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

The brand new brand contains 5 completely different shapes forming the phrase NOKIA. The long-lasting blue shade of the previous brand has been dropped for a variety of colours relying on the use.

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

He was talking forward of a enterprise replace by the corporate on the eve of the annual Cell 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 mentioned the second stage is starting.

Whereas Nokia nonetheless goals to develop its service supplier enterprise, the place it sells tools to telecom corporations, its major 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 mentioned. “We need to take that to double digits as shortly as doable.”

Main know-how companies have been partnering with telecom gear makers equivalent to Nokia to promote non-public 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 alternate options, together with divestment.

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

Nokia’s transfer towards manufacturing facility automation and information facilities can even see them locking horns with massive tech corporations, equivalent to Microsoft and Amazon.

“There shall be a number of several types of circumstances, generally they are going to be our companions … generally they are often our prospects… and I’m positive that there can even be conditions the place they are going to be opponents.”

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

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