The brand new emblem contains 5 completely different shapes forming the phrase NOKIA

Barcelona:

Nokia introduced plans on Sunday to vary its model id for the primary time in practically 60 years, full with a brand new emblem, because the telecom gear maker focuses on aggressive progress.

The brand new emblem contains 5 completely different shapes forming the phrase NOKIA. The enduring blue colour of the outdated emblem has been dropped for a variety of colors relying on the use.

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

He was talking forward of a enterprise replace by the corporate on the eve of the annual Cellular World Congress (MWC) which opens in Barcelona on Monday and runs till March 2.

After taking excessive job on the struggling Finnish firm in 2020, Lundmark set out a technique with three phases: reset, speed up and scale. With the reset stage now full, Lundmark stated the second stage is starting.

Whereas Nokia nonetheless goals to develop its service supplier enterprise, the place it sells gear to telecom corporations, its most important focus is now to promote gear to different companies.

“We had excellent 21% progress final yr in enterprise, which is at present about 8% of our gross sales, (or) 2 billion euros ($2.11 billion) roughly,” Lundmark stated. “We wish to take that to double digits as rapidly as potential.”

Main expertise companies have been partnering with telecom gear makers comparable to Nokia to promote personal 5G networks and gears for automated factories to prospects, principally within the manufacturing sector.

Nokia plans to overview the expansion path of its completely different companies and contemplate options, together with divestment.

“The sign could be very clear. We solely wish to be in companies the place we will see international management,” Lundmark stated.

Nokia’s transfer towards manufacturing facility automation and datacentres may even see them locking horns with huge tech corporations, comparable to Microsoft and Amazon.

“There will probably be a number of several types of instances, typically they are going to be our companions … typically they are often our prospects… and I’m certain that there may even be conditions the place they are going to be opponents.”

The market to promote telecom gear is beneath stress with macro atmosphere denting demand from high-margin markets comparable to North America, being changed by progress in low-margin India, pushing rival Ericsson to put off 8,500 staff.

“India is our quickest rising market that has decrease margins – this can be a structural change,” Lundmark stated, including that Nokia expects North America to be stronger within the second half of the yr.

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