St.Petersburg- Nokia Student Business Competition Irina Pritykina & Hyun Park 1

© 2009 Nokia Background Through digital convergence among communication, consumer electronics and Internet technology, mobile devices are used not only for communication, but also for multimedia and Internet. Therefore, mobile service usage become not only important as itself but also as increasing consumer satisfaction on the mobile device. In addition, its own channel can be most efficient to deliver its own consumer experience. Thus, the project will focus on how corporate to utilize its own media channel as marketing channel.

© 2009 Nokia All Rights Reserved - This document is only allowed for Nokia University Competition 2009 The Objective of the Study To plan: Marketing campaign for how to deliver the consumer message on the benefits of software update and motivate consumers to do the update themselves 3

© 2009 Nokia All Rights Reserved - This document is only allowed for Nokia University Competition 2009 The Scope of the Campaign To create a Campaign brief No media plan (budget allocation) needed, but just campaign creative de-brief material for corporate own channels (corporate website, WAP site, PC applications, mobile applications, and IVR) to be used 4

Services to choose from Music Messaging Game Navigation Applications Group can choose 1 services among 5 above

Target Segment Group can decide the target segment for the campaign as well as geographical area, if needed. Value Propositioning for target segment should be tested with real consumers in the target segment.

© 2009 Nokia All Rights Reserved - This document is only allowed for Nokia University Competition 2009 Deliverables Campaign de-brief to be delivered Power Point to be submited by the deadline to address: 7

Schedule September 14: Competition announcement September 21: Registration deadline September 28: Brief to the competition participants October 23: Deadline for result submission October 28: Finalist selection (3 groups will be selected as the finalists) and announcement October 29: Finalist Group Feedback conference call session (30 min per group) November 4: Final Submission November 6: Winner announcement © 2009 Nokia This document is authorized for use only in Nokia-University Student Research Project/Competition.