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How has the company performed this year?<\/strong>
Ajey Mehta<\/a> (AM) - We have launched nine smart phones, we have also seen significant improvement in terms of our performance both smart phone and feature phone space. From an offline channel perspective, we have 550 exclusive distributors working with 1,10,000 stores…We have 400 Care outlets and we have Nokia<\/a>.com platform up and running and we have our manufacturing also up and running. There are a lot of building blocks of a successful brands going forward. We have also had tie ups in the IPL series with Kolkata Knight Riders team and the learning from that is our likability been at our all-time high. The increase in preference for brand Nokia has gone up.
Juho Sarvikas<\/a> (JS), chief product officer - As a core, last year was all about design, real quality, Scandinavian design that Nokia has always been known for and loved for. That we will hold dear this year as well. It is also about Nokia quality –where the phone exceeds expectations in our everyday life and we get more from the device. We set a higher bar on quality and we spend more hours in making sure we get every single bit of performance from the same component. Lastly, last year we were calling it pure, secure and up to date our unique take on Android. Pure in the sense, we will not have overlapping applications, secure, which is our commitment to security updates and then there is upto date, which is where you will get the latest Android updates on Google.
This year, we want to do more. There will be exclusive features like AI predictive apps where phone can tell what you are about to do and will surface those features. We are doubling down asset investments whether it is in material or manufacturing technology, this year is yielding stronger differentiation along with expansion in portfolio.
What is HMD<\/a>'s current market share?<\/strong>
AM - We are among the top three in feature phones and we have grown in market share and volumes despite the 2G, 3G category shrinking a little bit. We have achieved strong growth in 7-8 months and we have some wins across product portfolio.
The Nokia 5.1+ and the 6,1+ is gearing towards the online audience and that is key part of our expansion and channel strategy. India online is now 38-40% in terms of volume but that is primary sales. Primary includes retailers buying online and the secondary sales could be less in terms of split between online and offline.
Nokia is a people’s brand and we cut across channels and decision on channel is a function of the consumer that we are targeting and the price and proposition that we are offering.
How does it plan to tackle competition in India, especially Chinese vendors?<\/strong>
JS - My global portfolio team is based out of India, so you know India is at the core. While we will not compromise on the highest quality point of the industry<\/a> and on design and craftsmanship, I want to make sure that we are competitive and can deliver value for money. This is because India is a very cost-conscious market and the online buyer is very sophisticated, consumers actually know the chipsets they need.
AM - There is a trend in the industry<\/a> that you simply go for the lowest cost but then there are concerns on platform update and security. So, a lot of our effort goes in making sure that you get the new platform updates and you get security updates constantly and we do not do anything that compromises the security and integrity of the device.
Are you expanding your online partners? What about other marketing initiatives?<\/strong>
We are talking to Flipkart now but we are open and constantly having dialogues with others.
Then, we come to the marketing piece, where Nokia was the most trusted brand for 5 years when pitched against the FMCG firms. So, from an awareness standpoint, we have had no trouble. Over 95% of awareness across age groups, we have been declared the most reliable brand even before we got into scale.
Over the last 6-8 months, the IPL, sponsorships and other marketing efforts that we have put in have seen a significant double-digit growth in preference, intent and recommendation in terms of Nokia brand.
We are selling feature phones and smartphones but at the end of the day we are building the Nokia brand. I do not believe brand building has been focused upon as much in this industry because it has been pretty much a product led game. I do believe that we could change conversations over the next six months.
What are your plans for the 4G<\/a> featurephone?<\/strong>
AM - We have our 8110, which we will be bring to the markets soon, this year.
What are your plans for the festive season?
<\/strong>
AM - The festival season in India is the largest selling season in the year and we are geared up for it. We are starting with the launch of 6.1+ and 5.1 + and we have more announcements to make. We do see ourselves doubling up over the next six months, we do see ourselves growing dramatically over the next six months given the portfolio that we have and plans that we have. We have plans in place for every single festival in different states and this may be the best festive season we have had in a long time.
