Business Shift Highlighted in Nokia's Rebranding

The brand refresh launched on Sunday was Nokia's first step in shifting from its traditional consumer image to one that offers businesses a service-oriented approach.

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With the rapid growth of digital technology within industry, the Finnish company has expressed its intention to continue growing its share of the telecom market, and will now double down on expanding its share of technology sales to businesses as a result of the growth of digital technology.

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As Nokia Chief Executive Pekka Lundmark explained at the Mobile World Congress held in Barcelona at the start of March, there is still a significant part of the world that views us as a consumer brand in spite of understandable historical reasons. Nokia must change that perception and focus on the Nokia of today instead," Lundmark said.

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A new logo is being introduced to the company, in order to reflect Nokia's current image as a provider of IT services for small and medium scale businesses, as well as to help it gain enterprise customers, Mr. Lundmark added.

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"A new era has dawned in which we must take over the space we already lead in, and redefine the expectations of our company's customers and partners as a leader in B2B technology innovation and digital transformation, realizing the potential of digital in all areas," he said.