Nokia redesigns logo to make people stop thinking it makes phones

Finnish 5G tools maker Nokia Oyj has redesigned its emblem to cease folks from associating it with cell phones — a enterprise it left virtually a decade in the past. 

The model revamp, introduced on Sunday, comes alongside a set of latest strategic pillars supposed to allow quicker progress because the world more and more adopts fifth-generation cell applied sciences.

“In most individuals’s minds, we’re nonetheless a profitable cell phone model, however this isn’t what Nokia is about,” Chief Government Workplace Pekka Lundmark mentioned in an interview forward of the Cell World Congress in Barcelona on Sunday. “We wish 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 cell phones.”

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

Lundmark additionally mentioned that Nokia will deal with including market share within the firm’s enterprise serving wi-fi service suppliers with community tools. 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 lot of European governments blocked the corporate from promoting components for 5G networks.

Nokia additionally needs to ramp up progress in its enterprise promoting personal 5G networks to firms. 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 means of natural progress and smaller acquisitions, the CEO mentioned.

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

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

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

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