NOKIA-Visual Strategy Guide // GR604 Student Project

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Visual Stragey Guide / Nokia

VISUAL STRATEGY GUIDE



VISUAL STRATEGY GUIDE


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Brand Introduction

THIS IS HOW NOKIA STARTED The book–Visual Stragey Guide, it will be introduced background and new mission of Nokia.


Visual Stragey Guide / Nokia


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Brand Introduction

TABLE OF CONTENTS


Visual Stragey Guide / Nokia

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02 03 04

Brand Introduction 08 10 12 13 16 19 20 20

Brand Discription Brand Mission Rebranding Objective Potential for Redesign History Keywords Future Expansion Core of Brand

22 Persona

Nokia's Competitors 42 Current Competitors 44 Adjacent Competitors 48 Aspirational Competitors

Our Vision 52 Current Nokia 54 Future Nokia


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Brand Introduction

BRAND INTRODUCTION

Brand Discription Brand Mission Rebranding Objective Potential for Redesign Nokia History Highlight Keywords Future Expansion Core of Brand


Visual Stragey Guide / Nokia

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Brand Introduction

Nokia was number one for 14 years and still has the chance to be so again. Nokia is a Finnish multinational telecommunication, information technology, and consumer electronics company, founded in 1865. Nokia's headquarters are in Espoo, in the greater Helsinki metropolitan area. The company has operated in various industries over the past 150 years. It was founded as a pulp mill and had long been associated with rubber and cables, but since the 1990s has focused on largescale tele-communications infrastructures, technology development, and licensing. Nokia is a major contributor to the mobile telephony industry, having assisted in the development of the GSM, 3G and LTE standards (and currently in 5G), and was once the largest worldwide vendor of mobile phones and smartphones. Nokia continues to be a major patent licensor for most large mobile phone vendors. As of 2018 Nokia is the world's third-largest network equipment manufacturer. The company was viewed with national pride by Finns, as its mobile phone business made it by far the largest worldwide company and brand from Finland.


Visual Stragey Guide / Nokia


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Brand Introduction

Enriching your life by providing connection and communication. Brand Mission


Visual Stragey Guide / Nokia


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Brand Introduction

REBRANDING OBJECTIVE

Nokia peaked in the past. However, currently, they live off their remaining business, smartphones and developing new technology–5G and cloud service. The technology takes Nokia to a new era. A lot of companies create and produce smartphones, but only few companies emphasize the network technology. 5G and cloud service will change our lives and connect the world fast. Nokia also focuses on data with security, which will help people to keep their data secure.


Visual Stragey Guide / Nokia

POTENTIAL FOR REDESIGN

Nokia could also utilize their main thoughts to create new services. Through their advertisements and videos, Nokia can cooperate with educational organizations, social media, speech platforms, schools to build improved communication skills for everyone because Nokia can enrich everyone's life through these platforms. In addition, people can experience new communication technology through these activities so that people will change their ideas about Nokia.


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Brand Introduction


Visual Stragey Guide / Nokia


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Brand Introduction

NOKIA HISTORY HIGHTLIGHT

1865

•Nokia established pull mill at Finland

•Nokia Ab entered into a partnership and took advantage of the electrical power supply

•Kari Kairamo became CEO and he transformed the company's businesses

1977

•Nokia at the time also made respirators for both civilian and military use

1980

•Developping the first GSM network with Siemens, the predecessor to Nokia Siemens Network

1990

1992

•Nokia 1011 launched, making it the first commercially available GSM mobile phone


Visual Stragey Guide / Nokia

•Nokia developed a Linux-

•Nokia demonstrated for the first time a 5G-ready network

based operating system called Maemo

2005

2007 •Nokia introduced OVI, an umbrella name for the company's new Internet services which included the N-Gage platform and the Nokia Music Store

2016

•Canadian government announced that it will support Nokia's research on 5G technology.

2017 2019 •NOKIA announced the Android-based Nokia 6 smartphone


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Brand Introduction


Visual Stragey Guide / Nokia

NOKIA KEYWORDS

Communication Technology bases on human beings, so it’s significant to know people’s needs. People use smart phone because of convenience. Therefore, connecting people is the one of mission for NOKIA.

Connection Currently, everyone connect with each other with network. Therefore, the strong signal for network is important for you and me. Then, for business, online meeting is common and convience. Thus, connection make everyone closer.

