Forecasting colours for Nokia
The mobile phone industry is becoming fashion-like, facing ever shorter life cycles and more options for consumers (colour, size, memory) to choose from. The Nokia Lumia range features a variety of colours. This brings new challenges for demand planning: next to quantity (volume) also the distribution over the colours (mix) needs to be estimated. Experience with vibrant colours for high-end-smart phones is not existing in the industry. The market is dominated by black, grey and and white devices.
EyeOn supports Nokia in forecasting demand for different colours for their Lumia range in the German market. Various data sources are combined with solid statistics to make a reliable forecast on the demand for the different colours options for new Lumia smart phones.