CHAPTER-1-INTRODUCTION

OVERVIEW OF INDUSTRY AS A WHOLE In today's world, most people communicate through the use cellular phones. It's hard to believe that fifteen years ago cell phones were a rarity. B e l o w i s a h i s t o r y chronicling the dawn of the cell phone to its current state. 1843-Faraday exposed his great advances of nineteenth-century science and technology and his discoveries have had an incalculable effect on technical development to w a r d c e l l u l a r p h o n e development. 1865- Dr. Mahlon Loomis of Virginia, a dentist, may have been the first person to communicate through wireless via the atmosphere. Between 1866 and 1873 hetransmitted telegraphic messages at a dis t a n c e o f 1 8 m i l e s b e t w e e n t h e t o p s o f Coshocton and Beorse Deer Mountains, Virginia. 1973- Dr Martin Cooper is considered the inventor of the first portable handset. Dr.Cooper, former general manager for the systems division at Motorola, and the first person to make a call on a portable cellular phone. 1973 -Dr. Cooper set up a base station in New York with the first working prototypeof a cellular telephone, the Motorola Dynastic. Mr. Cooper and Motorola took the phone technology to New York to show the public. 1977 -Cell phones go public. Public cell phone testing began. The city of Chicagowas here the first trials began with 2000 customers and eventually other cell phonet r i a l s a p p e a r e d i n t h e Wa s h i n g t o n D . C . a n d B a l t i mo r e a r e a . J a p a n b e g a n t e s t i n g cellular phone service in 1979. 1988-This year changed many of the technologies that had become typical in the past. The Cellular Technology Industry Association (CTIA) was developed to layd o w n p r a c t i c a l g o a l s f o r c e l l u l a r p h o n e p r o v i d e r s . A c c o r d i n g t o t h e C e l l u l a r Telecommunications Industry Association, today there are more than 60 million customers with cellular phones, even though wireless service was just invented nearly5 0 ye a r s a g o . Th e c e l l u l a r b u s i n e s s wa s a $ 3 mi l l i o n ma r k e t 2 5 ye a r s a g o a n d h a s grown increasingly to close to a $30 billion per year industry

About the Industry The cell phone industry has evolved greatly in the past 10 years. 10 years ago only the rich could afford cell phones, and they looked like boxes more than something that could fit in your pocket. Today, more people have cell phones than fixed telephone lines, both in the United States and internationally. There are more than one billion cell phone users worldwide." Cell phones have now become a part of everyday life. Wi t h o u t c e l l p h on e s w e wo u l d b e l o s t i n o u r h i g h t e c h wo r l d . A me r i c a n s s p e n d 7 hours a month on cell phones. The effects of new technology have had positive effects i n s c h o o l , t o o . C e l l p h o n e u s e i s g e t t i n g mo r e a n d p o p u l a r . " S o me 8 5 mi l l i o n U .S . residents30 percent of the populationhave joined the mobile-phone revolution.There are already 1 billion cell phone users worldwide. Between 2010 and 2020 it will be hard to find a person without a cell phone. They are now bought for the fact that they are used in emergency situations. Nearly156, 000 wireless emergency service calls were made every dayabout 108 calls per minute. Parents are now buying them for their children so they know where they are all the time. Every company has their different Marketing Strategies. Now I am going to discuss the Marketing strategies of Nokia. Indias Tele-density in January 2008 neared 12% with the subscriber base nearing the1 3 0 m n m a r k. D ur i n g J a nu a r y 20 0 8 , r e co r d 5 m n s u bs cr i b er s w e r e a d d ed a s a g a i ns t4. 92 m n s ub s cr i b er s i n D ec em b er 20 0 7. T hi s s tr o ng g r o w t h co u l d be a t tr i b ut e d t o lifetime validity cards launched by almost all operators. During the first 10 months of FY06, 31.41mn subscribers have been added. In the fixed segment, a total of 0.28mnsubscribers were added during January 2008, taking the subscriber base of fixed line services to 49.21mn. In the mobile segment, total additions during the month summed up to 4.69mn with highest ever GSM additions of 3.52mn and CDMA additions of 1.17mn. During the first 10 months of FY08, 28.39mn subscribers have been added Telecom Industry in India

Nokia Motorola Siemens

60% 10% 02%

Sony Ericson 03% Samsung Philips Others 10% 10% 05%

1.2 .
PROFILE OF THE ORGANIZATION Company Profile Nokia's history starts in 1865, Due to the European industrialization and the growing consumption of paper and cardboard Nokia soon became successful. Nokias cable works electronics department started to conduct