Warmth Originally, tech makes everyone feel cold and distand. However, Nokia created the warm and friendly on their image. You can feel warm becaue you easily connect with your friends and family.


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Brand Introduction

FUTURE EXPANSION

Through NOKIA’s background and history, they create sucessful communication devices. That means NOKIA is potential to explore future business. In addition, Nokia creates the devices, so people are cloaser once connecting with their family and friends.

CORE OF BRAND

Connecting people. NOKIA provide the flexibility, adaptability, and responsiveness costumers need to launch new next-generation services. They can help you take advantage of the latest developments–including 5G, mobile broadband, and IoT–with core infrastructure that simplifies operations and enables new business.


Visual Stragey Guide / Nokia


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Personas

PERSONAS


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Personas


Visual Stragey Guide / Nokia

JOHN MARQUEZ

Age 25

Nationality USA

Gender Male

Education Bachelor's Degree

Occupation Paralegal

Language English

He always wants to make friends through different ways because he is so shy about getting to know friends. He is used to connecting with his family with chatting app because it’s the best way to stay in touch with their lives. He lives in San Francisco now, but he always connects with his girlfriend who lives in another state, so he hopes the net signal is strong and stable. John’s clients like to ask him something about law after work, so his phone should be like a laptop and note a lot of things. Communication is important for him, but he is lazy about taking communication courses after work because he is busy with his job. He likes to go biking and hiking when he is free because he can share his life with his friends and family with photography. When he feels alone, he likes to talk to his parents because he is touched by the warmth of their encouragement.


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Personas


Visual Stragey Guide / Nokia

ANIL SAVALIYA

Age 35

Nationality Indie

Gender Male

Education Master's Degree

Occupation Engineer

Language Hindi, English

He works for a technology company; he likes trying new things and he also needs to know other company’s products and techniques. He always needs to have online meetings, so he wants a nice router to support his work. He wants a phone with good aesthetic and a nice camera lens but it is hard to find. Because he works for a technology company, he needs to keep everything secret, and the phone should not risk data leakage. He thinks his phone is only for connecting with his family and friends. He needs a strong phone because he likes to use his phone while walking, and sometimes he drops his phone. Therefore, he hopes the phone is unbreakable. He likes to travel, so he thinks high speed net is important for him. Then, he can look for information immediately while traveling.


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Personas


Visual Stragey Guide / Nokia

CHAO-WEI CHOU

Age 42

Nationality Taiwan

Gender Female

Education Bachelor's Degree

Occupation Indie Coffee shop owner

Language Mandarin, English

She is an indie coffee shop owner, so she likes to talk to customers and make friends. Then, she thinks connecting with her customers is the best way to make her coffee shop become well-known. She attempts to look for some organizations to enrich her life because she feels alone. She always connects with her family by video calls because she lives far away from them. However, she feels warmth through connection. She is an outdoorsy person because she can feel the vitality of nature. She records her voice for some presentation videos, so she needs a phone with microphones for high-fidelity sound in every clip she shoots. She likes to experience new things because it can enrich her life. She is busy with her business, so she tries to use some dating app to make friends. However, she likes face to face chat with others.


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Personas


Visual Stragey Guide / Nokia

FREDRIK ARNE

Age 32

Nationality Finland

Gender Male

Education Master's Degree

Occupation Creative Director

Language Finnish, English

Because he is a director of product design, he has to hold meetings online with other countries’ directors. Thus, he needs a high speed and stable network. How to make a good communication is important for him, so he always looks for some courses to improve his skills. He also holds design conferences, so all designers and staff should connect with everything, everywhere efficiently and quickly. He attempts to get cooperation with technology companies because the conference should be connected to the world immediately. Fredrik gets cooperation with other design companies, and they often send their designs for everyone. Therefore, he needs to make every moment and design work secure. Fredrik often travels for business, so he hopes he can keep in touch with his co-workers. Because Fredrik needs to work everywhere, he looks for cloud drive with security.


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Personas


Visual Stragey Guide / Nokia

RANIA TAN

Age 40

Nationality Malaysia

Gender Female

Education Bachelor's Degree

Occupation Reception

Language Mandarin, English

The Phone is important for her because she often connects with others by phone. She likes to use social media to let her friends know her situation, but she wants to chat with her friends face to face. She is touched by the warmth of talking to her family on the phone. Technology makes everyone closer because she makes new friends through some dating apps. She wants to enrich her life through reading and communication. She has enough income to support her doing and buying everything she wants. She tries to do some new activities because she always does the same things in her life.


