Nokia's hip dome has sent an outspoken and on the level memo to his staff that suggests the phone monster is in crisis.
Stephen Elop, who recently joined the sensitive brand from Microsoft, warns his company concerning rivals in their demand place: "They are loyal, they are cheap, and they are challenging us."
Lee Simpson, a chief judiciousness research analyst, told BBC Transistor 5 live: "This is an apology to investors as well as stakeholders."
"Nokia was fit to save task. It was individualistic, sapid," he explains to Gabby Logan. "The game's changed now."
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