jobs that necessitate mobile contact with clients.
• First-time Buying
o A great deal (or the perception of a great) is their highest priority.
o The phone’s performance ranks second to “the deal” in their priorities, over features and the look and feel of
the phone.
• Characteristics of Shopping
o Needs to aggregate (add on) new technologies that can be controlled.
o Performance (defined as a basic service function enhanced by handset technology) is the primary justification
for purchases.
Extenders
Extenders are constantly on the go for business and social reasons; they acquire a mobile phone to make themselves
available.
• Attributes
o Often single or couple without children.
o Gender can vary.
o Age varies.
o Have very active business and social lives.
• First-time Buying
o They use many channels and points of contact to hunt out the best deal.
o The Internet is a primary source of information for them.
o They value highly the opinions and recommendations of other trusted or objective sources of information.
NokiaUSA 2.0 Roadmap Page: 9 of 16
Submitted: 7/9/2001
Rev. 09

10. • Characteristics of Shopping
o Research is about confirmation of the Deal.
o Will access multiple points of contact (service provider, manufacturer, third party) and multiple channels
(Phone, Internet, mail, shop) for the best deal.
NokiaUSA 2.0 Site Navigation
NokiaUSA 2.0 Roadmap Page: 10 of 16
Submitted: 7/9/2001
Rev. 09
Phones
Phone Series
Compare
Phones
Wireless
Plans
Store Locator
PC
Downloads
Technology
Shop
Accessories
Color
Covers
Ring Tones
Gift
Certificates
Order Help
Support
Order Help
FAQs
Warranty
Repair
Fun
Messaging
Ring Tones
Nokia Games
Events
Media
Site Index HelpSERVICE
(Global)
Shopping
Cart
Order HelpTOOLS
(Global)
Phones Shop Support FunFOOTER LINE ONE
(Global)
Home
MAIN
(Global)
SUBNAVIGATION
Order Terms
of Sale
Privacy Policy Site Index Site TermsFOOTER LINE TWO
(Global)
Cost Avoidance
Revenue Generating (Top Line)
Overall Nokia Support
Other Nokia Business Units
User Guides
Buyer’s Guide
TechnologyContact Us
Newsletter

11. Age Response
13 - 17
18 - 24
25 - 34
40 - 44
45 - 49
50 - 54
55 - 59
60 - 65
65 and greater
Very connected and/or equipped with other high tech products*
• All use a computer (desktop and/or laptop), email and the Internet on a regular basis.
• 80% use a mobile phone.
• 60% use a corporate Intranet.
• 50% use a pager.
Top Selling Accessories
• Chargers
• Headsets
• Cases
• Manuals
Online Trends
• 86% are first time buyers (customers who are making a purchase for the first time).
• 12% are moderate buyers (customers who have make 1 to 5 previous purchases over the last 6 months).
• $66.00 is the average online purchase in the U.S.
• 21% of orders are from online referrals.
Wireless Data is a Reality
• Approximately 1 billion mobile device users forecasted by 2002, more than double that of PC users. *1
• Two-thirds of wireless users would prefer to have some form of advertising to subsidize the cost of wireless
services.
NokiaUSA 2.0 Roadmap Page: 11 of 16
Submitted: 7/9/2001
Rev. 09
* Source: BizRate Customer Analysis Report
1st
/ 4th
Quarter 2000 & 1st
Quarter 2001
BIZRATE MARKET STATISTICS FOR NOKIAUSA WEB SITE BUYERS
The following is a synopsis of the site’s demographic
make-up, and attributes. The statistics provide a
profile of customers who are purchasing accessories
(recorded at the Point-of-Sale) online.
Customers Analysis*
• Between the ages of 42 and 45 years old.
• The estimated average age of respondents is
39.7.
• Predominately Male 49% to 53%.
• Female audience 32%.
• Average annual household income between
$46K to $66K
• College educated.
• Professional occupation.
* Source: Palm, Inc.
Presentation 2000
Visitors to NokiaUSA 5/01*
Age %
12  17 5%
18  24 24%
25  34 34%
35  49 26%
50  54 6%
55  64 5%
65 & Greater 1%
Rather not Say 0%
Buyers from NokiaUSA 4/01*
Age %
13  17 1%
18  24 9%
25  34 25%
35  39 13%
40  44 14%
45  49 12%
50  54 11%
55  59 7%
60  65 3%
65 & Greater 4%
Rather not Say 0%
* BizRate
* BizRate

