<s>
Nokia	B-Language
Life	I-Language
,	O
earlier	O
Ovi	B-Language
Life	I-Language
Tools	I-Language
and	O
Nokia	B-Language
Life	I-Language
Tools	I-Language
,	O
was	O
an	O
SMS	B-Device
based	O
,	O
subscription	O
information	O
service	O
designed	O
for	O
the	O
"	O
Next	O
Billion	O
Users	O
"	O
in	O
emerging	O
markets	O
,	O
and	O
offers	O
a	O
wide	O
range	O
of	O
information	O
services	O
covering	O
healthcare	O
,	O
agriculture	O
,	O
education	O
and	O
entertainment	O
.	O
</s>
<s>
In	O
2013	O
Nokia	B-Language
Life	I-Language
was	O
eliminated	O
due	O
to	O
Nokia	O
's	O
switch	O
in	O
focus	O
and	O
the	O
arise	O
of	O
Internet-based	O
information	O
services	O
in	O
those	O
markets	O
.	O
</s>
<s>
Around	O
125	O
million	O
people	O
have	O
experienced	O
Nokia	B-Language
Life	I-Language
services	O
in	O
these	O
five	O
countries	O
.	O
</s>
<s>
Nokia	B-Language
Life	I-Language
was	O
launched	O
as	O
Mera	O
Nokia	O
,	O
in	O
the	O
state	O
of	O
Maharashtra	O
in	O
India	O
in	O
early	O
2009	O
.	O
</s>
<s>
After	O
the	O
successful	O
pilot	O
,	O
a	O
wider	O
commercial	O
deployment	O
of	O
the	O
service	O
under	O
the	O
name	O
Nokia	B-Language
Life	I-Language
Tools	I-Language
began	O
in	O
India	O
in	O
June	O
2009	O
.	O
</s>
<s>
Nokia	B-Language
Life	I-Language
was	O
able	O
to	O
use	O
the	O
existing	O
distribution	O
network	O
of	O
Nokia	O
by	O
pre-installing	O
it	O
on	O
Nokia	O
devices	O
.	O
</s>
<s>
Nokia	B-Language
Life	I-Language
was	O
precursor	O
of	O
the	O
customer-centric	O
approach	O
.	O
</s>
<s>
The	O
customer-centric	O
approach	O
contributed	O
to	O
achieving	O
affordability	O
by	O
ensuring	O
that	O
Nokia	B-Language
Life	I-Language
invested	O
time	O
and	O
money	O
in	O
activities	O
and	O
elements	O
that	O
were	O
most	O
relevant	O
for	O
the	O
targeted	O
customer	O
segments	O
.	O
</s>
<s>
Therefore	O
,	O
Nokia	B-Language
Life	I-Language
operated	O
on	O
a	O
local	O
level	O
with	O
locally-insights	O
driven	O
teams	O
.	O
</s>
<s>
The	O
unit	O
was	O
headed	O
by	O
Jawahar	O
Kanjilal	O
,	O
Global	O
Head	O
for	O
Nokia	B-Language
Life	I-Language
.	O
</s>
<s>
Basically	O
,	O
Nokia	B-Language
Life	I-Language
helped	O
people	O
to	O
make	O
decisions	O
at	O
one	O
specific	O
moment	O
in	O
time	O
.	O
</s>
<s>
The	O
proposition	O
from	O
Nokia	B-Language
Life	I-Language
was	O
built	O
around	O
how	O
it	O
could	O
improve	O
people	O
's	O
live	O
and	O
livelihoods	O
.	O
</s>
<s>
Consequently	O
,	O
Nokia	B-Language
Life	I-Language
was	O
aiming	O
for	O
a	O
rupee	O
a	O
day	O
kind	O
of	O
service	O
.	O
</s>
<s>
The	O
former	O
CEO	O
explains	O
the	O
degree	O
of	O
affordability	O
of	O
Nokia	B-Language
Life	I-Language
:	O
"	O
One	O
rupee	O
will	O
not	O
even	O
get	O
you	O
a	O
cigarette	O
,	O
so	O
people	O
should	O
value	O
the	O
service	O
more	O
than	O
a	O
cigarette	O
"	O
.	O
</s>
<s>
Nokia	B-Language
Life	I-Language
included	O
partners	O
in	O
their	O
business	O
model	O
to	O
complement	O
each	O
other	O
in	O
order	O
to	O
serve	O
a	O
common	O
goal	O
.	O
</s>
<s>
It	O
built	O
a	O
platform	B-Device
that	O
could	O
reach	O
specific	O
segments	O
while	O
other	O
parties	O
were	O
also	O
looking	O
to	O
reach	O
this	O
segment	O
with	O
certain	O
content	O
.	O
</s>
<s>
Nokia	B-Language
Life	I-Language
's	O
need	O
for	O
content	O
and	O
the	O
partner	O
's	O
need	O
for	O
a	O
platform	B-Device
were	O
combined	O
.	O
</s>
<s>
Here	O
the	O
partner	O
paid	O
for	O
a	O
sequential	O
engagement	O
with	O
the	O
Nokia	B-Language
Life	I-Language
user	O
.	O
</s>
