Maintaining leadership in a transforming telecommunications market
Nokia partnered with LF Channel to position itself as a leader in 5G, connectivity, automation and smart cities in a highly competitive market with limited resources in Spain. Leveraging our strategic expertise and knowledge of the media ecosystem, we transformed the brand’s presence: we opened access to the most influential experts, activated key opportunities during the Mobile World Congress and achieved national television visibility for local projects.
THE CHALLENGE
Nokia partnered with LF Channel to maintain its position as a relevant player in the Spanish telecommunications infrastructure market amid the 5G revolution. With competitors intensifying their public visibility and new players aggressively entering the sector, the company faced a real risk of losing market share in Spain at a decisive moment: when operators, governments, and large corporations were making multi-million euro investment decisions in 5G networks, automation, and smart cities.
The challenge was clear: without consistent presence in the conversations that mattered—those where strategic alliances were forged and trusted providers were defined—Nokia could be relegated behind more visible competitors, regardless of its technology quality. All this, with limited resources allocated to the Spanish market.
RESULTS
We designed a “selective high-impact presence” strategy to maximize the return on every euro invested in actions that make a difference. Rather than saturating the market with product news, we focused on positioning Nokia as the authoritative voice that business and government decision-makers would consult before making strategic decisions.
Three coordinated lines of action:
Phase 1
Exclusive and strategic access
Individual meetings with specialized journalists from key media outlets for the B2B sector and dissemination of high-quality opinion content.
Phase 2
Sector showcase dominance
Impact maximization at Mobile World Congress, the event where the year’s main telecommunications conversations close.
Phase 3
Connection with mass audiences
Presence on national television linking Nokia’s local projects with topics of citizen interest (digital transformation, virtual reality, sustainability).
RESULTS
Since 2017, Nokia has maintained its position among the most relevant providers in the Spanish telecommunications infrastructure market, protecting its market share during a period of intense competition and sector consolidation.
Year after year:
- Hundreds of appearances in strategic Spanish media outlets
- Sustained presence before a specialized audience and, at key moments, at mass level
The real value:
In a market where visibility translates directly into invitations to negotiation tables and provider selection processes, Nokia maintained its seat at the conversations that matter—protecting millions of euros in business potential.
