An online extension of your mobile phone, Club Nokia is a personalizable customer service and product promotion site for Nokia mobile phone owners. The final concept is to offer a global chain of local sites providing Nokia customers with special offers and customer services in their language, and accessible via the web and mobile Internet. Once members have registered their phone model they can access information and services that are relevant, useful and fun. Owners of older phone models can view demonstrations of new features and services to encourage upgrade purchases. Loyalty is rewarded with concrete benefits such as exclusive offers. Club Nokia is developing into Nokia's primary channel for B2C online business, and demonstrates Nokias expansion from phone hardware to state-of-the-art digital services and applications for mobile phone owners - tranforming the phone into a personal tool that each user can build to suit his/her personal taste.