As Nokia launches its new device, it can expect to enhance user engagement and connectivity on a global scale in much the same way as the iPhone.

At the iMedia Breakthrough Summit in Henderson, Nev., Nokia Interactive Advertising introduced its new mobile device, the Ovi. The Ovi is Nokia's biggest entry into the smartphone space and is designed to increase consumer engagement by connecting consumers globally through the internet.

Three leaders at Nokia led the Spotlight presentation: Andrew D. Eddy, U.S. head of sales; Nick Malaperiman, head of global partner marketing, media and games; and Mitch Paletz, head of East Coast media sales, U.S., and head of publisher and carrier partnerships.
 
Malaperiman, Paletz, and Eddy discussed how the world's leading handset manufacturer is evolving its business to create the next generation of mobile experiences, which will ultimately change the way people connect and interact with the world around them. Attendees learned about global trends on distinct market segments around the world, such as teens and rural consumers in the developing world, and how mobile is changing their lives. Brands that can benefit from using music, social networking, augmented reality, and especially location-based targeting are verging on disrupting not only the mobile services market but the advertising market as we know it, creating opportunities for brands to engage with consumers in new and better ways.

The Spotlight presentation demonstrated the Ovi's many advantages and impressive features. Users can access the internet from anywhere through their new device. The Ovi is a revolutionary device because it connects users on a dramatic scale. It provides 50 million people in 109 countries with instant access to the internet, it offers 20,000 applications, and it is compatible with 100 different handsets.

The Ovi also offers consumers the ability to maintain and energize their relationships through its lifecasting services. Through its partnership with Facebook, the Ovi's lifecasting lets users post status updates directly, including their location, which is obviously something that marketers have been seeking in mobile for years. Users can share their location with Facebook friends, or share information about places they are exploring. They can even help friends navigate the desired location. By devising new lifecasting functions for mobile technology, Nokia is launching revolutionary communication trends.

The presentation also described the new the applications the Ovi offers, which enable users to maximize information about their location. QIK, for instance, is a video streaming application that allows users to upload video live to a personal URL. "Around me" allows users to see what services are around them, such as a gas station, a bank, or a post office. BuddyCloud is a social network application based on friends and potential friends while on the move. Urbanspoon allows users to detect locations so they can select a great local restaurant. Certain applications are exclusive to the Ovi and enhance convenience and comfort for the modern user who is constantly moving.

Malaperiman, Paletz, and Eddy discussed how consumer perceptions on location-based advertising are positive. Consumers accept, and even expect, promotions in exchange for content. They appreciate advertising that is in the right context and seamlessly integrated into the user experience. Their most desired point-of-interest content is coupons and sales events, which increase consumer benefit. Thus, the Ovi is mutually beneficial to both consumers and advertisers.

In addition, Nokia's smartphone outshines its competitors by offering services that are unique. It serves ads into the applications and mobile web of household brands such as The Associated Press, Reuters, and Fox. It also offers more engaging ad units that use Flash Lite, interstitials, and expandable banners. Nokia or its partners also provide post-click mechanics that integrate rich, interactive technologies into ad campaigns, ensuring successful results.

Through its lifecasting services, unique applications, and advertising ease, the Ovi may significantly improve consumer experience as well as profits for advertisers. As Nokia launches its new device, it can expect to enhance user engagement and connectivity on a global scale in much the same way that the iPhone has -- perhaps even with a much larger scale, owing to Nokia's industry-leading consumer penetration globally.

Mark Naples is managing partner for WIT Strategy.

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