MWC 2023: Nokia Rebrands as Nokia, but with a B2B Twist

G. Barton Research Director

Summary Bullets:

• Nokia’s rebrand is designed to move further away from its mobile device and, to a lesser extent, CSP infrastructure heritage as well as to better position it to appeal to enterprise customers.

• Nokia has identified key medium and long-term trends and how it can play a role, but its B2B strategy needs to be more clearly defined.

Deciding to alter a brand as established as Nokia is not an easy decision, but the solutions vendor has done just that. At the start of 2023’s MWC event in Barcelona (Spain), the vendor has launched a new logo – albeit still with the same name. Nokia’s rational for doing this is clear and understandable: As recognizable as the blue Nokia logo is, it is also irrevocably associated with the company’s heritage as the dominant player in the pre-smartphone mobile handset market.