Who Will Listen To NOKIA'S Concert?

In order to ensure that the video of the concert is fluent enough, Youku cancelled all the video on demand that night. In 3 hours, the only choice for users who log on to Youku is the full interactive live video concert.

"The number of online visitors is 1 million 100 thousand." The concert only started for 15 minutes, and Deng Yuanyun, vice president of NOKIA global, received a text message from a colleague from the marketing department, looking at the constantly refreshing figures: 2 million 330 thousand, 3 million 840 thousand, 4 million 870 thousand, 5 million 650 thousand... Deng Yuanyun was still in a state of anxiety. At the end of the 3 hour concert, he finally breathed a long sigh of relief: the number of visitors was 6 million 480 thousand, and the number of interactions was more than 5000 times.

In fact, since 2006, NOKIA has been promoting and strengthening the brand of its music mobile phone through the marketing method of "inter Year Concert" for 4 years in a row. But the online video concert is the first time, and is also called an adventure by Deng Yuanyun. Deng Yuanyun could not help beating drums.

To this end, Deng Yuanyun and other NOKIA China sales team has been fully prepared for 4 months. "Now, the proportion of network marketing in our entire market promotion expenses is very small, but it is certain that this proportion will be bigger and bigger, and will increase rapidly." Deng Yuanyun said.

    Who will listen to NOKIA's concert?

The way to promote NOKIA's mobile phone's music function and music brand has been an important way of NOKIA marketing through concert, and its effect is remarkable. According to Deng Yuanyun, music mobile phone is the largest product category of NOKIA. The 5800 music player has become one of the best selling phones in NOKIA history.

In April 19th, the "NOKIA play party" concert was broadcast live on Youku online. The singing lineup was no worse than any one year's annual concert. Netizens could choose their viewing directions from 4 viewing angles. They could also interact with singers online by sending flowers, giving clapping and sending kisses. The list of singers and their singing songs were also voted by netizens. After the concert, fans could also interact with singers through video.

Although the total number of Internet concerts has attracted more than 6 million of the number of visitors, it is still a "small wonder" compared with the scale of the inter year concert. According to NOKIA, the audience of the annual live concert on TV is usually around 200 million, and the cost of the online singing club is "no less than" the TV concert.

However, Deng Yuanyun believes that the audience of the online concert is more accurate, mainly young people, which is exactly the target group of NOKIA music mobile phone. "200 million of the TV audience includes a lot of passive viewers and random spectators, and the 6 million Internet users at least learned about the concert and took the initiative to surf the Internet."

This does not include the two and three transmission of video on the Internet. "The subsequent influence of the Internet will be immeasurable." Deng Yuanyun said that before the concert, NOKIA tried to create a video clip of 1 minutes and more with Bruce Lee as the theme. After that, the NOKIA N96 mobile phone was launched, and the number of videos was about 20000000 times.

But live webcast is a test of eating the first crab. Unlike televisions and video clips, the live broadcast of webcast is the first time in history. The size of TV viewers can be estimated beforehand, but how many of the Internet users will have no basis at all, and the number of Internet users is directly related to the bandwidth of the live broadcast and the preparation of servers.

"From the results, the number of visitors exceeded our target, and the effect is still continuing." Deng Yuanyun said that Internet marketing will be used more and more in the future market promotion of NOKIA.

   NOKIA on the Internet Road

NOKIA's first quarter results, which NOKIA just announced, set the worst record since 2001: net sales fell 27% year-on-year, net profit fell 96% year-on-year, and mobile phone sales fell 19%., but the good news is that sales in the Chinese market have risen by 39%.

In the context of the financial crisis, even the leader of the mobile phone industry must find a new way out. "When mobile phone pixels increase from 5 million to 8 million, it will not give consumers a substantial change in their feelings." Deng Yuanyun thinks.

"In the past, we had a dispute over what kind of enterprise NOKIA is. This year, our president has made it clear that NOKIA is a Internet Co." Deng Yuanyun said, we will focus on the sale of solutions, not the sale of mobile phones themselves.

In his view, the mobile phone's pixel has increased from 5 million to 8 million, or there has been some improvement and improvement in function. In fact, it does not bring any substantial changes to the user. The only way to change the user experience is service.

In 2007, NOKIA announced the transformation to the Internet, and launched the "OVI" as the Internet portal and brand. In its Internet strategy, mobile phone music is a very important product.

If we can take the "OVI" brand or mobile music as the platform and product of the Live Broadcast Concert, NOKIA's Internet concept and Internet positioning will be fully interpreted.

However, until now, limited by China's relevant policies, NOKIA's "OVI" service has been tardy in the Chinese market. On the other hand, NOKIA hopes to build more Internet service plans in its mobile phone, and it has made slow progress due to the increase of mobile phone customization by Chinese operators.

"This network concert can also let users connect NOKIA brand with Internet services, and NOKIA's Internet positioning will be more in-depth to consumers." Deng Yuanyun said that in the context of the financial crisis, NOKIA's strategy of transforming the Internet will not only change because of the economic situation, but will further strengthen, and the value will be more obvious.

I just don't know if consumers can read out the subtext of NOKIA from this concert: NOKIA will be closely linked to the Internet in the future. This is still an urgent problem for NOKIA.