Nokia introduced the E90 Communicator, their newest premium smartphone. It has dual displays, 3.2 megapixel camera, GPS, and supports 3G. Nokia launched it in Indonesia in May 2007 at Rp10.9 million but retailers increased the price to Rp15 million. The price then decreased to Rp10.3 million by December as Black Market phones from Singapore entered Indonesia at lower prices. Nokia promoted the E90 through events, newspapers, television, magazines, posters, and their website to position it as a phone for professional businessmen and women.

1. Introduction to Marketing
Product Observation for E90 Communicator
11-7A
Group Member:
Diana Sari 2007110153
Herni Veryany 2007110376
Ribkha 2007110165
Endy 2007110132
Wincent 2007110162
Lecturer
Ms. Miranda Sagala, M.A.
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2. PRODUCT
Company profile
Nokia corporation is the biggest producer of telecommunication tools in
the world and it is also known as the biggest company in Finland. The central
office of Nokia is located in Espoo city, Finland. This company is well known
through its mobile phone products. Nokia corporation produces mobile phone for
the whole market and the main protocol, including GSM, CDMA, and W-CDMA
(UMTS).
First, Nokia corporation is established as a pulp company by Fredrik
Idestam in 1865. A Rubber Company built a factory around the Pulp Company
location in the beginning of 20th century and started to use Nokia brand. After
World War I, the Finland Rubber Company took over the Pulp Company and the
Finland Cable Company ( a producer of telephone cable and telegraph). That
three companies is merged as Nokia Corporation in 1967.
In 1968 until 1991, Nokia corporation moved to mobile. The newly formed
Nokia Corporation is ideally positioned for a pioneering role in the early evolution
of mobile communications. Then in 1992 until 1999, there was a mobile
revolution in all over the world. As mobile phone use booms, Nokia makes the
sector its core business. By the turn of the century, the Nokia Corporation
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3. became the world leader. In 2000 until right now, Nokia sells its billionth mobile
phone as the third generation of mobile technology emerges.
Characteristics
Nokia E90 communicator is the new generation of communicator series
that comes with 210 gram in weight, 132 mm in height, 57 mm in width, 20mm in
thickness, and 140 cc in volume. This exclusive mobile phone provides 2 variant
of colors to fulfill the customer demand, which is mocha and red. Mocha is
specifically created for businessmen who want to look strong and masculine
otherwise red is perfectly created for businesswomen who want to look feminine
and elegant. This next generation of the communicator series has dual displays
like its previous generation. Its external display uses 240x320 pixels active matrix
display that can shine 16 millions true color whilst its internal display uses
800x352 pixels active matrix display that also can shine 16 millions color.
Nokia corporation wants to make this premium mobile phone as a full
mobile entertainment beside the office mobile phone. So, Nokia puts dual
amazing cameras to this phone. The primary camera has 3.2 megapixels
resolution (2048 x 1536 pixel) with flash and autofocus mode, and the secondary
camera is QCIF camera that can be used for video calling. The flash in the
primary camera is used if you want to capture image in the night or in the dark
place, and the autofocus mode is used if you want to capture object in short
distance. In platform and operating system, Nokia uses S60 third edition and OS
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4. Symbian verse 9.2. So, this exclusive mobile phone is user friendly and easy to
use.
If you like travelling, this smart phone can accompany you travel around
the world because it can operate in quad band (850/900/1800/1900 MHz) and
the important thing, this new generation of communicator series can operate in
UMTS or popular with name “3G”. This high end phone is integrated with WLAN,
infrared (up to 115 kbps), and Bluetooth 2.0 for wireless data transfer. It is also
support JavaScript 1.3 and 1.5, and flash lite 2.0. With Nokia E90 Communicator,
you can do the voice and video call, save your favorite music up to 2 gigabytes,
watch video streaming, record special moments with video recorder, send Short
Message Services (SMS), Multimedia Message Services (MMS), and email, text
to speech, travelling around the world with built-in GPS, integrated hands free
speaker, push to talk, save your contact with photo, write note with Nokia active
notes application and maximize your mobile phone with application download.
There are a lot of benefits that you can get if you buy this quad band
phone. The benefits of Nokia E90 Communicator are you can browse the internet
and transfer media files quickly via HSDPA (up to 3.6 megabyte). You can also
increase your productivity with mobile Microsoft Office application to see and edit
Microsoft Words documents, Microsoft excel documents, and Power Point
presentation. So, you can take your office wherever you go.
