Gigaset's core business was impacted by a sharp decline in the overall market in 2012. In addition to a cost and efficiency program, the company is therefore systematically realigning itself. The new "Gigaset 2015" strategy will expand the business model to include the growth areas of business customers and solutions for the connected home (home networks).

With Home Networks, the business model as a hardware manufacturer is to be expanded and launched on the market under the name "Gigaset elements" to include the dimension of a cloud services provider, together with the opportunities this offers for new business models. According to Business Unit Manager Nicholas Ord, "Gigaset elements" thus operates beyond current product categories and addresses the enormous future market of the "Internet of Things. For Gigaset AG, this decision is therefore associated with a change from a rather old economy to a service-oriented work organization.