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NOKIA
V I S U A L S T R AT E G Y G U I D E
01 NOKIA Rebranding Sharing Life Experience Research & Strategy
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V I S U A L S T R AT E G Y G U I D E
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Nokia was number one for 14 years and still has the chance to be so again. –Jonma Ollila CEO of Nokia Corporation (1992–2006)
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TABLE OF CONTENTS
NOKIA
V I S U A L S T R AT E G Y G U I D E
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NOKIA
OUR HISTORY
OUR FUTURE
V I S U A L S T R AT E G Y G U I D E
CHAPTER 01
08
10
12
BRAND
BRAND
NOKIA
OVERVIEW
HISTORY
TIMELINE
CHAPTER 02
16
18
20
22
OUR
OUR
OUR
OUR
VISION
MISSION
PA S T
NEW
LOOK
LOOK
24
33
40
42
OUR
COMPETITORS
IN
APPENDIX
NEW AUDIENCE
CONCLUSION
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08 BRAND OVERVIEW
10 BRAND HISTORY
12 NOKIA TIMELINE
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BRAND OVERVIEW
WE ARE INNOVATORS OF THE GLOBAL NERVOUS SYSTEM
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Nokia Corporation stylized as NOKIA is a Finnish
a major contributor to the mobile telephony industry,
multinational communications and information technology
having assisted in the development of the GSM and LTE
company, founded in 1865. Nokia is headquartered in
standards, and was, for a period, the largest vendor of
Espoo, Uusimaa, in the greater Helsinki metropolitan
mobile phones in the world. Nokia's dominance also
area.In 2014, Nokia employed 61,656 people across 120
extended into the smartphone industry through its
countries, did business in more than 150 countries and
Symbian platform but was eventually overshadowed by
reported annual revenues of around â‚Ź12.73 billion. Nokia
competitors. Nokia eventually entered into a pact with
is a public limited company listed on the Helsinki Stock
Microsoft in 2011 to exclusively use Microsoft's Windows
Exchange and New York Stock Exchange.It is the world's
Phone platform on future smartphones. Its mobile phone
274th-largest company measured by 2013 revenues
business was eventually bought by Microsoft in an
according to the Fortune Global 500 and is a component
overall deal totaling $7.17 billion.Stephen Elop, Nokia's
of the Euro Stoxx 50 stock market index.
former CEO, and several other executives joined the new Microsoft Mobile subsidiary of Microsoft as part of the
The company has had various industries in its 151-year history. It was founded as a pulp mill, and now focuses on large-scale telecommunications infrastructures, and technology development and licensing.Nokia is also
deal, which was completed on 25 April 2014.
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STORY OF NOKIA
BEGINNINGS
PORTFOLIO E X PA N S I O N
Nokia has a long history, dating back
In 1967, the three companies Nokia
In 1979, Nokia went into a joint
It is only due to the Salo, Finland-based
to 1865 when Fredrik Idestam, a
Aktiebolag (Nokia Company),
venture with television maker Salora,
Salora-Mobira that the idea was pushed
mining engineer, created a Pulp mill
Suomen Kaapelitehdas and Suomen
to create Mobira, which would lay
through.
near the town of Tampere, Finland
Kumitehdas (by then renamed from
out the foundation of Nokia's future
In 1987, Finnish Cable Works
Suomen Gummitehdas) merged and
mobile phone division. In 1981, Mobira
discontinued production of cables at
created the new Nokia Corporation,
launched the Nordic Mobile Telephone
its Helsinki factory, effectively ending
the current form of the modern
(NMT) service, the world's first
the sub-company. Nokian Tyres (Nokian
communications company. Nokia
international cellular network and the
Renkaat), a tyre producer that was
Corporation now boasted many
first to allow international roaming. Then
originally formed as a division of
with friend Leo Mechelin formed a
industries including rubber, forestry,
in 1982, Mobira launched the Mobira
Finnish Rubber Works in 1932, split
shared company and called it Nokia,
cable, electricity and electronics.
