芬蘭5G設(shè)備廠商諾基亞(Nokia Oyj)重新設(shè)計(jì)了其品牌標(biāo)識(shí),以免人們繼續(xù)將其形象與手機(jī)掛鉤。諾基亞早在約十年前就已經(jīng)放棄了手機(jī)業(yè)務(wù)。
諾基亞除了在2月26日發(fā)布新品牌標(biāo)識(shí)以外,還公布了在第五代移動(dòng)技術(shù)日益普及的今天,推動(dòng)業(yè)務(wù)快速發(fā)展的一系列新重點(diǎn)戰(zhàn)略。
2月26日,在西班牙巴塞羅那世界移動(dòng)通信大會(huì)(Mobile World Congress )召開之前,諾基亞的首席執(zhí)行官佩卡·隆德馬克在接受采訪時(shí)說:“大多數(shù)人認(rèn)為我們依舊是一家成功的手機(jī)品牌,但這不是諾基亞。我們希望發(fā)布一個(gè)高度專注于網(wǎng)絡(luò)和工業(yè)數(shù)字化的新品牌,這與傳統(tǒng)手機(jī)業(yè)務(wù)截然不同?!?/p>
諾基亞品牌的手機(jī)依舊由HMD Global Oy出售。2014年,微軟(Microsoft Corp.)收購了諾基亞手機(jī)業(yè)務(wù)后,停止使用諾基亞品牌名稱,之后HMD獲得了出售諾基亞手機(jī)的許可。
隆德馬克還指出,諾基亞將努力發(fā)展為無線服務(wù)提供商供應(yīng)網(wǎng)絡(luò)設(shè)備的業(yè)務(wù),擴(kuò)大市場(chǎng)份額。他表示,諾基亞目前具備在不犧牲利潤率的情況下擴(kuò)大市場(chǎng)份額的“實(shí)力和工具”。
諾基亞還希望向企業(yè)出售私人5G網(wǎng)絡(luò),發(fā)展公司業(yè)務(wù)。隆德馬克稱,2022年,企業(yè)業(yè)務(wù)占諾基亞營收的8%,下一個(gè)目標(biāo)是達(dá)到“兩位數(shù)”區(qū)間,主要是通過有機(jī)增長和小規(guī)模收購的方式。
諾基亞依舊不會(huì)借鑒主要競(jìng)爭(zhēng)對(duì)手愛立信(Ericsson AB)的做法。出于發(fā)展企業(yè)業(yè)務(wù)的類似目的,愛立信以62億美元收購了Vonage控股公司(Vonage Holdings Corp.)。
諾基亞最近重新獲得標(biāo)準(zhǔn)普爾全球評(píng)級(jí)(S&P Global Ratings)的投資級(jí)BBB-評(píng)級(jí),結(jié)束了長達(dá)十多年的垃圾級(jí)評(píng)級(jí)。隆德馬克認(rèn)為公司依舊有許多工作要做,尤其是在營業(yè)利潤率方面。
他說:“我們對(duì)目前的現(xiàn)狀仍不滿意?!保ㄘ?cái)富中文網(wǎng))
譯者:劉進(jìn)龍
審校:汪皓
芬蘭5G設(shè)備廠商諾基亞(Nokia Oyj)重新設(shè)計(jì)了其品牌標(biāo)識(shí),以免人們繼續(xù)將其形象與手機(jī)掛鉤。諾基亞早在約十年前就已經(jīng)放棄了手機(jī)業(yè)務(wù)。
諾基亞除了在2月26日發(fā)布新品牌標(biāo)識(shí)以外,還公布了在第五代移動(dòng)技術(shù)日益普及的今天,推動(dòng)業(yè)務(wù)快速發(fā)展的一系列新重點(diǎn)戰(zhàn)略。
2月26日,在西班牙巴塞羅那世界移動(dòng)通信大會(huì)(Mobile World Congress )召開之前,諾基亞的首席執(zhí)行官佩卡·隆德馬克在接受采訪時(shí)說:“大多數(shù)人認(rèn)為我們依舊是一家成功的手機(jī)品牌,但這不是諾基亞。我們希望發(fā)布一個(gè)高度專注于網(wǎng)絡(luò)和工業(yè)數(shù)字化的新品牌,這與傳統(tǒng)手機(jī)業(yè)務(wù)截然不同?!?/p>
諾基亞品牌的手機(jī)依舊由HMD Global Oy出售。2014年,微軟(Microsoft Corp.)收購了諾基亞手機(jī)業(yè)務(wù)后,停止使用諾基亞品牌名稱,之后HMD獲得了出售諾基亞手機(jī)的許可。
隆德馬克還指出,諾基亞將努力發(fā)展為無線服務(wù)提供商供應(yīng)網(wǎng)絡(luò)設(shè)備的業(yè)務(wù),擴(kuò)大市場(chǎng)份額。他表示,諾基亞目前具備在不犧牲利潤率的情況下擴(kuò)大市場(chǎng)份額的“實(shí)力和工具”。
諾基亞還希望向企業(yè)出售私人5G網(wǎng)絡(luò),發(fā)展公司業(yè)務(wù)。隆德馬克稱,2022年,企業(yè)業(yè)務(wù)占諾基亞營收的8%,下一個(gè)目標(biāo)是達(dá)到“兩位數(shù)”區(qū)間,主要是通過有機(jī)增長和小規(guī)模收購的方式。
諾基亞依舊不會(huì)借鑒主要競(jìng)爭(zhēng)對(duì)手愛立信(Ericsson AB)的做法。出于發(fā)展企業(yè)業(yè)務(wù)的類似目的,愛立信以62億美元收購了Vonage控股公司(Vonage Holdings Corp.)。
