Presentation 144

What Influences trust in a brand: Communications vs Customer Experience Subho Mukherjee World Communications Forum Davos, March 11th 2015 1

The truth in the communications service provider industry today

2

Communication about mobile telephony is all around us

3

4

Advertising & marketing costs to acquire new subscribers are increasing -in US over $300 for a single subscribers.

-In India operators spend $2 billion/ year

But are the consumers impressed?

5

What really get mobile telecom consumers loyal A Customer Experience worth remembering Loyalty leaders excelling in network and service quality Customer care

15

Service & device portfolio

12 29

44 Cost & billing

Network & service quality Retention drivers

41% think an operator must offer excellent network quality even if it cost more Messaging and internet service quality continues to be important to subscribers with 60% having problems with data usage

40% thinks they should leave their operator

Source: Nokia 2014 Acquisition and Retention Study across ~12,000 interviews in 11 countries 6

Reflecting on challenges of communication vs longevity of customer experience

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Story of Nokia mobile phones in India dichotomy of market share vs. trust in brand 56.2% 54%

32.9% 10%

Market share in %

2008 8

2010

2012

2014

2015

A long history of successful change

Nokia Technologies

HERE

Nokia Networks

1871 9

1965

1987

1992

2006

2014

The challenge of brand communication Reliability and quality are positive associations, but the link to mobile phones is no longer relevant “What four words come to mind when you think of Nokia?�

US

UK

China

Source: Lippincott Brand Study 2014 10

What builds trust in Nokia brand in today’s environment Integrity of design and execution in mobile networks

Busan Fireworks Festival in Korea 1 km length, 1.5 million people, all LTE (4G) network 100% LTE network availability, 99.4% Voice over LTE calls 11

High Medium

Your company Competition

Low

Customer Perceived Value

In B2B Customer Perceived Value is the strongest driver for trust Our B2B reputation continues to strengthen: Customer perceived value is on a rising trend, and recently overtook Ericsson Features Quality Time Price Relationship

Low

Medium

Relative Investment

Source: Nokia Networks Customer Experience Survey

High

A unique moment of opportunity

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