Nokia Internal Use Only

THE ASHA DEVELOPER OPPORTUNITY

Consumers in emerging markets are willing to pay higher premiums for application downloads

Even less-affluent users in emerging markets can justify the purchase of an application if it is a key source of

information or entertainment

WHY EMERGING MARKETS?

SOURCE: Promising Growth for Mobile Applications in Emerging Markets Published on: 23rd May 2013 http://www.cellular-news.com/story/60142.php

Ovum's latest Consumer Insights Survey reveals that users in emerging markets show the

greatest enthusiasm for application

downloads.

THE OPPORTUNITY FOR NOKIA ASHA SMARTPHONES

ASHA HAS REACH EVERYWHERE

4

Top 25 download markets 2012 (ASHA + Series 40, Bubble size corresponds to download volume)

“MY MOBILE PHONE NEEDS TO BE AS FAST AS ME”

OUR CONSUMERS

Feb-13 Mar-13 Apr-13

Russian Federation

China

Nigeria

Pakistan

Thailand

Vietnam

Indonesia

Brazil

Mexico

India

Asha + Series 40 TOP 10 COUNTRIES BY DOWNLOADS

“NOW I HAVE A MOBILE PHONE ON MY OWN I HAVE FINALLY HAVE MY OWN PERSONAL SPACE”

“WE ALL HAVE SMARTPHONES TODAY. THIS ASHA IS MY LIFE, WITHOUT IT, I’D BE ALONE, WITH IT I HAVE MORE FRIENDS”

Nokia Internal Use Only

GROWING ASHA MOMENTUM NOKIA ASHA + SERIES 40 =

3 BILLION cumulative downloads so far 2 BILLION downloads in the last year

260 MILLION downloads per month on average

RAPID GROWTH in Asha’s proportion of total downloads

ASHA MONTHLY DOWNLOADS SINCE INTRODUCTION NOV 2011

WHAT ARE THEY DOWNLOADING?

Applications

Games

Action

Adventure

Arcade

Card & casino

Education

Puzzle

Sports

BusinessCity guides & mapsEntertainmentMusicNews & infoPhoto & videoReferenceSocial networksSportsUtilitiesSports

S40/ASHA REVENUE S40/ASHA DOWNLOADS

APP DOWNLOADS BY CATEGORY GAMES REVENUE BY CATEGORY

Nokia Internal Use Only

A GROWING OPPORTUNITY

EXISTING ASHA FULL TOUCH INSTALLED BASE: Millions sold and growing

THE NEW GENERATION OF ASHA SMARTPHONES: Expected to sell 100 million in the coming years *

= ONE BIG OPPORTUNITY: API remains the same for both Java and Web Apps *Nokia Press Release May 9th 2013

+ • 158 operators • 59 markets • 2.5x developer

revenue

Nokia Internal Use Only

THE NEW NOKIA ASHA PLATFORM

WHY A NEW PLATFORM?

- Faster internal development cycles via Smarterphone acquisition

- Internal housekeeping & removal of dead code

- Update to the faster Oracle JVM

- Shift from proprietary to standard Oracle APIs (excluding UI and services)

12 July 2013 / Slide no 9

Nokia Internal Use Only

SIMPLIFIED 3RD PARTY DEVELOPMENT

SIMPLE

One platform, one code, one SDK

- Count on backwards compatibility for binary code on the Asha platform.

- Use one upgradable Nokia Asha SDK for future Asha platform development

12 July 2013 / Slide no 10

CONSISTENT

Platformised hardware and software

- Depend on a defined baseline for future hardware capabilities, APIs, and codecs/media formats

- Continue using the APIs you’re familiar with, use new APIs for enhanced capabilities

UPDATABLE

Regular firmware updates

- Increase your app’s reach as the platform’s installed based grows

- Don’t wait for a new Asha smartphone launch to take advantage of new APIs

Nokia Internal Use Only

OUR PROMISE FOR THE PLATFORM:

12 July 2013 / Slide no 11

Any app written for Nokia Asha 501 will reach all smartphones

based on the new Nokia Asha platform without the need to rewrite any code.

RE-INVENTING THE AFFORDABLE SMARTPHONE

ANALYST RESPONSE

‘I’m blown away by this’ Carolina Milanesi, Gartner

‘no doubt that none of the low cost android handsets can match the quality’

Ben Wood, CCS Insights

‘It’s very fast’ Martin Garner, CCS Insights

‘Will stand out’

Francisco Jeromino, IDC

THE PRESS RESPONSE

“The smartest featurephone” “The new $99 Asha 501 aims to make smartphones even more affordable for the developing world”

“A compact phone that packs a punch at a tidy price” “It’s a highly enjoyable new OS that has a lot of potential, with details and features that are rich and well-considered”

“The Asha 501 does what Nokia would argue only it can: distill the build quality and usability of a Lumia into something with the mass market reach of an Asha”

Nokia Internal Use Only

IMPROVED MONETIZATION METHODS

12 July 2013 / Slide no 14

Freemium model: NOKIA IN-APP PAYMENT

Advertising model: NOKIA AD EXCHANGE

+ Nokia’s leading operator billing network enabling payments across the world • Billing with over 158

operators • In 59 markets • Generating 2.5x developer

revenue

MARKETING IN A BOX PROMOTE YOUR APPLICATIONS • Marketing Guides • Digital Marketing Toolkit • Create pro-quality videos, websites, Facebook tabs

Developer Success

The Payoff

• By partnering with Nokia, Twist Mobile changed their business model from a paid download model to an ad-funded model.

• Learn more about Twist Mobile’s success in this video http://www.youtube.com/watch?v=_t0zLkFMvqU

• Check out the success story on Nokia Developer Success blog here.

• Developer success stories: www.developer.nokia.com/Success

TWIST MOBILE SEES BIG PAYOFF IN NOKIA STORE (IN-APP ADS)

By the Numbers • $3.50 USD per every 1,000 impressions • Roughly $1,000 USD in daily revenue • 10+ million downloads in the Nokia Store • More than 30 free and 10 paid apps available

“We have aspirations to reach one million downloads per day and we’re fully confident we can get there with our free and paid apps.” -Virat Khutal, Twist Mobile Founder & CEO

Start developing for Asha

http://www.developer.nokia.com/Develop/asha/ Any question please contact Phong Cao: phong.cao@nokia.com

Thank you