The Finnish mobile phone provider Nokia wanted to provide a phone for consumers in less-developed countries. They created a handset which only included the most basic features. Based on field studies of interactions between individuals in developing countries, Nokia gained insights into how consumers use mobile phones.

One of the obstacles to owning a mobile phone in these markets was the difficulty of accessing dependable electricity outlets. Nokia also found that communities often share mobile phones among family members or entire villages.

Nokia developed a mobile phone which has a battery life of 400 hours to overcome the problem of finding electricity. To meet the needs of customers who share mobile phones, Nokia introduced an advanced call-time tracking application and multiple phone books which can be made unique for each user. Nokia also incorporated a seamless keypad to protect the phone from dust.

Nokia continues to lower the price of its entry-level phone. In 2007, they introduced their cheapest mobile phone to date, set at just 25 Euro. Nokia’s largest market in 2008 was China, followed by India. Within the last four years, Nokia has risen from the 70th most trusted brand in India to the number 1 most trusted brand in 2008.

Source: ReD Associates, 2009

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