TechInterview
Nokia leads converged devices
Ako Shiraogawa
Ako Shiraogawa is head of go-to-market of Nokia Nseries in Southeast Asia and the Pacific, and as such is responsible for identifying and defining the right portfolio for the Asian market. In her previous capacity, Shiraogawa headed the product-marketing team for Nokia Multimedia in the Asia Pacific region, where she oversaw the device portfolio in the Nokia Nseries range of high performance multimedia computers. Shiraogawa graduated from Kyushu University in Japan and earned her MBA from the Helsinki School of Economics. Prior to joining Nokia in 1997, she worked for IBM Japan as a systems engineer. StarTech caught up with her by e-mail. StarTech: What does Nokia mean when they talk about converged devices?Ako Shiraogawa: Nokia is the leading company driving digital convergence and mobilizing the Internet, and we are at the forefront of change and consumer understanding in the converging mobility industry. Converged devices for us, are multipurpose devices which allow consumers to access a myriad functionalities including advance features such as high-resolution cameras, video capabilities, 3G, Wireless Lan, and Global Positioning Systems (GPS), high quality music, just to name a few. Nokia leads the converged device category with products from the Nseries and Eseries ranges. As we announced in our Quarterly results in July, in Q2, 2008 - Nokia had over 40% market share overall in the converged devices, and in 2007 - we sold more than 60 million converged devices. ST: With many countries in emerging markets not equipped with the infrastructure how relevant/important are converged devices?
AS: Nokia is a leading provider of mobile devices in emerging markets. Converged devices have become for many people in these markets, their first experience with multi-functionality in a single device. There are many people in the emerging markets who will have their first experience of the camera, the internet and their radio or music on a mobile device. The internet for the next billion will be fundamentally different to the internet for the first billion and will be driven by relevant local service offerings paired with our devices. As such there will always be a place for converged devices in these markets- for example, in the metropolitan/more urban areas where there are technology leaders who want such features in their mobile devices. ST: How is Nseries different from other Nokia devices? How does Nokia Nseries and converged devices compare with competitors, especially I phone?. Will converged devices ever replace laptops and palmtops?
AS: Nokia Nseries devices usher in the next era of convergence by combining the most advanced functionalities available with compelling Nokia (Ovi) & third party services which enable people to spontaneously share and discover the Internet from the palm of their hand. Nokia Nseries devices are more than mobile phones; they are high performance pocketable computers with the most comprehensive set of multimedia features on the market. Nokia Nseries multimedia computers represent the next leap forward in personal computing, offering the world's most powerful functionality in your pocket. It offers all the functionalities of a PC and many portable single purpose devices (camera, music player, PDA and more) in a connected mobile device that is always with you and always connected. Because multimedia computers have a programmable operating system, people can install additional software applications. Nokia Nseries devices support a range of wireless broadband technologies such as 3G, WiFi, Bluetooth, mobile broadcast TV (DVB-H) and GPS. Since we first launched the Nokia Nseries devices, we have shipped over 60 million of them to-date (as of June 2008), and we are also today, the world's largest maker of digital cameras, music players having sold over 550 million camera devices, and over 300 million devices with music players. ST: Will converged devices eventually phase out low specs devices?
AS: Not at all. As a leading provider of mobile devices in emerging markets, Nokia has an unrivalled and wide product portfolio of devices to suit consumers' needs in every market segment, bringing style, design and rich featured mobile devices to all people, not only catering to first time buyers but also providing choice for the growing replacement market. We are committed to give consumers from emerging markets a choice of easy-to-use, durable products and services which offer the right balance of technology and design to meet every lifestyle and budget. ST: Can you explain the term 'web is now made by hand' and how Nokia fits into the picture?
AS: Internet convergence is the mega trend that will have a major impact on both communications and media industries. Internet convergence enables Nokia to offer rich multimedia experiences to people. The Internet is evolving into a place where people participate, interact and share their experiences with the world, often referred to as web 2.0. Nokia Nseries multimedia computers are the optimal devices to take part in this web 2.0 evolution. The Web, Now Made By Hand -- shows how far we have come in the evolution of communication and the internet. Some of us may have grown up in a world where our very first telephone call was made on a fixed line phone. In today's world, for many, that is made on a mobile device. Technology is enabling us to do new things, and change the way we live our lives, such that we no longer need to be deskbound. The internet is no longer passive as a mere source of information. It has become collaborative, interactive and participative. This is the convergence of mobility and the internet. At Nokia, our vision is a world where everyone can be connected. That includes connecting you to your family and friends, to your music collection, to your games, to your email and to help guide you to your destination. The mobile device is also becoming a great social networking tool. Nokia understands the compelling benefits of this convergence. We introduced Nokia Nseries in 2005 to address the need for a multi-purpose converged device that is always with you and always connected. Since then, the Nokia Nseries product portfolio has grown. We have sold to-date over 60 million Nseries devices worldwide (as of June 2008), and we see that consumers want a converged device in their hands. ST: What are you plans to localize internet services in emerging markets?
AS: As a leading provider of mobile devices for the emerging market, we have a unique opportunity to provide services to the next billion subscribers. We also believe that the right balance of information and vital services along with communication and entertainment services can create value for our customers in these markets. The internet for the next billion will be different, and be driven by insights from the local context and relevant local service offering, services available in multiple local languages and services to be consumer on the mobile device, not on PCs. ST: Do you think Nokia is innovative? Why? How do you keep the stream of ideas flowing?
Innovation is at the core of our DNA. Nokia has a history of reinventing itself from a wood pulp and rubber producer to a world leader in mobile phones. Today this renewal continues towards services as well. The whole process progresses as the company continues to innovate not only in technologies but in the way it approaches research and development.
For all latest news, follow The Daily Star's Google News channel.
Comments