After a successful pilot in the state of Maharashtra, Nokia announced the commercial launch of its pioneering Nokia Life Tools service in India. The service will be rolled out first in Maharashtra in association with the Maharashtra State Agricultural Marketing Board (MSAMB).
Nokia Life Tools is a range of Agriculture information and Education services targeted at non-urban consumers. Under the Nokia Life Tool Services, consumers can choose various types of services/information that they wish to receive. Nokia Life Tools services use an icon-based, graphically rich user interface that comes complete with tables and which can even display information simultaneously in two languages. Behind this interface, SMS is used to deliver the critical information to ensure that this service works wherever a mobile phone works, without the hassles of additional settings or the need for GPRS coverage.
Nokia signed a Memorandum of Understanding (MOU) with the MSAMB. Under this MOU, MSAMB will provide expertise in the areas of commodity prices from their network of 291 local mandis (marketyards). MSAMB will also have the opportunity to deliver relevant news, alerts on schemes and other information directly to grassroots consumers.
The complete Nokia Life Tools solution will be available on the newly launched Nokia 2323 classic and Nokia 2330 classic devices, and will be later expanded to other Nokia devices.
Designed with deep insights gathered from target users, Nokia has collaborated with multiple partners across the Indian Government and private enterprises to bring together a rich ecosystem to deliver localised & personalised information directly to consumers’ Life Tools-enabled mobile devices.
Nokia Life Tools has a range of 3 primary services – Agriculture Services, Education Services and Entertainment Services. The Nokia Life Tools Agriculture service offers consumers a choice of 2 plans. The basic plan, available across India at Rs 30/month, provides daily weather updates and relevant agriculture-related news, advice and tips. The premium plan, at Rs 60/month, will be available in 10 states, including Maharashtra, and provides the closest market prices for three crops chosen by the subscriber, as well as weather, news, advice and tips. Nokia is collaborating with Reuters Market Light (RML), which was the exclusive provider for agriculture services in the successful pilot. Syngenta, Madison Research, Skymet and many others also form this ecosystem.
The Nokia Life Tools Education service, available throughout India, offers three components: Learn English, with basic, intermediate and advanced levels; Exam preparation, which offers students tips and advice for ICSE, CBSE and State Board-level exams mapped to the relevant curriculum; and General Knowledge, which gives subscribers useful information about the world around them. Each of the Education services will be offered at Rs 30/month. Information and content from multiple local and international companies will be aggregated and delivered to Nokia Life Tools by EnableM.
The Nokia Life Tools Entertainment service at launch will include Astrology, News, Jokes, Cricket and ringtones, offered at existing market prices. The content is aggregated and brought to Life Tools by OnMobile.
Nokia Life Tools was piloted in Maharashtra earlier this year before its commercial roll-out this month. The feedback from actual subscribers during the pilot that was concluded in April 2009 revealed that the service had a wide appeal, and connected with subscribers at both emotional and rational levels. On one hand, the service brought livelihood gains through relevant information such as market rates for farmers’ produce, greater awareness on market conditions, tips on weather, news, crop advisory, Learn English and General Knowledge. On the other hand, it enabled consumers to fill their information gaps by being better informed, save time and money, and improve their confidence and social standing.
Nokia Life Tools service will be expanded to select countries across Asia and Africa later in 2009 and beyond.