Senator (Talkman) car phone, which can
away from Nokia Corporation in 1988.
after the town of the second pulp
In the 1970s, the newly formed
be considered as Nokia's first mobile
Two years later in 1990, Finnish Rubber
mill. For the next 90 years, Nokia on
conglomerate started entering
phone. At that time, though, Nokia had
Works followed suit. This allowed
its own would be a forest and power
the networking and radio industry.
no interest at all in mobile phones and
Nokia Corporation to solely focus on
industry company, with activities
Nokia also started making military
the executive board considered mobile
communications. Jorma Ollila became
equipment for Finland's defence
telephones as "James Bond"-gadgets.
CEO in 1992.
(then in the Russian Empire). A second pulp mill was created in 1868 near the town of Nokia, itself nearby Tampere. In 1871, Idestam together
such as electricity generation. In 1922, Nokia was jointly-owned with a trio partnership with Finnish
forces (Puolustusvoimat), such as the Sanomalaite M/90 communicator in 1983, and the M61 gas mask from the 1960s. The company was also making
Cable Works (Suomen Kaapelitehdas,
professional mobile radios, telephone
formed in 1917) and Finnish Rubber
switches, capacitors, chemicals
Works (Suomen Gummitehdas,
and personal computers under the
formed in 1898). Finnish Cable
name MikroMikko (by the Nokia
Works manufactured telephone and
Data division) from 1981 to 1991, the
electrical cables, whereas Finnish
predecessor of Fujitsu Siemens
Rubber Works made galoshes and other rubber products, Nokia made respirators for both civilian and military use from the 30s well into the early 90s.
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CHANGE
Nokia's first fully portable mobile
Nokia's mobile phones were
PureView had a 41-megapixel
phone (after the Mobira Senator
incredibly successful in Europe,
sensor; the Lumia 920 implemented
car phone of 1982) was the Mobira
Africa, Asia and Oceania. Nokia were
advanced PureView technologies.
Cityman 900 in 1987. Nokia assisted
also one of the pioneers of mobile
Nokia's first imaging patent was
in the development of the GSM
gaming, due to the popularity of
filed back in 1994, which they
mobile standard in the 1980s, and
Snake, which was pre-loaded on
revealed in 2013.
developed the first GSM network
many products. The 3310 is one of
with Siemens (predecessor of Nokia
the company's most well-known
Siemens Network). The world's first
products, and is noted today for its
GSM call was made by Finnish prime
toughness. Nokia created the best-
minister Harri Holkeri on 1 July
selling mobile phone of all time, the
1991 using Nokia equipment, on
Nokia 1100 in 2003.
the 900 MHz band network built by Nokia and operated by Radiolinja. In November 1992 the Nokia 1011 was the first commercially available mobile phone. In 1998 Nokia overtook Motorola and became the best-selling mobile phone brand.
Nokia's first camera phone was the 7650, and its successor 3600/3650 was the first camera phone in the North American market. The company would go on to become a successful camera phone maker: the N93 in 2006 had an advanced
Until the new millennium, Nokia
camera with a twistable design that
had a few remaining industries
could switch between clamshell and
other than the core mobile phones,
a camcorder-like position; the N95
such as CRT displays for PCs (until
had a high-resolution 5-megapixel
2000, acquired by ViewSonic), DSL
flash camera; N82 featured a xenon
modems, digital and analog set-
flash; N8 had a high resolution
top boxes, PC equipment and cards,
12-megapixel sensor; the 808
and televisions. Most of these were gradually ended in the 2000s.
In 2003, Nokia had an attempt to break into the portable gaming market by releasing the N-Gage. The device however was a failure, and failed to challenge dominant Nintendo. Nokia's Symbian S60-based high-end phones and smartphones achieved popularity in the mid- to late-2000s. For many years the smartphone platform was leading in Europe and Asia (but lagged behind Windows Mobile, Palm OS and BlackBerry in North America).[14][15] One notable successful device was the highly advanced N95, another was the metallic E71 in 2008.
