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Nokia Life Tools - The Real World

Nokia Life Tools - The Real World



Nokia Life Tools - The Real World

Nokia Life Tools - The Real World

What constitutes as reality? If it's the gritty lifestyle that gives you a reality check, then this is what we experienced during the Nokia Life Tools demonstration. What started out as a pilot program in the emerging market India, has now taken on a life of its own to enhance the standard of living amongst its users.

Here's the background: Nokia has established itself as a deliverer of mobile solutions over the years. And this has been explicitly felt in the European and Asia Pacific region. From its devices, to its recent Ovi services that include Nokia Music Store, N-Gage and Nokia Messaging, the company has diversified itself to cover all their bases.

But its strongest presence stems not from these regions. Rather, Nokia has stated that on a global scale, Greater China is the largest market to date, followed by India. And in both regions, there is a vast potential due to the needs of the emerging market that it represents.

The emerging market concept is tied to what the consumers need at the most base level, and it becomes more of a need than a want. In India, the need is even more evident for the rural districts that are heavily dependent on their agriculture for their livelihood.

Enter Nokia Life Tools. An example of how the mobile device is able to enhance the consumers' lives with the simplest of methods. Nokia Life Tools is essentially a series of services that addresses the specific needs of the emerging markets.

Understanding the fact that these services are catered for a market with a basic cellular infrastructure in the rural areas, the distribution method would require a more practical approach. As shared by Mr. Jawahar Kanjilal, Global Head of Emerging Markets, Services & Software, Nokia works closely with the telecoms companies to distribute Nokia Life Tools to anyone within the GSM coverage. In layman terms, this means the service is SMS-based and will require literally no data download (and in this case, data charges are avoided). While Nokia Life Tools might cover up to 275 commodities and involve over 4000 markets and traders, the level of customization to the user is considerably localized. In a typical Indian state, Nokia Life Tools will provide the latest market prices, weather data and news for up to a 100km radius from the device. As such, farmers will gain a more insightful outlook of the market prices.

While the distribution method is largely device-based (via the Nokia 2323 classic and 2330 classic) and banks on its large retail presence, Nokia has stated that it does provide due publicity via mobile vans that travels into the rural areas and showcase the practicality of Nokia Life Tools. In fact, consumers have mentioned that these are the sources of their purchase. The strong retail presence in even the rural areas brings about a greater mobile penetration rate. In the following page, we share with you what exactly comprises the Nokia Life Tools service.