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Personas


Visual Stragey Guide / Nokia

LARISA IVANOV

Age 50

Nationality Russian

Gender Female

Education Master's Degree

Occupation Musician

Language Russian, English

One of her hobbies is to record her rehearsals and post them on social media. She likes to read music scores on her phone while commuting because she doesn’t like wasting her time. She likes to live-stream music on social media because it can connect with the audience directly. Larisa feels warmth while using video calls with her family because she performs around the world. In her opinion, the phone should be convenient ways to connect with the world. She needs to listen to music with phone, so the quality of sound is important for her. She tries to look for some organization because she wants to share her performances with others.


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Personas


Visual Stragey Guide / Nokia

HIDEKI KIMUSI

Age 55

Nationality Japan

Gender Male

Education Bachelor's Degree

Occupation Sales Manager

Language Japanese

He likes to chat with other people because he can know other people’s needs and thoughts. He is a sales manager, so he needs to take some communication courses. He always connects with his clients with messages and email because he thinks messages and email are easy ways to make everything clear. He doesn’t like to spend a lot of time on chatting apps after work because he prefers to spend more time with people in person. Because he is a sales manager, he often holds online meeting with other departments. He believes technology can connect the world because he uses utilize technology to know different people. He likes to explore new things and share with his friends on social media because it can connect with other people fast and effectively.


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Personas


Visual Stragey Guide / Nokia

TERESA SMITH

Age 25

Nationality USA

Gender Female

Education Bachelor's Degree

Occupation Executive Secretary

Language English, Spanish

She got a lot of assistants through the phone because she doesn’t like to turn on the laptop She likes to receive the e-mail with her smartphone because she doesn’t like to carry her laptop and tablet. She likes to check her schedule on her smartphone because it is easy ways for her. She relies on her phone because she is used to organizing her work and personal things. She likes using dating app because she thinks it is difficult to make friends in the real world. Her Smartphone is a platform for her to receive information and news. Her smartphone assists her in recording her health and daily life.


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Competitors

NOKIA COMPETITORS

Current Competitors Adjacent Competitors Aspirational Competitors


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Competitors

CURRENT COMPETITORS

Nokia produces smart phone, 5G, cloud drive and network equipment, so these competitors all produce similar products.

Apple is an American multinational technology company headquartered, that designs, develops, and sells consumer electronics, computer software, and online services.

Asus is a Taiwan-based phone hardware. Its products include mobile phones, networking equipment, the company is also an original equipment manufacturer.

BlackBerry smartphones, tablets, and services were originally designed and marketed by Canadian company. These are currently designed, manufactured, and marketed by TCL Communication, BB Merah Putih, and Optiemus Infracom for the global.

HTC is a Taiwanese consumer electronics company founded in 1997, HTC began as an original design manufacturer and original equipment manufacturer, designing and manufacturing laptop computers.

Huawei a Chinese multinational technology company and has expanded its business to include building telecommunications networks, providing operational and consulting services and equipment to enterprises inside and outside of China.


Visual Stragey Guide / Nokia

Motorola was an American multinational telecommunications company. Motorola Solutions is generally considered to be the direct successor to Motorola.

Samsung is a South Korean multinational conglomerate headquartered in Samsung Town, Seoul. It comprises numerous affiliated businesses, most of them united under the Samsung brand, and is the largest South Korean chaebol.

Sony is a Japanese multinational conglomerate corporation headquartered. Sony Mobile was previously known globally as Sony Ericsson before rebranding in 2012, as a result of the mobile phone manufacturer being taken over and solely owned by Sony.

Xiaomi is a Chinese electronics company. Xiaomi makes and invests in smartphones, mobile apps, laptops, bags, trimmers, earphones, MI Television, Shoes, fitness bands, and many other products.

ZTE Corporation is a Chinese multinational telecommunications equipment and systems company. The company has faced criticism in the United States over potential ties to the Chinese government that could enable surveillance.


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Competitors

ADJACENT COMPETITORS

Communication and connection are Nokia’s service for people, so these competitors also provide these two services for everyone. Including chatting app, mail, and post office.

Facebook is a social network service website. The following is a list of software and technology features that can be found on the Facebook website and mobile app and are available to users of the social media site.

