Nokia's Rebranding: A Potential Indicator of Its Revival?
Written on
Nokia's journey in the mobile industry has been nothing short of remarkable. From 1997 to 2012, it reigned supreme as the leading figure in mobile technology. Once the world's foremost phone manufacturer, Nokia launched numerous products annually, dominating the market with over 50% global share at its peak.
Nokia's Background
Interestingly, Nokia's origins trace back to industries far removed from mobile phones. Initially, it was involved in producing radios and rubber boots. The company's roots encompassed forestry, cable production, rubber manufacturing, and electronics, as detailed on its Wikipedia page.
Transition to Mobile Phones
By the early 1990s, Nokia faced significant challenges after losing a portion of its computer business and experiencing profit declines due to the loss of key clients following the Soviet Union's collapse. This prompted a strategic shift toward mobile technology, a decision that quickly proved to be profitable. Within five years, Nokia built a billion-dollar enterprise.
In 1998, Nokia surpassed Motorola, the previous leader in mobile communications, maintaining its dominance until 2012, when Samsung took the lead. The advent of the iPhone and Android marked the beginning of a gradual decline for Nokia.
Innovative Ventures
In 2002, Nokia introduced the ambitious N-Gage, intended to merge mobile phones with gaming consoles. Featuring popular games like Colin McRae Rally, Tomb Raider, and Fifa, the device aimed to revolutionize mobile gaming. Unfortunately, it fell short, selling only 2 million units compared to the Nintendo Game Boy Advance's 81 million.
In 2005, Nokia launched the Linux-based Nokia 770 internet tablet and initiated trials for a mobile TV service in Finland and the UK. That same year, the N90 gained considerable attention as a premium device featuring a dual-screen design, a state-of-the-art 2MP camera, and impressive storage capabilities.
The Peak Era
Nokia's technological advancements were audacious and creative, setting standards that remain relevant today. In 2023, many new products continue to strive for the innovative benchmarks set by Nokia over 15 years ago.
With a diverse product range catering to various price points, Nokia once dominated the market. However, several poor decisions severely impacted its future, including concepts like foldable displays and transparent electronics, which were ahead of their time but not commercially feasible due to material limitations.
The visionary ideas proposed by Nokia significantly influenced the industry, steering research toward new technologies.
Decline of the Mobile Division
By 2010, Nokia employed over 130,000 individuals, but by 2012, layoffs began, culminating in a loss of 30,000 jobs that year and another 40,000 the following year when Microsoft acquired Nokia's mobile division.
Several factors contributed to Nokia's decline as a leading mobile company, relegating it to a modest fifth place in the industry. Reluctance to abandon the Symbian operating system, a partnership with Microsoft that delayed innovation, and neglecting the Android market were all critical mistakes. While I have a fondness for Symbian, its legacy undoubtedly influenced the development of Android.
Concerns over a financial crisis after teaming up with Microsoft may have prompted the acquisition. Additionally, some employees cited bureaucratic inefficiencies as impediments to innovation at Nokia.
Legal Battles and Intellectual Property
Nokia invests heavily in research and takes patent protection seriously, with recent litigation against OPPO for unauthorized use of 4G and 5G technologies. According to Nokia's blog, OPPO has benefited from Nokia's innovations without adequate compensation.
Pekka Lundmark, Nokia's President and CEO, noted in the 2022 Q4 report:
> “We remain in two litigation/renewal discussions. Several court rulings have validated our position, giving us confidence in our approach to prioritize the value of our portfolio over achieving specific timelines.”
The blog also states:
> "OPPO enjoys huge benefits from the open standards that Nokia has helped develop through our research and innovation."
Nokia has invested over €130 billion in R&D since 2000, including more than €4 billion in the last year alone. The ongoing litigation signifies Nokia's strong position in the mobile and network technology markets.
Notably, Nokia recently resolved a patent dispute with Lenovo concerning video compression technology, resulting in a mutually beneficial multi-year contract.
Current Status of Nokia
Despite the decline of its phone business, Nokia continues to thrive. In the last quarter of 2022, it reported over €7.4 billion in net sales, projecting more than €24 billion for the current year, indicating a robust financial standing.
Nokia is focusing on network infrastructure, mobile networks, and cloud services. The mobile division is gradually re-entering the market with lower-tier devices, paving the way for future investments. While a full comeback in the mobile sector isn't imminent, the company hasn't lost sight of what made it a leading brand.
Nokia's emphasis on connectivity and network infrastructure has proven beneficial, sparking hopes among fans for new devices reminiscent of its mid-2000s innovations.
Footnotes:
This article does not contain any sponsored content. Historical information and data are sourced from Nokia’s official page and its Wikipedia entry. The author’s opinions are personal and are not intended to malign any entities mentioned. Company names may be trademarked, and all rights are reserved to their respective owners.
If you've read this far, you are awesome! ? Follow me for more original content.
Support my work by becoming a Medium Premium Member and gain unlimited access to stories like this.