GenZ friends, this is Uncle Boomer speaking. No, that's not true, I'm Generation X, but it's the same. Imagine being in a world without smartphones, without apps, without selfies: a world where phones were only used to make calls and took up the entire palm of your hand. It seems prehistoric, right? And yet, only a few decades ago, it was reality. A company that many today only associate with vintage cell phones and the game Snake has changed it forever: Nokia. But reducing Nokia's history to this means not understanding the scope of its revolutionary epic.
An extraordinary trajectory that has spanned more than a century, from rubber to the first GSM networks, up to the iconic cell phones of the 90s and 2000s. More: a history of innovation technology and design, of courageous bets and strategic errors. A story that has shaped the pop culture and economy of an entire country, Finland. A story that still has a lot to teach us about the mechanisms of success and failure in the tech world. Do you have time? Are you ready to go?
From rubber boot maker to furniture visionary
La Nokia History it begins in 1865 along the banks of the Nokianvirta River in the city of Nokia, Finland. At the time, the company was a modest paper mill founded by mining engineer Fredrik Idestam. Over the next few decades, Nokia expanded into new areas such as the production of electric cables, tires and rubber boots, becoming an industrial conglomerate (a bit like IKEA in Sweden, or Nintendo in Japan, or other). But in the 60 years The company took its first steps in the world of telecommunications by developing radios for the Finnish army.
In the eyes of young aspiring managers of the 80s, however, Nokia still appeared as a boring and dusty industrial group. “It was a ridiculous thing for business students,” he recalls Mikko Kosonen, former chairman of the board of Aalto University (and former head of strategy at Nokia). “Nobody wanted to go to Nokia because it was considered a company with a boring history.”
The change of direction in Nokia's history
It all happened in the late 80s, when the management took two crucial decisions: to invest in telecommunications and to gradually exit other sectors. These were courageous choices, considering that at the time the newborn mobile telephony it was seen as a niche market for professionals.
“Nobody thought that mobile phones could become a mass product,” says Kosonen. “But at Nokia we were convinced that sooner or later they would become a mass product. We created the market.”
In the early 90s, Nokia sold its tire division and acquired several telecommunications companies such as the French Alcatel and the American Tandy. In 1992 Nokia history really begins to make history with the launch of its first GSM phone, the Nokia 1011. From that moment on, the challenge was to conquer not only professionals, but also consumers. And here two brilliant intuitions come into play: the . and the marketing.
The Phones You Wanted to Show the World
“Nokia was the first to understand that mobile phones would become a fashion item and a status symbol,” explains Christian Lindholm, former designer of the company. While competitors like Motorola ed Ericsson offered square and black phones, Nokia dared to experiment with innovative shapes, colors and materials. The Nokia 2110, released in 1994, for example: it had an ergonomic shape, curved keys and the possibility of changing only one cover. It was a resounding, unimaginable success, and paved the way for a series of phones with an increasingly original and captivating design.
In 1998 the iconic arrived Nokia 5110, the first with truly interchangeable covers and the ability to download custom ringtones. It was the phone every kid wanted. The bold design continued with models like the Nokia 3210 from the shape of a “river pebble” (I had it) the Nokia 8110 (I had it, in brushed aluminum): also known as “the Matrix phone” after appearing in the film of the same name.
“It was Disneyland for designers,” he recalls. Tej Chauhan, former English designer of Nokia.
“I was surrounded by brilliant and creative people. If you had an idea outside the box like a lipstick-shaped phone or an exotic fruit, you could propose it and see it realized. There was an extraordinary environment of freedom and experimentation.”
With these unique and iconic phones, Nokia wasn’t just selling technology. It was selling a lifestyle, a way of expressing one’s personality. It was making mobile telephony “cool” and desirable to a huge audience.
Connecting People: The Power of Emotional Marketing
In addition to design, another strong point in Nokia's history was marketing. The company did not simply advertise the technical features of its products. Instead, it told engaging stories that touched the emotional chords of the audience. The slogan “Nokia Connecting People”, introduced in 1992, perfectly embodied this philosophy. More than a phone, Nokia sold you the dream of always being connected with the people you care about.
Also memorable were the advertising campaigns showing people of all ages and ethnicities communicating through Nokia cell phones. “We didn’t show the product, we showed how the product improved people’s lives,” he emphasizes. Tapio Hedman, former Nokia marketing manager. Nokia ads exuded optimism, joy of life and human connection. They were an invitation to be part of a better, technological world made possible by a simple mobile phone.
