Matching insight with innovation at Nokia

Nokia global director of digital Craig Hepburn told Nokia World in London last month: “People don’t want you to sell them products any more, they want you to add value to their lives.”

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Hepburn says ongoing Nokia innovations will tie physical events and activities to digital and social initiatives. He gives the example of a live Facebook-style check-in app, in use at Nokia World, which gives people a physical reward for using it.

“We’ve worked hard to build relationships with companies like Facebook to develop ideas like this,” he says. “It ties into our concept of the Amazing Every Day TV ad and brand positioning. These are the things that we hope will make our brand unique.”

Hepburn reveals that Nokia is also embracing communications technology internally – six digital screens in the company’s head office present live global social media data so the team can react to trends and opinions in real time.

The innovations Hepburn delivers are driven by guidance from Nokia’s research and insight team. Director of insight creation Oskar Korkman told Marketing Week Live!’s Insight Show in June that Nokia is working on developments that bridge the gap between the digital and physical worlds.

Korkman says observing and understanding what is happening between people is more valuable than analysing their thoughts in terms of producing applications that enhance people’s lives.

Nokia has been looking at social relationships and Korkman notes that focusing on the commonalities of how people around the world form and maintain relationships is key. “The opportunities for what we can build on are linked to relationships between people.

Consumers expect us to stop targeting and start empowering. The products and services we create need to add value to people doing things,” he says.

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