Finnish telecom company, Nokia, has announced plans to change its brand identity, complete with a new logo, as part of its business strategy. The development comes as the company focuses on more aggressive growth as a manufacturer of telecom equipment and not just smartphones.
“In most people’s minds, we are still a successful mobile phone brand, but this is not what Nokia is about,” Nokia CEO Pekka Lundmark told Bloomberg. “We want to launch a new brand that is focusing very much on the networks and industrial digitalization, which is a completely different thing from the legacy mobile phones.”
Nokia has seen its ups and downs with the company being sold to Microsoft in 2014, but the deal turned out to be a disaster as the company failed to grow its smartphone business. By 2016, Microsoft lost almost $8 billion on the acquisition and began winding down its smartphone business as it failed to take on Android and iOS.
Nokia was later sold to HMD Global that was founded by former NOKIA employees and the company moved towards Android to compete in the market and quickly became a major player in the smartphone business once again.
Taking to Twitter, Nokia’s CEO, Pekka Lundmark, said, “This is Nokia but not as the world has seen us before. Our new brand signals our ambition to harness the exponential potential of networks, drive digitalization across every industry.”
In a blog post, the CEO said, “The brand was launched today at MWC Barcelona and it is now being rolled out across our sites and assets. The website has a new look and feel already – as you can see – and Nokia sites will begin transforming soon. “
“But this isn’t just about what we look like. It’s about our strength in networking, innovation, collaborative partnerships and technology leadership. It’s about our value propositions in current and prospective markets. And most of all, it’s about our people. ” he added.
In my view Nokia has the best, most talented and inspiring people in the business. Every day I feel privileged to work alongside them. So Nokia’s leadership team and I wanted to create a new brand that worked for them, representing who they are, what they do and why they do it.” he stated.
“Our refreshed brand is an investment in them. This is Nokia … but not as the world has seen us before.” he concluded.
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