The other day I was watching video of Bloggers in Philippines asking I OVI ! Do You ? which made me think , how OVI could be marketed to Pakistani consumer .
Pakistan handset market could be divided in multiple tiers
The Sub Rs 5000 ( USD 60 ) or below range where Nokia 1XXX , 2XXX and 5010 prevails – usually used by labor and working class
The Rs 5000 – 1000( USD 60 – 120 ) range covering majority of Nokia S40 phones for small business owners , house wives and students entry level phones
The Rs 10,000 – 20,000 Range ( USD 120 – 240 ) where the S60 phones start from including E63 meant for University and College students to professionals in Small and Medium Size businesses
The Rs 20,000 – Rs 40000 range ( USD 240 – 480 ) with majority of N and E Series catering to the upper echelon of the society including large business owners , students from affluent families.
And above 40000 range ( USD 480 and above ) which include high end phones. The crème de la crème of phones for likewise in the society .
Nokia with their vast mobile offering catering to every class of customers in a market comprising of over 90 million consumers is the most trusted brand in the country be the phone made in Finland or China and any new model is readily accepted by the masses .
With OVI , just like their phones , Nokia had to categories the offering as per the target market to get maximum share and here are my thoughts
OVI Mail
When people think of email on a cellphone , their first thought comes of a high end phone supporting internet , little they know that a phone low end S40 phone in the 50 dollar range can easily access and manage email especially OVI mail , which can be setup and run on the mobile phone .
Olli Pekka C.E.O Nokia and Imran Khalid Mehmood , Country Head Nokia Pakistan has the same dream , the first internet experience of the youth should be on their mobile and the best way to entice them is through email . When it comes to mobile communications messaging is the preferred mode of communication amongst youth and with OVI Mail , they can communicate more , share more at less . For students the email will not be limited to simple messages , they can share their papers , thoughts with their peers through email couples with images and multimedia .
It’s not only the students but the small and medium business owners who will also benefit from OVI mail , always accessible on their cell phones , they can keep in touch with their business and associates wherever they are making conversations more productive and fruitful .
For large business owners and those in the upper echelon of the society , though OVI mail will not have much charm but Nokia Messaging with it’s support for 10 email accounts will serve their purpose very well . not bound by Network specific and device specific Blackberry , they can use Nokia Messaging on any S60 phone be it E63 or N97 with push support and even support for Mail or Exchange .
OVI Files
With 10GB of storage on the cloud and further online access to files stored on a remote computer , it’s a student’s dream come true , no more I my USB got corrupt and passing on the viruses to each other with a few clicks , any file can be downloaded on a compatible S60 phone and viewed in builtin viewers be in MS Office , PDF or image files . If viewing is not required than any type of file can be stored and with WiFi access available on campuses , students can easily connect to their online accounts.
For business owners , it’s a god send , with the security implications associated with the loss of USB , now sensitive information and quotes can be stored on Files on OVI and can be downloaded on demand . With access to multiple computers through your mobile phone , getting files off their own and their assistant’s computer is possible
Contacts on OVI
Contacts be it a a couple of hundred or a couple of thousands can easily be backed up on OVI Contacts . A student or a businessman , forgot their phones at home and need to make an important call and don’t know the number they can simply log on to theor OVI account and have access to all their contacts till the last sync .
Contacts on OVI is not only to access numbers when needed , in case the phone gets lost , with a few clicks one can restore contacts on the new phone .
Chat on OVI / Nokia Messaging IM
Nokia is treading into the IM territory with Chat on OVI , current beta version , compatible with GTALK , YAHOO it provides a complete communication suite . in the fast moving world where ontime communication is the key success , businesses can utilize the IM service to stay in touch with their associates to get realtime information whichl leads to business success.
Students and Teens , the Generation Text , can use the IM to stay in touch with their peers and could be used as an alternate to SMS .
Share on OVI
Although still not available in Pakistan , a little tweaking can easily give online access through Opera mobile . An alternate to Flickr , business can easily store their catalogues and students can share their life online be it as an image or a Video instantly through their phone cameras.
Store on OVI
Application are now the key to success to any mobile phone , Apple proved it , Nokia is gradually developing it , with Store on OVI , a range of mobile phone specific applications are available from productivity to utilities to games ranging from FREE to a few Euros . People now don’t want their phones to be standard as provided by the manufacturer , they want it customized as per their lifestyle , they want Apps which will make their phones more productive and store on OVI can help them do that .
But the question remains unanswered how to market to these different type of users , one who is interested in fun , education and Text and the other interested in document security , realtime access and communication .
One approach will not fit them all and may back fire .
For Small and Medium businesses , Nokia could target then through newspaper ads , with attention grabbing phrases as OVI YOUR PARTNER TO SUCCESS , DO BUSINESS ON OVI , IT’S Secure – IT’S ON OVI , STORE IT ON OVI , highlighting the mail , messaging , Chat and files options . If possible , Nokia can partner up with the mobile carriers to develop an application suite which gives access to all the OVI services from one app launch . For businesses and users it will give them simplicity to access services while for carrier beside carrier branding , it will generate data revenues which is in their interest as voice revenues are constantly falling in Pakistan market due to intense competition . Nokia can also arrange for some TVCs during primetime highlighting OVI .
For students , small programs in college , giveaways like mobile holders and OVI mobile charms will help enhancing and mind share of OVI , here the punchlines could be more cheeky like the one used by Philippines bloggers , I OVI! Do You ? , What’s your OVI ? . With the reduction in digital printing costs , these posters can be customized as per the specific university showing prominent / popular t students and even most sought after teachers using OVI – using Peer Pressure in a positive way. A little extra push could easily make OVI a nomenclature in everyday student lingo where , “ I’ll see you on OVI ( OVI Chat ) , will post it on OVI ( OVI Share ) , got it on my OVI ( OVI Files ) , send it on my OVI ( OVI mail ) “ will become the norm
One thing Nokia had to take into consideration is when people talk about Data services and especially like those offered by OVI , the perception is that they are only accessable by high end N and E Series . Nokia , considering the perception when ran their Ramadan campaign they specifically showed the handsets from the lowly 6303 to N97 , the same is to be done for OVI , show the low end , the mid tier and high end handsets with the ads so people can be assured that no matter which phone( only Nokia ofcourse ) they have , they can always access OVI .
Just a little thoughts I have – what you think about it or how you will promote OVI in Pakistan , I awit your comments
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