My Journey Through Disruption: From Nokia to Microsoft and Beyond

For most of my career, Nokia was my home. In 1999, I joined the company straight from the International Telecommunication Union, eager to be part of the mobile revolution. I moved from Geneva to Nokia’s HQ in Helsinki. Those were exciting times! Nokia was the name everyone associated with mobile phones, and I found myself at the centre of it all, witnessing the birth of the modern smartphone era.

I still remember the thrill of launching new devices, the friendship among colleagues, and the pride we felt seeing people worldwide using our phones. We weren't just making gadgets; we were connecting people, bringing them closer in ways that hadn't been possible before.

The changing scene

But in the world of technology, change is the only constant. Over my 15 years at Nokia, I saw firsthand how even giants can stumble. We held tightly to our Symbian platform, confident we could resist the rising tide of Android and iOS. We believed in our legacy and the strength of our brand. Yet the market was shifting beneath our feet, and our reluctance to adapt quickly became our downfall.

Customers wanted more: touchscreens, apps, easy internet connectivity. Symbian wasn't keeping pace. Many of us internally voiced concerns, suggesting we needed to embrace the new platforms emerging around us. Still, the general feeling was that we could innovate our way out of the problem without making such a drastic change.

"No company is an island. We rise together by sharing knowledge and embracing collaboration, even with our competitors."

A new chapter with Microsoft

Then came the pivotal moment when Microsoft acquired Nokia's mobile unit. Suddenly, I was working for a company that had once been a distant competitor. Transitioning to Microsoft was a significant shift, both professionally and culturally.

Under the leadership of Satya Nadella, Microsoft was changing. The company was abandoning the old "us versus them" mentality. They embraced open source, collaborated with former rivals, and reshaped their culture. It was eye-opening.

I witnessed Microsoft integrating Linux into their Azure cloud services, a move that would have been unimaginable a few years earlier. They recognised that to serve their customers better, they needed to support a wide range of technologies, not just their own. This openness drove progress and attracted a new wave of developers and users.

Lessons learned

My journey through these two tech giants taught me a powerful lesson: in today's world, collaborating with competitors isn't just a nice idea; it's essential for survival.

Imagine being a chef when a fantastic new ingredient hits the market. You can ignore it, stubbornly stick to your old recipes, and risk becoming irrelevant, or you can experiment, find ways to use it, and create something even better.

That's what collaborative competition is all about. It's about recognising that sometimes your rivals have something valuable to offer. By working together, you can achieve more than you ever could alone.

Real-world examples of collaborative competition

Microsoft Embraces Linux

Consider Microsoft again. In the early 2000s, they famously referred to Linux as a "cancer." Years later, they began integrating Linux into Azure. The result? Azure's popularity soared, attracting users who wanted flexibility and the ability to run various workloads. By embracing what was once considered the enemy, Microsoft expanded its market and boosted growth.

Apple's Switch to Intel Processors

Apple provides another strong example. They were staunch supporters of PowerPC processors but made the bold decision to switch to Intel in 2005. This move improved performance and allowed Macs to run Windows applications, making them more appealing to a wider audience. By adopting a competitor's technology, Apple improved their products and increased their market share.

Disney's Foray into Streaming

Even Disney recognised the power of collaborative competition. Facing the rise of streaming services like Netflix, they launched Disney+. They used their vast content library and had previously worked with Netflix by licensing content. Disney successfully entered the streaming market by understanding the changing scene and being willing to partner, even temporarily, with competitors.

The cost of hesitation: Nokia's missed opportunity

Reflecting on Nokia's journey, it's clear that our hesitation to embrace Android was a critical misstep. The market had already moved on when we recognised the need to change. Customers had invested in other ecosystems, and developers were building apps for platforms we didn't support. Our proud insistence on going it alone ultimately left us isolated.

Embracing collaborative competition in your business

So, how can businesses embrace collaborative competition?

• Stay alert to emerging trends: Monitor new technologies, business models, and potential disruptors in your industry closely.
• Don't fear partnerships: Seek out companies with complementary strengths. Joint ventures, licensing agreements, or technology integrations can benefit everyone involved.
• Be willing to evolve: Adapt your business model when necessary. Embrace new technologies and be prepared to disrupt your own practices before someone else does.
• Nurture a collaborative culture: Encourage your team to be open to new ideas, experiment, and learn from others, including competitors.

The path forward

My journey from Nokia to Microsoft showed me that the old way of doing business, the rigid "us versus them" approach, is no longer viable. In its place is a new era where collaboration can drive progress and growth. By embracing this shift, businesses can unlock incredible opportunities.

No company is an island in our fast-paced, interconnected world; our challenges are often too complex to tackle alone. By engaging in collaborative competition, we not only improve our own prospects but also contribute to the advancement of our industries.

To conclude

Change is inevitable, and disruption is a constant threat. But with openness, adaptability, and a willingness to collaborate, even with those we once considered rivals, we can successfully navigate these challenges.

So, take a page from my story. Be bold and embrace the power of collaborative competition. It's not just a strategy for survival; it's a pathway to innovation and lasting success.

"Don't fear the disruptors; embrace them. Collaborative competition is the key to unlocking innovation and achieving lasting success."