The document discusses a digital transformation strategy for Nokia in the Greek market. A market research survey was conducted with 392 Greek respondents. The research found that respondents believe solutions in the "Life" and "City" pillars would be most useful and easy to use. However, most respondents do not feel comfortable sharing personal data. The "Life" pillar was ranked highest across several categories. Operators feel the market is not ready for 5G solutions and users are not willing to pay high costs. The analysis concludes Nokia should not currently invest in the Greek market due to economic and political instability, but is well-positioned for future opportunities when the market matures.

1. AUEB MBA International
Digital Transformation Strategy

2. AUEB MBA International
Digital Transformation Strategy -Team
Dimakogiannis George
Lead Business Analyst
Intrasoft International
Papachristou Michail
Financial & Cost Controller
Hellenic National
Meteorological Service
Georgakopoulos Spilios
Project Manager
Nokia Networks
Kornelakis Charalampos
Project Manager – Test Analyst
Nokia Networks
Pilichos Konstantinos
Manufacturing Manager
SAP ME & WM RPL
Minerva S.A. Edible Oils and
Food Enterprises
Papalexandris Alexandros
Assistant Professor of Management
Department of Business
Administration of the Athens
University of Economics and
Business

3. Project’s Mission
“Identify the pillar that the Greek market is ready to adopt, discover what operators believe and prepare a Strategy Plan
that Nokia should follow in order to cover customer’s demands and become leader in the Greek Market”
Analysis of the
solutions
offered by
Nokia
Survey of Greek
customers’
preferences
Communication
with Operators
Target-Pillar
Strategy Plan
Integrated Impact Project

4. AUEB MBA International
DIGITAL TRANSFORMATION & NOKIA

5. “The integration of digital technology into all areas of a business, fundamentally
changes how you operate and deliver value to customers”
Main
Trends
IoT
Analytics
Edge
Computing
5G
Blockchain
AI
✓ Low progress
Greek Region
Digital Transformation
✓ In connectivity, Greece features wide availability of fixed broadband but take-up is progressing slowly
✓ Slow transition to fast broadband connections
✓ Greece is a follower in technology meaning that the market will be driven eventually by what happens around the
world and especially in Europe.

6. NOKIA
✓ Customer operations (sales and service office)
“We create the technology to connect the world”
❖ Nokia builds a network that powers the
automation of everything.
❖ Nokia’s 5G solutions help customers gain a
competitive advantage.
❖ Nokia has set four pillars of digital
transformation enabled by the implementation
of 5G; health, city, life and enterprises.
❖ 5G will provide the vehicle in order to integrate
digital products and services in the
aforementioned pillars.
❖ In the way to 5G experience, Nokia has already
signed agreements in the field of R&D and
implementation with several companies,
organizations and governments.
Nokia in Greece
✓ Networks with an R & D center (~1000 researchers)
✓ Cooperation with all operators

7. Health
Medical trackers, to
continually monitor heart rate,
blood pressure and glucose
levels
Sensors detect if an individual
falls to issue alerts, remind an
individual to take his/her
medicine, and track
movements and activities
Internet of Medical Things and
monitoring of patients
Life
Providing people with
automatic, personalized
control over their environment
and experiences at home and
on the move
Blending physical and virtual
worlds
Smart Home
Smart Heating and Cooling
Smart Locks and Home
Security System
Surveillance Cameras
Smart Lightning
Smart Outdoor Gadgets
Crowd-as-a-service
City
Improve collaboration among
the public services in every
community
Enhance public safety and
personalize services offered to
residents or visitors
IoT and cyber security
5G connected events
Lighting synchronization
Waste management
Smart networks available to
everybody
Enterprise
Reinventing factories, supply
chains and logistics
Industrial automation and
provide customization
according to each business
needs
Car-as-a-service
Connected car rental
4 Pillars

8. MARKET RESEARCH

9. ✓ Total Responses 392
Female
35%
Male
65%
Gender
Female Male
18-24
2%
25-34
42%
35-44
41%
45-54
13%
55-64
2%
65+
0%
Age Group
18-24 25-34 35-44 45-54 55-64 65+Bachelor
26%
Phd
5%
High Scool
3%
Master's Degree
63%
Other
3%
Education Level
Bachelor Phd High Scool Master's Degree Other
GeneralGeneral
✓ Focus only on Greek Market
✓ Questionnaire shared in social media (e.g. LinkedIn, Facebook) and email
✓ Conducted with SurveyMonkey Digital transformation Strategy Nokia Hellas
✓ Completion Rate 89%, Time to complete 12 Minutes

