“We’re on the attack,” says Nokia


Nokia chief executive Olli-Pekka Kallasvuo told Nokia World 2009 in Stuttgart, Germany, last week: “We have a unique position to monopolise the smartphone market. Our scale is unimaginable.

“When you look at our global print and scope of what we want to accomplish, you can see we are building a new Nokia. There’s still a long way to go but we’ve various devices on the market positioned to suit different needs to customers.”

He added a thinly-veiled attack also on Nokia’s new rivals, Apple and Research in Motion, which have built their reputation in the market rapidly with high-end smartphones.

“It’s a scale game and not a world of one size fits all. We’re on the attack.”

Nokia executive vice president of markets Anssi Vanjoki added: “We are making all these things a reality for the masses, not just for the elite of this planet.”

Vanjoki explained: “We consider ourself to be a consumer organisation. We were told we are behind in business products. So, we listened to consumers and have grown exceptionally in the business/smartphone market.

“It’s not a world of one size fits all. Not everyone will be using the same services. We must recognise this fact. We have a great line up and our strategy is very clear and crystal sharp. Nokia is not on the defensive. We’re on the offensive.”

Despite its frank admission it could have done better with its nascent software operations, Nokia World is about ambitious strategy and Kallusvuo, in Stuttgart, set it the stretching target of 300 million Ovi users by 2012.

Nokia currently has 55 million active customers globally using its Ovi Maps, Mail, Store and Comes With Music applications, and said it will utilise its scale to ensure it builds on its early traction in the software and services markets.

Kallasvuo said: “We’ve accomplished a lot since the last Nokia World. Last year we talked about making the experience more social, instinctive, spontaneous and fun to create a world where everyone can make the most of every opportunity.

“We have begun to deliver on that message. Today your mobile is more than just a device. It’s an extension of yourself, enabled through the services we deliver.”

Kallasvuo said the success of the Ovi Store is “building momentum”, and it is now available in 180 countries, accessible from 100 Nokia devices.

He said to date, Nokia has partnerships with 27 network operators in eight countries who provide billing in five different languages.

Kallasvuo said of Nokia Comes With Music: “Since the last Nokia World, demand for Comes With Music has grown dramatically. It is a new business model for the music industry. It is currently available in 10 countries on a dozen devices, with more to come.”

He added: “This is just the start. There will be more devices in the coming months as we continue to open the boundaries of mobility. Today our challenge is to connect people to the world around them.

“We’ve been criticised for announcing too far in advance in the past and critics have been right. All the announced products will be available to try out now.”

The new devices will all be available in Q3/Q4, except for the Booklet 3G, to which Nokia is yet to attach a release date.