compete against the smartphone market. In November 2011, they decided on coming up with something new, especially targeting the youth, who were switching over to the Finnish Smartphones. This switchover required bringing several changes, starting from brand fundamentals to training in-house teams, from targeting to product advancement, and from hiring talented marketing people to new innovations. Communications Communications is one important aspect of the marketing mix. Marketing communication is often the largest component of communication within a company, which may be to present company values, objectives or specific products and services to investors, customers or the general public. In the 21st century, communications objectives focus on more customized messages, targeting customer groups or individuals to create high responses and greater brand interaction. As business becomes increasingly global with greater access to the Internet, mobile phones and social media, new challenges exist to inform people in targeted foreign markets. Shifts in the global economy and access to new markets lead also to greater demands for product shipping and associated services. To be effective, marketing communications must be tailored to its channels. For example: public relations messaging set is customized to its target audience which is media and the industry, there the messaging will be about data proofed achievements, whereas in social media messaging content is more friendly and about the brand soft qualities. communication strategies must converge with marketing objectives while also accounting for local languages, dialects and cultural norms. External communications might involve market research questionnaires, office website, guarantees, company annual report and presentations for investors. Internal communication can be the marketing materials, price list, product catalogs, sales presentations and management communications. On the other hand, each market demands different types of communications. For example, the industrial market demands a more personal communication but the consumer market demands non-personal communication. Types of communication There are also 4 different fundamental types of communication. One-to-many: this kind of communication is the most original communication. It is "generated from a single broadcast point and then available over airwaves or in mass print runs". This type of communication is usually adapted to news distribution that is not specific, not even interactive. Such as in an urgent notice play over airwave from broadcast in an industry, it is helpful for the general announcement. Many-to-one: many-to-one is usually connected to the one-to-many communication. For example, a reply button in your email box, a prepaid number bought