Nokia is no longer enough: HMD wants to fly with its own (sustainable) wings

Like it or not, HMD had the merit of keeping the brand alive Nokia, than as a brand aimed at women economical And average of the market has responded to the difficulties of the market by finding its own identity in phones with a soul “sustainable” like the interesting Nokia G42 (here she is our review).

Now, after six years of activity, the brand born from the alliance between large companies such as HTC, Microsoft and Nokia and which also includes Foxconn, Google and Qualcomm among its shareholders (the devices are produced by FIH Mobile, a subsidiary of Foxconn) has decided to establish a independent brand.

The announcement comes directly from Jean-Francois Barilco-founder and CEO of the company, who shared his intention to launch into this new adventure on LinkedIn.

“True to our values, HMD will continue to design for a more sustainable and convenient future for people. We will create technology that obsesses over user experience and anticipates people’s needs“.

But this is much more than a expansion of the catalogue, is a message to the market. HMD has in fact always been anchored to the brand Nokia, and several managers and employees, including himself Barrel, they come from the historic Finnish brand.

But now they want to prove that they can fly on their own, and while keeping Nokia as brands independent they are ready to face the challenge of a saturated and competitive market. Betting increasingly on the sustainability. In fact, Baril concludes:

“Every one of us at HMD is excited about our future of designing innovative products that last, reducing e-waste, helping people keep their mobile devices longer, and having a positive impact on the planet“

The reason for this announcement is easy to understand, establishing an own brand will allow us to increase the already rather small margins of a market such as the economic and medium one, as they will not have to pay the royalties to Nokia on every smartphones sold for use of the name.

At this point, HMD will have to invent something new. To produce smartphones that you can repair without the intervention of assistance it is certainly an initiative intelligent in a historical period like ours, but the Nokia smartphones they manage to sell also thanks to the appeal of the name despite the interface (pure Android) and design lacking a bit personality.

One smartphones The HMD brand needs something more to convince potential users to buy it, but we’re sure that the experience of its managers will instill these characteristics, so we can only wish them the best for the initiative.