Nokia - LIVE WIRES
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There’s an old saying: “Do more than hear, listen. Do more than listen, understand”.
This is the story of a competitor who did exactly that and found themselves enjoying a large slice of the market pie.
By 2003, Vodafone were on the brink of becoming a truly global player. About to launch Vodafone Live!, they were building on the worldwide investment they had already made in 3G. Vodafone had listened to their consumers. They knew what consumers wanted - distinctive and exclusive products that had both price and time to market advantages.
ACTION Close up of Motorolla guy listening. Sound waves enter his ear.
ACTION Pull back to reveal him standing on a slice of pie.
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ACTION Cut to Vodafone guy sitting on a globe. A Nokia guy hands him a phone.
Nokia - LIVE WIRES
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VO We’d been working with them from the start, proposing minor customisations to the Nokia 7650 handset.
ACTION Vodafone guy looks at the phone. Sound waves enter frame.
6 VO It wasn’t enough.
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On hearing the sound he looks at the phone and frowns.
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He lifts his head and speaks sound waves.
Nokia - LIVE WIRES
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VO They were flexible to the operator’s needs, choosing to develop the V525 specifically for Vodafone Live!
In 2003, Motorola entered the ring. They understood that consumers would be willing to swap networks to own exclusive products offering Vodafone Live!
ACTION The Motorolla guy hears the sound waves.
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Cut to Motorolla guy walking up to Vodafone guy.
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Cut to close up. Motorolla guy produces a tinks bubble with a shiny phone in it.
Nokia - LIVE WIRES
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This wasn’t a new phone technology wise, and customisation was similar to ours, but it did have a distinctive look and feel, a specific model number...
ACTION Cut to close up of the phone. A hand reaches into frame.
and it was exclusive.
ACTION Vodafone guy happily brings the 'cool' phone into frame.
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Despite being three months late to market,
ACTION Cut to Motorolla guy
Nokia - LIVE WIRES
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The V525 took 35% market share in Quarter One 2004. Consumers loved it.
ACTION Pull back to as the Motorolla guy is lifted up into frame as his slice of pie grows.
Today, Nokia has a special Vodafone Live! team in place. We’re talking to operators about developing products earlier and proposing projects with more exclusivity.
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We’re beginning to grow our share of the Vodafone Live! Market. We’ve learnt to listen and to understand.
ACTION
Cut to Vodafone and Nokia guys talking.
www.squeakypics.co.uk
Pull back as their smaller slice of pie grows.