Nokia Brand Audit

Topics: Nokia, Mobile phone, GSM Pages: 7 (1929 words) Published: October 4, 2010
Nokia Brand Audit

Brand inventory
Nokia Mobile Phones is Synonymous to Brilliance and Efficiency. If there is a brand that should be really credited for its breakthrough technology and major contribution to the advancement in the mobile phones industry then it is certainly the Finnish brand Nokia. Nokia brand history dividing into four parts which is: Nokia First Century, The move to mobile, Mobile revolution, Nokia now

Nokia First Century (1865-1967)
The first Nokia century began with Fredrik Idestam's paper mill on the banks of the Nokianvirta River. Between 1865 and 1967, the company would become a major industrial force; but it took a merger with a cable company and a rubber firm to set the new Nokia Corporation on the path to electronics. Nokia started by making paper – the original communications technology. The history of Nokia goes back to 1865. That was when Fredrik Idestam built a wood pulp mill on the banks of the Tammerkoski rapids, in southern Finland. A few years later, he built a second mill by the Nokianvirta River – the place that gave Nokia its name. In 1898, Eduard Polón founds Finnish Rubber Works, which will later become Nokia's rubber business. In 1912, Finnish Cable Works founded Arvid Wickström starts Finnish Cable Works, the foundation of Nokia's cable and electronics businesses. In 1960, Cable Works establishes its first electronics department, selling and operating computers. In 1962, First in-house electrical device, The Cable Works electronics department produces its first in-house electrical device - a pulse analyzer for nuclear power plants. In 1967, Nokia Ab, Finnish Rubber Works and Finnish Cable works formally merge to create Nokia Corporation.

The move to mobile (1968-1991)
The newly formed Nokia Corporation was ideally positioned for a pioneering role in the early evolution of mobile communications. As European telecommunications markets were deregulated and mobile networks became global, Nokia led the way with some iconic products. In 1979, Radio telephone company Mobira Oy begins life as a joint venture between Nokia and leading Finnish television maker Salora. In 1981, The mobile era begins, Nordic Mobile Telephone (NMT), the first international mobile phone network, is built. In 1982, Nokia makes its first digital telephone switch, The Nokia DX200, the company’s first digital telephone switch, goes into operation. In 1984, Nokia launches the Mobira Talkman portable phone. In 1987, Mobira Cityman – birth of a classic, Nokia launches the Mobira Cityman, the first handheld NMT phone. In 1991, GSM – a new mobile standard opens up, Nokia equipment is used to make the world’s first GSM call. Mobile revolution (1992-1999)

In 1992, Nokia decided to focus on its telecommunications business. This was probably the most important strategic decision in its history. As adoption of the GSM standard grew, new CEO Jorma Ollila put Nokia at the head of the mobile telephone industry’s global boom – and made it the world leader before the end of the decade. Nokia launches its first GSM handset, the Nokia 1011. In 1994, Nokia Tune is launched. Nokia launches the 2100, the first phone to feature the Nokia Tune. In the same year the world’s first satellite call is made, using a Nokia GSM handset. In 1997, Snake – a classic mobile game, the Nokia 6110 is the first phone to feature Nokia’s Snake game. In 1998, Nokia becomes the world leader in mobile phones. In 1999, The Internet goes mobile. Nokia launches the world's first WAP handset, the Nokia 7110. Nokia now (2000-present)

Nokia’s story continues with 3G, mobile multiplayer gaming, multimedia devices and a look to the future. In 2002, Nokia launches its first 3G phone, the Nokia 6650. In 2003, Nokia launches the N-Gage, mobile gaming goes multiplayer with the N-Gage. In 2005, The Nokia Nseries is born, Nokia introduces the next generation of multimedia devices, the Nokia Nseries. The billionth Nokia phone is sold. Nokia sells its billionth...
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