What is the growth outlook for HMD for the next two quarters?
<\/strong>
AM - We will double in business in the next six months, we have plans for the festive season but we have other plans beyond the festive season as well.
Have you started local assembly of PCBs? Are you working with Foxconn to bring more component makers to set up shop in India?<\/strong>
AM - We have started the assembly lines through our partner Foxconn. We are in line with the phased manufacturing program that the government has laid out. We have made some strong progress there. That is giving us advantage in terms of costs, that you will see in the future as well.
Foxconn is our manufacturing partner, components are sourced from other partners as well. …we will continue with the road map that is laid out. We started with the SMT lines right now for the PCBA, which is a big cost component.
JS - It serves us as well to have as much of the value chain locally here in India. So whenever for a given component area, you have a given local ecosystem here in India, we will be super happy to participate and harness. We have activities with Foxconn to create those.
Will there be an increase in prices due to rupee depreciation? <\/strong>
AM - As of now no change in prices.
How is your online versus offline strategy shaping up?
<\/strong>
AM - Depending on where consumer shops and buys and the proposition that we are offering as a product and the price point that we are offering, these determine the channel strategy. Nokia is channel agnostic and we will straddle across online and offline channel.
How have you seen the Indian consumer change?<\/strong>
AM- The Indian consumer is sophisticated and evolved, given the amount of data they have access to. Two-thirds of our millennial consumers shop online and demand from brands are that much higher. They come lot more educated and they take their purchases lot more seriously. So there are multiple stakeholders influencing the purchase decision and to that extent, brands like ours have to ensure we have everything lined up.
What are challenges in Indian market?<\/strong>
AM - It is a highly competitive market, the next big focus for Nokia is to double down and double our business and grow scale. We need to make sure that we have the right proposition. That one element in the market that throws us challenges is the highly evolved and demanding consumer and how we meet their expectations with the right product and right mix, specially the millennial consumers. We have the building blocks in place.
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HMD计划在6个月诺基亚手机产能翻倍
HMD全球销售诺基亚品牌的手机,预计将在未来六个月收入翻番,由一系列设备启动,包括其4 g将挑战JioPhone功能手机
该公司今年表现如何?
Ajey梅塔(AM)——我们已经启动了九个智能手机,我们也看到显著改善的性能智能手机和功能手机空间。从线下渠道的角度来看,我们有550的独家分销商使用1,10000家门店…我们有400保健机构和我们诺基亚com平台启动并运行,我们有我们的制造业也启动并运行。有很多成功品牌的构建块。我们也有领带IPL系列ups加尔各答骑士团队和学习,是我们的可爱在我们的历史新高。偏好的增加品牌诺基亚上涨了。
Juho Sarvikas首席产品官(JS)——作为一个核心,去年都是关于设计,真正的质量,斯堪的纳维亚设计诺基亚一向以和爱。今年,我们将珍视。这也是诺基亚质量- -电话超过预期的在我们的日常生活和得到更多的设备。我们设定一个更高的门槛质量和我们花更多的时间在确保每一位从同一个组件的性能。最后,去年我们称之为纯,安全更新我们独特的Android。纯的,我们不会有重叠的应用,安全,这是我们的承诺,安全更新,然后汇报,在那里你会得到最新的Android更新谷歌。
今年,我们要做的更多。会有专属功能,如人工智能预测应用,手机可以告诉你要做什么和将表面特性。我们翻下来资产投资无论是在材料或制造技术,今年是产生更强的分化和扩张的投资组合。
是什么头盔显示器当前的市场份额?
AM -我们在三大功能手机和我们的市场份额一直在增长,尽管2 g、3 g范畴缩小一点。我们在7 - 8个月取得了强劲的增长,我们有一些跨产品组合获胜。
诺基亚5.1 + 6,1 +正在向在线观众和我们的扩张和渠道策略的重要组成部分。印度在线现在是38 - 40%体积的但这是主要销售。主要包括零售商购买在线和二次销售可以分为在线和离线的少。
诺基亚是一个人的品牌,我们跨越通道和通道是一个函数决定的目标消费者和我们所提供的价格和命题。
在印度它如何计划来应对竞争,尤其是中国供应商?