諾基亞最近重新獲得標(biāo)準(zhǔn)普爾全球評(píng)級(jí)(S&P Global Ratings)的投資級(jí)BBB-評(píng)級(jí),結(jié)束了長達(dá)十多年的垃圾級(jí)評(píng)級(jí)。隆德馬克認(rèn)為公司依舊有許多工作要做,尤其是在營業(yè)利潤率方面。
他說:“我們對(duì)目前的現(xiàn)狀仍不滿意?!保ㄘ?cái)富中文網(wǎng))
譯者:劉進(jìn)龍
審校:汪皓
Finnish 5G equipment maker Nokia Oyj has redesigned its logo to stop people from associating it with mobile phones — a business it left almost a decade ago.
The brand revamp, announced on February 26, comes alongside a set of new strategic pillars intended to enable faster growth as the world increasingly adopts fifth-generation mobile technologies.
“In most people’s minds, we are still a successful mobile phone brand, but this is not what Nokia is about,” Chief Executive Office Pekka Lundmark said in an interview ahead of the Mobile World Congress in Barcelona on February 26. “We want to launch a new brand that is focusing very much on the networks and industrial digitalization, which is a completely different thing from the legacy mobile phones.”
Nokia-branded phones are still sold by HMD Global Oy. HMD got the license after Microsoft Corp., which bought the business in 2014, stopped using the name.
Lundmark also said that Nokia will focus on adding market share in the company’s business serving wireless service providers with network equipment. Nokia now has “the ammunition and the tools” to take market share without sacrificing margins, he said.
Nokia also wants to ramp up growth in its business selling private 5G networks to companies. The enterprise business reached an 8% share of Nokia’s top line last year, and the next target is to push the business “to double-digit” territory, mainly through organic growth and smaller acquisitions, the CEO said.
Still, Nokia ruled out taking the road of its main competitor Ericsson AB, whose $6.2 billion acquisition of Vonage Holdings Corp. was sparked by a similar aim to grow on the enterprise side.
Nokia recently regained an investment-grade BBB- rating from S&P Global Ratings, ending its more than decade-long slog in junk territory. Still, Lundmark sees more work to do, particularly on the company’s operating margins.
“We are not happy yet with where we are,” he said.