HMD Global, the licensee of the Nokia brand for smartphones, tablets, and accessories, is implementing a new strategy. Recognizing the contract with Nokia will end in about two years, the company is preparing for the possibility of Nokia exiting the brand licensing business for smartphones (though currently that seems unlikely).
The new strategy involves the introduction of HMD’s own brand of smartphones and related products, with the initial target market being India. Although the announcement for the first HMD device was initially scheduled for the first half of 2024, according to industry sources from 91mobilesthe announcement is now expected in April 2024.
These phones will be competitively priced, with a primary focus on the online market, particularly through platforms such as Amazon and Flipkart. Additionally, HMD Global will distribute its devices through offline stores, which are popular among consumers in India. The initial focus will be on budget and mid-range phones, with a gradual expansion into the flagship models area.
The new strategy also involves branding phones for specific customer segments, as shown by the rebranded Nokia C32-like phone for an African vendor (M-KOPA-X1). According to the same source, HMD Global will continue selling its own devices alongside Nokia’s until 2026.
In terms of software, HMD will continue to use the Android OS for their devices, but will also provide security updates for an extended period, aligning with current trends.
In conclusion, HMD plans to launch at least three devices a year, covering all price segments. While their flagship model doesn’t need to be groundbreaking, it should offer upgraded specs and solid performance similar to the Pixel 8. This is what customers can expect from HMD following their underwhelming Nokia 9 release.