Global Client Customization, Nokia-style

Leave it to High Tech to teach us how to meet client needs.

Cell phone giant Nokia doesn’t want to be known as a cell phone company anymore–even though it dominates more of the global cell phone market than the next three competitors combined;  as reported by Fast Company in Nokia Rocks the World: The Phone King’s Plans to Redefine its Business, Nokia is infiltrating entertainment and more,  morphing into an information provider. And it’s not just providing information, but rather customized information–sending everything from crop prices to Bollywood insights to its Indian users, while sending different data to customers in other locations.

The key to Nokia’s success? Working “hard to develop a deep understanding of all the cultures in which it operates”–and then customizing its offerings for such market.

Nokia’s top execs also stay fresh by surrounding themselves with creative thinkers and various movers and shakers (think Davos and TED). This has spawned interesting offerings,  like Nokia’s launch of Canadian singer Cindy Gomez, a natural beauty who can sing in eight languages; creating a multi-cultural dance game, featuring a Gomez-esque avitar, is one of Nokia’s recent creative endeavors.  And, one that strengthens Nokia’s brand as a global and culturally diverse.

Following in Nokia’s example, what creative steps are you taking today to develop new services (or products) for clients in the global marketplace? How can you surround yourself with creative  and culturally-savvy thinkers, and brainstorm about new offerings? Expanding or customizing your offerings doesn’t have to be drastic or painful; as Nokia’s CEO Kallasvuo explains, it’s not about “revolution”, but rather about “evolving”.