HMD Global, the company behind Nokia phones, announced plans to launch its own line of smartphones by mid-2024 as part of its new brand strategy. Jean-Francois Baril, HMD's Co-founder, Chairman, and CEO, expressed ambitions for broader innovation, embracing a multi-brand approach by introducing HMD original devices alongside Nokia phones and global partnerships.
The new strategy will see HMD focusing solely on smartphones under its own brand, prioritizing sustainability and repairability. With India as a key market, where HMD holds a modest one percent market share, the company aims to unveil its branded smartphones there first, emphasizing a strong 5G portfolio. The Nokia brand, retained by HMD until 2026, will be reserved for feature phones, with a new model slated for release by May. Additionally, HMD has partnered with Mattel to launch a Barbie flip phone globally by July.
Moreover, HMD announced the HMD Fusion, a smartphone-like device with an Android OS and an unlocked bootloader, enabling users to customize hardware accessories. This innovative device will feature a built-in screen, battery, and pogo pins for attaching accessories. Presently, HMD manufactures most of its smartphones and feature phones in India through partnerships with Foxconn, Dixon Technologies, and Lava International. Since August last year, it has been exporting the Nokia 105 feature phone, priced below Rs 1,000, to select African markets.