This emotional marketing was perfectly in line with the “democratic” positioning of Nokia phones. Unlike its rivals who focused only on high-end models, Nokia offered phones for all budgets, from entry level to top of the range. The goal was to bring the “mobile revolution” to as many people as possible. And the sales numbers prove that the strategy worked great: In 2001, Nokia sold nearly 40 percent of all mobile phones in the world.
History and Glory: Nokia's Global Dominance and Its Impact on Finland
At the beginning of the new millennium, As mentioned, Nokia was at the height of its power. It had a turnover of over 30 billion euros a year, and its brand was the fifth best-known in the world. In Finland, it alone accounted for 4% of GDP. Its phones were everywhere: in Hollywood movies, in stadiums, in the pockets of politicians, entrepreneurs, and movie and music stars. Owning a Nokia was a status symbol. The company dictated the law in the industry, set the standards and taught how to blend high technology, style and usability.
Nokia's triumphal ride had a huge impact not only globally, but especially, as mentioned, in little Finland. For a country of only 5 million inhabitants recovering from the deep recession of the early 90s, Nokia was a source of national pride and a driver of economic growth. The company created tens of thousands of highly skilled jobs, financed universities and research centers, attracted foreign investment, transformed Helsinki into a high-tech capital. Thanks to Nokia, Finland became known around the world as the "Silicon Valley of Europe".
But Nokia's influence went beyond economics. The company shaped the culture, identity and self-esteem of the Finns. In a traditionally modest and reserved country, Nokia instilled a sense of pride and "yes, we can do this." Its charismatic leaders like Jorma Ollila became national celebrities and business models to emulate. Working for Nokia was the dream of many young engineers and managers. The company became a symbol of Finland's redemption and success in the world.
A “human” company in a high-tech sector
Along with national pride, Nokia also infused Finnish corporate culture with the values of collaboration, informality and work-life balance. Despite being a global hi-tech giant, Nokia long maintained a “human” and almost family-like atmosphere. There were no personal offices, not even for top managers, but open spaces where everyone worked side by side. Dress was casual, hierarchies were flat, and doors were always open.
Nokia's headquarters in Espoo, a suburb of Helsinki, perfectly embodied this philosophy. Designed by Finnish star architect Pekka Helin, was a futuristic but human-scale campus, with large common areas, relaxation areas, works of art on the walls, even an Olympic-sized swimming pool. The goal was to encourage spontaneous interaction between employees, the sharing of ideas, and psychophysical well-being.
Another hallmark of Nokia's culture was internationality. In a linguistically and geographically peripheral country like Finland, Nokia was among the first to adopt English as an official language and to hire talent from all over the world. In the corridors of its headquarters, one could meet Indian engineers, American designers, French managers. This melting pot fostered innovation and open-mindedness, making Nokia a forerunner of globalization.
Focus on young people and the future
Nokia’s vision was not limited to the phone business. The company invested with foresight in future generations, believing that technology should be a tool for progress and opportunity for all. It created programs to introduce children to science and programming, such as the “Technology Museum” or the “Invent with Nokia” competition. It funded scholarships and doctorates in STEM subjects. It organized events and interactive exhibits to let young people experience the potential of technology.
A particularly innovative initiative was the “Nokia Mobile Classroom“, a mobile classroom that traveled to the most remote schools on the planet to teach the basics of computing even to those who did not have access to computers and the Internet. It was Nokia's way of "giving back" to society some of its success and inspiring future innovators. A philosophy perfectly summed up in the words of then CEO Jorma Ollila:
“Our purpose is not just to make phones. It is to improve people’s lives and create opportunities for everyone through technology.”
The Beginning of the Decline in Nokia History: Underestimating the Smartphone Revolution
Despite its dominant position and innovative culture, hard times came for Nokia too. The turning point came in 2007, when Steve Jobs introduced the first iPhone and redefined the very concept of a mobile phone. I remember that moment as if it were yesterday: I was following Apple's keynote that launched that, Futuro Prossimo was born the year before. I had in my hands my recently purchased Nokia N97, which at the time was the maximum expression of Nokia consumer technology: a full-screen phone, with a retractable keyboard, beautiful and elegant.
Apple's smartphone had revolutionary features such as a multi-touch screen, Internet browsing, and an app store. I looked at the terminal in my hands, and it suddenly seemed to me that it had just become an antique.