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TIMELINE OF NOKIA
1865
1898
1912
1930
1980
1987
1993
The company’s
In 1898 Eduard
The increasing
New production
‘Microgramma’
The ‘arrows’ were
The ‘Connecting
first Company
Polón establishes
demand for
methods and
font is adopted
first used on
People’ strapline
founder Fredrik
the Finnish Rubber
electricity in
products develop
– the typeface
Nokia’s annual
encapsulates
Idestam.
Works, producing
homes and
in the paper,
forms the basis
report in 1987.
the character of
An early
boots and shoes,
factories drives
rubber and cable
for the Nokia
Acquisitions
the brand. It was
advertisement
industrial hoses
the establishment
industries. In
namestyle in
in consumer
chosen in 1993
showing the
and belts.
of Suomen
1933 Nokia’s first
the 1980s.
electronics of
apparently during
town.logo –
Punomotehdas
car tyre, with a
Oceanic SA
a Board meeting
a pike-perch,
Oy in 1912 by
summer tread, is
and Standard
in the sauna.
reflecting its
Arvid Wickström.
launched.
Elektrik Lorenz
origins on the
The company
make Nokia the
River Nokia.
merges with the
third largest
newly established
manufacturer of
Finnish Cable
TVs in Europe.
Works in 1917.
The company divests its tyre operations. The arrows symbol was added to Nokia branding in 1987. The arrows represent continuous growth and development, as well as the Corporation’s search for new applications.
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V I S U A L S T R AT E G Y G U I D E
1994
1997
2003
2009
2013
2017
The 2100 mobile
In 1997 the
By 2003 Nokia’s
Apple enters
Nokia
Soar through
phone series
arrows are
new typeface
the smartphone
announced
the skies on a
is launched in
dropped in
is in use across
market with the
that Microsoft
dragon. See the
1994, becoming
favour of a
the company,
iPhone, posing a
would acquire
world through a
expressing the
threat to Nokia's
its hardware
refugee’s eyes.
dominance
department.
Take a front-
an overnight
simplified logo.
success with
The parent and
qualities of the
some 20m sold
child’s hands
brand.
After eight
row seat at the
worldwide.
communicate
“The most
months, the
big game. Our
Nokia is the
Nokia’s core
trusted brand
deal was
Nokia OZO is
across 18
completed
the professional’s
countries,
today and with
choice to capture
across Europe,
it came the end
and create virtual
as an accent
across all
of an era.
reality that takes
color – inspired
industries.”
you places you
by the Finnish
(Reader’s Digest
never thought
landscape.
2003)“The
possible. It’s time
eighth most
to experience life
valuable brand
like never before.
first European manufacturer to start selling mobile phones in Japan.
brand values in their most basic form. Green adopted
in the world.”
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02
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V I S U A L S T R AT E G Y G U I D E
16 OUR VISION
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OUR
OUR
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MISSION
20 WHO WE WERE
NEW AUDIENCE
COMPETITORS
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IN
WHO
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WE ARE
CONCLUSION
APPENDIX
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NOKIA
OUR VISION
WE STRIVE TO BRING OUR AUDIENCE ENGAGEMENT TO THE NEXT LEVEL WITH SHARING STORIES, UNDERSTAND AND HELP EACH OTHER. We help people feel close by sharing and communication.
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V I S U A L S T R AT E G Y G U I D E
Many people look at me and think they know me but they don't at all. This is the real me. I am a humble person, a feeling person. A person who cares about others, who wants to help others -Cristiano Ronaldo
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NOKIA
OUR MISSION
HERE AT NOKIA, WE ENGAGE OUR AUDIENCE WITH ENGAGING STORYTELLING AND SHARING EXPERIENCE; A CLEAR MISSION STATEMENT CAN HELP US TO IDENTIFY WHO WE ARE AND WHAT WE DO.
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NOKIA
All the efforts made by nokia in its golden time are all about creating a connecting, straightforward way of communication for the audience. The experience as a link to close the distance with people. Adhering to the beginner's mind, return to the humanistic care, sharing life experience which allows people to connect again.
