诺基亚音乐让我说路演方案.ppt

When we sell CWM through hero bundle, some users will buy the device without knowing what they have bought The material should be raised to the What kind of layout will work… Graphics etc. * Cherry Calendar reminders SMS * * Don’t believe that Nokia Music has the music they like 25% How consumers understand what Nokia Comes With Music means? The phone has pre-loaded songs in it when I buy it from the store 35% Comes With Music means that this phone is very good for music. Good quality speakers etc.. 25% So how do we fix this? Marketing Official and unofficial marketing channels needs to deliver the right message Comes With Music needs to be integrated part of marketing message for hero bundle devices Comes With Music marketing site should contain information about how to activate the service Purchase experience Why would I pay more for the Nokia 5800 Comes With Music, if I don’t know what I’m paying for? Sales box material We need to make sure people notice the sales box material and act on it Step 1/7 Turn on your mobile phone, if it’s not already switched on Step 2/7 Attach your mobile device to your PC using the USB cable provided Step 3/7 When asked, set the mobile transfer mode to Music on your mobile Nokia Music Mass Storage PC Suite Ok Cancel Select USB Mode Start downloading your free music Device Device side must do a better side on reminding user about the service Comes With Music widget Calendar reminder Comes With Music video in device Promo/reminder in music player Etc. After sales care Product support pages don’t have any information about Comes With Music Somebody really needs to take responsibility when customers need help! Next steps… Should we duplicate similar studies in other market areas and for other services? /oobecwm Shakira CWM out-of-box study (Berlin) These users have already paid for the service (100 dollars) Consumer data analytical service / Markets Quality Operational Excellence * * Notice how CWM is not part of the whole story *