Nokia, which had similar projects in the pipeline, did not fully grasp the extent of this threat. The management, still tied to the antiquated operating system Symbian, underestimated the impact of new competitors iPhone and Android. He thought that smartphones were still a niche market and that Nokia's strength lay in hardware, not software. A misjudgment that would prove fatal. "We were trapped in our 'phone-centric' mentality, while Apple and Google turned phones into pocket computers," he admits Anssi Vanjoki, former Nokia manager.
The breakdown
Within a few years, Nokia lost market share to its rivals. In 2008 still held 40% of the global smartphone market, in 2013 it had dropped to 3%. The crisis culminated with the sale of the mobile division to Microsoft and Nokia's definitive exit from the phone business. A huge blow to Finnish pride, even if it was cushioned by Nokia's return to its historic focus, network infrastructure.
What Nokia's history and trajectory teach us
Nokia's story offers many food for thought for anyone involved in technology, innovation and management. First of all, teaches how important it is to have a long-term vision and the courage to bet on seemingly “marginal” sectors. Nokia had the foresight to bet on mobile telephony when it was still a niche market. And for a decade it dominated the sector with its creativity in design and marketing.
But the history of Nokia It also reminds us how easy it is for “conquerors” to become “dinosaurs” if they do not adapt quickly to changes. Cradled by success and perhaps weighed down by its own size, Nokia failed to fully grasp the smartphone revolution and the threat of Apple and Google. A similar fate could also befall today's giants, from Meta to Amazon (and Google itself!) if they do not know how to constantly reinvent themselves. Woe betide anyone who thinks otherwise.
Everything else is Nokia
Another lesson from Nokia is the value of a “human” corporate culture, collaborative and international, even in a hyper-competitive sector like hi-tech. Creativity and innovation are “social” processes, that require diversity, spontaneous interaction and contamination of ideas. Nokia's organizational models and work spaces (open spaces, green campuses, multicultural teams) have been the ideal legacy of the philosophy of Adriano Olivetti and they have fostered precisely this spirit. They could still be a source of inspiration for many companies today: even those struggling with smart working and the “war for talents”.
Finally, Nokia's story illustrates the potential but also the risks of having a company-symbol that drives the entire economy of a nation. For Finland, Nokia has been a source of pride and a driver of growth, but also a potential weakness due to its dependence. When Nokia began to falter, the whole country trembled with it. A warning to those governments that bet everything on a few "national champions" (Novo Nordisk, your ears are ringing), underestimating the benefits of a more diverse and resilient economic system.
Nokia's Immortal Legacy
Despite its decline in the smartphone era, Nokia’s place in the history of high-tech and popular culture remains indelible. The company has done more than anyone else to democratize mobile telephony, making it accessible, fun and “cool” for millions of people around the world. It has set trends and fashions with its iconic phones. It has inspired a generation of engineers and innovators, especially in Finland and Europe. I, as a European (I am not ashamed to say it) dream of a multiverse in which Olivetti won and not IBM, Nokia and not Apple. Why? Because in my opinion they would have deserved it more, because everything is not just profit.
It is no coincidence that even today, after all these years, owning an old Nokia arouses a mixture of nostalgia and affection in many people. Those intuitive, colorful and “indestructible” cell phones have accompanied the most important moments of our lives, from the first call to the first love story. They have been more than just technological devices: they have been traveling companions, cult objects, symbols of an era.
Nokia's story goes beyond individual products
Today, Nokia no longer makes smartphones: HMD Global announced that it has stopped producing all models. However, it continues to sell simple mobile phones, known as feature phones, which remain popular in some markets. And it is still a major player in 5G and 6G network infrastructure. It continues to invest in research and development, to file patents, to seek new paths.
His story reminds us all that in the digital world no advantage is eternal and that the only way to stay relevant is to continually reinvent yourself. But it also teaches us that innovation, when driven by authentic values and put at the service of people, can truly change the world. Because in the end, if you think about it, Nokia in its golden years changed the world.
And who knows, maybe in the future, maybe at the next technological paradigm shift, it will return to be a protagonist. Because this is perhaps the most important lesson we can learn from its incredible adventure: in the tech world, nothing is impossible. With the same visionary and slightly crazy spirit of those Finnish engineers who in the 90s thought that the telephone could become much more than a simple tool for calling. They thought it could connect the human race.
And they succeeded.