Gmail is a free email service developed by Google. Users can access Gmail on the web and using thirdparty programs that synchronize email content through POP or IMAP protocols.

iMessage is an instant messaging service developed by Apple Inc. Launched in 2011.iMessage allows users to send texts, documents, photos, videos, contact information, and group messages over the Internet to other iOS or macOS users.

Line is a freeware app for instant communications on electronic devices. Line users exchange texts, images, video and audio, and conduct free VoIP conversations and video conferences.

Outlook.com is a web-based suite of webmail, contacts, tasks, and calendaring services from Microsoft. Microsoft acquired Hotmail in 1997 and launched it as MSN Hotmail, later rebranded to Windows Live Hotmail as part of the Windows Live suite of products.


Visual Stragey Guide / Nokia

A post office is a public department that provides a customer service to the public and handles their mail needs. Post offices offer mail-related services such as acceptance of letters and parcels.

Skype is a telecommunications application that specializes in providing video chat and voice calls. Skype also provides instant messaging services. Users may transmit text, video, audio and images. Skype allows video conference calls.

Snapchat is a multimedia messaging app used globally, created by Evan Spiegel, Bobby Murphy, and Reggie Brown, former students at Stanford University, and developed by Snap Inc., originally Snapchat Inc.

WeChat is a Chinese multi-purpose messaging, social media and mobile payment app developed by Tencent. WeChat has been described as China's "app for everything" and a "super app" because of its wide range of functions.

WhatsApp Messenger is a freeware, cross-platform messaging and Voice over IP service owned by Facebook. It allows users to send messages and voice messages, make voice and video calls, and share images, documents, user locations, and other media.


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Competitors

ASPIRATIONAL COMPETITORS

In the future, Nokia will get corporation with education organization and social media to promote the new mission statement “Enriching your life by providing better communication and connection”. Therefore, people can get knowledge through these platform and organization, so I chose these ten organization to be competitors.

The Beinecke Rare Book & Manuscript Library is the rare book library and literary archive of the Yale University Library in New Haven. It is one of the largest buildings in the world entirely dedicated to rare books and manuscripts.

Facebook, is an online social media and social networking service company. Facebook service can be accessed from devices with Internet connectivity.

The National Communication Association is a notfor-profit membership-based scholarly society. NCA’s mission is to advance Communication as the discipline that studies all forms, modes, media, and consequences of communication through humanistic, social scientific, and aesthetic inquiry.

The San Francisco Public Library is the public library system of the city of San Francisco. The library system has won several awards, such as Library Journal's Library of the Year award in 2018.

The San Francisco Museum of Modern Art is a modern art museum located in San Francisco, a nonprofit organization, making the museum one of the largest in the United States overall, and one of the largest in the world for modern and contemporary art.


Visual Stragey Guide / Nokia

TED Conferences LLC is an American media organization that posts talks online for free distribution under the slogan "ideas worth spreading".

TLA is a nonprofit organization that envisions “a future in which each child in America receives an effective, equitable, and engaging education that is personalized, informed by data, and mastery-based, enabling them to reach their full potential.�

The New Yorker is an American magazine featuring journalism, commentary, criticism, essays, fiction, satire, cartoons, and poetry. It is well known for its illustrated and often topical covers.

WeChat is a Chinese multi-purpose messaging, social media and mobile payment app developed by Tencent. WeChat has been described as China's "app for everything" and a "super app" because of its wide range of functions.

YouTube is an American video-sharing website. YouTube allows users to upload, view, rate, share, add to playlists, report, comment on videos, and subscribe to other users. It offers a wide variety of user-generated and corporate media videos.


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Competitors

BRAND ATTRIBUTES

Positive

Neutral

Convenience

Knowledge

Friendly

Communication

Inventive

Emotional

Valuable

Surpose

Infinity

Thinking

Negative

Brand Hopes

Waste

Warmth

Cold

Interesting

Ignore

Enrichment

Boring

Various

High-quality

Closely


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Our Vision

OUR VISION

Current Nokia Future Nokia


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Our Vision

CURRENT NOKIA

NOKIA


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Our Vision

FUTURE NOKIA

NOKIA


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Brand Introduction

NOKIA CONNECTS THE WORLD


Visual Stragey Guide / Nokia


School

Academy of Art University School of Graphic Design and Degital Media San Francisco, CA

Class

Nature of Identity

Instructor

Hunter Wimmer

Image Source unsplash.com

Binding &Printing Blurb.com




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