Marketing Strategies / Strategic Marketing Case Study

Nokia's 'N-Gage'ing Initiative

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Abstract:
In 2002, Nokia, the world's No.1 mobile phone maker, troubled with falling mobile phone sales and increasing competition, was looking for new growth opportunities. The company known for its innovation in mobile phones ventured into the lucrative but highly competitive mobile gaming industry with the launch of N-Gage, a mobile phone-gaming device. After spending millions on the development and promotion of N-Gage, Nokia found itself competing with giants like Sony, Nintendo and Microsoft.

Pedagogical Objectives:

• To discuss how mobile phones have emerged as a popular medium for playing games and Nokia's efforts and challenges in establishing itself in the gaming market through N-Gage.

Keywords : Nokia; N-Gage; Mobile phones; Mobile gaming market; Gaming industry; Video; TV and console games; Innovation Management Case Study; PC and Internet based games; Mobile gaming; Nintendo; Playstation; X-box; Sega; Game Boy Advance

Contents:

• Introduction
• Background Note
• Gaming Industry
• N gage Features
• Competitors' Reactions
• Challenges Ahead