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JUN 23

An Unlikely Promoter Drives Nokia’s Push in Hollywood

New York Times, June 23, 2008 — Tero Ojanpera is an unlikely media entrepreneur. Mr. Ojanpera, a veteran Nokia executive, is not a fan of “American Idol,” although he says he enjoys it from time to time. And when he tried to watch a recent episode of “Hannah Montana,” one of his sons switched the channel.

But four years ago, Mr. Ojanpera and his colleagues in the research center had an epiphany: that entertainment was crucial to the future of Nokia, the Finnish mobile phone maker.

Categories: Innovation, New Media Marketing
Tags: Nokia, CGM - Consumer Generated Media, Mobile, Transformation

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