In a strategic shift, HMD Global, the company previously responsible for Nokia-branded phones, has erased all Nokia presence from its website, signaling a move towards independence. While surprising, this move paves the way for HMD’s own branded devices at the expense of the popular Finnish brand.
We already knew this was coming when Jean-Francois Baril, the Chairman and CEO of HMD Global, posted on LinkedIn last year about “a new portfolio of HMD branded mobile devices” in the pipeline. Now, as I pen this, the official Nokia website at nokia.com/phones redirects to the official HMD Global site. Though the Nokia branding has disappeared, HMD will retain their partnership and access to Nokia’s communication technology and patents. This is to ensure their future devices maintain performance standards. However, future smartphones and feature phones will no longer carry the Nokia name. Instead, they’ll come with HMD logo and design language. Several high-end, budget, low-end models and even a tablet are reportedly in the works, reflecting a diverse product portfolio.
Nokia’s future remains unclear. They could potentially revive their mobile legacy independently, but for now, the brand bows out of the mobile space. For now, HMD’s current focus will be on Asian and Indian markets. However, future expansion into Europe, America and Africa remains a likely next step given the market potential in these regions.
As a long-time observer of Nokia’s journey, I find this move unsurprising given the company’s struggles since 2007. While HMD’s independent path has the potential to make them a significant player in the saturated mobile market, their success will hinge on offering competitively priced devices that cater to user demands. If they achieve this, there’s a market ready to explore what HMD has to offer.
