Nokia redesigns logo to make people stop thinking it makes phones

Finnish 5G gear maker Nokia Oyj has redesigned its emblem to cease folks from associating it with cellphones — a enterprise it left nearly a decade in the past. 

The model revamp, introduced on Sunday, comes alongside a set of recent strategic pillars meant to allow sooner progress because the world more and more adopts fifth-generation cellular applied sciences.

“In most individuals’s minds, we’re nonetheless a profitable cell phone model, however this isn’t what Nokia is about,” Chief Govt Workplace Pekka Lundmark mentioned in an interview forward of the Cellular World Congress in Barcelona on Sunday. “We need to launch a brand new model that’s focusing very a lot on the networks and industrial digitalization, which is a very completely different factor from the legacy cellphones.”

Nokia-branded telephones are nonetheless offered by HMD World Oy. HMD obtained the license after Microsoft Corp., which purchased the enterprise in 2014, stopped utilizing the title. 

Lundmark additionally mentioned that Nokia will give attention to including market share within the firm’s enterprise serving wi-fi service suppliers with community gear. Nokia now has “the ammunition and the instruments” to take market share with out sacrificing margins, he mentioned. That’s been helped by restrictions on Chinese language rival, Huawei Applied sciences Co., after quite a few European governments blocked the corporate from promoting elements for 5G networks.

Nokia additionally desires to ramp up progress in its enterprise promoting personal 5G networks to corporations. The enterprise enterprise reached an 8% share of Nokia’s prime line final 12 months, and the following goal is to push the enterprise “to double-digit” territory, primarily by natural progress and smaller acquisitions, the CEO mentioned.

Nonetheless, Nokia dominated out taking the highway of its principal competitor Ericsson AB, whose $6.2 billion acquisition of Vonage Holdings Corp. was sparked by an analogous intention to develop on the enterprise aspect.

Nokia just lately regained an investment-grade BBB- ranking from S&P World Rankings, ending its greater than decade-long slog in junk territory. Nonetheless, Lundmark sees extra work to do, notably on the corporate’s working margins. 

“We’re not completely happy but with the place we’re,” he mentioned. 

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