Nokia Mobile is now officially HMD: Nokia Mobile, the brand that has been producing Nokia-branded smartphones since 2016, is no more. The company behind it, HMD Global, has decided to rebrand itself as HMD, Human Mobile Devices, and launch a new portfolio of devices under its own name.
Why the rebranding?
HMD Global acquired the rights to use the Nokia brand for mobile phones from Microsoft in 2016, and since then, it has released several Android smartphones and feature phones under the Nokia name. However, the company has faced stiff competition from other smartphone makers, especially in the budget and mid-range segments, and has struggled to gain a significant market share.
According to HMD Global, the rebranding is a strategic move to differentiate itself from the legacy of Nokia and to focus on its own vision and values. The company says that it wants to create “human mobile devices” that are fun, secure, fast, and affordable, and that cater to the diverse needs and preferences of customers around the world.
The company also says that it will continue to support the existing Nokia phones, tablets, and accessories, and that it will collaborate with new partners to launch new devices. However, it is not clear whether the company will use the Nokia brand for any future products, or whether it will phase it out completely.
What’s next for HMD?
HMD Global has teased a new HMD phone that will be unveiled at the Mobile World Congress (MWC) 2024 in Barcelona at the end of February. The phone, which has a Lumia-like design and a pink color, is rumored to have a 108MP camera with optical image stabilization (OIS), and to be one of the six upcoming HMD phones with codenames Pulse, Legend, Pulse+, Legend Plus, Pulse Pro, and Legend Pro.
The company has also released a teaser video on its official website, showing glimpses of other products that it plans to launch, such as tablets, wireless earbuds, smartwatches, and more. The video also highlights the meaning behind HMD as “Human Mobile Devices“, and emphasizes the company’s global reach and customer-centric approach.
HMD Global hopes that its rebranding and new products will help it to gain more recognition and trust from consumers, and to compete better with other smartphone brands. However, it remains to be seen whether the company can deliver on its promises, and whether it can retain the loyal fan base that it inherited from Nokia.