12. • Online purchases indicate that advertisers will realize a 25% increase in purchases from wireless advertising in the
future. *2
MARKET RESEARCH STATISTICS FOR CORPORATE NOKIA
The following is a snapshot of the brand study prepared for corporate in 4Q. It shows a younger segment aware of Nokia’s
brand and products. To increase NokiaUSA’s market share and drive more traffic the site needs to have a section(s) to
specifically target younger users.
There is a 17-year age difference between the BizRate studies (age 42) and corporate brand studies (age 25). “Fun” &
“Spin” are two sections proposed to target a younger segment, and engage them in “Wireless Games”, “SMS messaging”,
“Ring Tones”, and a section to view Nokia promotions (movie tie-ins), merchandise, TV commercials (to increase multiple
use of the medium), and other media channels as they are implemented.
Brand Awareness *
• Total brand awareness – continued ascent landed the brand at 86% (up from 84% in Q3).
• 80% think Nokia is a prestigious brand to own.
• 75% think it is a brand they can trust.
USA Cellular Penetration by Age Group
• Age 25-39 – 31% Current Users/30% Current Potentials
• Age 40-54 – 32% Current Users/28% Current Potentials
Current User’s
Males and females continue to equally represent the segment at 49% and 51% respectively, and 25-54 year olds continue
to account for nearly two-thirds of the segment.
YOUTH
How many Youths Online in the U.S. *
2001: 14 million U.S. teens online
2005: 40 million U.S. teens online
NokiaUSA 2.0 Roadmap Page: 12 of 16
Submitted: 7/9/2001
Rev. 09
*1
Source: Robertson Stephens June 2000
*2
Source: I Want My News SkyTel/ An MCI WorldCom Company
* Source: On-Track Quarter 4 2000 – USA
Prepared by: Booth Research Services January 2001
* Source: I Know! Chose to know
PowerPoint presentation

13. 13%
14%
14%
13%
17%
18%
23%
30%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Main Users
Digital Youth: Age 15 to 20
Q1'99
Q2'99
Q3'99
Q4'99
Q1'00
Q2'00
Q3'00
Q4'00
13%14% 14% 13%
17%
18%
23%
30%
0%
5%
10%
15%
20%
25%
30%
Main Users
Digital Youth: Age 21 to 24
Q1'99
Q2'99
Q3'99
Q4'99
Q1'00
Q2'00
Q3'00
Q4'00
FUN SECTION
To leverage the growing Youth Market, a new section has been added to increase traffic and revenue: Fun will feature and
promote revenue (Ring Tones, Messaging, Nokia Games, Events, Media, Technology, and a Newsletter) to increase user’s
time spent on the site – achieve a bookmark, encourage return visits.
Penetration of Youth Market*
The youth segment will be the early drivers of wireless entertainment. As of June 1, 2000, the U.S. Census Bureau
calculated that there were almost 40 million children/teens between the ages of 10 and 19 in the United States – 15% of the
total U.S. population. Approximately 25% of 10-to-19 year olds own a wireless phone, as compared to 36% overall
penetration rates. Wireless prediction regarding usage among this age group will grow to 35% by the end of 2001, and
continue to grow even more rapidly in the years to follow, with wireless penetration reaching 68% in the youth/teen
population, and surpassing total market penetration levels by the year 2005.
There are several reasons why youths and teens have become such a significant subscriber base for carriers in Europe
and Asia and, more importantly why the market will rapidly develop in the United States over the next few years.
These reason include:
• The emergence of mobile entertainment.
• The growing popularity of short messaging services.
• Advances in the U.S. prepaid market.
• Increasing overall penetration rates in the United States.
Objective
• Provide a section to showcase Nokia’s “Cool Technology”: Games, Messaging, and Fun Features for the phone.
• Target age: 17 to 25 year olds.
• Help drive additional revenue and traffic into the site.
• Potential increase in the lifetime value of a 17-year versus a 50-year-old cannot be ignored.
• Fun features Nokia in pop culture: entertainment, events, promotions, commercials, and sponsorships.
• Mirror corporate – strengthen brand integration through Web site.
NokiaUSA 2.0 Roadmap Page: 13 of 16
Submitted: 7/9/2001
Rev. 09
* Source: The Yankee Group Report
Vol. 1, No.15-Oct. 2000

14. Business Requirements
• Target younger segments that visit the site.
• Help leverage potential youth market.
• Fostering segmented game play.
• Increase revenue share through add-on services: Ring Tones and Messaging.
• Ensuring speed-to-market/timeliness – ie: Instant Message (IM).
• Increase brand awareness and loyalty through personalization of phone.
• Increase traffic.
• Refresh based upon new features, accessories, and products.
• Measure traffic and benchmark area, study feature preference.
Navigation
• Fun is a separate section located on the main navigation bar.
• Fun includes: <Ring Tones, Messaging, Nokia Games, Events, Media, Technology, Newsletter>.
• Intro page/jump page will use an interface to handle the different sections and tertiary.
The Fun Section will mirror Nokia’s corporate advertising/marketing programs, and events. The section will have a fun, cool
look reflected in the copy and graphics. The section will change frequently to promote the corporate marketing calendar.
Fun can also tailor its message, and graphics to a specific Regional Segment in relation to the program or event ie: White,
Black – (Essence Magazine Music Festival -July), Hispanic – (Latin Grammy’s- August), and Asian.
Population Significance* (based on race and user segments)
% of race that are current users
White
Black
Hispanic
Asian
% of race that are current potentials
White
Black
Hispanic
Asian
NokiaUSA 2.0 Roadmap Page: 14 of 16
Submitted: 7/9/2001
Rev. 09
*2
*2

