Nokia wins "Best
Research for Telecommunications and IT industry" award
July 29, 2003
Marketing Research Awards 2003 recognize Nokia Brazil Mobile Communications
Research
Nokia's Brazil Mobile Communications Research
has received the Marketing Research Award for "Best Research for
Telecommunications and IT industry" in 2003. The awards were adjudicated
by Marketing Magazine, AQR (Association for Qualitative Research) and The
Marketing Society and presented to Nokia and its partner research agency The
HPI Research Group for their research into mass-market consumer opportunities
in Brazil's burgeoning mobile communications market.
Craig Smith, Editor of Marketing says,
"The awards were based on three key selection criteria; validity and
usability for the client organization (i.e. Nokia), timing of the research, a
fresh approach to the research problem and most importantly of all impact on
the client organizations bottom line. Nokia's research met all these criteria
and more, the timing and intelligence of the research meant it had a
significant impact on the entire mobile communications community in Brazil, a
major emerging mobile market."
The overall aim of the study was to identify
and illustrate to operators in Brazil the size, scale and nature of
opportunity for ARPU (Average Revenue Per User) growth in a region showing all
the signs of a potential SMS boom with the advent of GSM, the rapidly
expanding ownership of mobile phones amongst the broader, mass market consumer
base and removal of inter-operator barriers.
Hannu Hietavirta, Head of Regional Marketing
for Nokia Networks in Latin America says, "Understanding the local
markets and consumer behaviour is a key pre-requisite for our business. With
this study we wanted to get a better understanding about the different
segments in Brazil and people's motivations to use SMS. Our aim was to
focus on simple, easy-to-use SMS based services that could be implemented
right away - giving the operators immediate ARPU increase opportunity. The
research proved invaluable for proving the business case for SMS."
The study involved 800 face-to-face
interviews with mass market, mobile phone owners. Interviewing was
conducted across four cities, selected to reflect as much of the differing
cultural and demographic differences across the Brazilian market as possible,
within budget. At the same time, using four locations, with 200
interviews in each, this allowed for some analysis within each location.
"Identifying the impact of cultural
aspects to preferred content and to the way people communicate in a
multicultural mobile market was a fascinating challenge. For instance we found
that the Brazilian market shows great promise for mobile advertising,
especially in retail and sports. In the end, mobile communications is a very
personal experience and part of individual's overall frame of reference,"
adds Johanna Mikkola, Head of Business Consultancy, Nokia Networks.
The Marketing Research Awards 2003 was a
multi-industry competition with altogether 11 categories.
Nokia is the world leader in mobile
communications. Backed by its experience, innovation, user-friendliness and
secure solutions, the company has become the leading supplier of mobile phones
and a leading supplier of mobile, fixed broadband and IP networks. By adding
mobility to the Internet Nokia creates new opportunities for companies and
further enriches the daily lives of people. Nokia is a broadly held company
with listings on six major exchanges.
For further information, please contact:
Global Communications Department, Nokia
Networks
Tel: + 358 7180 38198
www.nokia.com
From 4th August:
Hannu Hietavirta
Head of Strategic Marketing, Nokia Networks,
Latin America
Tel: +552 1248 39618