Marketing the Nokia N81
I’m sure Nokia has already figured out how they’re going to market the Nokia N81, and I’m also sure it doesn’t include the US. Call it a hunch. With this assumption, here’s how I would market the Nokia N81 in the US.
Let’s make sure the specs are covered, real quick. It’s a small slider phone with an innovative touch-scroll NaviWheel, 8GB of internal memory, quad-band GSM, WiFi, a 2MP camera with flash and video. It’s VERY solidly built, and priced around $450 USD (no contract). It’s also optimized for gaming and has plenty of RAM for a superior user experience.
So now that we know all that, what are we comparing it to? The current king of music phones, the Apple iPhone. Please note that I said king of MUSIC phones. That’s important. That’s the only area that the iPhone has an advantage that cannot be argued against, even by myself. After all, that’s what it was designed for. So all you Nokia fanboys (myself included) please don’t think I’m blaspheming. And Apple fanboys, don’t get too excited, I’m not justifying you completely, either. Just calling it like it is.
So feature-wise, there’s very little difference between the two
devices. The iPhone is touch-based, while the N81 is hardware keys, and
has video capabilities. For the purposes of this article, we’re going
to ignore the UI difference (it’s common knowledge that there are TONS
of people in this world who do NOT want/desire a 100% touch device.)
The devices are both priced the same, with the N81 not requiring a
contract (and yes, I know the iPhone won’t for long either, but that’s
beside the point at the time this is published).
So how would I promote the Nokia N81? First and foremost, I’d
promote it EVERYWHERE. TV, Print, Subways, sides of buildings, etc.
E-V-E-R-Y-W-H-E-R-E. Promote the fact that it’s contract free and works
on T-mobile OR AT&T. EMPHASIZE THAT.
Develop a tagline. "Jukebox in your hand" "It’s what mp3
players have become". Something simple, less than 7 words, and
defining. Now, put that tagline EVERYWHERE. Get the device in music
videos. Lots of them. Give them away to celebs. The VMAs. Put them in
the goody bags. We Americans, for some odd reason, like to use the same
thing our celebs do.
The Music Store – please, Nokia, for the love of God, do NOT
hesitate to get this rolled out in the US. I’ve heard rumors that it
won’t be till NEXT YEAR. I want to say this very very clearly: THAT IS
UNACCEPTABLE. Stop, go back, re-read, and internalize. If you’re as
serious as you’ve said you were about the US, you have GOT to stop
treating us like a 3rd world country, ok? You’re never going to see success in this country until you invest a little.
So TV ads. Let’s explore that. This ad needs to be on VH1, MTV,
TNT, ESPN and the like. Once Ngage rolls out, we’re going to need spots in the major
sporting events. Versus has fishing shows. It’s cheap. Put ads all over
it. Golf Channel, it’s also cheap. Flood it. Those are wealthy people
who love golf, and would love to be able to play golf on their phones.
They’re getting younger audiences, as well.
What’s this ad going to look like? Show the phone – LOTS.
That’s what you’re selling, after all, isn’t it? Show the new
multimedia screen with someone scrolling on the wheel. Show the phone
being used in situations. Show someone with Nokia Stereo Bluetooth
headphones on, using the phone. Show HIP people using it.
DON’T SHOW: random, barely related images. Other Nokia devices
(except maybe at the end, like you’ve done with previous N-series ads).
There should not be a single shot in the whole ad that doesn’t have the
N81 in it somewhere.
Now availability. If you recall, this is the Place from
Marketing. You’ve got the N95 in the Best Buy Mobile Stores. Get this
one there, too. Highlight your online retailers (Dell, Gateway,
Nokiausa.com, LetsTalk.com). Any other retailer you can get it in, do
it. If you do the marketing, and have it in retail shops, you can
ignore the carrier (which, until you smooth things out with AT&T,
is a good thing for you).
Package it with other items. Offer a Music Pack (or some other
clever name) that includes Stereo Bluetooth headphones and a Music
Store credit (just add the retail value of those to the price). For
instance, have the phone for $450, or the "Music Pack" with stereo BT
headset for $550. (Just make sure there’s some savings over buying them
separate). This will also encourage sales of your accessories.
Speaking of accessories, how come I can’t walk into Radio
Shack or Best Buy and buy any Nokia accessories? Where are the
headsets, speakers, keyboard, etc? How exactly are you selling those? Let’s work on that. You have some really neat speakers and headphones, and
yet I can’t find them anywhere.
So that’s about it. Do you have any questions? I’d LOVE to
field them and work with you on this. For some reason, I’d like to have
the N81 8GB over the N95 8GB. I don’t know why, I just do. I would,
officially, do something stupid if I could get it in Camo. The N81 is a
really killer device that has a TON of potential, in my opinion. Let’s
really maximize that, ok guys? Ready….BREAK!
If this were any other market I would say yes, great ideas. Not in America however where Nokia has only 4 customers: Sprint, Verizon, T-Mobile and AT&T.
Stefan — The point of Ricky’s post is ideas for Nokia to overcome that limitation… unless of course you prefer to see Nokia getting it’s ass kicked by Motorola in the states?
-olly
@olly
Nokia has already lost the states. They had a toehold with S60 here a few years back, and they walked away from it for whatever reason.
I’d urge everyone to remember what happened when Apple launched the original iPod. It was overpriced and faced intense competition by the entrenched players from Creative. And we obviously know how the story ended.
The reason is *software*. Fact is, Nokia’s just isn’t very good. PC Suite has improved a *lot* in the last few years, but it doesn’t hold a candle to iTunes. Nokias firmware continue to be buggy and incomplete, and they just don’t support phones for as long as they should.
@Ricky
Look, you’ve got a nice soapbox here. And deep down, you know what I’ve said is right (especially because I’m not the only one saying it). Shout it out. Tell Nokia they need to support their products better. Tell them they need better spec’ced products (RAM). Tell them to work on build quality.
Once they’re making solid products again, then they can try to return to the US.
I hope nokia will do something.. ehe
I’ve not held the N81, but from the video and photos I’ve seen it looks totally gorgeous, that’s got to help in any ad campaign, surely!
And how about games? If Nokia to convince someone like EA, Ubisoft, or Blizzard to port some games over to the n-gage platform that might help too. Apple’s grip on the portable music market is so tight right now that any attempt to fight them head on might just be wasted dollars. One might argue that the same is true for Nintendo and the portable gaming market, but the gaming phone market is anyone’s for the taking. Of course, that might all change come this winter if Sony enter the market with the rumored Playstation phone.
Ricky, lol, I don’t think Nokia is treating USA like a 3rd world country (which are some of their best markets, btw :)). They’ve tried and tried and invested quite a bit. And it may start to turn around slowly but surely in the next 2 years. Sure, they’ve made mistakes. A lot of them. And I agree they could do more on marketing, but marketing does not really do much in terms of mass market sales if the retail channels are not there. Yes, US still is a 4 main customer country as Stefan mentioned.
With regard to your call for a global launch of the Music Store, have a look at my comment on your earlier post. I think it is unrealistic to call for one.
i would say, advertise it in college’s! why you ask? because us college folk are mostly in to music, tech savy, or even both!
Well I think the major problem in america is the sell-channel. How to sell devices easily? From what i read in your and other american blogs is that it’s very hard to buy an unlocked sim, and that the carriers don’t always sell the phone you may want..
well, why is this happening? can’t you have unlocked phones too? this is what happens in europe..
so, before thinking marketing wise, nokia must think distribution and business models that work.
However, you did a very nice effort.
the N81 is indeed beatiful (too bad i don’t buy sliders - they simply aren’t well built) and deserves to be shown.