Nokia Provides Life Tools in India
Designed for the emerging markets, Nokia Life Tools is a range of
agriculture, education, and entertainment services for consumers. In
India, the service will be rolled out first in Maharashtra in
association with the Maharashtra State Agricultural Marketing Board (MSAMB).
Today
(June 12), Nokia signed a Memorandum of Understanding (MOU) with the
MSAMB. The latter will provide information in the areas of commodity
prices from its network of 291 local mandis (marketyards).
The
Nokia Life Tools solution will be available on the newly launched Nokia
2323 classic and Nokia 2330 classic devices, and will be later expanded
to other Nokia devices, says the company.
While
Nokia is not alone in this type of business, a number of other companies
have introduced their services targeting commoners including farmers.
In
September last year, Tata Consultancy Services (TCS), a leading global
tech outsourcing organization in India, announced that The Wall Street
Journal, a leading business publication, has selected
TCS's mKrishi service as the winner of its 2008
Technology Innovation Award in the wireless technology category. TCS's
mobile-based crop-advisory service, mKrishi, is claimed to be an
approach to helping rural farmers in India.
The
other such attempts
include Simputer, NIC’s Agmarknet,
Reuters Market Light, and so on.
However, the actual benefit to poor farmers is not yet known. Moreover,
since India is primarily a voice-only market, it'll be difficult for
mobile players to sell mobile data services including education,
entertainment, and so on to Indian consumers.
But
Nokia's desperation is justified. In the dwindling mobile market where
brand differentiation has lost its meaning and dozens of
mobile makers are frequently launching their
devices like commodities, Nokia is struggling to find buyers.
Recently, the company also informed that its net sales have fallen down
27% year-on-year (YoY) at EUR 9.3 billion for the first quarter of 2009.
Declaring its results in April, Nokia revealed that its mobile device
volumes of 93.2 million units have suffered a 19% YoY decline against an
industry drop of 14%. (Read:
Nokia’s Missed Call – Net Sales Down 27% in Q1)
With
this worrisome record, obviously the company will run from pillar to
post to sell its phones. Now, it's focusing on India with the belief
that highly populated countries like India hold good potential for its
phones. And it's trying to sell them under the garb of gimmicks like
Life Tools, etc.
The
Nokia Life Tools Agriculture service offers consumers a choice of 2
plans. The basic plan, available across India at Rs. 30 per month,
provides daily weather updates and relevant agriculture-related news,
advice, and tips.
The
premium plan, at Rs. 60 per month, will be available in 10 states,
including Maharashtra, and provides the closest market prices for three
crops chosen by the subscriber, as well as weather, news, advice, and
tips. (US $1 = Rs. 50 approximately)
Nokia
is collaborating with Reuters Market Light (RML), which was the
exclusive provider for agriculture services in the pilot run.
Nokia
Life Tools Education services aim to provide education and career
services, including English language learning, general knowledge, exam
preparations and results, and career information and tips. And Nokia
Life Tools Entertainment services include astrology, news on current
affairs, sports, politics, jokes, and downloadable ringtones.
For information on India, visit
India Market.
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