book. In April 2010 when we originally researched this topic Nokia had recently introduced their C Series phones targeted at emerging markets such as Indonesia. The product offering was coupled with Nokia's OVI store. OVI, Finnish for open door, who says the Finns don't have a sense of humour, was and at the time of writing still is intended to be Nokia's answer to the Apple applications offer that as of summer 2011 developed into the Apple iCloud. The OVI-compatible product range includes low-cost phones with quadband GSM, Bluetooth and WiFi connectivity. It is therefore economically relevant to emerging markets. In June 2011 a similar announcement was made that Series 40 products (market entry level) would support OVI. Note that locally relevant also means supporting local dialects, for exam- ple at least 26 dialects in India and 23 in Europe. Local economic relevance can also include applications such as Groupon integrated into a location-aware smart-phone application. 8 20.5 A Locally Socially Relevant Cloud? Thus, while the pundits have been generally dismissive of Nokia's applications offer and while there may be a perception of the offer being subscale in the US and some European markets it should also be noted that this may be part of an ongoing strategy that has seen the Ovi store9 pulling ahead of Apple in emerging markets partly as a result of established distribution, partly 6 R Swaminathan of Reliance Communications presenting at Future of Wireless International Conference in Cambridge, 27 June 2011. 7 http://www.apple.com/icloud/ 8 http://www.groupon.co.uk/. 9 http://www.ovi.com/services/ Making Telecoms Work by having a wide range of low-cost and relatively simple access products and partly by adding applications to the store that are socially relevant to the local market. This may reflect a growing recognition that the future of our industry is no longer being shaped by European or US consumer needs. The vendors best placed to take advantage of this shift may be most advantaged. A hint of this can