How to save Nokia’s Ovi from dying
Okay, I’ve got carried away. But it’s painful to watch what’s not happening with Nokia Ovi services – even if you have popcorn. :-) Where is the revolution? I was promised flying cars more than a year ago!
Don’t misunderstand me. Share on Ovi actually won me over (my Flickr Pro account is collecting dust). Can’t wait to have access to Nokia Music (via my Mac). I’m loving Nokia Maps and what’s coming for location services. But … what seems to be an easy path to world domination – is simply not happening.
First step towards world domination
Take Ovi Sync, which I believe is The Key to utilizing the enormous potential at hand. Start simple. Four-hundred million devices per year. 400.000.000. One million per day. Assuming at least 25% is Ovi-enabled – there is a 100-million market for driving Nokia’s internet services to success. While Nokia is obviously pushing Share as the primary entry point to Ovi, Sync seems a much easier target. Here is why:
- your contact list is the most valuable part of your mobile
- it is the first thing you transfer to your new phone
- it is your biggest concern, if your phone is lost, stolen, destroyed or abducted by aliens
- it is universal from the Nokia 1100 to N96, from senior citizens to 12-year old emo kids
The contact list is the perfect target: high value, at constant risk and a simple solution already existing. Only two more steps to world domination: easy accessibility and clear marketing.
Easy accessibility
Nokia account signup should come as a standard issue with all new devices, starting with Nokia 5800. You switch on the device, asks for your login or registers your username and phone number. At 10% conversion rate, here comes 10 million user in 2009.
Then moving on, phone offers the Switch app to bring everything from your old faithful. Does the usual transfer, but instead of closing, it suggests to bring your most precious data to safety heaven – the Ovi Sync. Here comes additional 40 million user in 2009.
No data is being transferred? Not a problem: after my father has typed in his most important 50 contacts from his old 3210, the phone would suggest setting up the Nokia account and safely storing the contacts.
Where else could the Nokia account signup be integrated? What is the best point to offer backup?
Clear marketing
Forget Sync. Welcome Safety. Compare the two messages:
- Organise your life Keep your contacts & calendar up to date, in sync and backed up on Ovi.
- Never lose your contacts Safely store your contacts on Ovi for free.
Syncing your data with your computer or web services is for the 20% geeks – the first message applies to these advanced users. The other 80% just wants a safe copy somewhere, today. Why not talk to them first? My mother wouldn’t feel the urge to set up sync with a web service – but she would quickly arrange for a backup of her 100 contacts. I sync to back up and I’m proud of it. Why do you sync?
And what could be the best message for the Ovi Sync?
Ovi Sync today
The fact is, Ovi Sync is great, already today. It took about 20 seconds to do the initial synchronization: contacts, calendar and notes. Sequential updates take 3 seconds only. I really don’t like cables and since experiencing this wonder, I want everything OTA. You should try it out today, if you haven’t done so yet.
If only Nokia would push it with all its powers. Ovi could go from zero to hero in one year with 50 million users. (Oh, and the relation with Ovi dying? If Nokia won’t drive Ovi to success today, someone else will introduce the first popular mobile-web service and grab all the attention…)
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I wrote this post about a week ago. Today I was checking for N85 availability in different countries, when this ad was welcoming me: http://europe.nokia.com//EUROPE_NOKIA_COM_3/Home/New_Ovi/Fun%20756×252_V6.swf
The points above are still valid, yet nagging Nokia about them is not ;-)
Well I can’t really argue with (or is it against?) any of your points. Hopefully “integration” is a word they’ll start taking more seriously. Till then, there’s this little thing called Dashwire (http://dashwire.com/tour/video-mobile) that might just steal all the hype. Or the functionality. Or the usability. Or all of the above.
I still don’t know what to make of Ovi.
The other problem is this… I can personally guarantee you that nobody in my non online life has even the slightest idea of what Ovi, or Download, or N-Gage is. However, thanks to Nokia’s useless TV advertising they do know that Nokia have some vague idea about music for everyone. Honestly, how bad can these adverts get!
I am not the geekest person in the world (Although this gene seems to be running in the family), but it is very convinient to syncronize every time, it flips into my mind. In the bus stop even.
It is really the most convinient thing to do…And I think I never would have heard about it, if it wouldn’t for the family connection. Even so that I am using the Share on Ovi almost half a year now…
@James: I think this is why love and hate comes together for Nokia :-)
Would you have an idea for how to advertise better? A product is easier to advertise then a function or a service…
@mimke: I think Nokia is waiting for Ovi to be ready – although an Internet service is never ready…
[...] is stepping up, indeed. Not just starting to push Sync, but also building up the user base of Ovi. The new phones and services announced today are indeed [...]
After reading your post I need to post an article on Ovi too. This is a really good article.
@Aditya: I’m happy :-) Let me know, when you write it, I’m interested in what is your opinion!
[...] that you will integrate Nokia account signup with first start of the [...]
I use Ovi all the time, and show people how easy it is to use! I dislike things like signing in, then having to sign in again to ovi photos…
everything has been going well since twango though, I just wish that Nokia would get better at finishing their thoug…
:)
@mobiledan: you are right about finishing things!
I like the idea of Ovi and all the related services. It would be so good to have Nokia go all the way and implement the promises ;-)
I think migration under Nokia account will come soon for all Ovi services. I’ve just heard from my unnamed Nokia source, that …
[...] ready. It hasn’t been even started, really, so there is plenty of room for big announcements. Sync to become a social address book with presence and lifestreams, Files to become NAS for mobile [...]
[...] enthusiasm over anything OTA started with Ovi Sync and since then I refuse to go back to cables. Nokia Users were Born Free so it suits us to be able [...]
Talking about the 3120 device, I’m looking forward to have one again! I’ve been searching s lot for someone who owns one and which works well! I miss it so much uhhhhhh
[...] this one means using the 400 million email-enabled devices sold before 2011 and turning them into 60-100 million Ovi users. Can Nokia reach a 15% conversion rate? I believe it can do even [...]
[...] How to save Nokia’s Ovi from dying [...]
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