10. The majority of the
population believe that
the digital
transformation will be
more USEFUL and EASY
to use in City and Life
pillars than Health and
Enterprises
Usefulness & Easiness

11. The majority of the population do not trust sharing
their personal data in all solutions
The majority of the population
feel more SECURE and TRUST
in applications that correspond
to Life pillar
Security - Trust

12. Willingness to pay monthly
The majority is willing to pay less than 30€/month for a each solution
0%
10%
20%
30%
40%
50%
60%
Under
€10,000
€10,001 -
€20,000
€20,001 -
€30,000
€30,001 -
€40,000
€40,001 -
€50,000
Over €50,001
Healthcare
0%
10%
20%
30%
40%
50%
60%
70%
Under
€10,000
€10,001 -
€20,000
€20,001 -
€30,000
€30,001 -
€40,000
€40,001 -
€50,000
Over €50,001
City
0%
10%
20%
30%
40%
50%
60%
Under
€10,000
€10,001 -
€20,000
€20,001 -
€30,000
€30,001 -
€40,000
€40,001 -
€50,000
Over €50,001
Life
0%
10%
20%
30%
40%
50%
60%
70%
80%
Under
€10,000
€10,001 -
€20,000
€20,001 -
€30,000
€30,001 -
€40,000
€40,001 -
€50,000
Over
€50,001
Enterprise

13. MARKET RESEARCH
RANKING AWARENESS EASINESS USEFULNESS IMPLEMENTATION WILLINGNESS QUALITY SECURITY SUSTAINABILITY SUBSCRIPTION
1ST LIFE LIFE LIFE LIFE ENTERPISE LIFE LIFE CITY LIFE
2ND HEALTH CITY CITY HEALTH CITY CITY ENTERPISE HEALTH HEALTH
3RD CITY HEALTH HEALTH ENTERPISE HEALTH ENTERPISE HEALTH LIFE CITY
4TH ENTERPISE ENTERPISE ENTERPISE CITY LIFE HEALTH CITY ENTERPISE ENTERPISE
LIFE is the winner in most categories
from consumers point of view.
• High Cost of Infrastructure/devices and Lack of personal data share
• No added value for operators
Feedback from Operators
• Low maturity level of the Greek End Users/not ready to be involved in innovative technologies
• There is no active project at the moment in any of the operators related to 5G
technology
• Operators are not persuaded that Greek End Users are willing to pay 30€ monthly for submitting
smart applications on 5G environment
• All pillars and especially Health, easier to be applied on ages 65+.

14. STRATEGY ANALYSIS

15. PEST(LE)
T
Technological Factors
R&D activity, Technological awareness, Internet
infrastructure
Social Factors
Population size(10,8M), Age distribution, Per
capita income(20K€), Living wage Family(1020
EUR/Month), Attitudes for saving compared to
debt, Attitude towards investing, Ethical
concerns, Education level, Crime Levels
Economic Factors
GDP Growth rate(+0.2%), Interest Rate(0%),
Inflation Rate(+1.1%), Availability of credit,
Unemployment trend(~22%)
Political Factors
Government instability, Tax policies,
Government regulation and deregulation,
Special tariffs, Political action committees
(EETT), Competition regulation, Level of
government subsidies
L E
Environmental Factors
Environmental policies, Climate change, Air
and water pollution
Legal Factors
Data protection laws (GDPR)
P E
S

