find a cost of ownership structure that matches their disposable income more important than the total amount of money that has to be paid at the end of the cycle. Consequently, Nokia Life was aiming for a rupee a day kind of service. The price differentiated per country, but was always between $0.50 and $1.00 per month. The former CEO explains the degree of affordability of Nokia Life: "One rupee will not even get you a cigarette, so people should value the service more than a cigarette". Partnerships Nokia Life included partners in their business model to complement each other in order to serve a common goal. It built a platform that could reach specific segments while other parties were also looking to reach this segment with certain content. Nokia Life's need for content and the partner's need for a platform were combined. In return those partners were willing to bear costs in the form of sponsorships and to provide free content and resources. Partnerships included some services that were free to the end consumer and paid for by the partner (advertiser). Here the partner paid for a sequential engagement with the Nokia Life user. This sequential engagement unit (SEU) was offered to partners to help drive behavioral and attitudinal changes. These SEU's helped build the context and reinforce the messaging by targeted communication with the users over a specified time duration. The most critical partnerships involved content providers for free content (e.g. governmental organizations, NGOs, universities, content agencies), and Nokia and operators as distribution partners. The service provider included at first partners that were used to get the content and offering in place, and secondly go-to-market partners (operators) were included. References External links Nokia's announcement of Nokia Life Tools Nokia services Symbian software