- HMD Global will not launch flagship phones in the foreseeable future
- It is now focused on launching feature phones and affordable smartphones
- It also aims to focus on business users
For the foreseeable future, HMD Global, the Finland-based company that is licensed to sell Nokia branded devices, will not be launching a flagship phone. In a recent interview with Android Authority, HMD’s Global Head of Product Marketing, Adam Fergusson, said, “Making an $800 phone doesn’t make sense for us at the moment.”
The Nokia 9 PureView that debuted in 2019 was the last flagship phone from the company. While it debuted as the world’s first phone with a penta-lens camera setup, it received a lacklustre response from critics and general users. While there were rumours that the company was working on a sequel to the Nokia 9 PureView, its successor was never released.
HMD to focus on affordable phones
At the Consumer Electronics Show (CES) 2022, HMD launched multiple phones such as the Nokia C100, Nokia C200, Nokia G100, Nokia G400 5G, and Nokia 2760 Flip. Last month, the Finnish brand announced the Nokia C21, Nokia C21 Plus, and Nokia C2 2nd Edition. Among these devices, the G400 is the only 5G-enabled phone, while the rest are 4G LTE devices. These announcements show that the company is now focused on launching affordable handsets.
Fergusson said that the company has no ambitions to get into a specs war with other smartphone brands. Instead, he wants the brand to be known for something very different. At present, the company is focused on feature phones, entry-level, and mid-range smartphones that offer multi-day battery life, hardware that can last for several years, and an affordable price tag.
The peak point for HMD Global was back in mid-2018 when it ranked eighth on the list of the largest smartphone companies in the world. At present, it is the 11th biggest smartphone vendor. Nevertheless, the new strategy seems to be working in the company’s favour as it has continuously witnessed profits since Q3 2020. Q4 2021 has been the most profitable quarter for the company.
HMD Global also wants to focus on business users. Fergusson said that it hopes to “earn [its] spurs and then expand in a way that supports the core business.”