By 2010, having dominated the mobile world for over a decade, Nokia no longer has things all its own way. In the all-important smartphone market, competitors such as the iPhone and Android-based devices now pose a serious challenge. Clearly, it’s time for a rethink…
The good news is this is nothing new for Nokia. Adapting and transforming the business, finding innovative ideas and solutions, rolling up our sleeves and getting on with things: it’s in the company’s DNA.
A fresh face at the helm
In September 2010, Nokia appoints Stephen Elop as President and CEO. Formerly head of Microsoft’s business division, following roles at Juniper Networks and Adobe Systems Inc., Elop has a strong software background and proven record in change management.
A meeting of minds
In February 2011, Nokia announces it is joining forces with Microsoft to strengthen its position in the smartphone market. The strategic partnership sees Nokia smartphones adopting the new Windows 7 operating system, with the Symbian platform gradually being sidelined. The goal is to establish a third ecosystem to rival iOS and Android.
“The industry has shifted from a battle of devices to a war of ecosystems.”
Stephen Elop, President and CEO, Nokia
Let battle commence
Nokia launches its first Nokia with Windows phones, the Nokia Lumia 800 and the Nokia Lumia 710, in October 2011.