Nokia wants to be much more than a mobile phone manufacturer. Coinciding with the celebration of the Mobile World Congress in Barcelona, the company has presented a change of image of the brand, which seeks to be associated with its digitization businesses for companies and its capacity for innovation.
“Today we share our updated business and technology strategy, focused on unlocking the exponential potential of networking, pioneering a future where network meets cloud. To signal this ambition, we are rebranding to reflect who we are today: a leader in B2B technology innovation. This is Nokia, but not as the world has seen us before,” Nokia Chairman and CEO Pekka Lundmark said in a statement.
The technology ensures that the new logo “is emblematic of an energetic, dynamic and modern Nokia, which demonstrates its values and its purpose”. It has been designed as a symbol of collaboration, which it “considers essential to realizing the exponential potential of networks: unlocking gains in sustainability, productivity and accessibility.”
Nokia wants to end the idea that they only make mobile phones, but the truth is that it has not continued with this task for a long time, at least directly. The brand’s phones are not manufactured by the company, but by another independent company, HMD, while the Finnish company’s main business lies in its role as a provider of components and solutions for mobile networks.
The company has also presented an update to its strategy to gain market share that includes capturing new opportunities beyond the mobile sector to monetize the company’s intellectual property and continue investing in development and innovation. “We see a future where networks go beyond connecting people and things. They are adaptable, autonomous and consumable. They are networks that feel, think and act and maximize the opportunity of digitization”, anticipates Lundmark.
Its new strategy will be based on six pillars: increasing market share with service providers; expand the quota in companies; continue to actively manage your portfolio to ensure the path to a leadership position; seize opportunities in sectors beyond mobile devices; implement new business models, such as as-a-Service; and develop ESG as a competitive advantage and become the “trusted provider of choice” in the industry.
Nokia is not unaware of the irruption of the metaverse, and the role that social networks will play in the construction of the new virtual reality. “As the world evolves to become more and more dependent on connectivity, the network will become the underlying fabric of all things digital, where network performance and consumability will be equally important and important. The qualities of traditional networks must be integrated with the flexibility and scalability of the cloud”, the company says. This adaptation will be done through Nokia Bell Labs.