Nokia brand licensing strategy takes strange turn as iconic mobile brand posts on Reddit looking to hire new licensing partners in 2025 Once a mobile phone powerhouse, Nokia is now looking at new ways to ensure the brand still means something in today’s tech world.
What’s more, in a shocking turn of events, a Nokia Community Manager started a thread in the company’s official subreddit inviting big mobile companies to come together and work towards the betterment of a unified software update system for all devices. The message stated:
If you are a mass producer of mobile devices and you’re interested in discussing cooperation with us, please contact us.
This means that Nokia wants to license its name once more, as its previous relationship with HMD Global slowly faded away. While posting on Reddit is not your traditional business development tactic, it does at least demonstrate that the company is open to new and perhaps unorthodox ideas.
The story behind Nokia’s brand licensing journey
It’s not the first time that the proposal to license the Nokia brand was put forth. More than a decade ago, Microsoft purchased Nokia’s mobile division and made smartphones based on Windows Phone under the Nokia brand. But the move didn’t successfully move the needle in Microsoft’s favor and the Nokia brand was sold off to HMD Global.
Nokia was brought back to life under HMD with Android smartphones. With a rekindleEditDespite early success, the company was unable to take back much market share, particularly against strong competition from Samsung and Chinese OEMs. That partnership has since fizzled out, and Nokia once again seeks a new victim to license out its brand to.
Qed’s Guest Nokia’s Reddit Strategy: Anything but Standard, but Bold
It’s perhaps eyebrow-raising that Reddit is being used as a platform in this way, but Nokia’s decision to license its brand for this purpose highlights desperation — and determination. But while Reddit is better known for consumer engagement rather than professional business networking, perhaps the tech-savvy community is one place where you could meet an unexpected new partner.
The approach has already raised plenty of eyebrows on Reddit, with many commenting that if you’re looking to do serious licensing deals, Reddit might not be the best place for it. Then again, this Reddit post could be only one part of a wider, multi-pronged outreach scheme.
The Legacy and Fall of Nokia
Nokia was once the undisputed ruler of the mobile world, in the feature phone days at least. Products like the Nokia 3310 and Nokia 8250 were iconic and created a base of devoted fans. But the company never found its footing in the smartphone revolution.
Rather than getting on Android in a meaningful way early on, Nokia stuck with its Symbian OS and then teamed up with Microsoft to release a range of Windows Phone-based phones — a move that most people would consider one of it biggest strategic mistakes. By the time Nokia embraced Android at long last, the market was dominated by Samsung, Apple, and a deluge of Chinese names offering inexpensive alternatives.
Yet Nokia has substantial value left in its brand and its patents for mobile and networking technologies. And while we may not see an instant resurgence by virtue of Nokia licensing its brand strategy to a third party, it does provide an opening for another brave manufacturer to hoist the torch.
What’s Next for Nokia?
Rumors, for their part, have suggested that Samsung might buy up Nokia’s networking business, though Nokia has repeatedly denied that. To date, that call to action, on Reddit, essentially is the company’s most conspicuous one.
Whether any of it pans out in reality remains to be seen. But one thing is evident: Nokia’s licensing of its brand suggests that the company has not thrown in the towel. Nokia will never be the old Nokia, but not ready for the dustbin yet.
