BLOOM 2025, hosted by Reaktor and it's ecosystem (Codemate, Adventure Club, Growberries, Allies & Mallow), gathered leaders and innovators to explore how digital innovation, customer experience, and culture can create lasting business impact.

At the BLOOM event in Helsinki, Sami Ranta from Nokia took the stage to share how the company is evolving its business, and why building a modern revenue architecture has become a key part of that journey.

Together with Growberries, Nokia has developed a revenue architecture to align marketing, sales, customer success and finance into a single, efficient system. The goal? To drive recurring impact in a business that blends hardware, software, and services – without losing sight of customer value along the way.

A New Kind of Nokia

Let’s get one thing out of the way: Nokia doesn’t make phones anymore. Today, Nokia’s core business is telecom infrastructure. But beyond that, the company is growing a €3 billion enterprise business built on a mix of hardware, software, and services.

Nokia offers private wireless networks, edge computing platforms, and industrial applications like RXRM, a smart video streaming solution designed for example use cases in mining, manufacturing, safety and logistics. The offering combines robust 5G-enabled cameras with real-time video and audio processing, helping industrial customers boost safety, monitor operations, and work more efficiently. It’s a mix of cutting-edge hardware and software tailored for the world’s most demanding environments.

But having the right offering is only part of the equation. The bigger challenge? Bringing it to market effectively.

The Challenge: Moving Beyond Traditional Sales

While Nokia’s innovation pipeline is strong, transforming the business model has presented challenges.

Industrial customers are used to one-time purchases – buying hardware upfront and committing to multi-year software licenses. But Nokia wanted to shift toward more predictable, recurring revenue: Software as a Service (SaaS), and eventually, even Hardware as a Service (HaaS).

That kind of transformation isn’t simple. It involves: 

• Rethinking pricing, packaging, and delivery 
• Managing hybrid product models (with physical and digital components) 
• Driving internal change in how teams think, sell, and measure success, including new KPIs that reflect recurring value, not just one-time wins

As Sami Ranta put it: “It’s not an easy change of mindset to move from a traditional model to ‘as a service’. It takes real change management and a new set of KPIs.”

The Solution: A Smarter Revenue Model

One key insight was that traditional sales models don’t emphasize customer usage – a critical predictor of satisfaction and retention in any recurring revenue business. Working with Growberries, Nokia mapped out the full customer journey – from first touchpoint to renewal and expansion – and built a revenue architecture to support it.

Some of the most important opportunities they identified included:

• Putting customer usage at the center, with systems in place to monitor, support, and expand adoption
  • Strengthening customer success to ensure long-term satisfaction and retention
  • Introducing digital and remote-first sales models to reach global customers more efficiently
  • Creating clearer value realization journeys and helping customers get to “aha” moments faster, then scaling from there

This more systematic approach ensures that customers don’t just buy — they stay, grow, and advocate.

What Other Businesses Can Learn from Nokia

Nokia’s transformation is still ongoing, but the journey has already produced valuable lessons:

1. Revenue architecture is a mindset shift. You can’t assume everyone “gets” the new model. You have to teach it, model it, and build structures that support it.
2. SaaS KPIs matter. Traditional financial metrics won’t cut it. You need to track things like MRR, ARR, NRR, LTV, Churn and customer usage – the real drivers of recurring revenue.
3. Change is hard – and necessary. From internal teams to external partners, behavior change takes time. But it’s essential for building a business that lasts.

This transformation is as much about mindset as it is about systems. And it doesn’t happen overnight. It takes structure, buy-in, and a long-term commitment to customer value.

Let’s Talk About Your Growth Strategy

Want to build smarter and more scalable revenue operations and model around it, without having to figure it all out yourself? Contact me at (sami.lampinen@growberries.com) to get in touch and let’s explore how a revenue architecture could work for your business.