Nokia

Brand Study
 Who is Nokia?

Nokia is a Finnish multinational telecommunications

company that was founded in 1865. Originally, the
company produced paper products and rubber
boots, but it later shifted its focus to
telecommunications equipment and mobile phones.
Nokia became a household name in the early 2000s,
when it was the world's largest manufacturer of
mobile phones, and it was particularly popular in
emerging markets like India
Market Leader

Nokia was once the dominant

player in India's mobile phone
market, with a market share of
over 50% in the mid-2000s.
However, the brand struggled to
keep up with the rapid changes in
the industry, particularly the rise of
smartphones, and its market share
dwindled in the following years.
Downfall of Nokia
In the late 2000s and early 2010s, however,
Nokia struggled to keep up with the rapid
changes in the mobile phone industry,
particularly the rise of smartphones. The
company was slow to adopt touchscreen
technology and other key features, and it
lost market share to Apple's iPhone and
other smartphones. In 2014, Nokia sold its
mobile phone business to Microsoft, and the
Nokia brand disappeared from the market
for a few years.
Back in Market
In 2016, Nokia returned to the mobile phone
market through a licensing agreement with
HMD Global, a Finnish company led by
former Nokia executives. Under this
agreement, HMD Global designs,
manufactures, and markets Nokia-branded
mobile phones and tablets, while Nokia
provides its brand name and patents.
Back in Market
The Nokia brand was initially received well in India,
with HMD Global capturing a 1% share of the
smartphone market in its first quarter of operations.
However, the brand faced stiff competition from
Chinese players like Xiaomi and Vivo, who were
offering similar features at even lower prices.
Nokia's market share fell to 0.5% in the following
year, and the brand struggled to gain traction.
These efforts paid off, and Nokia's market share in
India began to rise again. By 2020, Nokia had
captured a 3% share of the Indian smartphone
market, and the brand was once again seen as a
credible player in the industry.
Thank You