Talking in every continent with GSM quad band and selection among band
automatically. Access voice and data quickly and easily with convenient shortcut
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5. keys that you can personalize by your own. Also, searching locate meeting
venue, restaurants, banks, hospitals and interest places with integrated GPS
(Global Positioning System). Beside that, you can share your favorite images
with 3.2 megapixels camera (2048 x 1536 pixel), completed with flash and
autofocus mode.
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6. PRICE
Price of The Product
The biggest communicator users in the world is Indonesian people. So, in
the first launching, 13 June 2007, Nokia corporation set price of E90
communicator at Rp10.900.000,00 for only 2000 first mobile phone units. But in
the mobile phone market, most phone retailers increased the price of this phone
from the Nokia standard price to Rp15.000.000,00. Then in the next 2 month, the
price of this product decreased up to Rp2.000.000,00. This condition occurred
because there was a Black Market (BM) mobile phone that came from
Singapore. In Singapore, the price of Nokia E90 Communicator was cheaper
than in Indonesia.
For complete details, you can see Table 1. and Figure 1.
Value factors
Nokia E90 Communicator is perfectly designed for premium class, such as
professional businessmen or businesswomen who need computer, multimedia,
and entertainment in one device. The person who uses this mobile phone usually
comes from high social and economy class. It means, Nokia E90 Communicator
can represent their status as a professional and active business people in their
society.
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7. This mobile phone is an user friendly product that easy to use because
this product uses the S60 third edition as its platform ad Symbian verse 9.2 as
operating system. Nokia E90 Communicator provides a complete facilities for
professional people who are active and have high mobility because this phone
has quick office application to see and edit documents, such as Microsoft word
documents, Microsoft excel, Power Point presentation and Adobe Reader. It is
also easy if you want to install application to personalize or even maximize the
function of this mobile phone.
If you buy Nokia E90 Communicator, you will get 1 year official guarantee
from Nokia Corporation, manual book to guide you in learning how to use this
mobile phone and also CD for instruction that can assist you in maximizing this
younger brother of Nokia 9500 communicator. Nokia corporation has so many
service centers which will help consumers when they have a problem or get
difficulty in using this premium phone, such as Nokia Priority, Nokia Hospitality,
Global Teleshop, and Nokia Care. Nokia also provides Nokia Original
Accessories such as leather case and Bluetooth headset to maximize and
personalize this phone.
Nokia E90 Communicator is a suitable mobile phone to accompany every
professional business people in several years toward before the next generation
of communicator series releases. It is a long life high technology mobile phone
that will not out of fashion. It is not a big surprise if this mobile phone has a high
price. The generations before are also has a high price but high price equals with
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8. the value that will be got by the customers if they buy this mobile phone because
Nokia E90 communicator is a high value phone that will not disappoint them. This
phone can increase mobility and productivity.
Pricing Strategies
In Indonesia, there are a lot of people who are interested in Nokia E90
Communicator. So, Nokia corporation used this opportunity to set high price to
this premium mobile phone. In first launching of the product, Nokia sold E90
communicator to people who can buy this phone with the highest price. This
event is held on 16 May 2007, at Ritz Carlton Hotel, Jakarta. It is sold to a
professional businessman named Hartono Gunawan, and made Hartono
Gunawan as the first person who has Nokia E90 Communicator. He bought this
mobile phone in Rp.45.000.000,00 and its profit was donated to UNICEF.
Price Negotiation
There is always a special offer that is offered by Nokia in promoting each
of its mobile phone. For E90 Communicator, Nokia offers to customer to buy this
phone in two common ways, by cash or 12 months credit. For the owners of Visa
Card, Nokia gives special offer if customers buy Nokia E90 Communicator in 12
months credit. Customers do not need to pay the 3% for the interest. This special
offer only valid if customers buy this premium mobile phone in Nokia official
store.
