{"id":360,"date":"2023-02-28T06:07:02","date_gmt":"2023-02-28T06:07:02","guid":{"rendered":"https:\/\/saasaro.com\/?p=360"},"modified":"2023-06-06T10:05:44","modified_gmt":"2023-06-06T10:05:44","slug":"why-nokia-changes-iconic-logo-to-signal-strategy-shift","status":"publish","type":"post","link":"https:\/\/saasaro.com\/blog\/why-nokia-changes-iconic-logo-to-signal-strategy-shift\/","title":{"rendered":"Why Nokia changes iconic logo to signal strategy shift"},"content":{"rendered":"\n
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Nokia announced plans on Sunday to change its brand identity for the first time in nearly 60 years, complete with a new logo, as the telecom equipment maker focuses on aggressive growth.<\/p>\n\n\n\n

The new logo comprises five different shapes forming the word NOKIA. The iconic blue color of the old logo has been dropped for a range of colours depending on the use.<\/p>\n\n\n\n

\u201cThere was the association to smartphones and nowadays we are a business technology company,\u201d Chief Executive Pekka Lundmark told Reuters in an interview.<\/p>\n\n\n\n

He was speaking ahead of a business update by the company on the eve of the annual Mobile World Congress (MWC) which opens in Barcelona on Monday and runs until March 2.<\/p>\n\n\n\n

After taking over the top job at the struggling Finnish company in 2020, Lundmark set out a strategy with three stages: reset, accelerate and scale. With the reset stage now complete, Lundmark said the second stage is beginning.<\/p>\n\n\n\n

\n

Welcome to the Nokia<\/a> MWC Barcelona 2023 Business Update. Ready to experience exponential potential? This is Nokia, but not as you\u2019ve seen us before. Join us live today February 26, 2023 at 2 pm CET. #MWC23<\/a> https:\/\/t.co\/mYcUHAEXkw<\/a>
\u2014 Nokia #MWC23 (@nokia) February 26, 2023<\/a><\/h2>\n\n\n\n

<\/p>\n\n\n\n

While Nokia still aims to grow its service provider business, where it sells equipment to telecom companies, its main focus is now to sell gear to other businesses.<\/p>\n<\/div>\n\n\n\n

\u201cWe had very good 21% growth last year in enterprise, which is currently about 8% of our sales, (or) 2 billion euros ($2.11 billion) roughly,\u201d Lundmark said. \u201cWe want to take that to double digits as quickly as possible.\u201d<\/p>\n\n\n\n

Major technology firms have been partnering with telecom gear makers such as Nokia to sell private 5G networks and gears for automated factories to customers, mostly in the manufacturing sector.<\/p>\n\n\n\n

Nokia plans to review the growth path of its different businesses and consider alternatives, including divestment.<\/p>\n\n\n\n

\u201cThe signal is very clear. We only want to be in businesses where we can see global leadership,\u201d Lundmark said.<\/p>\n\n\n\n

Nokia\u2019s move toward factory automation and datacentres will also see them locking horns with big tech companies, such as Micosoft and Amazon.<\/p>\n\n\n\n

\u201cThere will be multiple different types of cases, sometimes they will be our partners \u2026 sometimes they can be our customers\u2026 and I am sure that there will also be situations where they will be competitors.\u201d<\/p>\n\n\n\n

The market to sell telecom gear is under pressure with macro environment denting demand from high-margin markets such as North America, being replaced by growth in low-margin India, pushing rival Ericsson to lay off 8,500 employees.<\/p>\n\n\n\n

\u201cIndia is our fastest growing market that has lower margins \u2013 this is a structural change,\u201d Lundmark said, adding that Nokia expects North America to be stronger in the second half of the year.<\/p>\n","protected":false},"excerpt":{"rendered":"

Nokia announced plans on Sunday to change its brand identity for the first time in nearly 60 years, complete with a new logo, as the telecom equipment maker focuses on aggressive growth. The new logo comprises five different shapes forming the word NOKIA. 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