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WHO WE WERE
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WHO WE ARE
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V I S U A L S T R AT E G Y G U I D E
I felt a tremedous distance between myself and everything real. -Hunter S. Thompson The Rum Dirary
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OUR NEW AUDIENCE
WHY PERSONA?
NOKIA
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A Persona is a “fictional” representation of an actual user and is applied in the early stages of product development or product redesign. Personas are vital to the success of a product because they drive design decisions by taking everyday user needs and bringing them to the forefront of planning before the design has started. That’s why Personas are important for the future of Nokia.
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DEPARTMENT LEADER
- 45years old - Accountant - 80-90k/year - S a n Fr a n c i s c o
Adam Schmidt | Financial accounting
He didn't communicate with people outside of work
He didn't have many friends, no social activities because he
Because of his work is very busy and a lot of pressure.
knows nothing about the Social skills. He often browses news and financial website to update his
He and his wife did not celebrate their wedding
information.
anniversary two years because he has not the holiday.
He only 30 an acquaintance in the address book, the rest He seldom communicates with his children at home because
is work partners, and family services because he didn’t go
he was always working even though he is at home.
out to talk with others.
He is keen on wealth management products, but no ones can talk with him about this at home.
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FASHION MODEL
- 23years old - Model - 60-70k/year - S a n Fr a n c i s c o
Beth Burson | Model for the Young brand
She often travels because of work need, and she likes to take
She doesn't have a boyfriend, but she often uses social
the photo and upload it to her Facebook.
networking sites to find the right boy.
She is often filming upload the work details on her website
She often focuses on fashion bloggers because she is very
because she wanted to share the happiness with her friends.
interested in this.
She seldom contacts with home because her work is very busy when she come home from work her family had to go to bed when.
There have a lot of travel notes that other people shared on her phone because of her dream to go all over the world.
She often and friends go shopping, and she will take a photo with the food and record her friends happy moments.
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ELDERLY RETIRED WOMAN
- 62 years old - Te a c h e r - 30-40k/year - S a n Fr a n c i s c o
ANN HART | 4th Grade teacher. (Retired)
She is a celibatarian and her pursuit of beautiful life.
She opens education column on the website and interacts with student's parents.
She enjoys writing because she is willing to share out to the life
Her sister in another city, they occasionally visit each other.
feeling, and can make some like-minded friends.
Most of the time, they telephone contact or video with each other.
She often browses some BBS website, she likes to study
She did not stop learning, including the basic knowledge
psychology, and exchange views with some friends online.
of some of the new technology.
She likes reading tour books of different countries because she always wants to go out.
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DIVING COACH
- 30years old - Counselor - Hawaii
JIA CHEN | Diving coach
Her boyfriend is a swimmer, and they often go to
She has uploaded video materials because she wants more
snorkeling around the world.
people to know about diving.
She because this career met a lot of friends because they
Her parents are in China; the weekend is their fixed contact
have the same hobby.
time.She will make herself look good because she doesn't want to let parents worry about her.
Every summer and winter vacation, she will travel with
She often focuses on BBS plate which discusses the diving
her boyfriend.They walk around the world, record the
equipment Because she loves scuba diving.
beautiful moments.
She likes reading tour books of different countries because she always wants to go out.
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BUSY WORK DOCTOR
- 28years old - Operation assistant - 45-50k/year - Boston
IDDIE HAMISI | Boston children's hopital Operation assistant
He has his column because he wants to share the
He often focuses on the site of a healthy diet because he thought
knowledge about health.
diet is the foundation of health.
He is an NBA fans, in the rest of the time, he will see the game
He seldom goes out to travel, so he just can see the photos
for a while.
shared with his friends.
He is a busy man, can only use social software to communicate
He often reservation the new sneakers online, and share the
with his friends.He always the first person who knows where can
photos with his friends.
download the funny GIF images.
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THE INDEPENDENT WOMEN
- 28years old - Photographer - New york - 80-90k/year
Alisha Reyna | Studio Manger
Reyna often on a business trip, so she often use face
Reyna use cell phone to complete all things, including
time communicate with colleagues
shopping, check email, pay the rent, a date with her boyfriend, and buy the gifts for their mother because of she always busy.
