London’s design office gets short shrift – for producing “somewhat Robin Reliant level products,” in Risku’s words. The team is probably best known for producing the rather ambiguous icons – much criticized by bloggers and phone sites because isn’t clear what’s folder or application. But it does much more in the Strategy Boutique vein.

“It’s a trend office – they’re sniffing trends. They look at what T-shirts people are wearing and design phones according to the trend. They’ve had their time.”

This informs his recommendation that Nokia narrow its sprawling product portfolio – something Kallasvuo has already implemented, he explains. A smaller, more focused portfolio means higher prices, and higher margins:

“The average price of the phone (ASP) - better to sell high-end phones. Nokia's ASP has been going lower and lower over the years. The reason is that when you have a portfolio you make three, four or five "copy phones" - different categories. They are copies of each other, there are no real differences, they run the same.

“But when you have several phone candidates for the customer, they don't know which one fits them the best. So they choose the lowest risk, and that means the lowest price. When you have an iPhone, it's one model and that's it.”