It looks like Finnish-based Nokia have finally come to their senses, realizing that they are no longer "the leader in our industry" and have decided to start acting "like a challenger."
Nokia Chief Marketing Officer, Tuula Rytila, spoke with AdAge and said: "It's quite natural, and we're having a lot of fun with it. We want to be more bold in our approach, and [we want] a global brand, as well." Nokia now have the goal of wanting to create a global brand that can appeal to consumers all across the world, including the emerging markets.
I think this news is great, and it's the kind of position Nokia need to take - that they are no longer number one, and they need to take it as if they're coming onto the market for the first time. It could be an exciting few years from Nokia finally.