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According to research conducted by the International Data Corporation on smartphone sales, the Australian smartphone market is currently facing challenges. In the first quarter of 2023, the Australian smartphone market experienced a year-on-year (YoY) decline of 7.6%, with only 1.6 million units shipped. This decline can be attributed to several factors, including the country’s inflation rate hovering around 7% and the presence of higher interest rates. Consequently, consumers are actively seeking more budget-friendly smartphone options (source).
However, Nokia phones are doing well in Australia. Recently, HMD Global introduced the new Nokia G42 model, unveiling a fresh strategy to establish its own brand presence in the Australian market. This move holds promise, especially in a market saturated with Chinese brands such as Oppo, Vivo, and Realme. The introduction of a European brand like Nokia could resonate with consumers, but success hinges on the quality of the devices, which must compete with or surpass those offered by the BBK portfolio.
In addition to this strategic move, Nokia Mobile is conducting impactful promotional campaigns in Australia, similar to their efforts in the United States. They are actively advocating for sustainable device usage and even offering two luxury sustainable holidays valued at over $24,000 to those who participate. To partake in this initiative, all one needs to do is recycle their old devices, contributing to the revival of more classic units.
This sustainability initiative is being carried out in collaboration with Wander, Clean Up Australia, MobileMuster, and Freely. For further information and data, you can find more details by clicking here.