JS -我的全球投资组合团队是印度的,所以你知道印度是核心。虽然我们不会妥协的最高质量点行业在设计和工艺,我想确保我们有竞争力,可以提供物有所值。这是因为印度是一个非常注重市场和网上买家是非常复杂的,消费者知道他们所需要的芯片。
-有一种趋势行业你只是去成本最低但还有平台更新和安全的担忧。所以,我们很多的力气都花在确保你得到了新平台的更新和安全更新不断,我们不做任何妥协设备的安全性和完整性。
你扩大你的在线合作伙伴吗?其他营销活动呢?
我们现在Flipkart公司交谈,但我们是开放和不断与他人对话。
然后,我们来到市场,诺基亚是最值得信赖的品牌5年因为快速消费品公司。所以,从意识的角度看,我们就不会有任何麻烦。跨年龄段95%以上的认识,我们一直宣称最可靠的品牌之前我们进入规模。
过去6 - 8个月,IPL,赞助和其他营销努力,我们看到了一个重要的两位数增长的偏好,意图和推荐的诺基亚品牌。
我们销售功能手机和智能手机,但在一天结束的时候,我们正在建立诺基亚品牌。我不相信品牌建设都集中在尽可能多的在这个行业,因为它已经几乎领导游戏产品。我相信我们可以改变对话在接下来的六个月。
你的计划是什么4 gfeaturephone吗?
AM -我们有8110,很快我们将带给市场,今年。
你的节日期间的计划是什么?
AM -节日季今年在印度是最大的销售季节,我们都翘首以待。我们开始推出6.1 + 5.1 +和我们有了更多的公告。我们确实看到翻倍在未来六个月,我们确实看到急剧增长在未来六个月给我们的投资组合和计划。我们计划在每一个节日在不同的州,这也许是最好的节日期间,我们有很长一段时间。
什么是HMD未来两个季度的增长前景?
AM -我们将双业务在未来6个月,我们有节日期间的计划,但我们有其他计划超出了节日期间。
你开始当地组装pcb吗?你与富士康合作,带来更多的组件制造商在印度开店吗?
AM -我们已经开始通过我们的合作伙伴富士康生产线。我们是按照分阶段生产计划,政府已经制定了。我们取得了一些强大的进步。这是给我们的成本优势,未来你会看到的。
富士康是我们的制造伙伴,组件是来自其他的合作伙伴。…我们将继续的路线图。我们从SMT线现在开始加工,这是一个很大的成本组件。
JS -这是我们本地有尽可能多的价值链在印度。给定组件领域,所以当你有一个给定的在印度当地生态系统,我们将非常乐意参与和利用。我们已经与富士康创造这些活动。
会有价格的增加由于卢比贬值?
AM -目前价格没有变化。
你在线与离线策略塑造了?
AM -根据消费者商店和购买和命题,我们所提供的产品和我们所提供的价格点,这些决定了渠道策略。诺基亚渠道不可知论者,我们将跨越整个线上和线下渠道。
你看过印度消费者如何改变?
AM -印度消费者复杂的进化,他们获得的数据量。三分之二的千禧年的消费者网上购物和品牌的需求,高得多。他们更多的教育,他们将购买更多的认真。所以有多个利益相关者影响购买决定和程度上,像我们这样的品牌必须确保我们都排队。
在印度市场的挑战是什么?
AM -这是一个高度竞争的市场上,诺基亚的下一个大的重点是双下来,我们的业务和发展规模的两倍。我们需要确保我们有正确的命题。市场上一个元素抛出我们的挑战是高度进化的消费者和我们如何满足他们的期望和要求有正确的产品和正确的混合,特别是千禧年的消费者。我们已经构建块。
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