Nokia Life

Nokia Life, earlier Ovi Life Tools and Nokia Life Tools, was an SMS based, subscription information service designed for the "Next Billion Users" in emerging markets, and offers a wide range of information services covering healthcare, agriculture, education and entertainment. The project began with Nokia's Emerging Market's Anand Narang and Jawahar Kanjilal, wherein they worked with BCG to identify the services for consumers in emerging markets to expand Nokia's footprint and drive long-term loyalty. The team then carried on consumer research, insights generation, proposition development & concept definition for the "Next Billion Consumers". Post Board approval, Nokia teams led by Jawahar Kanjilal, Anand Narang and Hemant Madan created a suite of services, branding, distribution, piloting, pricing & digital subscriptions business model for the Bottom of the Pyramid (BoP) consumers, because of the significant brand- and distribution presence that it already had in those markets at that time. The Nokia Life Tools was borne out of first hand market visits to small towns and villages in China, India, Nigeria, Indonesia, Egypt, Brazil and Ukraine to name a few, where Anand and Jawahar noticed that consumers didn't have access to relevant, timely and useful information in areas like healthcare, education and agriculture for their children and families. In addition, Nokia started facing competition from the cheaper Chinese and Indian companies. To build loyalty amongst existing customers and provide a genuine life-enhancing and well-being service, a suite of Nokia Life Tools was borne. These services when introduced brought life-changing experiences in Nokia customers' lives. The service has been available in India, China, Indonesia, Nigeria and Pakistan. Around 125 million people have experienced Nokia Life services in these five countries. In 2013 Nokia Life was eliminated due to Nokia's switch in focus and the arise of Internet-based information services in those markets.

Nokia Life was launched as Mera Nokia, in the state of Maharashtra in India in early 2009. After the successful pilot, a wider commercial deployment of the service under the name Nokia Life Tools began in India in June 2009. The service was later expanded to Indonesia in November 2009, China in May 2010, and Nigeria in November 2010. Nokia Life was able to use the existing distribution network of Nokia by pre-installing it on Nokia devices. The first two supported devices were the Nokia 2323 Classic and Nokia 2330 Classic devices.

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