What simply occurred? End telecoms big Nokia has introduced that the corporate is rebranding and, for the primary time in nearly six many years, altering its brand. The transfer is a part of a method to disassociate Nokia from smartphones, which it hasn’t made in round ten years.

On the eve of Barcelona’s Cell World Congress, Nokia introduced a brand new company brand that’s made up of 5 totally different shapes to kind the corporate’s identify. The well-known blue-colored lettering of outdated has been changed in favor of a variety of colours that change relying on the use.

Chief Govt Pekka Lundmark informed Reuters, “There was the affiliation to smartphones and these days we’re a enterprise expertise firm.”

Nokia hasn’t made smartphones because the Nokia Lumia 1020 in 2013, the 12 months earlier than Microsoft purchased its cell phone enterprise – and we all know how that turned out. Microsoft offered its Nokia-branded characteristic cellphone enterprise to HMD International in 2016.

The outdated Nokia brand. Is the brand new model higher or worse?

Due to a long-term licensing settlement between the businesses, telephones carrying the Nokia identify manufactured by HMD International have been round since 2017 and are nonetheless being launched in the present day. The Nokia G22, a cellphone designed to be simply repairable due to restore guides and instruments produced alongside iFixit, was announced yesterday. The battery may be swapped out in 5 minutes, and changing the display screen is supposedly doable in about 20 minutes.

“In most individuals’s minds, we’re nonetheless a profitable cell phone model, however this isn’t what Nokia is about,” Lundmark informed Bloomberg. The CEO stated that Nokia needs to launch a brand new model centered on networks and industrial digitalization, “which is totally totally different from the legacy cellphones.”

Nokia hopes to extend its market share relating to serving wi-fi service suppliers with community gear, one thing that must be simpler now that Huawei is prohibited from promoting its 5G networking gear to many international locations. However Nokia’s fundamental focus shall be promoting gear to personal corporations, an space that made up 8% of its income final 12 months, or round 2 billion euros (roughly $2.11 billion). Lundmark stated Nokia’s intention is to take that determine into double digits as shortly as doable.


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