Nokia 2004 Annual Report Download - page 32

technical configurations that make it easier for users to access and use their services. In response
to operator needs, Nokia works closely with interested operator customers to offer customized
hardware and software. Of the mobile devices we plan to announce in 2005, approximately 90%
are expected to offer a range of customization options.
Mobile Phones
The Mobile Phones business group aims to make user-friendly mobile devices with many features
for different segments of the global market. We seek to put consumers first in our product
creation process and primarily target high-volume category sales. Mobile Phones currently offers
mobile phones and devices based on the following global cellular technologies: WCDMA, GSM/EDGE,
CDMA and TDMA.
In voice-centric and mainstream mobile phones, we believe that design, ease of use and price are
our customers’ most important considerations. Increasingly, our product portfolio includes new
features and functionality designed to appeal to the mass market, such as cameras, Java, MMS and
XHTML browsers. We expect that our future product portfolio will also increasingly include
additional functionality, such as EDGE and Push to talk over Cellular, and be enhanced as 2G
technologies evolve to 3G.
The Mobile Phones business group has six business units: Broad Appeal, Focused Appeal, Entry,
CDMA, TDMA and Vertu.
The Broad Appeal business unit focuses on mid-range products where the balance among price,
functionality and style are key. Some of the current products are the color-screen Nokia 3120, the
Nokia 3220 camera phone and the Nokia 3230 Series 60 camera phone in the expression category.
In the classic category, the offering includes the monoblock Nokia 6021 and Nokia 6030 phones for
business users; the Nokia 6020, Nokia 6230, Nokia 6230i and Nokia 6610i camera phones; the
Nokia 6170 and Nokia 6260 clamshell camera phones; and the Nokia 6101 clamshell camera
phone, which is the first Nokia model introduced with an exclusive customizable design. For
instance, the Nokia 6102 has the basic design of the Nokia 6101, but is customized for China
Mobile Communications Company and has a different color scheme, re-designed covers, key mat
and antenna design.
The Focused Appeal business unit concentrates on high-end products for consumers who make
purchases on the basis of design or more specialized features. Highlights of the current product
offering, in the fashion category, include the Nokia 7260 monoblock, the Nokia 7200 and the Nokia
7270 clamshells, and the Nokia 7280, a slide model without a traditional keypad. In the active
category, we brought the Nokia 5140, our first push-to-talk phone, to market during 2004.
The Entry business unit addresses markets where we believe there is potential for growth and
where mobile subscription rates are relatively low. Our aim is to provide affordable mobile
phones while cooperating with local mobile operators in creating attractively priced service
packages. Current products include the Nokia 2600 monoblock and the Nokia 2650 clamshell, both
with color-screens, and the Nokia 2300 and Nokia 1100 with black and white displays.
The CDMA business unit and the TDMA business unit meet the demands of markets where these
network technologies are used. The current product offering by the CDMA business unit includes
the Nokia 6255, a fold-model camera phones and the Nokia 6256, Nokia 6235 and Nokia 3205
camera phones for a wider audience. The TDMA business unit is responsible for products such as
the Nokia 6560 and the Nokia 3520, our first TDMA camera phone.
Vertu continues to pursue its high-end brand strategy in the luxury goods category.
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