nokia stories - sea change
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Nokia - SEA CHANGE PAGE 1
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Engineer: We’d had a great summer break. We were relaxed and ready to push the button on the biggest programme in Nokia’s history – implementing the DCT3 engine.
Engineer: But the moment we walked back into the office, we knew something had changed.
Exec: We weren’t trying to be difficult, we were trying to enjoy our sailing holiday!
Open on an Engineer looking at a big button.
Cut to close up as he scratches his head and looks worried.
Cut to a wide shot of a boat sailing in the moonlight.
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Nokia - SEA CHANGE PAGE 2
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Exec: But each night, the other execs and I found ourselves talking more and more about the new, small Japanese products that had started to appear in the marketplace.
Cut to the interior of the boat. Execs have a large bubble above their head. Tiny phones are popping into this.
Cut to a shot of an engineer with a big phone. He looks at it and then at the clocks in the background.
Cut to the interior of the boat. Close up of two Execs. They look worrriedly at each other and the clock.
Engineer: We’d spent the last year working our hearts out developing products based on 5V technology to meet lower cost and component targets. Yes, they were a little bulky, but the launch was only months away.
Exec: The more we thought about it, we knew we had to challenge ourselves. We had to make dramatic change. We had to put the consumer first.
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Nokia - SEA CHANGE PAGE 3
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Exec: We dropped anchor and called a crisis meeting.
Exec: We looked at each other around the table. Those niggles weren’t going to go away.
Cut to exterior of the boat. An anchor is thrown overboard.
Cut to interior of the boat. Execs look at each other as the clock spins.
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Nokia - TITLE PAGE 4
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Engineer: We always knew that the best target was the best value for the end user – choosing 3V instead of 5 meant products would be smaller, but the technology was completely untested. We had no proof GSM could work with 3V.
Exec: We had to change everything – except the deadline. We knew it was going to be difficult getting everyone behind the new plan.
Engineer: Moving to 3V meant going back to the drawing board for everything. DCT3 included development of the Nokia 6110, Nokia 5110 and a range of similar products to GSM 1800, 1900, TDMA, CDMA and PDC protocols. Hectic is an understatement. We needed to move quickly and work closely with our global team.
Cut to shot of the Engineer looking at a battery through a magnifying glass.
Cut to a wide shot of a huge plan in a landscape of spinning clocks.
An Engineer walks quickly through frame. the camera follows her.
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Nokia - SEA CHANGE PAGE 5
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Exec: We held monthly meetings in Helsinki and people around the world volunteered to attend. I think things really started to shift when research showed that 3V would work with GSM and that the resulting product would also be better for the end user.
Engineer: It wasn’t easy – but we did it. Sales were double our original plans, many products became global leaders.
Engineer: The Nokia 6110 won every product test it took part in. It became a GSM icon, just like the Nokia 2110.
The Camera pans across people working and talking.
The Camera stops as an Engineer holds up a drawing of the final phone.
Cross dissolve through to the actual phone standing on the winners podium.
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Exec: It wasn’t easy, we had to push ourselves to find the right solution for the consumer - once we’d made that decision, every single one of us had to make it happen.
Nokia - SEA CHANGE PAGE 6
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Pan down from the Phone to the team of Execs and Engineers.
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