Five tech companies that have undergone a radical reinvention

When Allbirds, an eco-friendly luxury shoemaker, announced in April it had struck a $50 million (£37 million deal) to become an AI data center provider, its stock surged more than 580% in a single trading session.

Whether things aren't quite working out, or whether you've identified a brilliant opportunity, pivoting into a new space is often the best bet for surviving – and thriving.

The technology industry is rife with reinventions. Take Nintendo, which started out making handmade toys, or Amazon, which was a mere humble bookseller.

Plenty of companies have successfully made a transition from one line of business to another – sometimes unexpectedly, sometimes out of necessity, and sometimes so dramatically we've forgotten their original purpose. Here are some of our highlights.

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1. BlackBerry: From phone maker to auto software developer

In February 2016, BlackBerry acquired the U.K. cybersecurity company Encription as it embarked on a dramatic pivot into cybersecurity consulting. It then broadened its horizons to the software space and now, with the QNX operating system, the firm develops critical software and services for more than 275 million cars around the world.

"It's been a large transformation over the course of the last decade as we've divested businesses and really narrowed our focus towards the B2B segments of QNX and Secure Communications," BlackBerry CEO John Giamatteo told Richard Quest in an interview with CNN in January this year.

"So that narrowing of focus has allowed us to simplify, reduce our costs, divest ourselves from subscale businesses, and really put ourselves in a much better position for profitability and long-term growth."

2. Nokia: From paper mill to handsets to next-gen networks

Like BlackBerry, Nokia gained worldwide recognition for its outstanding mobile phones – manufacturing devices from 1982, starting with the Mobira Senator, and now continuing in spirit under the spun-off HMD Global brand.

The origins of the Finnish technology icon, however, stretch back to 1865, when engineer Fredrik Idestam established the company as a paper mill.

It wasn't until a significant merger more than 100 years later — where Nokia, Kaapelitehdas, and Finnish Rubber Works merged to create the Nokia Corporation — that electronics became a key line of business.

Although its reputation faded in the 2000s with the birth of the smartphone — and the eventual sale of its mobile and devices division to Microsoft in 2013 — Nokia continued to make waves under the radar, and under the ground.

It began focusing on networking in 2014 and is now undergoing a major pivot away from sluggish telecom hardware toward AI-native networks, data center networking and 6G tech.

3. Samsung: From groceries to electronics and beyond

Samsung is among the world's most widely known brands and one of the 21st century's biggest technology success stories. The South Korean institution deals in all kinds of goods from fridges to smartphones to laptops to speakers.

In fact, it's hard to find an electronic device that Samsung doesn't manufacture. But the company didn't always start this way.

The company actually started life as a small grocery trading company in 1938, with the 40-employee-strong entity dealing in dried fish, local groceries and noodles. Amazon may have pivoted into this space recently with its Fresh stores, but for Samsung, groceries have always been in its lifeblood.

Samsung didn't enter the electronics industry until the late 1960s, when it started manufacturing black-and-white TVs. It's now a trillion-dollar company that comprises 80 separate companies, spanning construction, financial services, medical services, and many other areas.

In the future, Samsung is hoping to focus on the technologies of tomorrow, including agentic AI and 6G communications.

4. Slack: From gaming to workplace collaboration

Slack is one of the most widely used collaboration platforms on the planet, with the multi-billion dollar business boasting tens of millions of daily users each day.

Well before its massive acquisition by Salesforce for a tidy sum of close to $30 billion (£22.5 billion) – and indeed before it rose to prominence – the company's origins lay in the world of gaming.

When co-founder of photo-sharing site Flickr, Stewart Butterfield, attempted to get his new venture Tiny Speck off the ground in 2009, he developed an internal communications platform to help the team as it was developing its computer game Glitch.

This fanciful 2D MMORPG launched in 2011 and was eventually shut down roughly a year later — with these efforts to make it big in the gaming world ending in tears.

From these ashes, however, Butterfield pivoted the company and instead focused his team's efforts on making their internal communications tools public. Hence, Slack Technologies — and the widely used platform we now know today — was born.

Why Slack? It stands for "Searchable Log of All Conversation and Knowledge". Glitch is long dead, but you can still find a wonderful homage to Slack's origins on its website.

5. YouTube: From dating site to video hosting

The video-sharing platform YouTube has become a giant force in the technology industry, especially since its acquisition by Google, and it's become a hub for businesses across the world.

Millions of users have created businesses using the site, and many existing organizations use the hosting platform as an extension of their own businesses to push video content to billions of viewers.

But before the first video, 'Me at the zoo', was uploaded more than 20 years ago, its founders originally aimed to create a video dating site. The vision, according to co-founder Steven Chen, was to build a platform that allowed people to upload videos of themselves describing their ideal partners.

"We always thought there was something with video there, but what would be the actual practical application?" Chen said at SXSW 2016 in Austin, Texas, according to CNET.

"We thought dating would be the obvious choice."