Nokia rebrands, in search of to lift its enterprise profile

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Nokia refreshes its branding, emphasizing collaboration

BARCELONA—Probably the most venerable telecom manufacturers is remaking itself. Nokia unveiled a brand new emblem that its executives say is a part of its technique to develop its enterprise buyer base.

“A major a part of the world sees us as a client model,” Nokia President and CEO Pekka Lundmark defined at a press occasion on Sunday afternoon, simply earlier than the beginning of Cell World Congress 2023. As the corporate enters what Chief Technique and Know-how Officer Nishant Batra known as “the brand new age of digitalization,” Nokia laid out each the brand new search for the model and its technique to maneuver forward.

That included six pillars on which Nokia is constructing its enterprise: To develop its service supplier networks enterprise sooner than the 1% per-year progress anticipated for the general market; broaden its share of the enterprise market, which is rising at a far sooner charge; to actively handle its portfolio in order that it’s a chief within the segments the place it chooses to compete; to proceed bolstering its mental property place and put money into the long-term, together with in future 6G applied sciences; to construct new enterprise fashions targeted on “excessive consumability,” as Lundmark put it; and to make its ESG work right into a aggressive benefit.

Nokia is already seeing success within the enterprise networks area, Lundmark stated, noting the lots of of personal networks that it has already delivered. “The numbers that we now have delivered are beginning to communicate for themselves,” he stated. “We had 21% progress in enterprise final yr, and it really accelerated towards the top of the yr. It was 49% within the fourth quarter. … It’s about know-how funding, making the product appropriate for enterprise use, bringing issues like core-as-a-service [and making them] extraordinarily straightforward and easy to make use of,” Lundmark continued. “However it’s not solely about know-how, it’s additionally about go-to-market. And crucial factor there’s the companion community that we’re constructing. We’ve got, already, round 140 go-to-market companions for … wide-area personal wi-fi networks and about 180 for campus environments. That is actually important, as a result of there’s hundreds of thousands and hundreds of thousands of those campuses on the market. So that is how we are going to scale.”

Lundmark added that whereas it’s nonetheless early days, “the actually promising factor is that we’re beginning to see traction from many of those companions.” He famous that on Tuesday of Cell World Congress Barcelona, he might be sharing a stage with Kyndryl; the 2 firms introduced a newly prolonged three-year partnership earlier this month targeted on co-development for personal LTE and 5G networks and Trade 4.0.

Nokia, Lundmark stated, is a really well-known model across the world, “however it is rather a lot nonetheless acknowledged as a client model. We needed to reposition ourselves as a B2B know-how model as a result of operators know us nicely. However this huge world of enterprises, the 50 million industrial campuses, they have no idea who we’re.” The brand new Nokia emblem — made up of sharp, stylized letters which can be solely recognizable as “Nokia” when they’re positioned collectively, to emphasise collaboration — is among the enablers that Nokia hopes will assist it proceed to make inroads with enterprise prospects.