Nokia needed its expertise to make this product work because it isn't just a typical Wi-Fi-enabled tablet that will spend its days idly serving up eBay auctions and Pinterest boards from close proximity to the couch. "We wanted to make sure that we didn't build a pirate ship inside the company, because the company knows what it's doing." That's an interesting contrast to Microsoft's Surface design team, which one designer described as exactly that: a pirate ship, internal yet largely independent from the greater corporate ways. "Would you join that?" Plenty did, but Nokia wasn't just looking outside the company to staff up for this tablet effort. He couldn't help but laugh at the vagueness of the thing. The team will define what's next for Nokia in our aim to deliver great mobile products and experiences and what kind of new, unique, and differentiated product experiences we come up with to delight consumers." "Connected devices: a team that will help Nokia address new opportunities in adjacent categories to mobile devices. How do you hire for a project that doesn't exist? Norta pulled up one of the job postings, dated March 15, 2012, and read it aloud: The team would ultimately expand to a second building and fill it with testing equipment and talented people. Nokia's presence in San Diego is far from new, having set up shop years ago, but the office got a major boost in late 2011 as the 2520 project kicked off. Its offices are a scenic 15-minute drive away. "From a partner standpoint, we made the decision we were going to be on Windows, so having time zone proximity with the team in Redmond was helpful, and equally so with Qualcomm." Qualcomm provides the Snapdragon 800 chipset and integrated modem that form the core of the 2520 tablet. "There are few places in the world that you can attract and keep talent in both," he says. If either side is lacking, the whole thing fails, and without talented resources driving both sides, your product will suffer. Tablets, says Norta, require an intimate blend of hardware and software. Norta moved from Finland to San Diego expressly to get the Lumia 2520 off the ground. He's now a vice president and general manager of the company's Connected Devices division. Norta, an intense but easily likable man with cropped hair, wire-rimmed glasses, and a rapid-fire Finnish accent, has 22 years of experience, an entire career spent at Nokia. That's Heikki Norta's explanation of why it's taken Nokia this long to tap into the now-lucrative tablet market. Just because you can do something doesn't mean that you should rush to do it." "A product needs to know what it wants to be.
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