Can Angry Birds resurrect Nokia?

nokia hero

A reunion of major Finnish brains in the world of technology could result in the glorious rebirth of Nokia. That's because Pekka Rantala, former CEO of Rovio, the creator of the equally legendary Angry Birds, is the new chief marketing officer (CMO) of the resurrected smartphone maker.

NextPit Logo white on transparent Background

Rantala’s plans for the new Nokia are ambitious. In an interview with CNET, he said that HMD – the company that licensed the Nokia brand – is willing to spend up to $500 million in global marketing over the next three years. Although Apple and Samsung spend billions of dollars to promote their products, Rantala said Nokia will use this money in campaigns that will focus on "being different, ahead of their time."

Pekka Rantala: from CEO at Rovio to CMO at Nokia. / ©

According to Rantala, consumers still recognize Nokia as a reliable company and are willing to buy: "Nokia is a globally recognized brand, and we have a chance to rejuvenate it like never before," he said. "I love Nokia, I love what it represents, and I'd love to see it rise again."

Going to work for Nokia is a return to his roots for Rantala: he worked for the Finnish manufacturer for 17 years, where he held various positions until reaching the position of Senior Vice President of Marketing. At Rovio, he was CEO of the company for a year, when he implemented a company restructuring, cutting a third of the jobs, while at the same time investing in an aggressive expansion of the Angry Birds franchise.

A hard task ahead

Even with all this optimism, experience and love for the brand, Rantala has a hard road ahead of him: returning Nokia to its glory days (or at least close to it) will represent a Herculean task. The company will face fierce competition from heavyweights such as Apple, Samsung, Lenovo (Motorola), LG, Sony, plus the Chinese manufacturers. The company will still have to compete in two crowded smartphone and tablet categories: the low-end and mid-range.

HMD has not revealed any concrete information on the release schedule for its future devices, but the idea is for the first product lines from the 'new Nokia' to appear starting next year. And the Mobile World Congress 2017 could be the perfect stage for this.

nokia c1 leaked render 34
It's possible that we will see a new Nokia device at MWC 2017. / © Nokiapoweruser

In addition to smartphones and tablets, Nokia is also said to be planning to invest heavily in the wearables area. And in this field, the company wants to find a way to popularize this kind of device, something that other industry giants have not succeeded in, and Nokia might be the first to find the right approach.

To this end, and to quote from the linked article, “it has invested $191 million to acquire Withings, one of the most promising companies in the wearables industry. The acquisition is interesting because Withings is a consumer-focused company; they produce a smartwatch called the Activite, and various accessories aimed at fitness and health. What it lacks is a powerful brand and the loyalty of the public. And that's where Nokia comes in.”

Withings: wearable are set to form an important part of the new Nokia. / © Withings

After all, Nokia remains a very attractive brand. The company itself also shows enough confidence to say it has “a heritage of beautifully designed, innovative and reliable technology in the service of people around the world to help real human needs.”

All that’s left to do is hope.

Will the former CEO of Rovio help Nokia return to its days of glory? Let us know your thoughts in the comments.

Liked this article? Share now!
Join the discussion

Latest articles

Recommended articles


Write new comment:
All changes will be saved. No drafts are saved when editing
Write new comment:
All changes will be saved. No drafts are saved when editing

  • Vee-Kin Yap Aug 22, 2016 Link to comment

    Nokia committed suicide by teaming up with Microsoft and then let a good-for-nothing traitor paid by Microsoft to head their mobile phone division into the drain. I really hope they will make a come back. Awesome memories with Nokia feature phones.

  • Parvind Chahal Aug 18, 2016 Link to comment

    angry birds + cool nokia....lets see can this tag team do miracles like nokia did before 2010

  • Sherzod Abdujabborov Aug 18, 2016 Link to comment

    I loved my Nokia phones, especially the good old black&white dumb phones with batteries lasting forever and endurance comparable to granite.

    Nevertheless, Nokia has seriously damaged its brand equity by missing out on so many opportunities. It is a Kodak of mobile manufacturers.

    Despite a range of smartphones they produced, I associate Nokia with pre-smartphone type of devices. They will have to work very hard (read smart) to change that perception.

  • Andrew Burgin Aug 18, 2016 Link to comment

    Just wish Nokia would have gaven Android a chance in the early days and they were struggling to Advance Symbian further, as google with andoid is like using Symbian, samsung became more popular by solving Nokias phone built phones, as the N95 v D900 just shows that, Nokia better wait till next year to announce any Premium phone as the Barcelona phone event better chips will be released then, Cameras and Software updates were always very good from Nokia, and hope there phones are more affordable as Samsung phones are getting more expensive

  •   46
    Deactivated Account Aug 18, 2016 Link to comment

    I would love to see Nokia make a comeback. I always liked their phone and used them almost exclusively until they went Windows. They were always high quality devices. I doubt they will be able to knock off Samsung or even LG. I do think they will bring a competitive phone to the market one I look forward to. I hope they will have Micro SD and a removable battery.

    • Mukesh Jat Aug 19, 2016 Link to comment

      out of my first 7 phones, 5 were nokia, and last phone i bought was Lumia phone with windows, Hardware was awesome but restrictions of Windows OS made me to dump it,
      Then went with android and never saw back at windows or Symbian OS,

Write new comment:
All changes will be saved. No drafts are saved when editing