Her boyfriend is working in London, but she has no time to visit him.
Reyna loves to travel, and she always saves a lot of music that
She often uses mobile phones to record the inspiration,
her love, and listen to it when she is on the road.
so when she shot works, these photos are very helpful.
She often uses mobile phones to record the inspiration,
She using a mobile phone navigation so that she can travel to
so when she shot works, these photos are very helpful.
many places
NOT PART 34OF MY AUDIENCE
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TRADITIONAL AND CONSERVATIVE PERSON
- 75years old - Historian - 60-70k/year - Cambridge
ABDULAH SIDRAN | The Historian
He was once archaeology professor of Harvard University,
He uses Kindle to read some books when he is taking a bus.
and he just like his book, no talk.
He and his family live together, his social circle is tiny.
He likes the old things, and not very care about to new things.
His biggest hobby is reading history books in the library,
He likes field survey, and he is keen on using a film camera.
and note some important things in his notebook.
His uses email to communicate with his friends because he thinks it doesn’t waste time.
NOT PART 35OF MY AUDIENCE
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THE EMPTY NESTER
- 80years old - Was a writter - 30-40k/year - Seattle
JOHN MCNIECE | Writter
Since his wife died, he does not love to participate in
He went to the library on foot every day because he
social activities because he always misses her.
thinks it’s good for his health.
He just read the book every day because he thinks talk is
His life is very simple, he always goes to the library or
waste his time.
writing at home.
John had no children, so he is accustomed to a person's
He used a notebook to record inspiration, and add them
life. He doesn’t like social.
in his writting.
He doesn't watch TV and never uses the Internet, and he communicates with friends by writing letters very few times because they are living in different cities.
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COMPETITORS
Previous competitors research shows Nokia's rivals are adapting their prices and products to meet the consumer's needs.The brands in this categories are all Communications companies: They are competitors
Current Competitors
in old Nokia's field. Most of them have programs in multiple areas. These competitors are versatile and well- developed.
Ericsson is a multinational networking and telecommunications equipment and services company headquartered in Stockholm, Sweden. The company offers services, software and infrastructure in information and communications technology for telecommunications operators, traditional telecommunications and Internet Protocol (IP) networking equipment, mobile and fixed broadband, operations and business support services, cable television, IPTV, video systems, and an extensive services operation. Huawei Technologies Co. Ltd. is a Chinese multinational networking and telecommunications equipment and services company headquartered in Shenzhen, Guangdong. It is the largest telecommunications equipment manufacturer in the world, having overtaken Ericsson in 2012.
Creating customer-driven rugged field computing solutions is Juniper Systems's passion. Juniper Systems provides rugged handheld computers, geospatial solution tools, excellent customer service, and opportunities for product customization. Since 1993, Juniper Systems has provided innovative mobile technology to natural resources, utilities and public services, geomatics, agriculture, industrial, and military markets.
Alcatel-Lucent was a French global telecommunications equipment company, headquartered in Boulogne-Billancourt, France. As of January 2016, the company is part of Nokia.The company focused on fixed, mobile and converged networking hardware, IP technologies, software and services, with operations in more than 130 countries.
ZTE Corporation, commonly shortened to ZTE, is a Chinese multinational telecommunications equipment and systems company headquartered in Shenzhen, Guangdong.
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Google Maps is a Web-based service that provides detailed information about geographical regions and sites around the world. In addition to conventional road maps, Google Maps offers aerial and satellite views of many places. In some cities, Google Maps offers street views comprising photographs taken from vehicles.
Motorola designed and sold wireless network equipment such as cellular transmission base stations and signal amplifiers. Motorola's home and broadcast network products included settop boxes, digital video recorders, and network equipment used to enable video broadcasting, computer telephony, and highdefinition television.
T-Mobile International AG was based in Bonn, Germany and its subsidiaries operated GSM, UMTS and LTE-based cellular networks in Europe, the United States, Puerto Rico and the U.S. Virgin Islands. The company had financial stakes in mobile operators in both Central and Eastern Europe.