16. PORTER
Competitive Rivalry
• Number of competitors: Nokia, Huawei, Ericsson
• Diversity of competitors: Openness and Standardization
• Industry growth: €2.5 bn investments in fixed and mobile networks
for the 2017-2020 period, €334 million investments in 2017 or
48,4% of EBITDA, €537 MinEcon investments including cost for
spectrum licenses
• Quality differences: IP rights for patents on 5G
• Product differentiation: IoT platform
• Brand loyalty in Wireless: Ericsson, Nokia, Huawei
Bargaining power of suppliers
• Nokia has a full E2E Portfolio
• Minimum power from suppliers due to E2E
Portfolio
• Nokia reduces its dependence from
Suppliers, by implementing each own
HW/SW solutions
Buyer Power
Buyer volume: Vodafone, Cosmote, Wind
Market share:
- Cosmote: 47%
- Vodafone: 25%
- Wind:15%
Buyer’s ability to substitute: Ericsson, Huawei
Buyer’s switching costs: Positive in many cases
and connected with price sensitivity. Option
to set Single or Dual vendor
Threat of substitute products or services
Number of substitute products available:
• LoRa(Long Range) – Digital Data
communication technology focus on IoT
devices in rural, remote and offshore
industries
• Sigfox builds wireless networks to connect
low-power objects such as electricity
meters and smartwatches
Barriers to entry
• High cost for
implementation
• Low Experience in Telco
industry
Barriers to exit
Long-term contracts with
operators
Threat of new entrants
Samsung
• E2E Solution - Focus on RAN
• Collaboration with Verizon

17. SWOT
• Experience in developing 5G solutions
• Cooperation with operators like T-Mobile, NTT DoCoMo, China
Mobile etc.
• Brand Reputation
• R&D centers globally and employs ~100K personnel
• Incredible creative and it is known for innovation and reliability
• Its own Hardware for Cloud Services
• Cooperation with manufacturers for Home Devices
• Culture
STRENGTHS
• E2E Portfolio and low bargaining power of suppliers
• No significant investments in substitute products
• IP rights for patents on 5G and IoT platform
• Openness and Standardization in its Solutions
• Collaborations with Global Operators
• 3,6% of industry’s turnover invested in R&D
• Internet Infrastructure in Greece
• Crime levels in Greece increased in 2017
• CO2, Air/Water polution decreased
• GDPR
OPPORTUNITIES
• Complex organization due to global presence and E2E
Portfolio
• Slow transition from innovation to productization
• Large company where agility is not easy to be applied
• R&D in Greece does not elaborate to the full E2E portfolio
WEAKNESSES
• Competitors with global presence(Huawei, Ericsson)
• Political instability
• High taxation in customers’ bills
• Difficulties and high cost of 5G licenses
• Level of disposable income/Propensity of people to spend
• High Unemployment rates and low GDP Growth Rate
• Per capita Income/Living Wage Family
THREATS

18. CONCLUSIONS
1. Consumers choose “Life” as the leader pillar in the most categories such as awareness, usefulness, implementation, willingness,
security and sustainability. On the second place comes “City” with electricity savings for municipalities and the smart metering for
electricity company or water company (starting from enterprises)
2. End users are willing to pay mostly 30€ on a monthly basis for smart applications in their daily life
3. Ages between 25-44 should be the core potential target end users, which seem to be more familiarized or ready to use such a
technology with the expected benefits
4. The major obstacle for digital transformation is that 81,75% of Greeks have never used any of the pillars yet and they don’t feel safe
for sharing their personal data in any of the pillars
5. The political, economic and social instability in Greece over the last decade is deterrent factor for operators to invest in 4th
industrial revolution. Only the environmental and legal reasons are positive signals for boosting such investment in Greece. All these
factors can give to Nokia a great advantage to gain the market share and be leader in the market
6. Bargaining power of suppliers is weak – Bargaining power of buyers is strong
7. No important threat of substitutes
8. Samsung is a new threat globally with focusing on RAN. No threat yet for Greece
9. Greek market is still not mature to accept an implementation of Digital transformation on 5G environment and the feedback from
operators is aligned with our results
10. Nokia should not invest at this specific moment at that direction, since the ROI is not feasible to be calculated, whereas Nokia has
the ability through its E2E portfolio to support effectively in the future such an investment and to be the leader in that new era and
Greek market.

19. THANK YOU!
SPECIAL THANKS
Chatzipaschalis Stavros – Account Manager, Nokia
Kalogeropoulou Nektaria – Account Manager, Nokia
Spyridakis Markos – Ecosystem Manager, Nokia
Tzoulis Andreas – Ecosystem Manager, Nokia