ground-up based on the insights that local teams were gathering about each specific market in order to overcome the paradox of distance by adjusting the product or service to the local needs in order to increase the fit with the customer segment. The unit was headed by Jawahar Kanjilal, Global Head for Nokia Life. The languages were also adjusted to local preferences. For example, the services in India supported 11 local languages. (Hindi, Marathi, Gujarati, Tamil, Bengali, Telugu, Punjabi, Kannada, Malayalam, Assamese and Oriya). Value Proposition Basically, Nokia Life helped people to make decisions at one specific moment in time. Therefore, it had to make sure that it created value by providing the right content for that decision, and delivering the value at that specific moment in time. For example, the agricultural part of the service consists of localized information including weather conditions, advice about crop cycles, general tips and techniques, as well as market prices for crops. Farmers in the pilot scheme said getting daily prices on their phones reduced their dependency on agents for basic information, enabling them to negotiate with greater confidence. The relevance of the service is described in an anecdote from the former Strategic Manager: "One of our customers was a farmer who had a son that drove all day around on his bicycle to visit markets and determine the market prices. At the end of the day, when the farmer was loading his crops, the son gave this information to his father so that he knew what price he could ask for his crop". The proposition from Nokia Life was built around how it could improve people's live and livelihoods. Furthermore, the educational tools provide simple English and general knowledge courses in local languages, as well as study modules in a variety of state and ICSE board topics, including history, geography, biology, physics and chemistry. In India, it also includes a service that allows students to retrieve their exam results through their NLT app. The healthcare services offers pregnancy and childcare advice, men's health, and women's health in all countries. There is also a range of health topics like respiratory, heart, diabetes, hepatitis and digestive health which are specific to some countries. Finally, the entertainment services suite offering varies regionally and includes among others cricket & football scores, news, wallpapers, astrology, and ringtones. 'A rupee a day kind of service' People at the BoP