AT&T Inc. is an American multinational telecommunications conglomerate, headquartered at Whitacre Tower in downtown Dallas, Texas. AT&T is the second largest provider of mobile telephone services and the largest provider of fixed telephone services in the United States,and also provides broadband subscription television services through DirecTV.
Skype is an application that provides video chat and voice call services. Users may exchange such digital documents as images, text, video and any other, and may transmit both text and video messages. Skype allows the creation of video conference calls.
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COMPETITORS
In this category, there are service providers and product manufacturers.Most of them are the social network. These brands already started exploring the possibilities of expanding people's vision with the development of virtual
Adjacent Competitors
reality and communication way.
Shutterfly is an American Internet-based image publishing service based in Redwood City, California. Shutterfly's flagship product is its photo book line. The company was founded in 1999 and is currently led by Christopher North. The company went public in 2006.The customer base is heavily skewed toward women, who accounted for 80% of customers as reported in 2013.Shutterfly's revenue derives from "turning digital snapshots into tangible things". Medium is an online publishing platform developed by Twitter co-founder Evan Williams and launched in August 2012. The platform is an example of evolved social journalism, having a hybrid collection of amateur and professional people and publications, or exclusive blogs or publishers on Medium and is regularly regarded as a blog host.
Instagram is an online mobile photo-sharing, video-sharing, and social networking service that enables its users to take pictures and videos, and share them either publicly or privately on the app, as well as through a variety of other social networking platforms.
Facebook is an American for-profit corporation and an online social media and social networking service based in Menlo Park, California. The Facebook website was launched on February 4, 2004, by Mark Zuckerberg, along with fellow Harvard College students and roommates, Eduardo Saverin, Andrew McCollum, Dustin Moskovitz, and Chris Hughes
Salesforce is an American cloud computing company headquartered in San Francisco, California. Though its revenue comes from a customer relationship management product, Salesforce also capitalizes on commercial applications of social networking through acquisition.
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YouTube is an American video-sharing website headquartered in San Bruno, California, United States.
Eventbrite is a global marketplace for live experiences that allows people to find and create events in 190 countries. The platform allows event organizers to plan, promote, and sell tickets to events and publish them across Facebook, Twitter and other social-networking tools directly from the site’s interface.
Pinterest is a free website that requires registration to use. Users can upload, save, sort, and manage images—known as pins—and other media content through collections known as pinboards. Pinterest acts as a personalized media platform. Users can browse the content of others in their feed.
Flickr is an image hosting and video hosting website and web services suite that was created by Ludicorp in 2004 and acquired by Yahoo on March 20, 2005.
Twitter is an online news, and social networking service where users post and interact with messages, “tweets,” restricted to 140 characters. Registered users can post tweets, but those who are unregistered can only read them. Users access Twitter through its website interface, SMS or a mobile device app. Twitter Inc. is based in San Francisco, California, United States, and has more than 25 offices around the world.
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IN CONCLUSION
Previous competitors research shows Nokia's rivals are adapting their prices and products to meet the consumer's needs.The brands in this categories are all Communications companies: They are competitors in old Nokia's field. Most of them have programs in multiple areas. These competitors are versatile and well- developed.
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APPENDIX
Academy of Art University 79 New Montgomery Street San Francisco, CA 94130
Brand:
Nokia
Typefaces:
Dinpro/ Avenir
STUDENT PROJECT.
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CHAPTER 01
CHAPTER 02
P2–P3
P20–32
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VCG.COM
h t t p : / / w w w. n o k i a . c o m / e n _ i n t /
h t t p : / / w w w. v c g . c o m
news/media-library/nokia-historyphotos#17
P4,6,8
P20–23
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WIKPEDIA
h t t p : / / w w w. n o k i a . c o m / e n _ i n t /
https://en.wikipedia.org/wiki
about-us/what-we-do
P14，16，17， 18，19 VCG.COM h t t p : / / w w w. v c g . c o m
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