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9. PLACE
Form of Distribution
Nokia E90 Communicator is distributed intensively to every province in
Indonesia. The official distributor of Nokia mobile phone in Indonesia is Parastar
and Bimasakti. So it is not difficult for customers if they want to get this exclusive
mobile phone. Every Nokia mobile phone customers in Indonesia can buy this
next generation of communicator series in every mobile phone store, started from
the Nokia official store (eg. Nokia Priority, Oke Shop, and Global Teleshop) until
common mobile phone shops. The intensive distribution is effectively done by
Nokia corporation for balancing the customer demand for every Nokia mobile
phone like before. So Nokia supplies E90 Communicator for every distributor,
then the distributor can distribute this mobile phone to all of phone retailers in
Indonesia.
Payment Methods
It is easy if the customers want to get this exclusive mobile phone.
Customers can buy it in two payment methods, by cash or 12 months credit. For
the owner of Visa Card, there is a special offer from Nokia Corporation if
customer wants to buy this mobile phone in 12 months credit. The special offer is
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10. customer does not need to pay the credit interest. This special offer does not
valid for the owner of another credit card. They will be charged 3% for the
interest.
Service/Repair
Nokia corporation is a big company that cares with customers. It always
wants to give the best and satisfying service to its customers. So, if customers
get a difficulty in using their mobile phone or have a mechanical problem with
their phone, Nokia provides some services center which will help customers to
solve their problem. There are some official Nokia service center that can be
visited by the customers, such as Nokia Priority, Nokia Hospitality, and Nokia
Care. For information, Nokia service center is spread in every province in
Indonesia.
There is no fee for mobile phone repairing if the mobile phone still has
official Nokia guarantee, except in exceptional condition, for example, the mobile
phone is splashed by water or fall down. Common mobile phone stores also
provide repairing service for Nokia mobile phone, but they usually take an
expensive fee for phone repairing although the consumers still have an official
guarantee.
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11. Guarantee
Nokia corporation provides 1 year official guarantee for E90
communicator. This guarantee is valid if there is a factory damage and valid in all
of Nokia official store in Indonesia. But the guarantee does not valid for
exceptional condition like the mobile phone is splashed by water or accidently fall
down from your pocket.
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12. PROMOTION
In promoting E90 communicator, Nokia corporation uses some promotion tools:
Public Relations
Holding an event will be effective in promoting this high end phone. So,
Nokia held an event to educate people in understanding functions and
technology of E90 communicator. The event also included an auction for charity.
With auction for charity, Nokia hoped every people will know and realize that
Nokia is a corporation that cares with children in Indonesia.
Advertising
Nokia corporation made an advertisement that can make people pay
attention and build interest to this product. Nokia used some mass media in
promoting this smart phone. Newspaper was the main media in every
communicator series promotion. The product was created for the professional
business people, and as every people knows, generally, businessmen and
businesswomen usually read newspaper in the morning. So, putting the
advertisement in the newspaper was very effective to increase the sale amount
of the product.
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13. The next mass media that was used by Nokia is television. Nowadays,
most people like to watch television, they can spend several hours in watching
television, including the business people. So, it was a good way to promote this
product through the television. The last mass media was magazine. Most
business women love reading magazine. Putting the advertisement in the
magazine would make them pay attention to the product.
Other promotion tools
Beside Public Relations and Advertising, Nokia promote its product by
using neon box, poster, billboard, brochure, and advertisement through the
internet. Nokia also has official website that can be accessed by people if they
want to search and get any information about Nokia corporation and its product.
In Nokia official website, people can know the new Nokia’s products, the features
of every Nokia mobile phone, or even compare each Nokia mobile phone to
know which mobile phone that suitable for them. The website is www.Nokia.com.
Positioning
By the price, promotion, and the overall outlook of Nokia E90
Communicator, people can see that this mobile phone is regarded by public as a
premium, exclusive and smart mobile phone that can assist every professional
business people in doing their work. This premium mobile phone is designed for
businessmen and businesswomen who are active, productive, and have high
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14. mobility. Nokia E90 Communicator is a office mobile phone, with a stylish and
sleek design.
Table 1. Price of The Product
Month Price
(in billion rupiahs)
May 15.5
June 15
July 13.5
August 13
Sept 12.75
Oct 12
Nov 11.7
Dec 10.3
Figure 1. Price Figure of Nokia E90 Communicator
Price (in billion Rupiahs)
Month
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15. Pictures
Nokia E90 Communicator
Flip open
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16. Flip Closed
Hartono Gunawan (middle), the first owner of Nokia E90 Communicator
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