15. % of US Population
White
Black
Hispanic
Asian
SEARCH ENGINES
First Law of Search Engines: The World Wide Web may appear to be a visual medium, but it is indexed textually.
Search Engine – Search Engines are databases designed to index Internet addresses (URLs, Usenet, FTP, image
locations, etc.) The typical Search Engine contains a special program often called a Spider (also sometimes called
a "Bot" or "Crawler"), the Spider accepts a URL, it then goes to that Web site and retrieves a copy of the file found
there. Sometime later, the Search Engine will process that copy of the file, distilling it down to the bare essential
data it needs for the database. While most Search Engines request both a URL and an email address, the Search
Engine makes the determination as to what data ends up in the database. In short, given a URL, an automated
process occurs which results in your site being included into the index.
Directories – A Directory is a manual entry database system. You, as the end user submitting your URL, will
supply the Directory with all of the needed information during the submission process. At a minimum, this
information includes, URL, title and a short summary of your Web site. Rarely will the Directory have any program
capable of visiting your Web site, although a few directories do have a simple Spider capable of verifying that the
URL you provided was a valid URL.
While both classes of systems have elements in common, such as the ability to search the database, Boolean
expressions, and advanced features. The primary distinction lies in how the two systems obtain their data. One
does it automatically (Search Engines) and the other does it manually (Directories).
Spider Class – There are two Spider classes, Deep and Shallow. A deep Spider will take a URL and Spider all of
the pages within the site, no matter how many levels of Directories it needs to traverse. A Shallow Spider can do
one of two things, it can either Spider the URL given and stop, or only Spider those URLs it finds within a single
level of Directories.
NokiaUSA 2.0 Roadmap Page: 15 of 16
Submitted: 7/9/2001
Rev. 09
* Source: Americas Marketing Research
*1
Source: US Census Bureau 1999
*2
Source: average of Nokia US On-Track Q3 & Q4 2000
*1

16. Meta Tag Support – Whether or not a Search Engine will deal appropriately with the Meta Tags in the HTML.
Values for this field can be Yes/No/Partial.
Here are a few items/places to think about while promoting NokiaUSA site:
• Regional Directories.
• Industry Specific Directories.
• Pay to play.
• Register with the top 10 Search Engines:
Issues/Concerns With NokiaUSA.com
• Copy does not contain keywords people use to search to find information on Nokia products.
• Theme or main idea of the site is confusing to Spiders.
• Code is complex and it is difficult for a Spider to index it correctly.
• Have very large pages (over 50K):
o Crawlers do not index more than a certain amount of a page.
o Editors find large pages slow and annoying to download and will not allow them in
their directories.
Current NokiaUSA Promotion to Search Sites
• Rankings come directly from the content of our site or the site descriptions in Directories.
• No paid placements in Search Engines and Directories.
Action Items/Ongoing Maintenance
NokiaUSA 2.0 Roadmap Page: 16 of 16
Submitted: 7/9/2001
Rev. 09
1. Altavista
2. Google
3. Ask Jeeves
4. AOL
5. Go To
6. Excite
7. Lycos
8. HotBot
9. Fast Search
10. Yahoo
• What’s New Services:
o Netscape What’s New.
o Open Market.
o EPpage Classifieds
• Reciprocal Links (Possibilities/Legal Issues).
• Books that have Web sites listed:
o New Riders Official World Wide Web
Yellow Pages.
o Walking the World Wide Web.
o Internet Roadside Attractions.
• Newsletters:
o Net-Happenings.
o Net Surfer Digest.
o Scout Report.
o News Product News.

17. Web site promotion is a time intensive task that never ends. Attention to proper design to make pages
Search Engine friendly is important; never lose sight of the fact that the Search Engines are not the only
way for people to find our Web site!
• Construct site so Search Engines rank it as a quality site about Nokia information.
• Determine what keywords people use when they want information on Nokia products.
• Incorporate those keywords into site where Search Engines deem it important.
• Simplify the Page Code.
• Make the page size smaller:
o Spiders will be able to index more of the site.
o Directory Editors will not be annoyed with long downloads and be more likely to
allow submission.
SUMMARY
As NokiaUSA.com evolves – continuous management and maintenance must occur to ensure the site’s ongoing
success:
• Comply with Web Book Standards – best practices, updates, revisions, and enhancements.
• Integrate with corporate strategies, and brand initiatives.
• Refresh graphics/copy to reflect current marketing, technical and design trends.
• Review goals and objectives quarterly to validate if site focus has shifted in relation to market or
consumer trends.
• Ongoing Market Research to understand industry, consumer, and marketing trends relating to the site.
• Assign “a person” or small “tactical team” to manage information, and section(s) maintenance.
• Refresh “Fun” (time sensitive section).
• Capitalize on Accrue statistics to base business decisions regarding changes, enhancements to
Sections, and Pages.
• List with Top 10 Search Engines to achieve maximum visibility.
NokiaUSA 2.0 Roadmap Page: 17 of 16
Submitted: 7/9/2001
Rev. 09

18. • Continue improving Sections that generate revenue.
NokiaUSA 2.0 Roadmap Page: 18 of 16
Submitted: 7/9/2001
Rev. 09