Nokia — Leaving the Matrix

Anton Exner
2 min readApr 30, 2018


Connecting People.

Saluton Nokia,

because of the following commercial I noticed that you still invest much effort on the distribution of smartphones …

The commercial outlines what traditionally has made Nokia so special: Reliability. This distinctive mark refers to the longevity of the devices, which is composed by the robust processing and battery performance. And so this association is provided within the communication — although this need is irrelevant for the smartphone market.

Let Go

With this strategy, Nokia is clinging to nostalgia — on successes of the past. Furthermore, in a market that is dominated by other providers and which is not longer desirable anyway, Nokia should move on. The relaunch of a model related to the Matrix Film series is a low point in this context. Regarding this background, it makes sense to think ahead of the in-house values – like reliability.

Be present

The digital world is euphoric about transformation processes. And who else, if not Nokia, should know it best how vital realignments are. For instance, creating products or services along current trends such as Health-, Fin- or Insurtech. Because reliability, as a motive, is here far more relevant. In this manner, Nokia owns enough authenticity to align itself across various industries.


Next to reliability, the claim ‘connecting people’ is also associated with Nokia. A wonderful origin to be unrestricted, still focused— as long as everything connects people.

In addition, with Vertu Series Nokia has created something that was ahead of its time. Not necessarily the mobile phones, but the concierge service, which unfortunately no longer exists. A more modern relaunch, for example as a compatible version, would have an exciting potential in this service-oriented age.

Another recommendation of mine would be a positioning as a consulting company in order to advise or invest in products or services of other providers along its in-house values and experiences.


It would be my pleasure to capture your purpose and developing service-oriented concepts.



Edit: The motivation came from the news around the smartphone market. So I discovered afterwards that Nokia is already active in the health market and puts an extensive focus on service in general.

However, I would like to interpret this circumstance as a confirmation. Namely that I had a similar view from a detached position. Nevertheless, I think that Nokia still lacks in having a central topic. This is why I would like to accompany Nokia in their self-discovery, as well as in the continuation of the service-oriented approach.



Anton Exner

Creative Shaman | — guiding businesses to conscious-driven solutions 🖤