GLOBAL – Here we are in the Twenty-First Century and we still have to ask – what do women want? Remember that movie where a chauvinistic advertising executive has a fluke accident that enables him to hear what women think? It might be a shock, but if you’re a man working in technology it’s an experience you should have more often.
“It’s not just about pink phones…”
It’s never just about pink phones. Anyone who suggests it is will be banished back to the 1970s where they can demand dinner on the table at 6 o’clock and argue that women should never be allowed to drink pints.
All right, Nokia is much too nice to ever suggest such a thing. But seriously, women want more than pink phones – and by ‘more’ we don’t mean phones that are pink and shaped like high heels, either.
Women represent the world’s biggest economic opportunity (Harvard Business Review, September 2009). Countries where girls go to school, and women take part in the work place, surge ahead in development. By 2014 female income will have increased by five trillion dollars in five years. That’s a lot of extra money, but women need to be persuaded to spend it.
Research shows that women like to feel they get value for money and, although they often want the same things as men, women view buying things through a slightly different lens.
Traditionally some of Nokia’s phones have been more appealing to men than women, but ongoing work has been trying to make that more equal. For the last few years the company has been on a journey that’s led to an internal and external transformation.
Nokia asked employees what they thought about making products and services that appeal equally to both women and men. Hundreds of ideas were submitted, and three were implemented – but overall the message was clear:
“Women don’t want to know what it is, they ask – what does it do for me?” said Adam Travis, who works on diversity issues with Nokia.
Forget the specs
Women usually prove immune to a technology-focused approach to selling a product. So when you launch into a fact-filled spec sheet, or an explanation of gadgets and gizmos – and her eyes glaze over – stop.
“Oprah gets women,” said Samantha Steele (VP, Indirect Sourcing), “It’s about work, spirit, health, home, gardens and family– the experiences you have in your life and what helps you get them. .”
Even if you never want to bake a cake, prune a rose bush or go on a spiritual journey – you still want to know what your phone can do for you. Adam Travis points out that nobody buys a Kindle only because of its hardware. You want one because it’s lighter than a paperback, you can carry your whole library around with you, and you can read it easily on the train to work.
It’s nice to have a new Nokia Lumia, or an Asha, and understand how they work – but it’s even better to find out that you connect with all of your friends and share photos instantly on social networking, find out where the best café is on Nokia Maps, listen to great music, or teach your kids to read with the Sesame Street app.
The CNN Washington Bureau’s morning speed read of the top stories making news from around the country and the world. Click on the headlines for more.
WASHINGTON/POLITICAL:
CNN: Senate passes defense bill with detainee policy compromise
The Senate on Thursday passed a giant defense bill that includes a new policy for detaining and trying suspected al Qaeda terrorists - a policy that attracted controversy during the debate and may draw a presidential veto.
CNN: Cain: Wife didn't know about friendship with latest accuser
Presidential hopeful Herman Cain told a newspaper Thursday that he never told his wife about another woman he befriended 13 years ago and helped out financially.
CNN: Republican leaders shifting stance on payroll tax cut
A top Republican leader agreed Thursday with President Barack Obama and Democrats that extending the payroll tax cut would help the economy, but the parties remained divided over how to pay for the move.
CNN: Did Newt eat a piece of humble pie?
After confidently declaring earlier Thursday he would become the Republican nominee, Newt Gingrich toned down his hubris later that night, saying it was up to the voters to make that choice.
NATIONAL:
CNN: Obama pledges additional $50 million to fight AIDS
An additional $50 million is going toward treatment and medical facilities across the United States to help combat the AIDS virus, President Barack Obama announced Thursday during a Washington event marking World AIDS day.
CNN: 911 tape reveals hectic efforts to save FAMU drum major
Band members who were with Florida A&M University drum major Robert Champion on the bus in a parking lot in Orlando, Florida, where he died last month tried frantically to get him help when they realized he was not breathing, a 911 tape released Thursday reveals.
CNN: Hinckley Hearing focuses on his relationships
John Hinckley Jr.'s relationships with women and his difficulties becoming part of a community away from a government mental hospital were spotlighted Thursday during a hearing to discuss whether the man who tried to kill President Ronald Reagan will eventually be allowed to live as an outpatient.
CNN: 140-mph gusts cause damage, outages, delays in California
Powerful winds continued to batter Los Angeles, Las Vegas and other southwestern U.S. locales Thursday - downing trees, delaying flights and leaving hundreds of thousands without power.
INTERNATIONAL:
CNN: Biden honors U.S., Iraqi troops for sacrifices in Iraq
U.S. Vice President Joe Biden paid tribute Thursday to the sacrifices of U.S. and Iraqi troops at a ceremony for service members from both nations.
CNN: U.N. puts death toll at 4,000 in Syria as pressures rise
The Arab League and other world powers boosted pressure on the Bashar al-Assad regime to end its nearly nine-month-long crackdown on demonstrators, a relentless push against mostly peaceful citizen protest that has now claimed at least 4,000 deaths.
