The first step for Nokia was to identify the target audience-the youth between 15-24 years of age, in any particular country. This segment was divided into the urban and rural. Pruning resulted in the identification of the influential segment within the urban youth group-who are the hot potentials (the rural youth get eliminated automatically; even within the urban youth segment, there are two groups ones that could afford mobile phones and other that cannot). China tops the list amongst countries with the maximum number of hot potentials, followed by South Korea, Australia, Thailand and Indonesia. However when one looks at the hot potentials as a percentage of total population, it is Singapore that tops the list, followed by Australia, South Korea, New Zealand, Hong Kong and Thailand.

Once the target group was identified, Nokia then set out to understand them better. The techniques use

Another technique adopted by Nokia to catch the pulse of their target audience is the Diary system. Diaries are sent to the hot potentials in which they record:

6. Youth aspire to be at least two years older than they are, so their ¡° message¡± should be aptly tailored.

5. In the Internet age, the moment something becomes cool, it's time for it to get uncool; so the youth need challenge and involvement

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