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Nokia Life Tools launched across India


Ecosystem involving key government bodies, operators & industry players to address consumers’ information gaps.

Mumbai, India - After a successful pilot in the state of Maharashtra, Nokia today announced the commercial launch of its pioneering Nokia Life Tools service in India. The service will be rolled out first in Maharashtra in association with the Maharashtra State Agricultural Marketing Board (MSAMB). Designed specifically for the emerging markets, Nokia Life Tools is a range of Agriculture, Education and Entertainment services sharply addressing the information gaps of target consumers.

Today, Nokia signed a Memorandum of Understanding (MOU) with the MSAMB. Under this MOU, MSAMB will provide expertise in the areas of commodity prices from their network of 291 local mandis (marketyards). MSAMB will also have the opportunity to deliver relevant news, alerts on schemes and other information directly to grassroots consumers.

Speaking at the occasion, Shri. Ashok Chavan, Hon’ble Chief Minister of Maharashtra said, “We are happy that Maharashtra is the first state in India to go live with the Nokia Life Tools services in association with the state marketing board. Empowering our people with the right tools and facilities is a top priority for the State Government. I would like to congratulate Nokia for developing a unique and innovative service that has tremendous potential to improve lives and the livelihood of farmers and sub-urban consumers in Maharashtra.”

Shri Harshavardhan Patil, Hon’ble Minister for Co-operation, Marketing, Cultural Affairs and Parliamentary Affairs said, “It has been the Maharashtra state government’s endeavour to provide vital agri information tools for a progressive and an empowered farmer community. Nokia Life Tools is tailormade to positively impact farmers across the state. This MOU further strengthens MSAMB’s mandate to get the information directly to the farmers.”

Mr. D Shivakumar, Managing Director, Nokia India said, “Nokia Life Tools was a result of the entire ecosystem coming together and is ideally placed to usher in an information revolution impacting the daily lives of people. We extend our sincere thanks to MSAMB and our key partners for believing in and supporting our vision of ’empowering people and connecting them to the things that matter’. We believe this is the beginning of a historical journey that will take mobility to grassroots and make a positive difference to the lives of people in the areas that are crucial to them.”

The complete 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.

Nokia Life Tools Partner Ecosystem and Services
Designed with deep insights gathered from target users, Nokia has collaborated with multiple partners across the Indian Government and private enterprises to bring together a rich ecosystem to deliver localised & personalised information directly to consumers’ Life Tools-enabled mobile devices.

Nokia Life Tools has a range of 3 primary services - Agriculture Services, Education Services and Entertainment Services

Nokia Life Tools Agriculture services:
The Nokia Life Tools Agriculture service offers consumers a choice of 2 plans. The basic plan, available across India at Rs 30/month, provides daily weather updates and relevant agriculture-related news, advice and tips. The premium plan, at Rs 60/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.

Nokia is collaborating with Reuters Market Light (RML), which was the exclusive provider for agriculture services in the successful pilot. Syngenta, Madison Research, Skymet and many others also form this ecosystem.

Nokia Life Tools Education services:
The Nokia Life Tools Education service, available throughout India, offers three components: Learn English, with basic, intermediate and advanced levels; Exam preparation, which offers students tips and advice for ICSE, CBSE and State Board-level exams mapped to the relevant curriculum; and General Knowledge, which gives subscribers useful information about the world around them. Each of the Education services will be offered at Rs 30/month. Information and content from multiple local and international companies will be aggregated and delivered to Nokia Life Tools by EnableM.

Nokia Life Tools Entertainment services:
The Nokia Life Tools Entertainment service at launch will include Astrology, News, Jokes, Cricket and ringtones, offered at existing market prices. The content is aggregated and brought to Life Tools by OnMobile.

Nokia Life Tools is hosted by OnMobile in India.

Jawahar Kanjilal, Nokia’s Global Head of Emerging Markets Services, said, “As mobile coverage increases to cover the millions of unconnected, Nokia - in India and in other emerging markets around the world - will work together with mobile operators, multiple government and private enterprises, and non-government organizations to empower millions by connecting them to better opportunities that have a positive impact on their daily lives.”

