Nokia 2008 Annual Report Download - page 36

applications to operators in North America and other markets; we announced the renewal of our
business mobility strategy, including the shift of resources from our Intellisync email service to focus
on developing consumer messaging solutions including push email—email with an ‘always on’
capability—and we announced Nokia Messaging, a service which gives millions of consumers access
to email and instant messaging accounts from Yahoo! Mail and Yahoo! Messenger, Windows Live
Hotmail, Gmail and Google Talk, and AOL Mail as well as email solutions from thousands of ISPs
around the world on the majority of Nokia devices. Nokia Messaging is expected to launch
commercially later in 2009.
Games: We launched and expanded the NGage games service with several titles of interactive,
multiplayer games from publishers including Capcom, EA Mobile, Gameloft, Glu Mobile and Nokia
Games Publishing.
An important part of our services strategy is Ovi, our Internet services brand we introduced in 2007.
By integrating our individual services under the Ovi brand we aim to simplify the user experience of
Nokia services and differentiate ourselves from competitors in the consumer Internet services market.
With Ovi services and applications—accessible online at Ovi.com, on a PC using Nokia Ovi Suite, and
through various Nokia mobile device applications—users can easily manage, synchronize and share
their personal files or information, as well as access Nokia services in music, maps, media sharing,
messaging and games. Our plan is for people to be able to combine Ovi services as they want to and
customize their view and experience of Ovi.
We continued to develop Ovi during 2008, rolling out new services or releases of existing services
that users can access through www.ovi.com. As is common practice in the Internet services business,
we continue to add new elements and services to Ovi as they go through beta testing and develop
sufficiently for a wider audience. We are also working to improve the way people discover and use
our Internet services through Ovi.com. One of our key goals is to bring all of our services under the
Nokia Account—a single user name and password to access the different services.
Markets
Our Markets unit is responsible for the management of our supply chains, sales channels, brand and
marketing activities. The unit consists of three operational subunits:
Sales , Marketing and Demand
Supply Network Management
.
Sales
Our Sales subunit is responsible for the sales of Nokia mobile devices from the Connect , Achieve ,
Explore , Live and Entry device categories. Most of Nokia’s mobile device business derives from sales to
operators, distributors, independent retailers, corporate customers and consumers. However, the
percentage of our total device volume that goes through each channel varies by region. In 2008,
distributors accounted for approximately 95% of our device volumes in the AsiaPacific region,
approximately 91% in the Middle East & Africa and approximately 79% in China. In Europe,
distributors accounted for approximately 39% and operators approximately 46% of our volumes. In
both Latin America and North America, operators accounted for more than 84% of our 2008 volumes.
Each of our active operator and distributor customers is supported by a Nokia account team. In
addition, customer executive teams led by Nokia Group Executive Board members focus on both
Devices & Services and Nokia Siemens Networks for the largest operator groups.
Marketing
Our Marketing subunit is responsible for our outbound marketing activities, with the aim of
developing and enhancing the Nokia brand and increasing traffic to both physical and online sales
points. The Interbrand annual rating of 2008 Best Global Brands positioned Nokia as the fifth most
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