CNN: Clinton to continue visit with Myanmar's Nobel Peace laureate
U.S. Secretary of State Hillary Clinton continued her landmark visit in Myanmar on Friday by resuming a meeting with Aung San Suu Kyi, the Nobel Peace Prize winner who intends to run in upcoming parliamentary elections with her newly registered political party.
CNN: Al Qaeda leader claims responsibility for capture of American
Al Qaeda leader Ayman al-Zawahiri has claimed responsibility for the capture in August of a 70-year-old U.S. citizen in Pakistan, according to a number of radical websites known for carrying militants' messages.
BUSINESS:
CNN Money: Blue chips can't keep up the rally
U.S. stocks ended mixed Thursday, after a big rally on Wednesday, as investors were reluctant to push prices higher amid ongoing worries about Europe.
CNN Money: Fannie Mae, banks halt foreclosures for the holidays
Happy holidays struggling homeowners! Fannie Mae, Freddie Mac and several large mortgage lenders have pledged not to foreclose on delinquent borrowers during the Christmas season.
CNN Money: Federal workers targeted ... again
When it comes to extending the payroll tax holiday, somebody's gotta pay. And it looks like federal workers could end up footing the bill.
In Case You Missed It…
CNN's Anderson Cooper investigates suspicions that members of Congress participated in insider trading.
http://cssa.mit.edu/forum/index.php?showuser=45958
http://www.ncv.unsw.edu.au/index.php/member/18835/
http://www.knopm.uw.edu.pl/forum/index.php?action=profile;u=37409
http://www.u.arizona.edu/~phlee/xenonapp/forums5/xenon/profile.php?action=get&id=7208
http://music.unt.edu/pianoresearch/discussion/profile.php?action=get&id=16272
http://sweb.uky.edu/StudentOrgs/Badminton/bbs/profile.php?action=get&id=8681
http://avidbbs.cuc.edu.cn/profile.php?id=1721
http://www.uta.edu/studentorgs/cgsa/forum/profile.php?id=33272
http://ftp.itcs.tsinghua.edu.cn/papakons/teaching/advalgorithmsS11/forum/member.php?action=profile&uid=68662
http://getreal.ous.edu/forum/member.php?action=profile&uid=36957
http://forum.loni.ucla.edu/member.php?u=10198
http://forum.portal.edu.ro/index.php?showuser=386978
http://www.jiexiu.gov.cn/user/profile/20442.page
http://forums.saa.edu/profile.php?id=263561
http://yakko.cs.wmich.edu/~digiband/index.php?section=showuser&subsection=lancemara
http://www.sas.edu.pk/vb/member.php?u=32029
http://www.sti.edu.vn/members/lancemara.html
http://forum.thcsnguyenbinhkhiem.edu.vn/member.php?u=5454
http://rkjsw.sh.gov.cn/user/profile/87172.page
http://portal.aerocivil.gov.co/foro/user/profile/25230.page
http://www.fjit.gov.cn/bbs/user/profile/173385.page
http://school41.edu.ru/smf/index.php?action=profile;u=9962
http://www.scribd.com/doc/75882708/Appliance-Repair-Services
http://www.docstoc.com/docs/108712775/Appliance_Repair_Services
http://www.slideshare.net/henryjohn34/appliance-repair-services
http://member.thinkfree.com/myoffice/show.se?f=d90342b9c507ddcc38f0d41fde4ffb82
http://www.divshare.com/download/16396780-375
http://www.4shared.com/document/0X9KkdQJ/Appliance_Repair_Services.html
https://share.zoho.com/preview/writer/685465000000083014/appliance_repair_services
http://www.box.com/s/e5ms3a5duhvte9n4zqig
http://issuu.com/henryjohn34/docs/appliance_repair_services
http://www.calameo.com/books/0004699018b34a74b13b0
http://www.keepandshare.com/doc/3361132/appliance-repair-services-doc-december-16-2011-10-50-pm-54k
http://www.wepapers.com/Papers/170344/Appliance_Repair_Services
http://www.gigasize.com/get/s485m5vogkd
http://www.doxtop.com/browse/96533712/appliance-repair-services.aspx
http://www.mediafire.com/?ciyw4482dy3atym
http://www.ziddu.com/download/17839907/Appliance_Repair_Services.doc.html
http://dl.dropbox.com/u/36250372/Appliance_Repair_Services.doc
http://speedy.sh/ChBFG/Appliance-Repair-Services.doc
http://mesendfiles.info/files/gnNd1324054830.html
http://www.largedocument.com/4/5d2c0f69/Appliance_Repair_Services.doc
http://uploadingit.com/file/ylcrcv2z7ucstwx7/Appliance_Repair_Services.doc
https://docs.google.com/document/d/1Kb1Go8YnHCzaOfSEaWqAeMYnX8h96pKUORofpujcsvQ/edit
http://www.myplick.com/view/6jNtKqnkbS8/Appliance-Repair-Services
http://www.viewdocsonline.com/document/sgzpdj
http://www.crocko.com/6B8A3E8E69FE448B90DB88104BD7FF9F/Appliance_Repair_Services.doc
No comments:
Post a Comment