& cplSiteName &

NSN's New Tradition

Phil Harvey

2:00 PM -- Nokia Networks says it is focusing on retrieving lost market share as part of its upcoming revamp, which includes a renewed effort to win in mobile broadband. (See NSN to Cut 17,000 Staff.)

Sound familiar? Well, the first part of that lead paragraph is exactly what we wrote nearly two years ago today when Nokia Siemens was restructuring, and needed to lay off workers as it focused on market segments where it thought it could win.

Here's that story again: NSN Targets Greater Market Share. The date has changed, but the idea is generally the same, except that now it seems like NSN really will dump some struggling businesses and really will focus. (See NSN Unveils Its Kill List .)

Now, like then, NSN says more focus is needed. More focus. Must focus ...

Sorry, what were you saying?

Sure, I'm being an idiot, but given NSN's more than two years of nearly nonstop restructuring and strategy changes, I wonder where they find the enthusiasm to keep selling a story that apparently isn't good enough for the market:

My favorite NSN moment of the past few years came when, in late 2009, after spending two full days at a worldwide analyst meeting inside NSN's North American headquarters, I was given the most positive view of the company's progress by its top executives, one of whom, at the time, seemed to be letting her mouth write checks the vendor had no idea how to cash. (See Spradley: Nokia Siemens Will Be an LTE Leader.)

Less than one week later, NSN exploded -- almost on cue -- and Light Reading filed this story: Nokia Siemens Revamps, Cuts Jobs. Weeks later, gone were several of the execs I'd spoken with and several others who'd seemed to have a vice-like grip on the company's strategy were suddenly (and quietly) managing other parts of the business.

NSN's cuts this time around seem to be the most severe in recent memory. Maybe the company is finally finding the focus it needs to compete -- and win.

But year after year, it does get more difficult to write the same story. Forgive me if, in my mind, I've replaced NSN's majestic multicolored ribbon logo with a big red nose and a pair of floppy shoes.

— Phil "Bonkers" Harvey, Editor-in-Chief, Light Reading

(2)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
12/5/2012 | 4:48:06 PM
re: NSN's New Tradition

Ha! Hysterical. It does seem that certain companies go through cyclical restructuring in a never-ending, elusive quest for perfection. Must be great for employee morale :). Or maybe you just get numb to it. You could probably make a similar list of stories about Moto.



12/5/2012 | 4:48:04 PM
re: NSN's New Tradition

Don't forget the annual re-naming, re-branding and re-focus of effort on the Nokia App Store. Which, of course, we are all using every day.

12/5/2012 | 4:48:04 PM
re: NSN's New Tradition

Don't forget the annual re-naming, re-branding and re-focus of effort on the Nokia App Store. Which, of course, we are all using every day.

More Blogs from The Philter
Our series on the state of the SD-WAN market continues with a discussion on what's holding back some companies in the space and how standards and new technologies are advancing the cause of SD-WAN.
Jio's competitive market, fast growth and expanding customer base present some interesting machine learning and analytics challenges for Guavus, its newly announced analytics partner.
It's going to take some televisionary moves for pay-TV providers and big studio owners like AT&T to sort out what consumers want, how to package it and what to call it.
Machine learning is primed to help service providers run more efficient and effective networks, but first the good ideas have to make their way from the lab to the real world – and that's a big challenge, according to the University of Chicago's Nick Feamster.
Light Reading's editors discuss Dish Network, its pioneering past, a few hilarious missteps and why the company seems just as likely as anyone to be the next big player in 5G networks.
Featured Video
Upcoming Live Events
October 1-2, 2019, New Orleans, Louisiana
October 10, 2019, New York, New York
October 22, 2019, Los Angeles, CA
November 5, 2019, London, England
November 7, 2019, London, UK
November 14, 2019, Maritim Hotel, Berlin
December 3, 2019, New York, New York
December 3-5, 2019, Vienna, Austria
March 16-18, 2020, Embassy Suites, Denver, Colorado
May 18-20, 2020, Irving Convention Center, Dallas, TX
All Upcoming Live Events
Partner Perspectives - content from our sponsors
Edge Computing, the Next Great IT Revolution
By Rajesh Gadiyar, Vice President & CTO, Network & Custom Logic Group, Intel Corp
Innovations in Home Media Terminals for the Upcoming 5G Era
By Tang Wei, Vice President, ZTE Corporation
All Partner Perspectives