Nokia Life Tools was piloted in Maharashtra earlier this year before its commercial roll-out this month. The feedback from actual subscribers during the pilot that was concluded in April 2009 revealed that the service had a wide appeal, and connected with subscribers at both emotional and rational levels. On one hand, the service brought livelihood gains through relevant information such as market rates for farmers’ produce, greater awareness on market conditions, tips on weather, news, crop advisory, Learn English and General Knowledge. On the other hand, it enabled consumers to fill their information gaps by being better informed, save time and money, and improve their confidence and social standing.

Nokia Life Tools service will be expanded to select countries across Asia and Africa later in 2009 and beyond.

About Nokia Life Tools
Nokia Life Tools is a range of innovative Agriculture information and Education services targeted at non-urban consumers. Under the Nokia Life Tool Services, consumers can choose various types of services/information that they wish to receive. Services available are as follows.

- Nokia Life Tools Agriculture services aim to plug the information gaps and needs of farmers via their mobile devices, by providing information on seeds, fertilizers and pesticides, market prices, and weather (temperature, rainfall, wind conditions)
- 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
- Nokia Life Tools Entertainment services also has fun features for subscribers, including Astrology, News on current affairs, sports, politics and other matters, Jokes and downloadable ringtones

Nokia Life Tools services use an icon-based, graphically rich user interface that comes complete with tables and which can even display information simultaneously in two languages. Behind this rich interface, SMS is used to deliver the critical information to ensure that this service works wherever a mobile phone works, without the hassles of additional settings or the need for GPRS coverage.

About Nokia
Nokia is a pioneer in mobile telecommunications and the world’s leading maker of mobile devices. Today, we are connecting people in new and different ways - fusing advanced mobile technology with personalized services to enable people to stay close to what matters to them. We also provide comprehensive digital map information through NAVTEQ; and equipment, solutions and services for communications networks through Nokia Siemens Networks.

Key ecosystem partners collaborating with Nokia on the importance and benefits of Life Tools

Mr. Pradeep Shrivastava, Chief Marketing Officer, Idea Cellular Ltd said, “IDEA is the first GSM operator in India to collaborate on Nokia Life Tools. We are very happy to associate with Nokia, an industry innovator, and take mobility and its benefits to the masses of India.”

Amit Mehra, MD, Reuters Market Light (RML) said, “Reuters Market Light (RML) has already proven the value of personalized information services by selling RML to over 100,000 farmers across 10,000 villages. Most farmers have made thousands of rupees in additional profit and reduced losses using the most accurate, comprehensive, timely and personalized information service. We were the exclusive provider of agriculture services to Nokia in the successful Nokia Life Tools pilot in Maharashtra. It gives us great pleasure to continue our collaboration by scaling up our association with Nokia Life Tools to cover many more states in India.”

Kuldeep Kaul, Vice-President Marketing - Syngenta India Limited said, “Agriculture is a local business where timely and relevant information dissemination to farmers can help them make better decisions, helping to boost their productivity and raise farm incomes. Nokia Life Tools is designed to offer location-specific personalized information to individual farmers. We look forward to collaborating with Nokia Life Tools in India, by providing Syngenta’s expertise in seeds and crop protection.”

Nokia will collaborate with Pearson Education (India) to bring best-in-class content to Nokia Life Tools. Mr Vivek Govil, CEO of Pearson Education (India) said, “Pearson is delighted to collaborate with Nokia in exploring how to deliver its wide range of educational content through mobile phones, which are the most popular information devices in emerging markets.”

Pratapa Bernard, Head of Marketing & Products, OnMobile Global Ltd said, “We are happy to collaborate with Nokia and share our experience in Value Added Services (VAS) in India to deliver regional and local content to the consumer. Our expertise in Managed Services for mobile data services enables us to meet the stringent operational requirements for Nokia Life Tools.”


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