Nokia said on Thursday it will give new phone models a name rather than a number, following the success of rivals with model names like RAZR and "chocolate."
"What you will see coming from us in the future is not just a numbering system, you are going to start to see names that carry a meaning and are important to consumers," Keith Pardy, head of marketing at Nokia, said during a webcast from an Citigroup's investor meeting in New York.
He did not specify if all new models would get names, or if some would still be introduced with a four digit number.
Earlier this week Nokia unveiled new phone models 7390, 7373 and 7360. Rival Motorola has enjoyed booming sales with its ultra-thin RAZR phone, and has subsequently decided to give more new models four letter names like SLVR (pronounce as "sliver") and PEBL ("pebble").
LG Electronics has seen strong demand for its "chocolate" model, a thin slider phone with dark cover.
Nokia has acknowledged consumer interest in thinner phone models, but so far has not come out with an ultra-thin design, to match RAZR or Samsung Electronics' new models.
Pardy admitted the firm has been late with thin phones.
"We have been slow on the uptake. We are not happy that we are late with that, but we are working on it. But at the same time you have to be looking at what's next," he said.
"RAZR has become a brand of its own," said FIM Securities' analyst Jussi Hyoty.