HMD Global, the brand licensee of Nokia Mobile, has announced plans to launch its own smartphone brand. The company co-founder and chairperson, Jean-Francois Baril, made the announcement on LinkedIn, saying “We are establishing an original HMD brand.”
The new HMD-branded smartphones will be introduced alongside the Nokia-branded devices. Baril said that the new brand will also bring collaborations with “exciting new partners”, but these partners have not yet been disclosed.
The decision to establish its own brand is a significant one for HMD Global. The company has been manufacturing Nokia-branded smartphones since 2016, and the Nokia brand has a long and respected history in the mobile phone industry. However, the smartphone market is increasingly competitive, and HMD Global is likely looking to differentiate itself from other brands.
What to expect from the HMD brand
No additional information has been released about the new HMD products, including a potential release date. However, Baril’s posts suggest that HMD Global’s independent smartphones will continue to focus on a clean user experience, 5G, and easy repairability, which are common features on Nokia-branded smartphones.
Additionally, Nokia phones released in recent years have largely been budget-to-mid-range devices. It seems that future HMD devices may follow suit, as Baril has suggested that the company will continue to “design for a more sustainable and affordable future.”
Will the HMD brand be successful?
It remains to be seen how successful the new brand will be. However, HMD Global has a strong track record of manufacturing quality smartphones, and the company has a good understanding of the market. Additionally, the new brand will have the backing of the Nokia brand, which is still a valuable asset.
Overall, the launch of the HMD-branded smartphone brand is a major development for the company. It is a sign that HMD Global is committed to the smartphone market, and it is an indication that the company is looking to expand its reach. Only time will tell if the new brand will be successful, but HMD Global is certainly setting itself up for success.