Nokia MOSH Social Network
The Situation
Short for “mobilize and share,” MOSH was akin to a Nokia Labs experiment in mobile content sharing. MOSH allowed mobile phone users to freely share content, user-generated and professionally developed alike—any time, anywhere, regardless of carrier or device. By creating a great sharing experience for its users, Nokia MOSH achieved major success for its brand: more than 137 million downloads since launch. That’s 137 million accepted invitations, from all corners of the globe, to get familiar with the Nokia brand.
The Impact
Nokia’s MOSH initiative opened Nokia to content distribution in an unprecedented way for the handset manufacturer, organizing around a new business model based on providing internet services. MOSH originated as an innovative way to increase Nokia handset sales, but wound up creating an entirely new market for the company. Taking the successes of this ‘labs’ project, Nokia decided to migrate much of the functionality and the entire MOSH community to its new Ovi app store.